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Marketing Messages API: Meta's Optimised Channel for Marketing

The Marketing Messages API for WhatsApp, formerly MM Lite, is Meta's channel built only for marketing templates. It factors message engagement into delivery and adds benchmarks, message expiry, GIF headers and conversion reporting.

Meta's optimised channel for marketing templates, generally available since 19 November 2025. Utility and authentication stay on the standard API.
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A marketing message sent through Meta's Marketing Messages API, landing as a personal chat.
Marketing Messages API

up to 9%

more high-engagement deliveries (Meta test)

per delivery

charged per delivered message

Why it matters

The Marketing Messages API is built only for marketing templates, and it factors message engagement into delivery. In a January 2025 test of about 12 million marketing messages sent by businesses in India, Meta measured up to 9% more high-engagement messages delivered than through its standard API. The channel also brings read-rate and click-rate benchmarks with data-driven recommendations, message expiry from 12 hours to 30 days, GIF headers, links that open your Android app, automatic creative improvements (a Meta pilot) and conversion reporting.

Max price, now in beta

This channel is also where Meta's max price lives: an optional ceiling on what Meta charges for each delivered marketing message, in open beta from 1 October 2026 according to Meta. Meta plans to make max price required for marketing on the Marketing Messages API in eligible countries from Q2 2027, while fixed published marketing rates continue on its standard API. Max price is available in beta through InfiQ, and InfiQ billing for max-price messages is to be announced; our WhatsApp Max Price page explains how it works.

Are you eligible?

Meta lists three requirements for the Marketing Messages API:

0 of 3 ready — tick the rest to confirm eligibility.

Set it up with InfiQ

Moving marketing sends onto the Marketing Messages API takes a few steps:

0 of 4 steps done

  1. Get your WhatsApp Business account set up for the Marketing Messages API and accept Meta's terms for it.

Where it fits

The Marketing Messages API carries marketing templates only. Utility messages such as order updates and authentication codes stay on Meta's standard API, so transactional flows are unaffected. Since April 2026, businesses on the Marketing Messages API can switch off marketing on the standard API, so all of their marketing goes through the optimised channel.

Frequently asked questions

What is the Marketing Messages API (MM Lite)?+
It's Meta's Marketing Messages API for WhatsApp, formerly called the Marketing Messages Lite API or MM Lite: a channel built only for marketing templates, with engagement-based delivery, benchmarks, message expiry and conversion reporting.
Do I need it?+
It matters most when marketing is a meaningful share of your WhatsApp sends, because Meta's delivery optimisation, benchmarks and conversion reporting only apply to marketing templates sent through it. Utility and authentication messages stay on the standard API.
Does it change pricing?+
Not by default. Marketing messages on this channel are charged per delivered message, by category and country, as on the standard API. Since 2026 Meta also offers an optional max price, a ceiling on what Meta charges per delivered marketing message, now in beta and available in beta through InfiQ. On InfiQ, marketing messages sent without a max price are billed at the rates on our pricing page; InfiQ billing for max-price messages is to be announced.
Is it available now?+
Yes. Meta made the Marketing Messages API generally available on 19 November 2025, in every region where its standard API is available, though some features vary by country.
Does it affect my utility and authentication messages?+
No. The Marketing Messages API carries marketing templates only. Your utility and authentication templates continue on the standard API, so transactional flows are unaffected.
Does MM Lite work on a WhatsApp coexistence number?+
Yes — Meta has supported numbers running the WhatsApp Business app and the API together since September 2025. The number's overall sending speed stays at Meta's fixed 20 messages a second for coexistence numbers, and disconnecting coexistence also switches MM Lite off for that number and unlinks its ad account.

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