MM Lite API

Effective July 1, 2025 - Per-message pricing is now live. Additionally, rates for marketing messages across Cloud API and MM Lite API are consistent, per our published rate cards here.

We plan to launch MM Lite to General Availability in Q4 2025.

Marketing Messages Lite API

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

Key benefits

  • 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 (1).
  • 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, 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. See the complete list of MM Lite features.
  • 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.

Footnotes

  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.