Marketing Messages Lite API for WhatsApp (MM Lite API)
The Marketing Messages Lite API (MM Lite API) is a new offering from Meta that makes it easier for businesses to send marketing messages on WhatsApp. It helps you run promotional campaigns more effectively, with improved delivery rates, detailed performance insights, and better results compared to using the Cloud API. Plus, it’s designed to enhance the customer experience by ensuring your messages reach the right people at the right time.
After you've connected with the Embedded Signup, you'll see a "Check Status" option for the MM Lite API.
On the dashboard, If your number is already linked, you'll see the "ELIGIBLE" label for MM Lite under the "Check Status" button.
When you click the “Check Status” button, a pop-up will appear to onboard your business for the MM Lite API. Just go ahead and accept it to continue.
When applied inside the platform you will need to accept the terms of service. Depending on your connection method it will differ where you need to accept these terms of service:
1. If you are connected using the old developer app, you need to accept the terms of service in your developer app dashboard.
2. If using new method (Embedded Signup) then it should be visible under the WhatsApp business or FB business manager under notifications and alerts
After you accepted the terms of service then it can take up to 1 hour before the status is updated within your UChat dashboard overview.
Once the MM Lite API is enabled, UChat will automatically handle all your marketing messages through this endpoint; there's nothing you need to change on your end.
Here's a quick overview of how the messaging routes work:
- Marketing messages will be sent using the MM Lite API.
- Service messages, authentication, and free-form messages (like replies within the 24-hour window) will still go through the WhatsApp Cloud API.
The Marketing Messages Lite API is known for its high success rate in delivering messages. This helps businesses make sure their campaigns actually reach the right people, reducing bounce rates and avoiding unnecessary costs.
Performance benchmarks showing your message templates’ performance compared to similar templates in your region
Advanced analytics to track cost metrics (e.g., cost per click), and web and app conversions.
Scalable Performance Whether you're sending 10,000 or even 1 million messages, MM Lite can handle it all smoothly without any slowdown or loss in delivery efficiency.
The MM Lite API and Cloud API are built to work together, but each serves a different purpose.
The MM Lite API is focused specifically on sending optimized marketing message templates, helping you achieve better delivery rates and offering advanced tracking features.
Meanwhile, the Cloud API is more versatile and can handle all kinds of WhatsApp business messages, whether it's marketing, utility, or authentication messages.
You have a couple of options:
You can choose to use only the Cloud API for all your messaging needs.
You can use the MM Lite API for your marketing campaigns and rely on the Cloud API for everything else.
This way, you get the best delivery and performance benefits for your marketing messages with the MM Lite API, while still having the flexibility to handle other types of business messages through the Cloud API.
With MM Lite Insights, you can easily keep tabs on important metrics such as Messages Sent, Delivered, Read, Clicked, the Total Amount Spent, and Button Clicks.
Just head over to Contents > Message Templates and click on Analytics to get started.
Example of Message Analytics:
You can also get Analytics at WhatsApp Manager, on the Marketing Messages tab.