WhatsApp Marketing Messages Lite API
The WhatsApp Marketing Messages Lite (MM Lite) API allows you to improve the performance and ROI of marketing campaigns on WhatsApp. This API optimizes message delivery to the most relevant members of a target audience using Meta's algorithms. MM Lite is a send-only API and must be used in conjunction with the existing Cloud API, which handles inbound messages and other message categories.
The WhatsApp Marketing Messages Lite key features are:
- Focused usage: Only sending marketing template messages.
- Shared infrastructure with Cloud API: Same payloads, templates, permissions, and webhook format.
Common use cases for MM Lite include broad, high-volume marketing campaigns such as product promotions, seasonal campaigns, and re-engagement initiatives. Rely on the Cloud API for one-to-one service notifications, transactional messages, and any communication that requires a customer response.
How MM Lite works
MM Lite works in parallel with the Cloud API using the same WhatsApp Business phone number. The Cloud API is responsible for handling Authentication, Utility, Service, and non-optimized marketing messages, as well as inbound messages from consumers. Meanwhile, MM Lite specializes in optimized sending of marketing template messages.
MM Lite supports only outbound messaging and does not process replies or inbound messages. It also does not send messages to every contact in a campaign. Instead, Meta’s algorithms select recipients based on the likelihood of engagement to maximize ROI.
Benefits of using MM Lite
MM Lite offers several compelling benefits for businesses that rely on WhatsApp for marketing. It provides optimized delivery, meaning Meta’s algorithms actively determine which recipients are most likely to engage with a message. Although Meta does not disclose the full details of its optimization model, businesses can understand its value through real-world results.
For example, messages sent through the Cloud API may reach 80 out of 100 intended users based on standard delivery constraints. When the same message achieves strong engagement, such as 70 reads out of those 80 recipients, MM Lite often increases delivery reach, raising delivery to approximately 89 out of 100 users. This behavior demonstrates how MM Lite dynamically adjusts messaging limits to improve marketing performance.
MM Lite helps brands achieve higher open rates and conversion rates by focusing on users who are more likely to respond. It also provides insights and recommendations that help businesses strengthen their marketing campaigns over time. In addition, MM Lite supports TTL (time-to-live) for marketing messages and introduces new enhancements such as automatic creative optimizations, app deep link support, and new marketing message formats.
Meta continues to emphasize the importance of MM Lite, noting that it will most likely become the exclusive path for all marketing messaging in 2026, with Cloud API support for marketing gradually phasing out.
MM Lite case studies
Case studies highlight MM Lite’s effectiveness:
In one A/B test, advertisers in India sent nearly 12 million marketing messages between January 1 and January 31, 2025, comparing MM Lite’s optimized delivery with Cloud API’s standard delivery for high-engagement messages. The results, validated with a 95% confidence t-test, demonstrated significantly improved delivery rates. Additional examples, including MadeiraMadeira’s success story, reinforce MM Lite’s ability to boost campaign performance.
A case study from Brazilian ecommerce platform further demonstrates this impact. MadeiraMadeira used the Marketing Messages API for WhatsApp alongside Insider’s personalized product recommendation engine to tailor messaging based on each customer’s past interactions with the brand. Over a two‑month period (January 22–March 22, 2025), this combined approach increased the delivery rate of marketing messages by 6% compared to their usual method and improved conversion rates by 25%.
Hightspot case study - To view the file, you will need access to the Meta Highspot service. Meta partners with access to the Highspot service will be able to access it.
Sending Marketing Messages via Messages API
Vonage automatically determines whether a message qualifies as a marketing template message. When it does, Vonage routes the message through the MM Lite API whenever the business and its WhatsApp Business Account (WABA) meet Meta’s eligibility requirements. If Meta identifies that the company or WABA does not qualify for MM Lite, Meta automatically delivers the message through the Cloud API instead. This behavior ensures uninterrupted delivery without requiring businesses to manage routing logic.
You receive message delivery status updates through the same webhook structure used by the Cloud API, allowing consistent tracking and reporting. When a message is successfully sent through MM Lite, status callbacks indicate the pricing category as marketing_lite, clearly distinguishing it from standard Cloud API marketing traffic.
Pricing
MM Lite API pricing matches the existing Cloud API pricing for marketing messages. On WhatsApp Business Platform invoices, Meta includes separate line items labeled Marketing Lite to distinguish optimized marketing traffic from standard Cloud API marketing messages.