Admin → Automations → Select Message Errored.

You can now more easily define what happens when a message fails to send. For example, you can easily setup the new Error Handler automation type to:

Add/Remove tags to contacts
Add/Remove them from lists
Add/Change data fields on contacts

💡 Want to go deeper? You can use advanced logic via custom snippets.

Run different actions based on specific error codes
Automatically opt out or tag contacts after repeated failures
Detect spam filter issues and log them at the channel level
Flag contacts with recent inbound activity before removing them from lists
Whisper debug info

For example, here’s a snippet that tallies how many times a contact has errored, and flag them as error-prone once they’ve reached a threshold:

// Combined list of low- and medium-confidence error codes
var tallyCodes = [
    // Low-confidence: clearly landline / bad / unsubscribed
    4303, 4350, 4406, 4420, 4421, 4433, 4434,
    4492, 4700, 4701, 4702, 4720, 4721, 4753,
    4773, 4774, 4775, 21212, 21217, 21610, 30003,
    30006, 21211, 21614,

    // Medium-confidence: ambiguous delivery errors
    4401, 4409, 4482, 4730, 4750, 5106, 5500,
    5501, 5999, 9999, 30005, 30004, 30008,
    63011, 30011, 21219
];

// Make sure we have a code and that it’s in the list
if (!error.code || tallyCodes.indexOf(Number(error.code)) == -1) {
    return;   // => non-qualifying error; do nothing
}

// ----- Increment the customer’s running error tally -----
var tally = Number(store.customer.error_tally || 0) + 1;
store.save('customer', 'error_tally', tally);

// Tag after ≥2 strikes
if (tally >= 2) {
    customer.addTag("Error-prone", "#f05a28");
}

Copy/paste this in your automation, and consider using “Error-prone” as a suppression tag in your subsequent broadcasts when you’re trying to maximize deliverability. This way you’re not removing errored-out contacts too aggressively, so if you do need to some day send to the full list during a final push, you can choose not to suppress the error-prone contacts!

We have working snippets for many of these examples above that you can copy/paste into the automation, including a “Smart Error Handler” that gradually cleans your list as the system learns each contact’s textability so that you don’t have to keep paying for messages that don’t go out. Or you can of course code your own!

Whether you’re flagging bad numbers, tracking common issues, or cleaning your lists, Error Handlers give you full control over how your org responds to message failures.

06/16/2025 - Minor Release

🚀 NEW: