# Marketing Messages

## About Marketing Messages API (MM API) <a href="#about-mm-lite-api" id="about-mm-lite-api"></a>

**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?** <a href="#why-use-mm-lite" id="why-use-mm-lite"></a>

* **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](https://developers.facebook.com/docs/whatsapp/marketing-messages-lite-api/viewing-metrics).
* **Scales for high volume** — built for large campaigns.

### **Who benefits most?** <a href="#who-benefits-most" id="who-benefits-most"></a>

* Partners offering a superior WhatsApp marketing solution.
* Businesses running **high-volume**, performance-driven campaigns.

### **Availability & limitations** (policy / regional): <a href="#availability-and-limitations-policy-regional" id="availability-and-limitations-policy-regional"></a>

* 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).

{% hint style="info" %}
Refer to [Meta’s official documentation](https://developers.facebook.com/docs/whatsapp/marketing-messages-lite-api/get-started) for details.
{% endhint %}

## Cloud API vs. MM API: What's the difference? <a href="#cloud-api-vs.-mm-lite-whats-the-difference" id="cloud-api-vs.-mm-lite-whats-the-difference"></a>

### **Product comparison** <a href="#product-comparison" id="product-comparison"></a>

| 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** <a href="#technical-comparison" id="technical-comparison"></a>

| 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 <a href="#changelogs" id="changelogs"></a>

You can monitor changes and updates here:&#x20;

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

## FAQ <a href="#faq" id="faq"></a>

<details>

<summary><strong>Why is deliver better on the Marketing Messages API?</strong> </summary>

Meta applies delivery optimization. It analyzes phone numbers with high delivery potential, resulting in smarter targeting and better delivery performance for marketing messages.

</details>

<details>

<summary><strong>What about data handling &#x26; privacy?</strong></summary>

MM API may access certain statuses for optimization (mapping events, managing conversations). Additional access follows [**Meta’s Business Tools Terms**](https://www.facebook.com/legal/technology_terms).

{% hint style="info" %}
**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](https://web.facebook.com/business/business-messaging/compliance/whatsapp-rbi-sar-mm-api-for-whatsapp).
{% endhint %}

</details>


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