Glossary

What is Message fallback?

Message fallback is the automatic process of re-sending a message over a lower tier channel when the preferred channel is unavailable for that recipient.

A typical cascade tries iMessage, then RCS, then SMS. The recipient receives one message; the platform decides the route based on what their number supports.

Good fallback reporting tells you which channel each message actually used, so your reply-rate analysis separates iMessage performance from SMS performance.