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WhatsApp

Marketing Messages API for WhatsApp (MM Lite) is now live

MM API is Meta's next-generation marketing solution built to enhance the customer experience and deliver the right message to more of the right people. Unlike Cloud API — which applies no delivery intelligence to marketing messages — MM API uses quality-based optimization to prioritize high-engagement sends, resulting in
up to +9% higher delivery rates
vs. Cloud API, validated by Meta's own A/B test across 12M+ messages.
Screenshot 2026-03-24 at 12
> Every marketing campaign your sub-accounts run on Cloud API today is missing delivery, conversion tracking, and creative capabilities that are only available on MM API. The upgrade takes minutes.
What's New vs. Cloud API
🚀 Optimization
  • Quality-Based Delivery:
    MM API factors message engagement signals into delivery decisions — prioritizing messages that are expected, relevant, and timely. Cloud API has no equivalent. Result: up to
    +9% higher delivery
    for high-engagement messages.
  • Automated Creative Optimizations
    (Pilot):
    Meta automatically enhances the visual appeal of marketing templates — including image animation and filtering — to improve performance without any manual effort.
Step_3
📱 Richer Message Formats
  • Animated GIF Headers:
    Send GIF media in message template headers. Not supported on Cloud API.
  • Android App Deep Links:
    Send links that directly open your app on a customer's phone. Not supported on Cloud API.
  • All existing formats supported:
    Media, carousel, product catalog, flow, interactive list, interactive reply, and more — everything Cloud API supports, plus the above.
📊 Measurement & Guidance
  • Tailored Recommendations:
    Receive evidence-based suggestions to improve future campaign performance. Exclusive to MM API.
  • Cost Metrics:
    Spend per Template, Cost per Click, and Cost per Delivery — available on both MM API and Cloud API.
  • Basic Metrics:
    Sent, Delivered, Read, Clicked, Errors — available on both.
⚙️ Onboarding & Technical
  • Existing phone numbers and MM templates work as-is
    — no re-creation needed.
  • Coexistence supported
    — WhatsApp Business App users can be onboarded without disruption.
How to Activate
  1. In the sub-account, go to
    Settings → WhatsApp
    . A banner prompting MM Lite activation will appear.
  2. Click
    Enable MM Lite
    — this redirects to the WhatsApp account interface.
  3. Navigate to the
    Requests
    tab and click
    Respond
    .
  4. A prompt to improve ROI with Marketing Messages API will appear — click
    Continue
    .
  5. On the
    "Review LeadConnector's access request"
    screen, confirm the permissions and click
    Finish
    .
Step_1
All existing templates, workflows, and campaigns continue running without interruption.
Why This Matters
Meta is drawing a clear line: Cloud API remains available but receives no new marketing capabilities. Every feature on this list — conversion tracking, benchmarks, GIFs, deep links, creative optimizations, extended TTL — is exclusive to MM API and will stay that way.
Sub-accounts that activate MM Lite today will:
  • Deliver more messages to the right people without increasing send volume
  • Track the full conversion funnel from WhatsApp message to purchase
  • Access creative and format capabilities their competitors on Cloud API don't have
  • Benefit from Meta's ongoing investment in the MM API endpoint
This is the future of WhatsApp marketing on HighLevel. Activate it now.
\
A/B test conducted with ~12M delivered marketing messages by advertisers in India, Jan 1–31, 2025. Compared MM API optimized delivery to standard Cloud API delivery for high-engagement messages only. Analysis: t-test at 95% confidence level.
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