Marketing Messages API — Complete Guide
What Is the Marketing Messages API?
The Marketing Messages API (sometimes called MM API) is a new way to send WhatsApp marketing campaigns, built by Meta and launched in February 2026.
Think of it as a smarter delivery system for your marketing messages. Instead of sending every message to every recipient regardless of whether they will read it, the MM API uses Meta’s AI to predict which recipients are most likely to actually open and engage with your message — and only delivers to those people.
The Key Idea
| Without MM API | With MM API | |
|---|---|---|
| Who receives the message? | Everyone on your list | Only people likely to open it |
| You pay for… | Every single message sent | Only messages that are actually delivered |
| Delivery rate | Higher (everyone gets it) | Lower (by design — AI skips unlikely openers) |
| Cost per result | Higher (paying for ignored messages) | Lower (only paying for engaged users) |
⚠ Important: When you enable MM API, you may notice that your delivery numbers look lower than before. This is normal and expected. It does not mean something is broken — it means the AI is saving you money by not delivering messages to people who would have ignored them anyway.
What Can You Use It For?
- Promotional Campaigns: Flash sales, seasonal offers, product launches
- Re-engagement: Win back customers who haven’t purchased recently
- Event Marketing: Webinar invitations, event reminders
- E-commerce: Abandoned cart reminders, product recommendations
- Loyalty Programs: Exclusive offers, coupon distribution
- Lead Nurturing: Follow-up sequences after sign-ups
How MM API Saves You Money
The biggest advantage of the Marketing Messages API is cost savings. Here’s how it works:
The Traditional Way (Without MM API)
You send a campaign to 10,000 contacts. All 10,000 messages are delivered and you are billed for all 10,000. But only 3,000 people actually open your message. You paid for 7,000 messages that were completely ignored.
The Smart Way (With MM API)
You send the same campaign to 10,000 contacts. Meta’s AI analyses each recipient and predicts that only about 4,000 are likely to open it. The AI delivers to those 4,000 and does not deliver to the remaining 6,000. You are only billed for the 4,000 that were actually delivered.
Cost Comparison Example
| Metric | Without MM API | With MM API |
|---|---|---|
| Campaign size | 10,000 contacts | 10,000 contacts |
| Messages delivered | 10,000 | ~4,000 |
| Messages actually opened | ~3,000 | ~3,500 |
| You pay for | 10,000 messages | ~4,000 messages |
| Delivery rate | 100% | ~40% |
| Open rate (of delivered) | 30% | ~87% |
| Cost savings | — | ~60% less spend |
Numbers are illustrative. Actual results vary depending on your audience, template quality, and engagement history.
Understanding “Lower Delivery Rates”
When you first enable MM API, you might be concerned about seeing lower delivery numbers. Here’s why that’s actually a good thing:
| What You See | What It Means |
|---|---|
| “Only 40% of my messages were delivered” | The AI determined that the other 60% of recipients were unlikely to open your message, so it saved you the cost |
| “More messages are showing as rejected” | These aren’t failures — the AI simply chose not to deliver to people who would have ignored it. You are not charged for these |
| “My open rate went up dramatically” | Because messages only go to engaged people, a much higher percentage of delivered messages actually get opened |
✓ Bottom line: Lower delivery rate + higher open rate = same engagement, much lower cost. Focus on opens and clicks, not delivery count!
MM API vs Standard WhatsApp Messaging
Here’s a simple comparison to help you decide which approach is right for your use case:
| Feature | Marketing Messages API | Standard WhatsApp API |
|---|---|---|
| Best for | Promotional campaigns and offers | Order updates, support, notifications |
| AI-powered delivery | ✓ Yes — delivers only to likely openers | ✗ No — delivers to everyone |
| Cost | Lower overall (you only pay for delivered messages) | Higher (you pay for every message sent) |
| Delivery rate | Lower (by design — AI filters out unlikely openers) | Higher (everyone receives the message) |
| Open rate | Much higher (messages only reach engaged users) | Standard |
| Click tracking | ✓ Built-in click and conversion tracking | ✗ Basic delivery stats only |
| Per-message price | Same as standard (no extra cost per message) | Standard WhatsApp rate |
| Customer support chats | ✗ Not for support — marketing only | ✓ Full support conversations |
| Runs alongside existing setup | ✓ Yes — same phone number, same templates | ✓ Already active |
When to Use Each
| Scenario | Use This | Why |
|---|---|---|
| Promotional bulk campaigns | Marketing Messages API | Save money by reaching only engaged users |
| Re-engagement offers | Marketing Messages API | AI targets the most winnable customers |
| Order confirmations | Standard API | Every customer needs to receive order updates |
| Customer support | Standard API | Two-way conversations need guaranteed delivery |
| OTP / verification codes | Standard API | Security messages must always be delivered |
| Appointment reminders | Standard API | Important reminders need to reach everyone |
💡 Tip: The simple rule is: if the message is promotional and you want to save money, use MM API. If the message is essential and must reach everyone, use the Standard API. WizMessage handles the routing automatically based on which API you’ve enabled.
How to Enable MM API in WizMessage
Enabling the Marketing Messages API is a simple process. Follow these steps:
Before You Start
Make sure you have:
- An active WizMessage account with setup completed
- Your Meta Business account verified
- At least one approved marketing template
- Recipients who have opted in to receive marketing messages
Step 1: Accept Meta’s Terms
- Log in to your Meta Business Manager at business.facebook.com
- Go to WhatsApp Manager → Settings
- Look for the Marketing Messages API notification
- Review and accept the Terms of Service
- Enable the delivery optimisation options
This is a one-time step. Once accepted, you won’t need to do this again.
Step 2: Turn It On in WizMessage
- Open your WizMessage dashboard
- Go to Settings
- Click the General tab
- Find the Marketing Messages API toggle
- Switch it ON
That’s it! Once enabled, your marketing campaigns will automatically use the smarter MM API delivery.
Step 3: Test with a Small Campaign
We recommend testing with a small campaign first:
- Create a campaign with 50–100 recipients
- Use a marketing template
- Send it and wait for results
- Check the campaign report for delivery, open, and click metrics
If messages are being delivered and you can see engagement data, everything is working correctly.
Turning It Off
If you decide you want all messages delivered regardless (standard behaviour), simply go back to Settings → General and switch the Marketing Messages API toggle OFF. All future campaigns will use the standard delivery method.
What Changes When MM API Is Enabled
Here’s what you’ll notice after turning on MM API:
In Your Campaigns
| Area | Before (MM API Off) | After (MM API On) |
|---|---|---|
| Delivery numbers | High — everyone receives | Lower — AI filters recipients (this is normal) |
| Open rate | Standard | Much higher — only engaged users receive |
| Click tracking | Not available | Button/link clicks are tracked per campaign |
| Conversion tracking | Not available | Purchases and sign-ups can be tracked |
| Overall spend | Pay for all messages | Pay only for delivered messages |
What Stays the Same
- Your phone number — no changes needed
- Your templates — existing approved templates work as-is
- Customer support chats — regular conversations are not affected at all
- Chatbot and auto-replies — continue working normally
- Scheduled messages — marketing scheduled messages use MM API automatically
- Order updates and notifications — these use the standard API and are not affected
- Per-message pricing — the rate per message stays the same, you just send fewer
New Metrics in Your Reports
With MM API enabled, your campaign reports will show additional data:
| Metric | What It Shows |
|---|---|
| Clicks | How many people tapped on buttons or links in your message |
| Conversions | How many people took an action after clicking (e.g., purchased, signed up) |
| Click Rate | Percentage of delivered messages that received a click |
| Conversion Rate | Percentage of delivered messages that led to a sale or action |
Best Practices
Do’s
- Start small: Run your first MM API campaign with 50–100 recipients to see how it performs
- Focus on engagement metrics: Look at opens, clicks, and conversions — not just delivery count
- Keep templates high-quality: Clear, relevant messages with a single call-to-action perform best
- Only message opted-in contacts: This improves your sender reputation and delivery rates over time
- Send at reasonable hours: Even with AI, messages sent at good times perform better
- A/B test your templates: Try different subject lines and offers to see what drives the best results
Don’ts
- Don’t panic about lower delivery numbers — this is the AI saving you money
- Don’t send to unengaged lists: If you haven’t contacted people in months, clean your list first
- Don’t send too frequently: WhatsApp limits marketing messages to about 2 per person per day across all businesses
- Don’t use it for essential messages: Order confirmations, OTPs, and support replies should use the standard API
Frequently Asked Questions
Does MM API cost extra?
No. The per-message price is the same. You save money because fewer messages are sent overall — only to people likely to engage.
Why are my delivery numbers lower?
This is by design. Meta’s AI decides not to deliver messages to recipients who are unlikely to open them. You are not charged for these undelivered messages. Think of it as your budget being spent more efficiently.
Will my customer support chats be affected?
No. MM API only affects marketing campaign messages. One-on-one conversations, auto-replies, chatbot messages, and support chats work exactly as before.
Do I need new templates?
No. Your existing approved marketing templates work with MM API. No re-approval or changes needed.
Can I switch back to the standard API?
Yes. Simply go to Settings → General and turn off the Marketing Messages API toggle. Your next campaigns will deliver to everyone as before.
How do I know if it’s working?
After sending a campaign with MM API enabled:
- You should see delivery numbers that are lower than your total recipients
- Your open rate (as a percentage of delivered) should be noticeably higher
- Click and conversion metrics should appear in your campaign reports
What happens to messages that aren’t delivered?
Messages that the AI chooses not to deliver will show as not delivered in your report. You are not charged for these. The recipients simply don’t receive the message — they won’t see any error or notification.
Troubleshooting
| Problem | Likely Cause | What to Do |
|---|---|---|
| Very low delivery rate (under 10%) | Your contact list may be mostly inactive or unengaged | Clean your list — remove contacts who haven’t interacted recently |
| No click or conversion data | Template doesn’t have action buttons, or Meta tracking not set up | Use templates with CTA buttons. For conversion tracking, set up Meta Pixel on your website |
| Template was paused by Meta | Too many recipients blocked or reported your messages | Review template content, ensure you’re only messaging opted-in contacts, and reduce sending frequency |
| Can’t find the toggle in Settings | Account setup may not be complete, or Meta Terms not accepted | Complete your account setup and accept MM API Terms of Service in Meta Business Manager |
| Campaign sent but no difference from before | Template may not be categorised as “Marketing” in Meta | Check your template category in Meta Business Manager — it must be “Marketing” for MM API to apply |