Summary
Marketing Messages Lite (MM Lite) is a Meta feature designed to improve the delivery of marketing messages on WhatsApp. Most Wati customers have already moved to MM Lite, and only a small number of accounts still need to enable it.
If your Wati account has not yet enabled MM Lite, enable it as soon as possible to avoid potential disruptions to your marketing campaigns.
Note: Broadcasts are now called Campaigns in Wati. The features remain the same; only the name has changed.
Instructions
What is Marketing Messages Lite?
Marketing Messages Lite (MM Lite) is a Meta tool designed to improve the delivery of marketing messages on WhatsApp.
Meta expects MM Lite to provide the same or better delivery rates for high-quality marketing template messages compared to the standard Cloud API. In the future, Meta also plans to improve how often users see and interact with these messages.
If you already use Meta's Cloud API, you can switch to MM Lite without changing your existing marketing templates or message formats.
Why does MM Lite matter?
In April 2024, Meta introduced stricter limits on how frequently businesses can send messages to users. These limits were introduced to reduce spam and improve the WhatsApp user experience.
As a result, some businesses may have experienced lower message delivery rates.
Meta introduced MM Lite to improve marketing message delivery and reduce the impact of these limits.
However, by understanding these rules and implementing a few key strategies (including leveraging the auto-retry feature available in Wati), you can minimize the impact and continue to reach your target audience effectively.
Improved message delivery
Meta's early testing showed that MM Lite achieved better average delivery rates than the standard Cloud API.
Meta also reported improved delivery rates for high-engagement marketing messages. Businesses using MM Lite for these messages saw a 9% increase in message delivery rate.
This result was based on an A/B test of approximately 12 million delivered marketing messages sent by advertisers in India between January 01, 2025, and January 31, 2025.
The test compared MM Lite optimized delivery with standard Cloud API delivery for high-engagement marketing messages, such as messages that received more reads or clicks. The analysis used a t-test with 95% confidence.
Meta is continuing to invest in MM Lite with the goal of providing consistently better delivery performance than the Cloud API over time.
How to enable MM Lite for your Wati account
Most Wati customers have already enabled MM Lite. If your account is among the remaining accounts that have not yet enabled it, you can do so in either of the following ways:
Option 1: Enable MM Lite from your Wati account
Log in to your Wati account.
Look for the MM Lite banner in your account.
Click Accept T&C in the banner.
Follow the on-screen instructions to complete the signup.
The banner may display a message similar to:
Your marketing campaigns might be paused unless your admin accepts the MM Lite T&Cs. No other account changes will occur.
You can also follow the video walkthrough in your Wati account to see how to enable MM Lite from the banner.
Option 2: Enable MM Lite from the Meta email
Meta may also have sent an email containing a signup link for MM Lite.
Open the email from Meta.
Click Get Started.
Select Review and accept the terms.
Follow the on-screen instructions to complete the setup.
The email should contain the signup link and instructions for enabling MM Lite.
What changes after enabling MM Lite?
You can continue using your existing marketing templates and message formats. Switching to MM Lite does not require you to create new marketing templates.
The main benefit is improved delivery performance for your marketing messages.
If your account has not yet enabled MM Lite, make sure an admin accepts the MM Lite T&Cs to avoid potential pauses to your marketing campaigns.
Frequently Asked Questions (FAQs)
Checking if MM Lite is enabled
1. How can I verify if MM Lite is enabled?
You can check whether MM Lite is enabled in your Meta Business Manager in either of these ways:
Under Marketing Template
Go to your Business Manager (BM) account.
Navigate to Template Insights > Marketing Template.
Under Cloud API, look for the Marketing Messages Lite API option.
If you see this option, MM Lite is enabled for your account.
Under Privacy and Data Sharing Settings
Go to your Business Manager (BM) account.
Open Privacy and data sharing settings.
Look for the Optimise marketing messages by sharing event activity with Meta toggle.
If the toggle is turned on, MM Lite is enabled for your account.
Troubleshooting MM Lite
2. What should I do if my Ads account is restricted?
If you believe your Ads account was restricted incorrectly, you can raise an appeal with Meta.
3. Why am I facing issues with marketing messages after enabling MM Lite?
Meta may need some time to process the change after you enable MM Lite. Wait 30 to 60 minutes before sending marketing messages.
This gives Meta time to complete the configuration and can help avoid message delivery issues.
4. What should I do if the Accept T&C link takes a while to load or shows an error?
This may be a temporary issue on Meta's side. Try again later.
Alternatively, go to Business Manager > Settings > Requests and click Review to agree to the MM Lite terms.
5. What does the OAuthException (#131009) error mean after enabling MM Lite?
The error OAuthException! (#131009) Parameter value is not valid can occur while Meta is updating your template settings after you enable MM Lite.
Wait 30 to 60 minutes before sending marketing messages to give Meta time to complete the update.
Billing
6. Will my billing change after enabling MM Lite?
No. Enabling MM Lite does not change your current billing setup. You will continue to be billed as you are today.