MM Lite API FAQ: Benefits, Activation & How It Works

Frequently Asked Questions about MM Lite API

Marketing Messages Lite API (MM Lite API)

Marketing Messages Lite API is an optimized version of the WhatsApp Cloud API for sending marketing messages. This article answers the most common questions about how it works and its advantages, and complements the MM Lite API user guide, where you’ll find technical details and activation steps.

Comparison: Using MM Lite API vs Not Using It

Feature With MM Lite API Without MM Lite API (Standard Cloud API)
Delivery Channel Optimized Cloud API Standard Cloud API
Message Types Marketing only All types (marketing, utility, service)
Activation Automatic or by invitation Already active
Requires technical changes No No
Marketing conversation rates More competitive (depends on country) Standard
Conversion metrics Yes (Ads Manager and Insights API) Limited
Creative optimization Yes (images, headers) No
Access to conversion events Yes (Pixel, CAPI, App Events API) No
Automatic classification by Meta Yes (if best practices are followed) Not applicable
Partner Margin Higher (up to +15%) Lower (3% in Select category)

Frequently Asked Questions

1. Is MM Lite API a different platform?

No. It is an optimization within the WhatsApp Cloud API. You don’t need to change the integration or phone number.

2. What are the benefits of using MM Lite?

It gives access to better conversion metrics, more competitive pricing in many countries, and automatic content optimization.

3. How is it activated?

If you connected your number after June 4, 2025, it’s activated automatically. If before, Meta will invite you via email.

4. Do I need to configure anything to use it?

No. WOZTELL takes care of optimizing your templates and managing the process to meet Meta’s requirements.

5. How do I know if my messages use MM Lite?

Meta automatically checks whether your templates follow best practices. If they do, they are classified as MM Lite.

6. Where is it not available?

Currently, it’s not available for businesses registered in Spain, the United Kingdom, Japan, South Korea, or any EEA country.

7. Can I use MM Lite and Cloud API at the same time?

Yes. MM Lite is used for marketing messages, and Cloud API continues to work for utility, service, and authentication messages.

8. What’s the cost?

It follows the 24-hour conversation model. In some countries, MM Lite has lower rates than the standard fee.

9. What do I lose if I don’t use MM Lite?

You miss out on better metrics, more competitive pricing, and a higher margin for your provider.

10. What does WOZTELL do for me?

We handle everything: setup, template optimization, coordination with Meta, and results tracking.