Summary
These FAQs are designed to help you understand MM Lite - Meta’s optimized API for sending Marketing Messages Lite - and how it differs from the existing Cloud API. Whether you’re new to marketing messages or transitioning from Cloud API, this guide will answer your key questions in a simple, straightforward way.
Note: Broadcasts are now Campaigns – same powerful features, updated name!
Frequently Asked Questions (FAQs)
How MM Lite works
1. How does MM Lite decide which marketing messages to deliver?
MM Lite uses data to identify which marketing messages are most likely to be read or clicked by a user. It then prioritizes those messages for delivery to improve engagement.
MM Lite and Cloud API
2. How is MM Lite different from the Cloud API?
MM Lite is focused specifically on marketing messages, while the Cloud API supports marketing, utility, service, and authentication messages.
MM Lite also includes delivery optimizations designed to improve marketing message performance. The Cloud API does not provide these built-in marketing delivery optimizations.
MM Lite is also being developed to support additional marketing capabilities, including:
Time-to-live (TTL)
Meta Pixel return on investment (ROI) tracking (coming soon)
Performance metrics such as reads, clicks, and conversions (conversions coming soon)
Here’s a quick comparison:
Feature/Aspect | MM Lite | Cloud API |
Purpose | For marketing messages only | For all message types (marketing, utility, service) |
Delivery Optimization | Yes – optimized for better results | No built-in optimizations |
Performance Metrics | Tracks reads, clicks, conversions (coming soon) | Basic delivery info only |
Support for Frequency Caps | Designed to work within them | Affected, but not optimized |
Exclusive Features | Time-to-live (TTL), Meta Pixel ROI tracking (coming soon) | Not available |
API Simplicity | Focused, streamlined for marketing | Broader, supports all use cases |
Partner Integration | Works smoothly with Meta partners | Standard support |
Migration Effort | Easy – uses the same format as Cloud API | N/A |
3. Is moving to MM Lite required?
Yes. MM Lite is a required infrastructure upgrade from Meta for marketing messages. Marketing messages must be sent using MM Lite.
Utility, service, and authentication messages continue to be sent using the Cloud API.
4. What happens to utility, service, and authentication messages?
These message types are not affected by the move to MM Lite. They continue to use the Cloud API.
If you only send one-time passwords (OTPs), authentication, utility, or service messages, you do not need to move those messages to MM Lite.
5. Will my existing account or API services change?
No. Your account and existing API services remain the same. Only marketing messages move to MM Lite.
6. Will MM Lite support all message types?
No. MM Lite is specifically for marketing messages. Authentication, utility, and service messages will continue using the Cloud API.
7. Is this change relevant for customers who only send OTP, authentication, or utility messages?
No. MM Lite is only for marketing messages. If you only send OTP, authentication, or utility messages, you’ll continue using the Cloud API — no changes needed.
Meta frequency limits
8. What are Meta's current marketing message frequency limits?
Meta introduced frequency limits to reduce spam and improve the user experience on WhatsApp. Under these limits:
A person can receive marketing messages from up to 10 businesses within 7 days.
A business can send up to 2 marketing messages to a person within 24 hours, unless the person replies.
9. How does MM Lite work with Meta's frequency limits?
MM Lite is designed to work within Meta's frequency limits. It optimizes which marketing messages are delivered and prioritizes messages that are more likely to perform well.
Future capabilities
10. What new capabilities are planned for MM Lite?
Meta is continuing to develop MM Lite and plans to add more marketing-focused capabilities. These include Meta Pixel ROI tracking and conversion performance metrics.