Definition
The Marketing Messages API for WhatsApp is Meta's send-only API for marketing template messages, the successor to sending marketing messages through Cloud API, adding quality-based delivery, message validity and conversion metrics.
The Marketing Messages API (often called MM Lite) is a separate send endpoint for templates in the MARKETING category. You send approved marketing templates to a dedicated marketing_messages endpoint instead of the standard messages endpoint. Utility, authentication and service messages stay on Cloud API, as do inbound messages.
Meta's documentation dates the change: general availability on 19 November 2025, no marketing sending through Cloud API for accounts created on or after 13 April 2027, and Cloud API marketing sending stops on 13 October 2027. Check Meta's page, because dates and exceptions can change.
New features include quality-based delivery, customisable message validity (TTL) of 12 hours to 30 days, benchmarks, recommendations and conversion metrics. Meta says the billing model is the same as Cloud API, and businesses can optionally set a maximum price per delivered marketing message. Some features are not active everywhere: Meta lists the European Economic Area, the UK, Japan, South Korea, Nigeria, South Africa and Thailand as having no delivery optimisations, and marketing messages to US numbers are not delivered.
One trap is reclassification: if Meta recategorises a utility template as marketing, it must then be sent through the marketing endpoint. For support of this specific API on your account, ask our team.
Frequently asked questions
What is MM Lite?
MM Lite is short for Marketing Messages Lite, the name earlier articles and partner documentation use for this API. Meta's current documentation calls it the Marketing Messages API for WhatsApp, and status webhooks label such messages marketing_lite.
When does Cloud API stop supporting marketing messages?
Meta says Cloud API stops supporting marketing messages on 13 October 2027, when sending one returns an error, and accounts created on or after 13 April 2027 cannot send marketing through Cloud API at all. Confirm on Meta's page.
Does OmniChannels.ai support the Marketing Messages API?
Ask our team. BroadNet is an official Meta Business Solution Provider and sends WhatsApp marketing templates today, but support for this specific API should be confirmed for your account before you plan a migration around it.