You put in the effort to design a campaign from concept to creatives, from budget to setting up the campaign for go-live. Going through myriad iterations in between, only to have your campaign reach restricted. Limiting your ability to reach the users you wanted to reach.
That isn’t desirable at all. Right?
But that’s what happens with most brands trying to reach users with marketing messages on WhatsApp. This is partly because WhatsApp imposes strict delivery limits, compliance constraints and frequency caps.
There’s a better way. With Meta’s Marketing Messages Lite API, you can improve delivery rates of your marketing campaigns on WhatsApp.
Here’s all you need to know about it.
MM Lite API: Meta’s Smarter Solution for Marketing Messages on WhatsApp
MM Lite API or Marketing Messages Lite API, is a direct marketing solution by Meta, built to optimise marketing messages over WhatsApp to deliver messages to your customers who have opted in to receive them.
As an upgrade to WhatsApp’s Cloud API, MM Lite API ensures increased or at par message delivery rates, open rates and read rates by automatically optimising messages based on user engagement and data analytics.
How MM Lite API Improves Campaign Performance
Today, irrelevant and poorly timed messages get ignored, leading to user drop-offs. MM Lite API solves this issue by introducing intelligence throughout the messaging journey with its key capabilities:
- Dynamic Messaging Limits: Adjusts message delivery volumes dynamically so that marketing messages with high engagement can reach more customers
- Message Quality Assessment: Prioritises and delivers messages based on their performance and engagement potential
- Performance Benchmarks: Helps your business understand how your template is performing compared to similar businesses
- Recommendations: Gives actionable guidance to improve performance when below benchmark
- Error reporting: Provides more visibility into message failures, to help your business understand and reduce errors
- App-Deep Link Support: Enables direct app launches on user’s phone by allowing marketing templates to include traditional app deep links using non-HTTPS URI schemes.
With MM Lite API, you’re not just sending more messages—you’re delivering relevant messages to the right people at the right time.
In India, marketing messages sent via MM Lite API have shown up to 9% higher delivery rates and stronger engagement metrics (such as reads and clicks) compared to those sent using the Cloud API.
(Citation: 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 Cloud API delivery for high engagement messages only (i.e. more reads, clicks, etc.) and the analysis consisted of a t- test at 95% confidence.)
If you are currently using the WhatsApp Cloud API, MM Lite API offers a powerful upgrade. For newcomers to WhatsApp Marketing, MM Lite API is the perfect starting point to drive better results from day one.
At Karix, we’re helping brands build conversations that convert. From onboarding MM Lite API to crafting AI-powered customer journeys, we equip brands with the tools, expertise and automation to drive real results on WhatsApp.
Now’s the time for Marketers to level up with high quality and hyper-relevant content delivered at the right time to the right audience, while MM Lite API works behind the scenes to maximize campaign performance and achieve greater results!
Stay tuned for more insights, tips, and updates.
Until then—market smarter, message better.
Jul 2025
