What is failover?
Failover is an automatic switch to another communication channel when the primary channel cannot deliver a message, ensuring reliable and uninterrupted customer communication.
Failover is a reliability feature that redirects a message to another communication channel when the primary one fails. It acts as a ready backup path, helping ensure important notifications still reach the user even if a channel is slow, unavailable, or temporarily offline.
How it works
When a system detects that a message was not delivered, it triggers a sequence that sends the same message through an alternative channel such as SMS, WhatsApp, email, or push notification. This process is automatic and happens after a defined timeout or delivery status check.
In Infobip’s Customer Engagement Solution, failovers are easy to set up. You choose the primary channel, set fallback timing, and define a secondary channel. This improves reachability for customers who switch networks, lose data coverage, or have inconsistent connectivity.
Example: A user has no mobile data but still has a cellular signal. If a WhatsApp message cannot be delivered, the system sends the same message via SMS so the user still receives it.
Failover flowchart
Primary channel attempted → Delivery fails or times out → System activates failover
→ Message sent via secondary channel → Delivery confirmed
Failover vs backup
A backup is a saved copy of data for later recovery. Failover is an active switch to a working path so communication continues without interruption.
In short: backup restores, failover redirects.
Failover vs disaster recovery
Failover handles everyday communication issues like a channel outage or local network failure.
Disaster recovery addresses major incidents that impact entire systems or infrastructure.
Failover keeps operations running in the moment; disaster recovery focuses on rebuilding after a large failure.
Why it matters
Failover prevents message loss, increases delivery success, and supports a consistent customer experience across regions, devices, and channels. It ensures operations continue smoothly, even when conditions change.
FAQs about failover
A failover message is a backup message sent through a secondary channel when the primary channel cannot deliver. It ensures the user still receives the notification without manual resending.
It protects delivery rates by preventing message loss. If a channel is slow, unavailable, or blocked, failover keeps the conversation going through another reliable path.
Failover can move between many channels, including SMS, WhatsApp, email, voice, and push notifications. The exact channels depend on the platform and the customer’s connectivity.
Activation timing depends on the workflow setup. Systems trigger failover after a delivery failure or a defined timeout so the backup message is not delayed unnecessarily.
Yes, in a positive way. Users receive important messages even if one channel is not available. This reduces frustration, improves reliability, and supports successful customer journeys.
No. Resending happens on the same channel. Failover switches to a different channel to improve the chance of successful delivery.
Yes. Most communication platforms allow businesses to configure which channel to use as a backup, based on audience habits or availability.
Connectivity varies across regions. Failover ensures messages reach users despite local network issues, roaming constraints, or limited data coverage.