Introducing WhatsApp Marketing Messages Lite API (MM Lite)
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At Spur, we’re excited to announce support for WhatsApp Marketing Messages Lite API (MM Lite API) – Meta’s newest solution built specifically for WhatsApp marketing. Designed for bulk campaigns and promotional messages, MM Lite delivers higher delivery rates, smarter optimizations, and exclusive features that help marketers and business owners get more out of WhatsApp.
If you’re running WhatsApp campaigns to drive sales, re-engage customers, or build loyalty, MM Lite API is a game-changer.
Think of MM Lite as the marketing-focused upgrade to the standard WhatsApp Cloud API. While Cloud API is great for two-way chats, service notifications, and transactional messaging, MM Lite is purpose-built for outbound marketing.
With MM Lite, your WhatsApp marketing templates are delivered through an optimized pipeline that prioritizes high-engagement messages. That means better performance, stronger campaign results, and happier customers.
Most importantly, you can run Cloud API and MM Lite in parallel on the same WhatsApp Business number – using Cloud API for conversational and support messages, while MM Lite handles your marketing broadcasts. No extra accounts, no complex integrations, no disruption.
MM Lite is not just another API – it’s a performance upgrade.
- Higher Delivery Rates: Marketing campaigns sent via MM Lite achieve up to 9% higher delivery rates compared to Cloud API. That means more customers actually receive and see your offers.
- Dynamic Message Limits: Instead of being restricted by rigid sending tiers, MM Lite adapts dynamically. If your content is performing well, the system automatically expands reach to more customers.
- Smarter Targeting: By prioritizing engaged users, MM Lite ensures your messages reach the people most likely to read and act on them.
In short: you get more reach, more engagement, and more sales from the same campaigns.
| Feature Category | Feature | Marketing Messages Lite API (Supports Marketing) | Cloud API (Supports Auth, Utility, Service, Marketing) |
|---|---|---|---|
| Optimization Features | Quality-based delivery | 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 | Yes (pilot): Automatically enhance the visual appeal and engagement of marketing template messages. See full list of capabilities here. | No | |
| Marketing Message Formats | Animated Image (GIF) Header | Yes | No |
| Android App Deep Links | Yes | No | |
| Customizable Message Validity Periods | Yes: TTL can range from 12 hours to 30 days. | Limited: Only supports Authentication and Utility messages. | |
| Basic marketing message formats | Yes | Yes | |
| Guidance | Benchmarks | Yes | No |
| Recommendations | Yes | No | |
| Metrics | Conversion metrics | Yes: Measure marketing messages leading users to perform app events, such as 'Add to Cart', 'Checkout Initiated', 'Purchase'. | No |
| Cost metrics | Yes | Yes | |
| Basic metrics | Yes | Yes | |
| Enterprise, Security & Compliance Features | Local Storage Support | Yes | Yes |
| Compliance certification | Yes: Certification for LGPD, GDPR, System Audit Report. SOC and ISO27001 arriving this cycle (Oct '25). | Yes: Certification for LGPD, GDPR, System Audit Report, SOC, ISO27001. | |
| Automatic throughput upgrades | Yes | Yes | |
| Onboarding | Streamlined Onboarding | Yes | Limited: Embedded signup only. |
| Error Codes | Yes: Specific MM Lite error codes. | Yes | |
| Onboarding Status via API | Yes: A new eligibility status field has been introduced to better report on the API onboarding status. | Limited |
Beyond performance, MM Lite unlocks a host of exclusive features designed for marketers:
- Time-to-Live (TTL) for Messages Set expiry windows for time-sensitive campaigns. For example, flash sale messages can automatically stop sending once the sale is over, saving you money and avoiding customer frustration.
- Smart Optimization AI-powered delivery logic learns from engagement data and fine-tunes your campaign distribution for maximum impact.
- Performance Insights & Benchmarks Access analytics that go beyond opens and clicks. Compare your templates against regional benchmarks, track web and app conversions, and receive actionable recommendations to improve campaigns.
- Creative Enhancements Automatic improvements to your images and media, including filters, smart cropping, text overlays, subtle animations, and even background generation. These make your promotions more eye-catching and clickable.
- App Deep Link Support Send WhatsApp messages that open directly into your mobile app – not just the homepage, but the exact product page or screen you want customers to see.
- Built-in Compliance MM Lite was designed to meet GDPR and LGPD requirements, ensuring your marketing campaigns respect user data and global privacy laws.
Here are just a few ways businesses are already using MM Lite API to supercharge their WhatsApp marketing:
- Re-Engagement Campaigns: Bring back dormant customers with special offers or personalized recommendations.
- Abandoned Cart Recovery: Automatically remind customers to complete purchases with tailored product messages and direct links.
- Loyalty & VIP Programs: Reward your top customers with exclusive deals, early access, and insider updates.
- Flash Sales & Promotions: Send time-limited offers with TTL to create urgency and drive instant conversions.
Whether your goal is boosting sales, nurturing loyalty, or recovering lost revenue, MM Lite gives you the delivery power and tools to succeed.
One of the best parts about MM Lite is how easy it is to get started.
- No new integrations needed: Businesses can use the same WhatsApp Business Account, phone numbers, and templates they already have.
- Seamless activation: Onboarding is as simple as enabling MM Lite in WhatsApp Manager or letting Spur handle it for you.
- Same billing model: No surprises – charges work the same way as Cloud API.
With Spur, enabling MM Lite is one click away. The upgrade is automatic, and all exclusive benefits appear in your Spur dashboard without any developer effort.
Spur already powers WhatsApp bulk messaging, marketing automation, and AI + human inboxes for hundreds of businesses. By adding MM Lite support, we’re giving our customers an unfair advantage in WhatsApp marketing:
- Proven higher delivery rates
- Smarter optimization without extra work
- Better insights into what drives conversions
- Creative enhancements for maximum impact
- Seamless onboarding with no tech overhead
If you’ve been looking for a way to make WhatsApp a serious revenue channel, this is it.
The WhatsApp Marketing Messages Lite API is now live on Spur. Don’t let your campaigns underperform – take advantage of smarter delivery and exclusive features to maximize ROI.
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It’s time to send WhatsApp campaigns that deliver more, convert better, and grow your business faster.