--- title: Why is my reply failing? description: Understand the technical and platform-specific reasons why social media replies fail in Engage, including expired tokens, API limitations, and deleted content. --- [Skip to content](https://dataeq.com/knowledge-base/why-is-my-reply-failing#main-content) [![](https://dataeq.com/hs-fs/hubfs/DataEQ_Logo_FOR%20USE%20ON%20DARK%20BACKGROUND.png?width=200&height=150&name=DataEQ_Logo_FOR%20USE%20ON%20DARK%20BACKGROUND.png)](https://www.dataeq.com) Open main navigation Close main navigation - Contact us Contact us How can we help you? - There are no suggestions because the search field is empty. 1. [Knowledge Base](https://dataeq.com/knowledge-base) 2. [Engage](https://dataeq.com/knowledge-base/engage) 3. [Tips & Troubleshooting](https://dataeq.com/knowledge-base/engage#tips-troubleshooting) # Why is my reply failing? When a reply fails to send from Engage, it is typically due to platform-specific API restrictions or a break in the authentication between Engage and the social network. This article outlines the primary causes for failed outgoing messages and the steps required to resolve them. ### Common Causes for Failed Replies ### 1. Deleted or Hidden Content A reply will fail if the comment or public post has been deleted or hidden on the native platform. If the content no longer exists on the social network, it cannot be replied to via the API. **Verification:** Click the social network icon on the ticket to view the post natively. If the content is not visible on the platform, the reply will fail. **Scope:** This applies to all social networks. ### 2. Facebook 24-Hour/7-Day Messaging Window Meta enforces strict time limits on responding to private messages to prevent unsolicited outreach. **Constraint:** You can only reply to a Facebook Inbox message if the customer has interacted with the thread within the last 7 days. ### 3. X (formerly Twitter) Direct Message Restrictions X restricts the ability to reply a public conversation with Direct Message (DM) if the user  isn't following your profile. **Constraint:** You can only reply to a public comment with a DM if the user is following your profile. **Resolution:** If the DM fails, attempt a public reply or ask the user to follow your account to enable private messaging. ### 4. Invalid or Expired Authentication Tokens Engage uses secure tokens to act on behalf of your social profiles. If this token is revoked or expires, Engage loses the authorisation required to fetch data or post replies. - A token typically becomes invalid if: - A profile administrator changes their password on the native platform. - The DataEQ integration is manually removed from the social network’s "App Settings." - The social network flags the authorisation due to suspicious activity or a routine security refresh. - Your token has been expired and needs to be refreshed **Required Action:** To restore functionality, the administrator who originally authorised the profile must log in to Engage and re-authenticate the affected account. 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