Why a deal was not nurtured

You can see the deal. It is open, the customer went quiet weeks ago, and nothing has been sent. This page is every reason why, so you can tell a decision from a fault in about thirty seconds.

Start with Reviving stalled enquiries if you have not read it — this page assumes it.

The three that look like faults

The deal is hot

Your best-looking deal receives nothing, and that is deliberate.

Hot means the conversation is live. That deal is already getting your assistant’s normal follow-up, which is the right tool for it. A promotional message on top of a live conversation is noise you are paying for, and it is the fastest way to turn an interested customer into an annoyed one.

The deal is cold

Cold means your assistant read the conversation and concluded they are not interested. Nurturing them converts almost nobody — and gets you blocked and reported, which cuts your number’s quality rating with Meta.

That is the part worth caring about: a cut quality rating throttles all your WhatsApp messaging, including order updates to customers who are paying you. One unwanted promotional message can cost you the messaging you actually depend on.

The customer has no open deal

Nurture works on deals, not on contacts. Somebody who asked “is my order ready?” never produces a deal — your assistant only opens one for a genuine sales enquiry — so they can never be nurtured, however long ago they messaged.

If you want to reach people without an open deal, that is what campaigns are for.

The limits

Reason	What happened
Three already sent	The lifetime limit per customer. Past three, the answer is no and we would be the ones not listening.
Sent within the last week	Minimum seven days between messages.
Two sent with no reply	It stops. The reply is the only signal that counts.
A campaign reached them recently	Nurture and campaigns share one limit per customer. One business, one limit — otherwise each half stays “within limits” and the customer is messaged twice.
The same file already went to them	Sending the same PDF twice is the clearest possible signal that nobody is home on our side.

The exclusions

Reason	What happened
They replied STOP	Permanent, for anything promotional. Their order and booking updates keep flowing.
They booked something	A customer who has booked has converted. Marketing to them would be a mistake, even while the deal sits open on your board.
Your assistant ruled them out	If the conversation ended with the customer being disqualified — a competitor asking for pricing, someone outside your area — they are not nurtured.
A person took the conversation over	A thread being handled by one of your team is left to that person.
You told it to stop chasing this deal	The customer clearly ended it, and your assistant recorded that.
The deal is snoozed or closed	Nothing goes out on a deal you have parked.

The setup gaps

Reason	What to do
kooday_nurture is not approved	Everything falls back to it, so nothing sends without it. Bots → your bot → Templates.
The switch is off	Same tab: Let the assistant revive stalled enquiries. It starts off.
No file fitted	Nothing in your library answered what they were asking about. It does not pick something just to have picked something.
Every file has a blank when to send this	A file with that line empty is invisible to the assistant, not just ranked lower.
They are not on WhatsApp	Files can only be attached on WhatsApp today. A deal from your website chat, Instagram, Messenger or a phone call is skipped.
They arrived with no consent record	Deals you created by hand on a contact who never messaged you have no basis for a promotional message. A customer who messaged you first does.
Your wallet is empty	Promotional sending pauses on an empty balance, exactly as campaigns do.
It is outside your contact window	Nothing proactive goes out before 9am or after 9pm local time, whatever your own window says. It will go out at the next opportunity.

And one that is measurement

The deal is in the holdout

A small share of eligible deals is deliberately left alone so the results mean something. Without a group that received nothing, there is no way to tell a revived deal from one that was coming back anyway — and a revival rate you cannot trust is worse than no revival rate.

The How it’s selling panel above your board shows how many deals are held back and how many of them came back on their own. The group is small, it is chosen the same way every time (so a deal held back today is not messaged tomorrow by accident), and a deal is only ever held back once its own limits would have allowed a message.

Still not sure

If none of the above fits, open the deal and look at its timeline. Every skipped task records why it was skipped, in the same words this page uses.