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公众号模板消息发送成功,但是用户收不到消息,是什么原因?

模板消息JSON字符串:{

                                    "touser":"oqN4b07hInKCLuF85Lk_FPto7fcE",

                                    "template_id":"2etkGqe25Y0K_ym2rgMiM9yGHx1XAF-9geMEQ-EZtr8",

                                    "data": {"first": {"value":"【消费】会员卡号13862842618,单号XS-2023-12-11-186305增加0积分,储值消费-380元!","color":"#173177"},"keyword1": {"value":"13862842618","color":"#173177"},"keyword2": {"value":"380元","color":"#173177"},"keyword3": {"value":"28821元","color":"#173177"},"keyword4": {"value":"829540","color":"#173177"},"keyword5": {"value":"2023-12-11 10:02:19","color":"#173177"},"remark":{"value":"谢谢惠顾!","color":"#173177"}}

                                }

接口返回成功:{"errcode":0,"errmsg":"ok","msgid":3232432535151001600}

调用接口的时候,用的UTF-8编码,这是什么原因?

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