One, it sometimes helps if you can show them what they're actually doing. If you could take some video of your friend from the side and show him how his wrist is bent back he may be more willing to take some advice.
If he is throwing the correct weight ball, it doesn't take a lot of effort to to maintain a firm wrist position. Try having him set up with a straight wrist, supporting at least some of the balls weight with the opposite hand and apply and maintain pressure against the surface of the ball with the index finger of his bowling hand. This locks the wrist in place. A full cupped wrist position will require more effort but the same principle of pressing with the index finger still applies.
If he bought a ball that's too heavy, he may need a wrist brace.
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