From payload to delivery report in under 500ms
A deep and honest look at every layer of the platform. No "magic" — just solid engineering, battle-tested components in production, and explainable design decisions.
End-to-end non-blocking pipeline
Every layer is engineered to sustain billions of messages/month — with guaranteed delivery, smart retries, distributed rate-limiting, and full per-message observability.
Your Backend
App / CRM / ERP
API Gateway
REST · Webhooks · SDKs
Priority Queue
Per workspace and type
Parallel Workers
Non-blocking pipeline
Meta Cloud API
WhatsApp Business
Webhooks
Callbacks · Status
Throughput
100% non-blocking pipeline. Queues prioritized by tenant and message type.
Resilience
Smart retries with exponential backoff and periodic reconciliation with the Meta Cloud API.
Observability
Every message traceable end-to-end — logs, metrics, tracing, and alerts.
8 steps from backend to WhatsApp
Step 01
Ingestion
POST /v1/messages arrives at the edge
The gateway validates schema, token signature, dedup by idempotency_key, and routes to the appropriate queue. 100% non-blocking — we return 202 in under 40ms with a persisted message_id.
Step 02
Queueing
Priority queue by workspace + type
Messages are routed to separate queues by priority (critical, high, default, low) and workspace. This ensures heavy marketing volume never delays an OTP. Distributed rate-limiting per template and number.
Step 03
Processing
Parallel workers consuming in a loop
Each worker grabs a batch, hydrates template variables, applies segmentation rules, and fires to the Meta Cloud API. Auto-scaling pool with backpressure — we never starve the downstream API even at peak.
Step 04
Meta Cloud API
Delivery to WhatsApp Business
Meta returns an id, then notifies status (queued → sent → delivered → read). On error, we classify as retryable / terminal and handle with the appropriate policy.
Step 05
Smart Retries + Reconciliation
Failure is not the end — it's the beginning of reconciliation
Retryable errors go to a retry buffer with exponential backoff (2s → 4s → 8s → 16s → 32s → 1min → 5min → 30min). After 7 attempts, the message enters continuous reconciliation with Meta every 6h for 7 days.
Step 06
Persistence
Data core as source of truth
Every state transition is persisted with timestamp, Meta metadata, billable cost, and tracing id. Composite indices by workspace + status + created_at enable queries in milliseconds even with billions of records.
Step 07
Outbound webhooks
Your backend receives every event
Each transition generates a webhook signed by HMAC SHA-256 to your endpoint. Automatic redelivery with backoff up to 24h, ordering by message_id, and manual replay via dashboard for the last 30 days.
Step 08
Observability
Every message traceable end-to-end
The entire pipeline produces structured logs, metrics (Prometheus), and tracing spans (OpenTelemetry). A single trace_id takes you from ingestion to outbound webhook. Public Grafana dashboards per tenant.
Three architectural decisions that sustain everything
Native multi-tenancy
Each workspace has its own queues, rate-limits, and physically isolated storage. Real isolation — not logical filter that can leak.
Layered security
Scoped tokens, zero-downtime rotation, PII encrypted at rest (AES-256) and in transit (TLS 1.3), immutable audit log.
Total observability
A single trace_id takes you from the client API to the outbound webhook. Public dashboards per tenant. No secrets about what happens inside the platform.
What CCX commits to in writing
Beyond SLA, a list of commitments that go into Enterprise contracts and work by default on other plans.
- Idempotency guaranteed for 7 days on every endpoint
- No message sent twice due to internal failure
- Retry buffer with up to 7 attempts + 7 days of automatic reconciliation
- Webhooks with 24h automatic redelivery and manual replay
- Public SLA with financial credits on breach
- Real-time status page and public postmortems <48h
- LGPD, GDPR, SOC 2 Type II auditable with DPA ready
- Full data export anytime (CSV, JSONL, Parquet)
Read this far? You're ready to test.
Spin up a sandbox in 2 minutes and send your first approved template. No card, no lock-in.