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.
1. What is MM Lite (Marketing Messages Lite)?
→ MM Lite is a new version of Meta’s marketing messages designed to improve how marketing messages are delivered. It uses data to automatically decide which messages are most likely to be read or clicked by a user and delivers those messages first.
2. What are the main benefits of using MM Lite?
→ Key benefits include:
Better delivery rates for high-quality marketing messages
Built-in optimizations to improve message engagement
Support for Meta’s new frequency limits
No need to change templates or message formats if you’re already using Cloud API
3. What are the main benefits for businesses using MM Lite?
→ After switching, you’ll gain:
Improved delivery rates for high-quality marketing messages
Compliance with Meta’s latest frequency and spam controls
Future readiness, as Meta will continue building new marketing features into MM Lite
4. How is MM Lite different from the existing Cloud API?
→ 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 |
5. Is MM Lite a required change or optional?
→ It’s required. MM Lite is an infrastructure upgrade from Meta, not just a new option. All marketing messages must be sent using MM Lite. Utility, service, and authentication messages will continue to be sent using the Cloud API.
6. Why is this transition important for marketing performance and business outcomes?
→ The move to MM Lite helps your business succeed in three key ways:
Higher message delivery: More of your messages reach users, especially high-quality ones
Better campaign performance: Built-in delivery optimizations help you avoid wasted impressions and improve return on ad spend
Stronger compliance: MM Lite is designed to work within Meta’s new messaging rules, helping you stay compliant as frequency caps tighten
7. How does MM Lite help with Meta’s frequency limits?
→ Meta introduced limits to reduce spam:
A person can receive messages from only 10 businesses every 7 days
A business can send only 2 marketing messages to a person within 24 hours (unless the person replies)
MM Lite helps you work within these limits by optimizing which messages get delivered, prioritizing the ones most likely to perform well.
8. How does MM Lite perform in real-world usage?
→ 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.
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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.*
9. Are there any performance improvements with MM Lite?
→ Yes! MM Lite can improve your marketing campaign reach by up to 9%.
10. What changes for me if I migrate from Cloud API to MM Lite?
→ From your side, nothing changes. You’ll keep using the same message templates and formats. The main difference is better performance for marketing messages.
11. 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.
12. 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.
13. Do I need to redesign my message templates for MM Lite?
→ No. You can keep using your existing templates and message formats. MM Lite is designed to be fully compatible with Cloud API.
14. Will my existing account or API services change?
→ No. Your account and services remain the same. Only marketing messages will move to MM Lite. Authentication, utility, and service messages will still use the Cloud API.
15. How do I start using MM Lite?
→ There are two ways you can enable MM Lite:
1. By clicking on the signup link in the banner you see in your Wati account.
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:
2. By clicking on the signup link in the email from Meta.
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.
