MM Lite API：优化你的 WhatsApp 营销活动

营销消息轻量版 API（MM Lite API）用户指南

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.


Enable 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: Set up in Facebook Business Manager 

  • Open WhatsApp Manager > Overview. https://business.facebook.com/latest/whatsapp_manager/overview/

  • In the Alerts section, click Accept terms to get started for Marketing Messages Lite API.



  • Follow the steps to finish signing MM Lite Terms of Service .

    • Your business customers should be able to start sending messages via MM Lite.

    If you are unable to access your WhatsApp Manager, find your business portfolio admin here.


    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

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

    Eligibility requirements

    In order to use MM Lite API, a business must comply with applicable legal, vertical and content restrictions (country dependent) outlined in WhatsApp Business Messaging Policies.

    In addition, the following requirements must be met:

    • WABA is active and not restricted from messaging due to any violations
    • WABA is not a WhatsApp Business app account WABA (a.k.a. "Coexistence WABA")
    • WABA tax country is not in sanctioned regions
    • Owner Business country is not in sanctioned regions

    MM Lite will continuously update vertical eligibility and policies to comply with various policies and regulations internationally, so these requirements may change.

    Reuse your Cloud API number

    1. MM Lite API does not register new numbers. Use the same number that is already active in Cloud API.
    2. Cloud API: authentication, service, utility, and inbound messages.
    3. MM Lite API: optimized marketing messages.

    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.

    3. Features MAPI LITE

    MM Lite API offers added features that are not available on Cloud API, such as performance benchmarks and recommendations, time-to-live, and automated creative optimizations (in testing).

    For more detail, see the comparison tables below.

    Optimization features

    Description Marketing Messages Lite API (Supports Marketing) Cloud API (Supports Auth, Utility, Service, Marketing)
    Quality-based delivery:

    Improving deliveries of high engagement messages.

    		 Yes:

    MM Lite factors if a message is high engagement into delivery decisions, offering up to 9% higher deliveries vs. Cloud API*. High engagement marketing messages refers to messages that are expected by users, relevant, and timely, and therefore more likely to be read and clicked.

    		 No:

    Message quality does not factor into per-user marketing message limits. No ability to increase delivery for high engagement messages.
    Automated creative optimizations:

    Automatic enhancements to creative to increase message performance.

    		 Yes (pilot):

    Automatically enhance the visual appeal and engagement of marketing template messages. See full list of capabilities here.

    		 No

    Marketing message formats

    Description Marketing Messages Lite API (Supports Marketing) Cloud API (Supports Auth, Utility, Service, Marketing)
    Animated Image (GIF) Header:

    Marketing message templates support a GIF media type in the header.

    		 Yes No
    Android App Deep Links:

    Links that directly open up the app on a customer's phone.

    		 Yes No
    Customizable Message Validity Periods:

    Set a time-to-live for messages that should expire if they cannot be delivered soon enough.

    		 Yes:

    TTL can range from 12 hours to 30 days.

    		 Limited:

    Only supports Authentication and Utility messages.
    Basic marketing message formats:

    Media, carousel, product catalog, flow, interactive list, interactive reply, etc.

    		 Yes Yes

    Guidance

    Description Marketing Messages Lite API (Supports Marketing) Cloud API (Supports Auth, Utility, Service, Marketing)
    Benchmarks:

    Comparison of read and click rates versus similar templates from businesses in your region.

    		 Yes No
    Recommendations:

    Evidence-based recommendations to improve the performance of your template.

    		 Yes No

    Metrics

    Description Marketing Messages Lite API (Supports Marketing) Cloud API (Supports Auth, Utility, Service, Marketing)
    Conversion metrics:

    Conversions on Web and App.

    		 Yes:

    Measure marketing messages leading users to perform app events, such as 'Add to Cart', 'Checkout Initiated', 'Purchase'.

    		 No
    Cost metrics:

    Spend per Template, Cost per click, Cost per delivery.

    		 Yes Yes
    Basic metrics:

    Sent, delivered, read, clicked, errors.

    		 Yes Yes

    Enterprise, Security & Compliance Features

    Description Marketing Messages Lite API (Supports Marketing) Cloud API (Supports Auth, Utility, Service, Marketing)
    Local Storage Support:

    Phone numbers with Local Storage enabled.

    		 Yes Yes
    Compliance certification:

    Compliance resources available on the Business Messaging Compliance Center.

    		 Yes:

    Certification for LGPD, GDPR, System Audit Report, SOC, ISO27001.

    		 Yes:

    Certification for LGPD, GDPR, System Audit Report, SOC, ISO27001.
    Automatic throughput upgrades:

    Automatic upgrades (and webhook notifications) to a phone number’s messaging throughput.

    		 Yes Yes
    Real-time service status updates:

    Uptime and availability metrics are live on metastatus.com.

    		 Yes Yes

    Onboarding

    Description Marketing Messages Lite API (Supports Marketing) Cloud API (Supports Auth, Utility, Service, Marketing)
    Streamlined Onboarding:

    Onboard via Embedded Signup, Intent API, and Intent UI.

    		 Yes Limited:

    Embedded signup only.
    Error Codes:

    Graph API error codes.

    		 Yes:

    Specific MM Lite error codes.

    		 Yes
    Onboarding Status via API:

    Granular eligibility status data and error codes.

    		 Yes:

    A new eligibility status field has been introduced to better report on the API onboarding status.

    		 Limited
    Coexistence:

    Onboarding WhatsApp business app users.

    		 Yes Yes

    Footnotes

    1. *AB 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 API optimized delivery to standard CloudAPI delivery for high engagement messages only (i.e. more reads, clicks, etc.) and the analysis consisted of a t-test at 95% confidence.