Sending Marketing Messages using MM Lite Beta

Drive Higher ROI with Optimized Marketing Messages with 360Dialog 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

Feature	Cloud API	MM Lite
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 Lite
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

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FAQ

Do we need to change our UI?

No. You will only need to onboard the number and change the endpoint used to send messages.

Which metrics are available?

Varies by region and connected Ads surfaces. Use Ads Manager or API to retrieve. See MM Lite - Viewing Metrics.

Can we migrate all Cloud API clients to MM Lite?

Yes. Please, note that onboarding is per business. For bulk, use Intent API (see Onboarding and Sending Messages).

What changes on the partner side?

Update the send endpoint and ensure webhooks capture responses & click events.

Can Cloud API and MM Lite run in parallel?

Yes. Approval for MM Lite does not interfere with Cloud API. You can alternate and use both in the same number.

Why is delivery better on MM Lite?

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 Lite may access certain statuses for optimization (mapping events, managing conversations). Additional access follows Meta’s Business Tools Terms.

Indian SAR Compliance MM Lite 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 Lite API.