WhatsApp - Marketing Messages API WhatsApp - Marketing Messages API

WhatsApp - Marketing Messages API

DK Sah

Objective

The article discusses Marketing Messages API ("MM API"), a new API launched by Meta, benefits, its launch by Vonage and onboarding timelines.

 

Background

In simple terms, what is MM API (erstwhile MM Lite API)?

MM API is a new API by Meta dedicated for outgoing Marketing traffic, and is built to enhance the customer experience and ROI on marketing campaigns - via optimized delivery and new marketing-specific features.

 

Why choose MM API?

  • Compared to Cloud API, MM Lite API messages will have a higher delivery rate (~9% as per one Meta case study*)
  • If engagement of a message or by a user is high, then the probability of delivery increases
    • It thus allows for dynamic messaging limits
    • It thus helps brands drive higher open and conversion rates
  • MM Lite API insights gives recommendations on how to improve your marketing campaign
  • TTL (time-to-live) for Marketing messages is supported on MM Lite API
  • New features: Automatic creative optimizations, App deep link support, New marketing message formats, etc
  • See full list of present and upcoming features here

 

Case Study 1: *AB test conducted with ~12 million delivered marketing messages sent by advertisers in India between 1st Jan 2025 to 31st Jan 2025. It compared MM Lite API optimized delivery to standard CloudAPI delivery for high engagement messages only (i.e. more reads, clicks, etc.) and the analysis consisted of a t-test at 95% confidence.

Case Study 2: https://www.facebook.com/business/success/madeiramadeira-bm-success-story

Case Study 3: https://meta.highspot.com/items/6905116a5eabe1e8f0be8057?lfrm=shp.0#1 

 

Things to note about MM API

  • MM Lite API and Cloud API are used together on the same phone number
  • MM Lite API allows a business to send only Marketing template messages
  • MM API is a send-only API. It does not receive incoming messages from consumers. 
    • To receive incoming messages on a business phone number, we need to use Cloud API in parallel
  • Customers can know about MM onboarding eligibility/status by using Vonage's Channel Manager API here

 

Note: Messages attempted to be sent via MM API will be sent via MM API if the business is eligible for MM API, and if it is a Marketing template message

  • If the business is not eligible (E.g. Business has not signed Terms of Service or WABA is not onboarded, etc), the message will be automatically routed via Cloud API by Meta as a fallback
  • If the message category (Utility, Authentication, etc) is not "Marketing", the message will be automatically routed via Cloud API by Vonage as a fallback

 

 

Reference

Meta's MM API - Eligibility Criteria

  • Geographic Eligibility Criteria here
  • Onboarding Eligibility requirements here

 

 

Related Pages

Getting Started with Vonage’s WhatsApp Business API: Embedded Sign Up - KB Article

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