Sending Marketing Messages

Drive Higher ROI with Optimized Marketing Messages with Marketing Messages API

About Marketing Messages API (MM API)

Marketing Messages API (formerly 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 Marketing Messages 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.

Compatibility

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

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

Cloud API vs. Marketing Messages API: What's the difference?

Product comparison

Feature	Cloud API	Marketing Messages 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	Marketing Messages 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

If you do not want to implement the new endpoint, please use our fallback system explained here.

Changelogs

You can monitor changes and updates here:

https://developers.facebook.com/docs/whatsapp/marketing-messages-lite-api/features

FAQ

What changes on the partner side?

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

Can Cloud API and Marketing Messages API 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 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 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.