✅ What is MM Lite?
Marketing Messages Lite (MM Lite) is Meta’s high-performance API for sending marketing messages at scale over WhatsApp. Designed for equal or high delivery rates and optimized conversion performance, MM Lite is ideal for large-scale promotional campaigns.
🚀 Why Use MM Lite?
Better Delivery Rates
Faster, more consistent message delivery even during peak times.Higher Conversions
Optimized message routing improves customer reach and conversion rates.Meta-Optimized Sending
Messages are delivered through Meta-managed infrastructure, reducing failure rates.Built for Scale
Perfect for campaigns targeting thousands to millions of users.
🔍 How It Works
Template-Based Messaging
Supports only Meta-approved templates for promotional, or engagement messaging.Phone Number Mapping
Uses your existing verified WhatsApp Business phone number.Meta-Controlled Delivery
Meta manages when and how messages are sent for maximum efficiency.
⚙️ Key Features
No manual throttling required
Supports broadcast-style campaigns
Webhook integration for delivery updates
Automatic retry for failed messages form meta
⚠️ Requirements
Completed business verification
Active WhatsApp Business Account (WABA)
Use of pre-approved message templates
Ad account
📌 When to Use MM Lite
Use Case | Recommended? |
Promotional Campaigns | ✅ Yes |
Discount/Offer Reminders | ✅ Yes |
Abandoned Cart Messages | ✅ Yes |
Real-time Alerts (e.g., OTP) | ❌ No — Use Cloud API instead |
🛠️ Limitations
Only supports marketing templates
Not suitable for 1:1 session messages
Webhook responses may be slightly delayed compared to Cloud API
🔗 Learn More
Official Meta Docs:
https://developers.facebook.com/docs/whatsapp/marketing-messages-lite-api/
FAQs
1. What’s the difference between MM Lite and the regular WhatsApp Cloud API?
MM Lite is optimized specifically for sending high-scale marketing messages using pre-approved templates. Unlike the Cloud API, which supports real-time 1:1 messaging and session-based communication, MM Lite is not intended for interactive or time-sensitive alerts (e.g., OTPs, order updates).
2. Can I use MM Lite for transactional messages?
No. MM Lite supports only marketing message templates. For transactional or real-time messages like OTPs or delivery updates, use the WhatsApp Cloud API.
3. Do I need a separate phone number for MM Lite?
No. MM Lite works with your existing verified WhatsApp Business phone number. However, business verification and template approvals must be completed.
4. Do I need to manage throttling or message pacing?
No. MM Lite is managed entirely by Meta, including throttling and delivery pacing. This reduces manual intervention and improves delivery consistency.
5. What happens if a message fails to deliver?
MM Lite includes automatic retry mechanisms. Failed messages will be retried by Meta’s infrastructure without manual input.
6. Are there any rate limits?
Meta does not publicly disclose exact limits, but MM Lite is built for high-throughput use cases. You should still monitor message metrics for any anomalies or delivery issues.
7. Can I track message delivery and performance?
Yes. MM Lite provides webhook support for delivery status events, allowing you to track sent, delivered, and failed messages via your systems.