Marketing Messages Lite (MM Lite) API

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NOTE:

1. MM Lite Meta rate card is available here.
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.

Overview

Marketing messages with optimizations offer businesses the ability to leverage Meta’s AI system to drive performance for businesses and improve quality for users.

Meta is investing in Marketing Messages API (MM API) which would allow businesses to send marketing messages across Meta suite of business messaging products (starting with WA and then Messenger and IGD) leveraging Meta’s optimization tech on top of their Ad Platform. The objective is to drive higher ROI by optimizing the reach (audience, time and channel) to deliver messages to the people most likely to engage with them.

As this platform is totally outside of WA Cloud API with dynamic pricing and billing to the Business’s Ad account, Meta has created another lightweight integration called as “MM Lite” which is an interim solution to allow partners to transition from Cloud API to eventually MM API over MAPI and works only for WhatsApp.

MM Lite integration is built over the Cloud API and offers higher or neutral delivery rates using partial delivery optimizations (As compared to MM API) based on Meta Ad signals. This will eventually increase the delivery rates as compared to the Cloud API where because of frequency capping, the delivery rates have gone down.

Benefits of MM Lite

• Better delivery rates ( based on initial analysis from Meta).
• Business sending relevant/ quality messages to end users are not hurt from adhoc frequency capping.
• Better ROAS as conversion data is used to identify and prioritize sending messages that are optimized for return on spend.

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.
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.

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. [Known Issue: No event received from Meta currently]
2. V2 users can now jump to next step. V3 MM Lite endpoint users can use this API to check MM Lite Onboarding status.

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 TLL 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:

   1. After 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.
      2. If completed, 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 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

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 remain same and will show the sum of CAPI marketing and MM Lite marketing in total, no bifurcation for now.

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.