# Marketing Messages

**Marketing templates** are used by businesses to send **marketing messages** related to the business and/or its products/services. These templates may include promotions or offers; welcoming / closing messages; updates, invitations or recommendations; or requests to respond or complete a new transaction.

Below are some examples from Meta of marketing template messages:

<details>

<summary>Click here to show marketing template samples</summary>

{% hint style="info" %}
Any template that has a mix of utility and marketing content will be classified as a marketing template.
{% endhint %}

<table><thead><tr><th width="177.33333333333331">Objective</th><th>Business Goal</th><th>Example Templates</th></tr></thead><tbody><tr><td><strong>Awareness</strong></td><td>Generate awareness of your business, products, or services among customers who have subscribed to receive messages from your business on WhatsApp.</td><td><ul><li>"Did you know? We installed a new tower in your area so you can enjoy a better network experience. To learn more, visit our site {{1}}."</li><li>"Diwali is around the corner! Join us at {{1}} on October 24 to celebrate with friends and family. For more details about our event, click {{2}}."</li><li>"Looking for a getaway this fall? Our newest resort just opened in {{1}}: the perfect place to relax and unwind. Learn more here: {{2}}"</li></ul></td></tr><tr><td><strong>Sales</strong></td><td>Send general promotional offers to customers related to sales events, coupons or other content intended to drive sales.</td><td><ul><li>"As a thank you for your last order, please enjoy 15% off your next order. Use code LOYAL15 at checkout. Visit our site here {{1}}."</li><li>"Refer → save! Use code FRIEND so you both earn $10 off your next order."</li><li>"Upgrade to our Premium cabin to enjoy more benefits, like additional legroom and priority boarding. Click {{1}} or log into our app to upgrade."</li><li>"You have been pre-approved for our credit card! Enjoy an introductory offer of {{1}} if you apply via your personalized link: {{2}}."</li><li>"Don’t forget! Today only, get double points on your purchases. Visit your nearest store and use your phone number at check-out."</li></ul></td></tr><tr><td><strong>Retargeting</strong></td><td>Promote relevant offers or other call-to-actions to customers who may have visited your website, used your app, or engaged with your products and services.</td><td><ul><li>"Don't miss out on your favorite shows! Re-subscribe now: {{1}}"</li><li>"You left items in your cart! Don’t worry, we saved them for you. Click here to checkout now: {{1}}."</li><li>"Thank you for visiting our site. You can secure your health insurance in a few easy clicks – continue here: {{1}}."</li><li>"You didn’t finish your application! Please log into your profile here to pick up where you left off: {{1}}."</li><li>"We miss you! Join us for an afternoon or evening of fun with your family. Click here to book with a special rate: {{1}}."</li></ul></td></tr><tr><td><strong>App Promotion</strong></td><td>Request customers to install or take a specific action with your app.</td><td><ul><li>"Did you know? You can now checkout in our app. Download it here {{1}} to check out our streamlined experience."</li><li>"Thank you for using our app. We noticed you have not used our latest feature, {{1}}. Click here {{2}} to learn more about how this benefits you!"</li><li>"In-app only: 20% off this week! Use code SUMMER20 to save on select styles. To download our app, click here: {{1}}."</li><li>"Hi {{1}}, your friend {{2}} recently joined our community. Send them a welcome message today: {{1}}"</li></ul></td></tr><tr><td><strong>Build Customer Relationships</strong></td><td>Strengthen customer relationships through personalized messages or by prompting new conversations.</td><td><ul><li>"{{1}}, did you think we’d forget? No way! Happy birthday! We wish you the best in the year ahead."</li><li>"As we approach the end of the year, we reflect on what drives us: You. Thank you for being a valued customer. We look forward to continuing to serve you"</li><li>"Hello, I am the new virtual assistant. I can help you discover products or provide support. Please reach out if I can help!"</li></ul></td></tr></tbody></table>

</details>

There are two ways to send marketing messages on the WhatsApp Business Platform:

* Using Cloud API - default
* Using Marketing Messages API **(MM API)** - opt-in, **recommended**

Meta charges per marketing template message sent. When using Cloud API, we include a 7% surcharge on top of Meta's marketing message charges. We **do not** include a surcharge when using Marketing Messages API to send marketing messages.

We recommend using the **Marketing Messages API** for its cost and performance benefits over Cloud API. You can see pages linked below for a quickstart in sending marketing messages, or read further to see more about MM API.

<table data-card-size="large" data-view="cards"><thead><tr><th></th><th data-hidden data-card-target data-type="content-ref"></th></tr></thead><tbody><tr><td><h2>Onboard to MM API</h2><p>Get started with sending optimized marketing messages on WhatsApp Business Platform</p></td><td><a href="marketing-messages/onboarding-and-sending-messages">onboarding-and-sending-messages</a></td></tr><tr><td><h2>MM API Cheatsheet</h2><p>Learn how MM API is used with assistance from our Postman collection, along with code samples for Python and JavaScript</p></td><td><a href="marketing-messages/expected-errors-and-programming-languages">expected-errors-and-programming-languages</a></td></tr></tbody></table>

## About Marketing Messages API (MM API) <a href="#about-mm-lite-api" id="about-mm-lite-api"></a>

**MM API** is an optimized version of WhatsApp’s marketing channel. It improves delivery performance and provides richer marketing metrics with minimal changes: **Keep using your existing templates and Cloud API setup**.

### **Why use MM API?** <a href="#why-use-mm-lite" id="why-use-mm-lite"></a>

* **Optimized delivery** - equal or better delivery rates than Cloud API.
* **Minimal changes** - no template changes; just update the endpoint and configure the webhook for metrics.
* **Lower delivery risk** - fewer undelivered messages via delivery optimization.
* **Advanced performance insights** - enhanced with [Meta Pixel & CAPI](https://developers.facebook.com/docs/whatsapp/marketing-messages-lite-api/viewing-metrics).
* **Scales for high volume** - built for large campaigns.

### **Who benefits most?** <a href="#who-benefits-most" id="who-benefits-most"></a>

* Partners offering a superior WhatsApp marketing solution.
* Businesses running **high-volume**, performance-driven campaigns.

### **Availability & limitations** (policy / regional): <a href="#availability-and-limitations-policy-regional" id="availability-and-limitations-policy-regional"></a>

* Russia, EEA, UK, Japan, South Korea: potential limits on delivery optimizations, clicks & optimization metrics.
* Not available (end-users) in: United States, Cuba, Iran, North Korea, Syria, and sanctioned regions in Ukraine (Crimea, Donetsk, Luhansk).

{% hint style="info" %}
Refer to [Meta’s official documentation](https://developers.facebook.com/docs/whatsapp/marketing-messages-lite-api/get-started) for details.
{% endhint %}

## Cloud API vs. MM API: What's the difference? <a href="#cloud-api-vs.-mm-lite-whats-the-difference" id="cloud-api-vs.-mm-lite-whats-the-difference"></a>

### **Product comparison** <a href="#product-comparison" id="product-comparison"></a>

| Feature                       | Cloud API           | MM API                          |
| ----------------------------- | ------------------- | ------------------------------- |
| Delivery Optimization         | Not supported       | Equal or better delivery rates  |
| TTL for Marketing Messages    | Not supported       | Supported (exclusive)           |
| Risk of Delivery Restrictions | Baseline            | Lower risk of flagging          |
| Best Use Cases                | Basic/operational   | High-volume, performance-driven |
| Performance Insights          | Basic delivery only | Advanced metrics (Pixel & CAPI) |

#### **Technical comparison** <a href="#technical-comparison" id="technical-comparison"></a>

| Feature  | Cloud API                      | MM API                    |
| -------- | ------------------------------ | ------------------------- |
| Base URL | `https://waba-v2.360dialog.io` | Identical                 |
| Endpoint | `/messages`                    | **`/marketing_messages`** |
| Auth     | Same API Key                   | Same API Key              |
| Payload  | Identical                      | Identical                 |
| Webhooks | Same structure                 | Same + **click events**   |

## Changelogs <a href="#changelogs" id="changelogs"></a>

You can monitor changes and updates here:&#x20;

<https://developers.facebook.com/documentation/business-messaging/whatsapp/marketing-messages/changelog>

### Tappable Headers

Starting October 2025, all marketing templates have tappable headers by default. In addition to the *CTA button* of the template, message recipients can now open the link by tapping on the *image header*.

<details>

<summary>Click here to read more about tappable headers</summary>

Applies to the single image and text-only formats. Supports both static and dynamic URL links.&#x20;

If message is text only with a tappable URL button, the header will either be:

* The website thumbnail, if it's a text-only template, or
* The provided sample image if it's an image header template (if no image was provided for the image header during template message send-out)

Tappable headers have shown more than 10% increase in Click-Through Rate (CTR) based on Meta's experiments.

</details>

## FAQ <a href="#faq" id="faq"></a>

<details>

<summary><strong>Why is delivery better on the Marketing Messages API?</strong> </summary>

Meta applies delivery optimization. It analyzes phone numbers with high delivery potential, resulting in smarter targeting and better delivery performance for marketing messages.

</details>

<details>

<summary><strong>What about data handling &#x26; privacy?</strong></summary>

MM API may access certain statuses for optimization (mapping events, managing conversations). Additional access follows [**Meta’s Business Tools Terms**](https://www.facebook.com/legal/technology_terms).

{% hint style="info" %}
**Indian SAR Compliance** MM API passed the mandatory **System Audit Report (SAR)** by the Reserve Bank of India (RBI), audited by a CERT-IN accredited authority. To know more access [RBI SAR for MM API](https://web.facebook.com/business/business-messaging/compliance/whatsapp-rbi-sar-mm-api-for-whatsapp).
{% endhint %}

</details>


---

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