MM Lite API Beta

This documentation describes a Beta feature, meaning that it is still in development.

What is MM Lite?

Marketing Messages Lite API (MM Lite) is a new API developed by Meta that helps optimize the delivery of Marketing Messages on WhatsApp. With MM Lite, businesses can:

• Achieve equal or higher delivery and read rates for marketing template messages compared to the Cloud API.

• Measure the Conversion ROI of marketing campaigns by tracking user actions on the business website or app (e.g., add to cart, checkout, purchase) after clicking a marketing message.

• Access exclusive marketing features not available on the Cloud API, such as Time-to-Live (TTL) for messages.

• Easily transition from the Cloud API by using the same marketing templates and message payload format.

• Continue to benefit from Business Messaging Partners for additional support and features such as chatbots, Flows, and CDP/segmentation tools.

Note: Some events (Add to cart, Initiate checkout, Purchase, Purchase value) require integration with Meta Pixel or Conversions API to report conversion events.

MM Lite works seamlessly with the Cloud API, which means there’s no need to change your current UI. To start using MM Lite, you’ll only need to update the endpoint and configure the webhook to receive metrics.

You can also switch between Cloud API and MM Lite at any time, as both options will remain available to you.

Why Use MM Lite?

MM Lite is currently in Beta, meaning few clients have access. Joining this Beta allows you to:

• Stay Ahead of Competitors: Be among the first to use a smarter, performance-driven API for marketing messages.

• Shape the Future: Your feedback directly helps Meta improve the product based on real business needs.

• Gain Exclusive Insights: Work closely with 360dialog and Meta experts to understand upcoming changes.

• Offer a Competitive Edge: Bring innovation to your clients by being an early adopter.

• Ensure a Seamless Transition: Be fully prepared for the full rollout with all processes and integrations ready.

How to Join the Program

To participate in the Beta program, your business must have an integration partner that is part of this Beta initiative. Please contact your integration partner to confirm their participation.

Some locations may have specific limitations due to Meta's Policies and/ or local regulations. If your business is based in the following regions:

• European Economic Area, United Kingdom, Japan, South Korea,

• United States,

• Cuba, Iran, North Korea, Syria, and three sanctioned regions in the Ukraine (Crimea, Donetsk, Luhansk)

Please, go to Meta's documentation page to understand the specific restrictions for your region.