We're excited to share some fantastic news from Meta that could significantly improve your WhatsApp marketing campaigns! Meta has just launched the Marketing Messages Lite (MM Lite), a new tool designed to help you achieve better results with your messages.

Switch to MM Lite as soon as possible to avoid any disruptions in your messaging services. Your account may get impacted if you don’t enable MM Lite.

Here’s some context for you before we jump on MM Lite:

As of April 2024, Meta introduced stricter limits on message frequency to combat spam and improve the overall user experience on WhatsApp.

Due to these limits, some of the businesses may have seen a slight decrease in their message delivery rates. 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.

Meta is also always working on initiatives to improve the message delivery rates and one such initiative is Marketing Messages Lite (MM Lite).

The Marketing Messages Lite (MM Lite) is a new tool from Meta for direct marketing. It is designed to make sure more of your messages get delivered (compared to Cloud API) and, in the future, will help more people see and click on them. Meta believes this new tool will give you better results than the Cloud API.

Meta anticipates you may see the same, or even higher, delivery rates for your high-quality marketing template messages compared to using the standard Cloud API. This means more of your messages will reach your target audience!

If you're already using Meta's Cloud API, switching to the MM Lite is a breeze! You can continue using the same marketing templates and message formats you're already familiar with.

The key advantage? Improved message delivery rates!

Our early testing shows promising results: the MM Lite delivered better average delivery rates than the Cloud API.

Meta business customers are also experiencing improved message delivery rates when using the MM Lite for their high-engagement marketing messages.

Businesses using Meta's MM Lite for their important marketing messages (the ones that get lots of clicks and reads) are seeing a 9%* boost in message delivery rate.

Note: A/B 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 optimized delivery to standard Cloud API delivery for high engagement messages only (i.e., more reads, clicks, etc.), and the analysis consisted of a t-test at 95% confidence.

Additionally, Meta is also heavily investing in the MM Lite to provide consistently better delivery performance than the Cloud API in the long run.

There are two ways you can do this:

When you log into your Wati account, you should see this banner. Click on the Accept T&C link to proceed with enabling MM Lite.

“Your marketing broadcasts might be paused unless your admin accepts the MM Lite T&Cs. No other account changes will occur. For assistance, view our [help guide] and [FAQs]. Accept T&C”

Here’s a video to walk you through how you can enable MM Lite by clicking on the banner:

Alternatively, you should have received an email from Meta containing the sign-up link. Click on that link and follow the on-screen instructions.

Here’s what the email from Meta looks like:

After receiving the email, click Get Started to continue. Then, select Review and accept the terms to enable MM Lite.

→ The Marketing Messages Lite (MM Lite) is a new tool from Meta designed for direct marketing on WhatsApp. It helps improve message delivery rates compared to the standard Cloud API.

→ Meta launched the MM Lite to address stricter message frequency limits introduced in April 2024 and to improve message delivery rates for high-quality marketing messages.

→ Early testing and Meta’s own data show that the MM Lite can deliver higher average delivery rates—up to 9% better—for marketing messages that get more engagement.

→ Yes, if you're already using Meta's Cloud API, the switch is straightforward. You can continue using your existing marketing templates and message formats.

→ Yes, the MM Lite supports the same templates and message formats used in the Cloud API.

→ You can follow this video walkthrough to enable it: Watch Video

→ No significant changes are needed if you're already using the Cloud API. The transition is designed to be smooth and simple.

→ Make sure your email is added to your Meta Business Manager in Settings under Users.

→ There are two ways you can check if you have enabled MM Lite:

a. Under Marketing Template

(Refer to the provided image for visual guidance.)

b. Under Privacy and Data Sharing Settings

→ If you don’t see the banner, it could mean one of the following:

To confirm, you can follow the steps above to check/verify if the Marketing Messages Lite (MM Lite) is already available in your account (Refer to question number 9 for more information).

→ If the Facebook page isn’t loading, we recommend trying again later in the day. Unfortunately, this issue is related to Meta, and it usually resolves on its own after some time.

→ If you believe your Ads account is incorrectly restricted, you can raise an appeal to Meta. Please follow this guide to raise an appeal.

→ After you enable the MM Lite, Meta needs some time to process the change. We recommend waiting 30 to 60 minutes before sending any marketing messages after enabling MM Lite. This delay ensures everything is properly configured on Meta's side and helps avoid message delivery issues.

→ If you’ve already enabled MM Lite, you can verify this by checking your Account Settings page(see screenshots for reference). If MM Lite appears there, no further action is needed. If you don’t see MM Lite or are unsure, please contact our support team for assistance.

→ This may be a temporary issue on Meta’s side. You can try again later. Alternatively, go to Business Manager > Settings > Requests and click on the Review button to agree to the MM Lite terms.

→ This error typically happens while Meta is updating template settings. After you enable the MM Lite, Meta needs some time to process the change. We recommend waiting 30 to 60 minutes before sending any marketing messages after enabling MM Lite.

→ No, MM Lite does not affect your current billing setup. You will continue to be billed as you are today.