Zepto Improved Marketing Message Delivery by 16% with MM Lite API
About Zepto
Founded in 2021 by Aadit Palicha and Kaivalya Vohra, Zepto is a Bengaluru-based quick commerce startup revolutionising hyperlocal delivery in India. It is popular in metro cities with a wide range of products including daily essentials, apparel, electronics, and more. As of 2025, the company processes over 850,000 orders daily, powered by a robust network of dark stores strategically located within 1.5 to 3 km of user clusters. Zepto’s business model focuses on ultra-fast delivery, efficient inventory management and a hyper-local logistics network – making it one of the leading players in India’s booming quick commerce space.
Challenge
Zepto uses WhatsApp to run personalised promotions retargeting dormant users to re engage them and drive conversions. It was highly effective for direct, timely engagement however, the team encountered a key challenge: frequency capping.
Frequency capping is WhatsApp Business API’s feature that limits the number of marketing messages a user receives from businesses within a specific timeframe. It helps prevent users from being bombarded with promotional messages and reduces the potential for ad fatigue.
This user-friendly restriction limited Zepto’s campaign reach and led to:
- Lower delivery rates
- Missed opportunities to re-engage high intent users
- Stagnant campaign ROI
Solution
To tackle the limitations of frequency capping, Zepto partnered with Karix to deploy a smarter solution
– Marketing Messages Lite (MM Lite) API.
MM Lite API – a newly introduced feature by Meta and an upgrade to marketing messages via Cloud API – is a direct marketing solution. It automatically optimises message delivery based on user behaviour and engagement patterns and enhances the performance of marketing campaigns on WhatsApp.
MM Lite also enables brands to set dynamic message limits for high engagement marketing messages, ensuring higher delivery and wider reach.
Exclusive marketing and measurement capabilities on MM Lite API like app deep link support, customisable time-to-live (TTL) or message validity period, benchmarks, actionable recommendations and more helps brand maximise their campaigns’ impact (at lower costs.)
To leverage these features and improve their campaign outcomes, Zepto moved from Cloud API to MM Lite API. With MM Lite’s advanced capabilities:
- Dormant users showing high purchase intent – such as previously frequent buyers or those with multiple carting actions, etc. – were identified through behavioural signals.
- Messages were then delivered to them, even beyond typical frequency limits.
Impact
By partnering with Karix and leveraging Meta’s MM Lite API, Zepto’s retargeting campaigns delivered measurable results:
- Improved Delivery: 65% successful message delivery rate.
- Wider Reach: 16% uplift in message delivery over Cloud API, reaching a larger users base.
- Improved ROI: Higher purchases from reactivated users led to improved campaign ROI.
Result
8 million Facebook users saw Titan’s ads
More than 125+ new purchases directly attributed to the campaign
With the impressive shopping cart conversion rate* of 25%
More than ~500 users added watches to their carts
Amanjeet Singh Malhotra
Senior Manager, Zepto
“At Zepto, we use WhatsApp to reach users with targeted messages, including promotions, discount offers, festive offers, and more. WhatsApp helps us keep users informed and reach them promptly with limited time offers, restock reminders, hyper local campaigns that are often time sensitive. Making campaign reach, deliverability super critical for campaign success. That’s where the Marketing Messages Lite API helped us drive better campaign performance. We saw an uplift in message delivery rate that trickled down to bottom of the funnel metrics which improved ROI. We are excited about the results and look forward to future enhancements.”