MM Lite API

MM Lite API is scheduled to be available for self-registration in Open Beta on Apr 1, 2025.

This documentation is made available to assist businesses and partners in preparing for integration prior to launch. Product functionality and documentation may change prior to launch. Some capabilities of MM Lite API may be limited or unavailable depending on region and vertical. Continue to refer to this documentation for updated details closer to launch.

Marketing Messages Lite API

Marketing Messages Lite API ("MM Lite API") is a direct marketing API that offers automatic optimizations for deliveries (available now) and reads and clicks (coming soon), which may deliver a higher quality experience for people and may deliver better business performance compared to Cloud API.

MM Lite API allows a business to:

  • (Available now) May see equal or higher delivery rates for high quality marketing template messages vs. Cloud API
  • (Coming soon) May see equal or higher click rates and read rates for high quality marketing template messages vs. Cloud API
  • Measure the Conversion ROI of marketing message campaigns, by measuring when users complete events on a business's website or app (e.g. add to cart, checkout, purchase) after clicking on a marketing message. This requires business integration with Meta Pixel or Conversions API to report conversion events
  • Take advantage of exclusive marketing features not available on Cloud API, e.g. Time-to-live for marketing messages
  • Easily transition from Cloud API, by using the same marketing templates and message send payload format
  • Continue to leverage Business Messaging Partners for additional capabilities and support beyond the first MM (i.e., chatbot to complement MM, Flows, CDP/segmentation, etc.)

Comparison: Using MM Lite API vs. Cloud API

Businesses can continue to use Cloud API for their Service, Utility, and Authentication messages and inbound messages from consumers; while taking advantage of MM Lite API for marketing messages.

MM Lite API Cloud API

Send messages endpoint (marketing)

/PHONE_NUMBER_ID/marketing_messages

/PHONE_NUMBER_ID/messages

Delivery optimization

New! exclusive
Optimizations enable equal or higher delivery and read rates than Cloud API

None

Available metrics

Sent, Delivered, Read, Click metrics, via Business Management API, and WhatsApp Manager UI.

New! exclusive
Web and App conversion metrics (add to cart, purchase, purchase value, checkout, etc), via Ads Manager UI and Insights API.

Sent, Delivered, Read, Click metrics, via Business Management API, and WhatsApp Manager UI only.

Marketing Message time-to-live support

New! exclusive
Time-to-Live (TTL) for Marketing template messages

Not supported for Marketing Template messages

Send message format

Same as Cloud API

Templates

Same as Cloud API (Templates are re-usable across Cloud API and MM Lite API)

Supported message types

Outbound:

  • Marketing Template messages (improved)

Inbound:

  • n/a (send only API). Use Cloud API in conjunction to receive inbound messages.

Outbound:

  • Authentication Template messages
  • Utility Template messages
  • Service messages (freeform)
  • Marketing Template messages (legacy, should use MM Lite API)

Inbound:

  • Inbound messages from consumers

App Permissions

whatsapp_business_messaging whatsapp_business_management

New! exclusive
ads_read (if fetching metrics from Insights API)

whatsapp_business_messaging whatsapp_business_management

Error codes

Cloud API error codes + MM-lite specific error codes

Cloud API error codes