Marketing Messages Lite (MM Lite) API

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NOTE:

1. MM Lite Meta rate card is available here. MM Lite rates to be at par with Cloud API starting July 01, 2025
2. As of 01 April' 2025, end businesses across all geographies and verticals that are at parity with the Cloud API are now able to onboard to MM Lite API.
3. As of 16 June 2025, Gupshup will start to initiate intent & switch on the v2 mm lite flag directly, thus routing all marketing messages sent over V2 through MM Lite, if customer accepts the onboarding intent.

Overview

Marketing Messages Lite API ("MM Lite API") is an easy-to-use solution for direct marketers built to enhance the customer experience, and drive equal or better results for businesses compared to marketing via Cloud API.

Key benefits

1. MM Lite API delivers comparable or a greater number of marketing messages than Cloud API. MM Lite API allows for more dynamic messaging limits, so marketing messages with high engagement (e.g. messages that receive more reads) can reach more customers. In India, MM Lite API marketing messages that receive higher engagement (e.g., reads) observed up to 9% higher messages delivered compared to Cloud API.
2. New features exclusive to MM Lite API and not available on Cloud API. For example, MM Lite offers exclusive comparison benchmarks showing your templates’ performance against similar templates in your region, personalized recommendations for how to improve performance metrics, expiring marketing messages for short-run promotions via a customizable via time-to-live, new conversion reporting to show web and app conversions, and more.
3. Easy-to-transition from Cloud API. Businesses can use existing WhatsApp Business Accounts, phone numbers, and marketing templates. Partners maintain the same billing model as Cloud API, and minimal integration burden

Check Meta Documentation

STEP 1 : Initiate Onboarding For MM Lite

MM Lite onboarding is needed additionally to an existing WABA onboarding on Cloud API. It can be done in 3 ways:

1. It requires a partner to generate an Embedded Signup link for the customer which the customer (FBM) must go through to onboard their WABA to MM Lite. The ES flow is at a BMID level and hence no WABA or Phone selection/registration is required during the onboarding on MM Lite. All the WABAs under the BM are automatically registered on MM Lite after successfully completing the ES Flow. The link generated can expire in 5 days. If the WABA was on OBO model, it will be moved to a shared model during the ES Flow as a prerequisite of MM Lite API. If the WABA was on Onprem, it will NEED to be moved to Cloud API first.
2. To send onboarding request directly to your customer on their BM, please request to support [[email protected]] to run the mm lite intent for a given app. (As of 16 June 2025, Gupshup will start to initiate intent & switch on the v2 mm lite flag directly, thus routing all marketing messages sent over V2 through MM Lite, if customer accepts the onboarding intent.)
3. If your customer is a user of gupshup.io self serve portal, please ask them to onboard on MM Lite via the portal.

Refer to article for steps needed by customer. Tech Providers must use GTM resources / webinars to spread awareness on how to accept the MM Lite requests.

STEP 2 : Confirm onboarding is completed

1. If onboarding is completed by a customer, Meta triggers an event called Ad account linked. After an Ad account linked event is received from Meta > Gupshup it means Onboarding is marked as completed on Gupshup. [There could be a known Issue: No event received from Meta intermittently]
2. V2 users can now jump to next step, while V3 MM Lite endpoint users can use this API to check MM Lite Onboarding status. Click here for reference.

STEP 3: Template creation

No special template creation. Existing templates created on Cloud API for marketing can be used in MM Lite as well. Partners can use this existing API to do the same.

NOTE: For marketing you can set TTL while you apply templates, which will apply if marketing messages are sent via MM Lite.

STEP 4 : Sending MM Lite Messages

There are 2 ways to send marketing messages via MM Lite:

1. Option A: _Automatically route marketing messages sent on v2 via MM Lite (recommended if you use v2 send template endpoints)._Here are the steps for the same:

   (As of 16 June 2025, Gupshup will start to initiate intent & switch on the v2 mm lite flag directly, thus routing all marketing messages sent over V2 through MM Lite, if customer accepts the onboarding intent.)
   1. After or before step 2 above is completed, partner has to use this API to enable v2 mmlite messaging. This API does two things:
      1. It firstly checks at Meta if MM-Lite onboarding is completed for a certain phone number. [This check has been deprecated as of 19th June, 2025]
      2. It will allow you to enable the MM-Lite Messaging flag (no need to reach out to support). If not completed, it will fail to enable the flag.

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      NOTE:

      RATE LIMIT - 2 per hour per app.

   2. Now if onboarding is completed by customer, whenever a marketing message is sent via v2 send template endpoint, it will automatically redirect to MM Lite.

2. Option B: Send marketing messages via dedicated v3 MM lite endpoint (recommended if you use v3 send template endpoints).

After step 2 above is completed, run the v3 MM Lite endpoint. The syntax and payload of MM Lite send message API replicates that of Cloud API V3 send message API. Other messages (Auth, Service, Utility, free form) return an error in this API.

As of 15th May 2025, if MM Lite Onboarding is not completed, MM Lite v3 endpoint messages will fail.

STEP 5 : Receiving webhooks / Reporting

Webhooks
All incoming DLRs should be received and forwarded as per the existing mechanism. Webhooks / DLR payload will be the same as existing on V2 and V3, no change. Except - delivered, sent, read and billing event will indicate the message category as Marketing lite.

Pricing & Analytics

• Wallet statement will show 'marketing lite' deductions.
• Partner Analytics APIs response will show the marketing lite counts, while all partner portal reports will reflect marketing lite counts.

STEP 6 : MM Lite Insights

All analytics for a business’ marketing message templates sent via the MM Lite API are also available at:-

1. Ads Manager, on the Marketing Messages tab.
2. Partner API to fetch MM Lite Ad Insights.
3. The Whatsapp Template Analytics API - In app events only.
4. If Businesses are using Meta Pixel and Conversions API to send conversion events (Add to card, purchase etc.) to Meta after customers are taking such actions on a Marketing message sent via MM API (Gupshup does not provide the Insights API as of now).

Support

For any support on MM Lite, please mention specifically about MM Lite for quicker TAT.