Sending Marketing Messages

Drive Higher ROI with Optimized Marketing Messages with MM Lite API

About MM Lite API

MM Lite (Marketing Messages Lite) 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 Lite?

• 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.

Compatibility

• Works seamlessly with Cloud API (no UI changes required).

• You can switch between Cloud API and MM Lite at any time.

Cloud API vs. MM Lite: 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:​https://developers.facebook.com/docs/whatsapp/marketing-messages-lite-api/features​

FAQ

Do we need to change our UI?

Which metrics are available?

What changes on the partner side?

Can Cloud API and MM Lite run in parallel?

Why is delivery better on MM Lite?

What about data handling & privacy?