Marketing Messages
Drive higher ROI with optimized marketing messages with Marketing Messages API (MM API)
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:
Click here to show marketing template samples
Any template that has a mix of utility and marketing content will be classified as a marketing template.
Awareness
Generate awareness of your business, products, or services among customers who have subscribed to receive messages from your business on WhatsApp.
"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}}."
"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}}."
"Looking for a getaway this fall? Our newest resort just opened in {{1}}: the perfect place to relax and unwind. Learn more here: {{2}}"
Sales
Send general promotional offers to customers related to sales events, coupons or other content intended to drive sales.
"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}}."
"Refer → save! Use code FRIEND so you both earn $10 off your next order."
"Upgrade to our Premium cabin to enjoy more benefits, like additional legroom and priority boarding. Click {{1}} or log into our app to upgrade."
"You have been pre-approved for our credit card! Enjoy an introductory offer of {{1}} if you apply via your personalized link: {{2}}."
"Don’t forget! Today only, get double points on your purchases. Visit your nearest store and use your phone number at check-out."
Retargeting
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.
"Don't miss out on your favorite shows! Re-subscribe now: {{1}}"
"You left items in your cart! Don’t worry, we saved them for you. Click here to checkout now: {{1}}."
"Thank you for visiting our site. You can secure your health insurance in a few easy clicks – continue here: {{1}}."
"You didn’t finish your application! Please log into your profile here to pick up where you left off: {{1}}."
"We miss you! Join us for an afternoon or evening of fun with your family. Click here to book with a special rate: {{1}}."
App Promotion
Request customers to install or take a specific action with your app.
"Did you know? You can now checkout in our app. Download it here {{1}} to check out our streamlined experience."
"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!"
"In-app only: 20% off this week! Use code SUMMER20 to save on select styles. To download our app, click here: {{1}}."
"Hi {{1}}, your friend {{2}} recently joined our community. Send them a welcome message today: {{1}}"
Build Customer Relationships
Strengthen customer relationships through personalized messages or by prompting new conversations.
"{{1}}, did you think we’d forget? No way! Happy birthday! We wish you the best in the year ahead."
"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"
"Hello, I am the new virtual assistant. I can help you discover products or provide support. Please reach out if I can help!"
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.
About Marketing Messages API (MM API)
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?
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.
Scales for high volume - built for large campaigns.
Who benefits most?
Partners offering a superior WhatsApp marketing solution.
Businesses running high-volume, performance-driven campaigns.
Availability & limitations (policy / regional):
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).
Refer to Meta’s official documentation for details.
Cloud API vs. MM API: What's the difference?
Product comparison
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
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
You can monitor changes and updates here:
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.
Click here to read more about tappable headers
Applies to the single image and text-only formats. Supports both static and dynamic URL links.
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.
FAQ
Why is delivery better on the Marketing Messages API?
Meta applies delivery optimization. It analyzes phone numbers with high delivery potential, resulting in smarter targeting and better delivery performance for marketing messages.
What about data handling & privacy?
MM API may access certain statuses for optimization (mapping events, managing conversations). Additional access follows Meta’s Business Tools Terms.
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.
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