A soft bounce indicates that a message could not be delivered due to a temporary issue, but may be successfully delivered if retried.
This is different from permanent delivery failures, where the message cannot be delivered at all.
Soft bounce vs hard bounce
The table below explains the key differences between soft and hard bounces.
| Type |
What it means |
Typical causes |
What you should do |
| Soft bounce |
Temporary delivery issue — message may be delivered later |
Phone switched off, network issue, inbox full, carrier delay |
Retry sending later |
| Hard bounce |
Permanent delivery failure — message cannot be delivered |
Invalid number, deactivated number, blocked recipient |
Remove or correct the phone number |
👉 Key difference
- Soft bounce = temporary issue ✅
- Hard bounce = permanent issue ❌
Common causes of soft bounces
Soft bounces typically occur due to temporary conditions on the recipient’s side or within the network:
Device-related issues
- The recipient’s phone is switched off
- The device is out of coverage
👉 Action: Retry sending later
Network or connectivity issues
- Temporary network disruptions
- Poor signal or connectivity
👉 Action: Retry sending later
Device or storage limitations
- The recipient’s device cannot receive new messages (e.g. storage full)
👉 Action: Retry or follow up with the user if the issue persists
Carrier or routing issues
- Temporary operator or routing problems
👉 Action: Retry sending after some time
What should you do when you see soft bounces?
To manage soft bounces effectively:
- Retry sending the message after a short delay
- Monitor recurring soft bounces on the same numbers
- Investigate patterns (e.g. country, operator, campaign timing)
👉 Best practice
If a number repeatedly returns soft bounces over time, it may indicate a deeper issue and should be reviewed.
Why soft bounces matter
Soft bounces are an important indicator of delivery quality.
They help you:
- Understand temporary delivery issues
- Monitor the real reach of your campaigns
- Optimise campaign performance over time
Key takeaway
- A soft bounce is a temporary delivery issue that may resolve automatically
- A hard bounce is a permanent failure that requires action
- Monitoring and managing bounces helps improve deliverability and campaign performance
👉 In short:
Soft bounces don’t mean failure — they highlight temporary issues that you can manage to improve your campaign delivery.
