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

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MM API Overview is Meta’s next-generation marketing solution designed to enhance customer experiences and deliver the right message to a larger, targeted audience. Unlike Cloud API, which lacks delivery intelligence for marketing messages, MM API employs quality-based optimisation to prioritise high-engagement deliveries, leading to

delivery rates that are up to +9% higher

compared to Cloud API. This has been validated by Meta’s own A/B test conducted across over 12 million messages.

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> Every marketing campaign run by your sub-accounts on Cloud API currently lacks delivery, conversion tracking, and creative capabilities that are exclusive to MM API. The upgrade process takes only a few minutes.

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📱 Richer Message Formats

📊 Measurement & Guidance

⚙️ Onboarding & Technical Support

  1. In the sub-account, navigate to

    Settings → WhatsApp

    . A banner prompting you to activate MM Lite will appear.

  2. Click

    Enable MM Lite

    — this will redirect you to the WhatsApp account interface.

  3. Go to the

    Requests

    tab and click

    Respond

    .

  4. A prompt to enhance ROI with Marketing Messages API will appear — click

    Continue

    .

  5. On the

    “Review LeadConnector’s access request”

    screen, confirm the requested permissions and click

    Finish

    .

Step_1

All existing templates, workflows, and campaigns will continue to operate smoothly without interruption.

Meta is drawing a distinct line: Cloud API remains available but will not receive any new marketing capabilities. Each feature on this list — including conversion tracking, benchmarks, GIFs, deep links, creative optimisations, and extended TTLs — is exclusive to MM API and will remain so.

Sub-accounts that activate MM Lite today will:

  • Deliver more messages to the right audience without increasing send volume
  • Track the entire conversion funnel from WhatsApp message to purchase
  • Access creative and formatting capabilities that competitors on Cloud API lack
  • Benefit from Meta’s continued investment in the MM API endpoint

This represents the future of WhatsApp marketing on Clixio. Activate it now.

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A/B test conducted with approximately 12 million delivered marketing messages by advertisers in India from January 1 to 31, 2025. This compared MM API’s optimised delivery to standard Cloud API delivery for high-engagement messages only. Analysis was performed using a t-test at a 95% confidence level.