MM Lite API: Optimize Your WhatsApp Marketing Campaigns

Marketing Messages LITE API (MM Lite API)

Welcome to the official guide of WOZTELL's Marketing Messages Lite API (MM Lite API). Here you will learn how to configure, use, and make the most of this new API designed to improve your WhatsApp marketing campaigns.

1. What is Marketing Message Lite API or MAPI LITE?

MM Lite API is a specialized Meta solution for sending marketing messages via WhatsApp, offering exclusive enhancements in delivery optimization, conversion metrics, and visualization through Ads Manager.

Already using Cloud API? Then you're just one step away! MM Lite API reuses templates, message formats, and permissions, allowing you to migrate easily without redoing your integration.

2. Benefits of using Marketing Messages Lite API

IT'S CHEAPER to send marketing messages! Plus, here are some reasons why your company should consider implementing MM Lite API:

  1. As we said before, but worth repeating: it’s significantly cheaper.
  2. Improved delivery rates thanks to automatic optimization.
  3. Real-time conversion tracking, with events like “add to cart,” “checkout,” or “purchase.”
  4. Reusable templates: Use the same templates from Cloud API.
  5. TTL for marketing messages to ensure delivery within a set period.
  6. Automatic creative optimization in images.
  7. Advanced metrics from Ads Manager and Insights API.
  8. Competitive conversation costs with free entry option for 72h

Market
Marketing Price - Cloud API
Marketing Price - Mapi Lite
% Saving
Mexico
0.0523
0.0498
4.78%
Argentina
 0.0742
0.0706
4.85%
UAE
0.0461
0.0430
4.77%


🚨 We strongly recommend transitioning to MAPI Lite — regardless of your country.

Even if MAPI Lite is not yet available in your region, it's important to follow the steps to be ready as soon as it is.

🌍 Please note: Due to local regulations and Meta policies, MAPI Lite is currently not available for businesses in the following regions: European Economic Area (EEA), United Kingdom, Japan

2.1 How to activate MAPI LITE 

Getting on MM Lite API is quick, easy, and designed for businesses that already use Cloud API or are just starting with WhatsApp marketing campaigns.

Requirements to get started

Before you begin, make sure you meet the following:

  • Your WABA must be active and without any violations.

  • It must not be an account type of:

    • Business App (Coexistence WABA)

    • On-Behalf-Of (OBO)

  • Your country must be on the eligible list


Reuse your Cloud API number

MM Lite API does not register new numbers. Use the same number that is already active in Cloud API.

Cloud API: authentication, service, utility, and inbound messages.

MM Lite API: optimized marketing messages.

Options to connect your WhatsApp number with MAPI

There are two paths depending on when you connect your number to the WhatsApp platform:

Option 1: Via Embedded Signup

If you connect your number after June 4, 2025, with WOZTELL, MM Lite API (MAPI) compatibility will be automatically enabled without any extra steps.

Option 2: Facebook Invitation (before June 4, 2025)

If your number is already connected before June 4, 2025, you will receive an invitation by email directly from Facebook to complete the registration.


a) Via WhatsApp Manager
Step 1: Open the invitation email
All Business Manager admins will receive an email with an access link.

You can also go directly here: https://business.facebook.com/latest/settings/ go to the section of BM Request




Step 2: Complete the process in Business Settings
Go to the “Requests” tab and accept the request for MM Lite API.



2.2 How to send messages with MAPI LITE?

With MM Lite API, you can only send messages using marketing templates. For other message types (service, authentication, utility) or to receive messages from users, you must use Cloud API in parallel with the same business number.

Creating marketing templates is just like before. 

Note: When you create a new template or reactivate one that hasn’t been used in over 7 days, wait 10 minutes before using it to ensure synchronization with Ads and enable conversion tracking.

Exclusive features of MM Lite API for your mass WhatsApp sends

  1. TTL (Time-to-Live): retry delivery for a specific period.
  2. Automatic creative optimization: improvements in image headers, like cropping or filters, to maximize clicks.
  3. Conversion compatibility: if you use URLs with Pixel or CAPI, you can track events like “add to cart” or “purchase.”

Receiving messages

MM Lite API is send-only.
To receive customer messages, use Cloud API in parallel.


2.3 Measure conversions 

One of the big benefits of MM Lite API is the ability to measure real conversions that happen after a user clicks on a message.

What can you measure?


When you use links in your marketing templates, MM Lite API can help track if users:

  1. Add products to the cart
  2. Start a checkout process
  3. Complete a purchase
  4. Activate your app

Technical requirements

To enable conversion tracking, you need:

  1. Meta Pixel or Conversions API (for websites)
  2. Meta SDK or App Events API (for mobile apps)

How does it work?

  1. The system creates campaign entities linked to your templates.
  2. Meta tracks web or app events after the user click.
  3. You can view conversions in Ads Manager UI or via Insights API.
Reminder: The template must be synced with Ads (up to 10 minutes after creation or reactivation).

Supported URLs
Your URL must allow Meta to automatically add its fbclid parameter.
If using shorteners or redirects, ensure they don’t break this functionality.

Tip: Run a test by sending a test event from your website to verify compatibility.

2.4 Tracking click events

With MM Lite API, you can know exactly when a user clicks on a button or on the body of a marketing message. This functionality allows you to optimize your campaigns based on real interaction data.

What can be tracked?
Clicks on the call-to-action (CTA) button.
Clicks on the message body (if it contains a URL).

2.5 Viewing metrics

With MM Lite API, you can analyze the performance of your marketing campaigns from various platforms, obtaining detailed metrics about sends, reads, clicks, and conversions.

Where to view the metrics?

You can check your metrics from:

  1. Facebook Business Manager
  2. WOZTELL Dashboard
  3. Ads paths (recommended)

Marketing API (Insights API)


Metrics seen from Ads are much more complete, including ROI, conversions, and app activations.


Metric Ads Surfaces WhatsApp Surfaces
Messages sent, delivered, read ✅ ✅
Total spent ✅ ✅
Cost per delivery / click ✅ ✅
Clicks on CTA URL ✅ ✅
Click-through rate ✅ ❌
Add to cart, Checkout, Purchase (Web/App) ✅* ❌
App activations ✅* ❌

2.6 Pricing MAPI LITE

The pricing model of MM Lite API is based on conversations, just like Cloud API, but with more competitive rates for marketing messages.

How is it billed?
It’s billed per marketing conversation, not per individual message.
Each conversation lasts 24 hours from the moment the first message is sent.
Only marketing conversations can be initiated with MM Lite API.

Service, authentication, or utility conversations are still managed through Cloud API.

Billing rules


Who initiates the conversation Who is billed?

MM Lite API                                MM Lite rate applies ✅

Cloud API                                     Cloud API rate applies

Example:

If you initiate a conversation from MM Lite and then send more messages via Cloud API, it will be billed as MM Lite.

If you initiate from Cloud API and then use MM Lite, it will be billed as Cloud API.

Free conversations: If the user starts the conversation from a free entry point (like a click on an ad or CTA button), you can send messages with MM Lite for free for 72 hours, same as with Cloud API.

Video tutorial: How to access the most affordable messages with the Lite API

Prefer to see it in action? In this video, we show you step-by-step how to access the most affordable marketing messages available on the platform.