diff --git a/app/controllers/public/api/v1/inboxes/conversations_controller.rb b/app/controllers/public/api/v1/inboxes/conversations_controller.rb
index 129d8c8dd..3d553fee6 100644
--- a/app/controllers/public/api/v1/inboxes/conversations_controller.rb
+++ b/app/controllers/public/api/v1/inboxes/conversations_controller.rb
@@ -1,7 +1,7 @@
 class Public::Api::V1::Inboxes::ConversationsController < Public::Api::V1::InboxesController
   include Events::Types
   before_action :set_conversation, only: [:toggle_typing, :update_last_seen, :show, :toggle_status]
-  before_action :ensure_inbox_active, only: [:create, :toggle_typing, :toggle_status, :update_last_seen]
+  before_action :ensure_inbox_active, only: [:create, :toggle_typing, :toggle_status]
 
   def index
     @conversations = @contact_inbox.hmac_verified? ? @contact_inbox.contact.conversations : @contact_inbox.conversations
diff --git a/app/jobs/send_reply_job.rb b/app/jobs/send_reply_job.rb
index 90ed2e999..f32275157 100644
--- a/app/jobs/send_reply_job.rb
+++ b/app/jobs/send_reply_job.rb
@@ -44,17 +44,43 @@ class SendReplyJob < ApplicationJob
   end
 
   def deliverable_reply?(message, channel_name)
-    return false if message.private?
-    return false unless message.outgoing? || message.template?
-    return false if message.source_id.present?
-    return false if message.content_type == 'voice_call'
-    return message.email_notifiable_message? if email_delivery_channel?(channel_name)
+    return false unless deliverable_message?(message)
+    return message.email_notifiable_message? if email_channel?(channel_name)
+    return email_notification_deliverable?(message, channel_name) if email_notification_channel?(channel_name)
 
     true
   end
 
-  def email_delivery_channel?(channel_name)
-    %w[Channel::Email Channel::WebWidget Channel::Api].include?(channel_name)
+  def deliverable_message?(message)
+    return false if message.private?
+    return false unless message.outgoing? || message.template?
+    return false if message.source_id.present?
+    return false if message.content_type == 'voice_call'
+
+    true
+  end
+
+  def email_channel?(channel_name)
+    channel_name == 'Channel::Email'
+  end
+
+  def email_notification_channel?(channel_name)
+    %w[Channel::WebWidget Channel::Api].include?(channel_name)
+  end
+
+  def email_notification_deliverable?(message, channel_name)
+    return false unless message.email_notifiable_message?
+    return false if message.conversation.contact.email.blank?
+    return false unless message.account.within_email_rate_limit?
+
+    email_notification_enabled?(message.inbox, channel_name)
+  end
+
+  def email_notification_enabled?(inbox, channel_name)
+    return inbox.channel.continuity_via_email if channel_name == 'Channel::WebWidget'
+    return inbox.account.feature_enabled?('email_continuity_on_api_channel') if channel_name == 'Channel::Api'
+
+    false
   end
 
   def mark_message_failed(message)
diff --git a/spec/controllers/public/api/v1/inbox/conversations_controller_spec.rb b/spec/controllers/public/api/v1/inbox/conversations_controller_spec.rb
index 6684d18cf..75e451d7f 100644
--- a/spec/controllers/public/api/v1/inbox/conversations_controller_spec.rb
+++ b/spec/controllers/public/api/v1/inbox/conversations_controller_spec.rb
@@ -139,5 +139,18 @@ RSpec.describe 'Public Inbox Contact Conversations API', type: :request do
       expect(response).to have_http_status(:success)
       expect(conversation.reload.contact_last_seen_at).not_to eq contact_last_seen_at
     end
+
+    it 'updates the last seen when the inbox is disabled' do
+      current_time = DateTime.now.utc
+      allow(DateTime).to receive(:now).and_return(current_time)
+      api_channel.inbox.update!(active: false)
+
+      expect(Conversations::UpdateMessageStatusJob).to receive(:perform_later).with(conversation.id, current_time)
+
+      post update_last_seen_path
+
+      expect(response).to have_http_status(:success)
+      expect(conversation.reload.contact_last_seen_at).not_to be_nil
+    end
   end
 end
diff --git a/spec/jobs/send_reply_job_spec.rb b/spec/jobs/send_reply_job_spec.rb
index c1da274ae..0c796d500 100644
--- a/spec/jobs/send_reply_job_spec.rb
+++ b/spec/jobs/send_reply_job_spec.rb
@@ -168,5 +168,16 @@ RSpec.describe SendReplyJob do
       expect(message.reload).not_to be_failed
       expect(message.external_error).to be_nil
     end
+
+    it 'does not mark web widget replies as failed when email continuity is disabled' do
+      webwidget_channel = create(:channel_widget, continuity_via_email: false)
+      message = create(:message, message_type: :outgoing, conversation: create(:conversation, inbox: webwidget_channel.inbox))
+      webwidget_channel.inbox.update!(active: false)
+
+      described_class.perform_now(message.id)
+
+      expect(message.reload).not_to be_failed
+      expect(message.external_error).to be_nil
+    end
   end
 end