Sending Marketing Messages

Drive Higher ROI with Optimized Marketing Messages with 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 — only switch the endpoint.

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

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

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

You can monitor changes and updates here:

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

FAQ

Why is deliver 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.