What is Marketing Messages Lite (MM Lite) API
Marketing Messages Lite API (MM Lite API) is an advanced optimization feature for delivering marketing template messages over WhatsApp. When enabled for your WhatsApp Business Account (WABA), MM Lite API may improve the reach, engagement, and conversion potential of your marketing campaigns.
Infobip automatically manages all message routing in the background. You do not need to modify your existing integrations or flows.
Benefits of MM Lite API
When MM Lite API is enabled, Meta's delivery optimizations are applied to outbound marketing template messages. These optimizations improve how efficiently messages reach the users and can increase open and interaction rates.
You also gain access to additional capabilities through WhatsApp Manager (opens in a new tab) to further enhance message relevance and engagement:
Time-to-Live (TTL) configuration
Define how long marketing messages remain eligible for delivery. Meta retries sending until the TTL expires, ensuring time-sensitive offers are not delivered late.
Conversion tracking
Track campaign performance and user actions such as Add to cart, Initiate checkout, or Purchase using Meta Pixel (opens in a new tab) or Conversions API (opens in a new tab). No extra setup required.
Automatic creative optimization Early access
Automatically improve marketing templates with optimized visuals, filters, text overlays, or animations to increase engagement and click-through rates.
Deep links
Add Android deep links to template buttons so users open specific screens in your app. If unavailable, links fall back to your website for a smoother experience.
There are no changes to your existing sender setup. You continue to use your Cloud API sender and the same approved marketing templates. Inbound messages, as well as utility, authentication, and service messages, remain fully supported over Cloud API.
The diagram below shows how MM Lite API works alongside Cloud API to handle different types of messages:
How MM Lite works with Cloud API
MM Lite is dedicated to marketing templates only. Other categories such as utility and authentication remain on Cloud API. Both APIs can run in parallel on the same phone number:
- MM Lite API: Marketing template messages with optimization
- Cloud API: authentication, utility, inbound messages
This separation ensures that you can use the most suitable path for each use case while maintaining one WABA and sender setup.
Geographic availability
Some features of MM Lite API are not available in specific countries/regions:
- European Economic Area, United Kingdom, Japan, South Korea
- Messages sent from a business phone number in these countries or to a user in these countries will not receive delivery optimizations or have click and conversion reporting metrics available.
- United States
- Starting April 1, 2025, messages sent to users in the United States will not be delivered.
- Business phone numbers registered in the US can continue using MM Lite API to message users outside of the United States.
- Cuba, Iran, North Korea, Syria, and sanctioned regions in Ukraine (Crimea, Donetsk, Luhansk)
- Businesses in these countries/regions are not eligible to onboard to MM Lite API. Messages cannot be sent to users in these countries/regions.