Meta Tech Provider · Official WhatsApp Business Platform
WhatsApp Marketing Messages API: what changes before the 2027 Cloud API sunset
Meta is moving every WhatsApp marketing template onto a dedicated API, formerly called MM Lite. Here’s what it does, what it costs, Meta’s exact dates, and what to do when.
"category": "marketing_lite"
Key takeaways
- The MM API (formerly Marketing Messages Lite API) is Meta’s dedicated API for marketing templates, generally available since November 19, 2025.
- Accounts created on or after April 13, 2027 can’t send marketing via the Cloud API.
- From October 13, 2027, Cloud API marketing sends fail for everyone.
- Utility, authentication and service stay on the Cloud API.
In this guide
What is the WhatsApp Marketing Messages API (formerly MM Lite)?
The Marketing Messages API for WhatsApp is a separate API Meta built only for marketing-category template messages. Meta says it “optimizes delivery to reach more of the people most likely to find your messages relevant” (Meta overview).
During beta it was the Marketing Messages Lite API, hence “MM Lite.” Meta’s November 19, 2025 changelog entry confirms the rename and general availability (Meta changelog). Messages sent through it still report a marketing_lite pricing category on status webhooks.
Technically, instead of calling /<PHONE_NUMBER_ID>/messages, marketing templates go to /<PHONE_NUMBER_ID>/marketing_messages with a similar request body. Meta says the MM API uses “a similar technical schema and the same billing model as Cloud API,” and that you keep your existing phone numbers and templates (Meta get started).
What changes vs. what stays
- Marketing templates go to
/marketing_messages - A business portfolio admin accepts the MM API terms
- Routing must follow each template’s latest category
- Your WhatsApp phone numbers and approved templates
- Per-message billing model
- Utility, authentication and service messages on the Cloud API
- Opt-in rules and WhatsApp Business Messaging Policy
Timeline
The Cloud API marketing messages sunset, milestone by milestone
Four dates, two already past. Meta set the April 2027 cutoff six months early “to ensure new businesses do not accidentally use the legacy product offering” (Meta timeline).
-
Done
General availability
After months of open beta, the Marketing Messages API for WhatsApp goes live for everyone.
-
Done
Sunset announced
Meta globally announces it will stop supporting marketing messages on the Cloud API.
- You are here · Nov 2026
-
Próximo
New accounts cut off
Accounts created from this date can’t send marketing via the Cloud API. Older accounts continue until the sunset.
-
Final
Global sunset
Sending marketing messages on the Cloud API produces an error. Marketing moves to the MM API or other surfaces that support it.
Marketing Messages Lite API features you don’t get on the Cloud API
Listed on Meta’s features comparison page as MM API only, or only partly available on the Cloud API.
Quality-based delivery
Delivery favors high-engagement messages. Meta reports up to 9% more messages delivered than the Cloud API in a January 2025 A/B test of about 12 million messages in India.
Time-to-live for marketing
A validity period of 12 hours to 30 days, so a flash-sale message expires instead of arriving late. Cloud API TTL covers only authentication and utility.
Benchmarks & recommendations
Compare read and click rates with similar templates in your region, and get suggestions to improve them.
Conversion measurement
Measure web and app events such as Add to Cart and Purchase after a message.
Richer creative formats
GIF headers on marketing templates and Android app deep links. Automated creative optimizations, such as image animation and filtering, are in a pilot.
Know the regional limits
No delivery optimization or click and conversion reporting in the EEA, UK, Japan, South Korea, Nigeria, South Africa and Thailand.
Sources: Meta features, Meta geographic availability. Your results will vary.
Cloud API vs Marketing Messages API
As of November 2026, from Meta’s features page and pricing page.
| Capability | Cloud API /messages | Marketing Messages API /marketing_messages |
|---|---|---|
| Message categories | Utility, authentication, service, marketing (marketing until Oct 13, 2027) | Marketing only |
| Quality-based delivery optimization | Não | Yes (not in some regions) |
| TTL for marketing templates | No (auth & utility only) | Yes, 12 hours to 30 days |
| GIF headers & Android deep links | Não | Sim |
| Media, carousel, catalog, list & reply formats | Sim | Sim |
| Benchmarks & recommendations | Não | Sim |
| Web & app conversion metrics | Não | Sim |
| Sent, delivered, read, clicked & cost metrics | Sim | Sim |
| Billing for marketing | Per delivered message, fixed published rates | Same billing model; optional max price can vary the cost per message |
| Onboarding options | Embedded Signup | Embedded Signup, Intent API, Intent UI |
| Existing numbers & templates | — | Reused, no re-registration |
Does the Marketing Messages API cost more?
Not by default. The MM API uses the Cloud API’s billing model: per delivered message, at rates that vary by market and category (Meta pricing). Our WhatsApp pricing calculator shows those per-message rates by country.
The MM API adds an optional max price: the most you’ll pay per 1,000 deliveries, at, below or above the published rate. Meta charges that or less (Meta max price).
Watch this: Meta says that at general availability, planned for Q2 2027, max price “will become required in eligible geographies and fixed, published rates for marketing messages will only apply on the Cloud API.” Plans can change.
Max price roll-out, per Meta
- 1
Limited beta · from May 15, 2026
For a limited number of clients.
- 2
Open beta · October 2026
Partners can enable it for all their clients.
- 3
General availability · Q2 2027
Required in eligible geographies; fixed published marketing rates only on the Cloud API.
Meta bills WhatsApp fees to your own account. Social Intents adds no markup.
Onboarding requirements for the MM API
Onboarding “requires no new phone-number registration or template re-creation,” according to Meta’s onboarding guide. What it does require:
An eligible account
An active, unrestricted Messaging account outside sanctioned regions. Status shows ELIGIBLE ou ONBOARDED.
Accepted terms
A business portfolio admin accepts the MM API terms in WhatsApp Manager (Overview > Alerts).
An approved marketing template
Plus a messages webhook subscription for delivery statuses.
A live integration
Marketing templates go to the new endpoint. Meta says most integrations take about two weeks.
Sources: Meta get started, Meta onboarding, Meta overview.
Decision checklist
MM API migration: what businesses need to do and when
Pick the option that matches who sends your marketing templates, then tick items off. Nothing is saved.
0 items checked
Now · Nov 2026
Get informed
Before Apr 13, 2027
Plan new accounts
Before Oct 13, 2027
Confirm the switch
Now · Nov 2026
Onboard & build
Before Apr 13, 2027
Route by category
Before Oct 13, 2027
Harden & cut over
Sources: Meta template routing, Meta send marketing messages, Meta onboarding.
Send compliant WhatsApp campaigns now. We’ll keep you posted on Meta’s changes.
Broadcasts with consent checks, quiet hours and live delivery stats, plus replies answered from Slack, Microsoft Teams or Google Chat.
Glossary: MM API terms in plain English
Terms from Meta docs and error logs.
- MM API for WhatsApp
- Short for Marketing Messages API for WhatsApp, Meta’s dedicated API for marketing templates.
- MM Lite
- The beta-era name, Marketing Messages Lite API. Same product.
- Messaging account
- Meta’s current docs term for a WhatsApp Business Account (WABA).
marketing_lite- The pricing category on status webhooks for messages sent through the MM API.
- TTL (time-to-live)
- How long Meta retries an undelivered message before it expires.
- Template reclassification
- Meta changing a template’s category, such as utility to marketing. It changes the endpoint you must use.
- Max price
- An MM API bid cap per 1,000 deliveries. Meta charges that amount or less.
- Error 131063
- “Marketing templates disabled for Cloud API.” Returned when marketing is switched off on
/messages.
Marketing Messages API FAQ
Quick answers, current as of November 2026
What is the WhatsApp Marketing Messages API?
When will the Cloud API stop supporting marketing messages?
Does the Marketing Messages API cost more than the Cloud API?
Can the Marketing Messages API reach US phone numbers?
Will my number get banned for sending marketing messages?
Can I switch from my current WhatsApp provider?
Is Social Intents an official WhatsApp provider?
Does Social Intents support the Marketing Messages API?
Sources
Meta developer documentation, checked November 2, 2026. Meta updates these pages often.
Related WhatsApp resources
WhatsApp Marketing Platform
Campaigns with compliance built in.
WhatsApp Broadcasts
Templates to opted-in lists, tracked live.
Marketing Messages to US Numbers
What still works under Meta's US pause.
WhatsApp Business API Guide
How the official API works.
WhatsApp Template Library
90 ready-made templates in 34 categories.
WhatsApp Opt-In Guide
Collect consent the way Meta expects.
WhatsApp Pricing Calculator
Meta per-message costs by country.
Choosing a WhatsApp API Provider
A fair checklist for comparing providers.
Docs: Outbound Campaigns
Set up WhatsApp broadcasts step by step.
- Meta Tech Provider · Official WhatsApp Business Platform
- Unlimited agents from $69/month (Basic, billed annually)
- Opt-in evidence, STOP opt-outs, quiet hours & frequency guard
- Meta fees billed to your own account, no markup
Keep your WhatsApp marketing running through the switch
Send consent-checked broadcasts today. We’ll keep this guide current as Meta’s dates approach.
14-day free trial • No credit card required • Unlimited agents on Basic and above
Choosing a WhatsApp marketing messages platform during the transition
Today, Social Intents WhatsApp Broadcasts send approved Marketing templates through the WhatsApp Cloud API, which Meta supports for existing accounts until October 13, 2027. Broadcasts come with Basic, Pro and Business plans, with monthly limits of 2,000, 10,000 and 50,000 messages. Plans start at $69/month billed annually with unlimited agents, and your team answers replies from Slack, Microsoft Teams or Google Chat.
Social Intents customers don’t need to do anything today. We’re tracking Meta’s timeline and will update this page and notify customers before any change is required.
Whichever API carries the message, the rules that protect your quality rating don’t change. They’re built into every Social Intents campaign, and they’re a good test for any WhatsApp marketing platform you evaluate.
Consent on every contact
Each contact carries a WhatsApp consent status with an audit trail. Contacts without consent are skipped for Marketing, and pre-flight checks show who’s skipped before you send.
Automatic opt-outs
STOP, UNSUBSCRIBE or a “Stop promotions” tap is recorded and honored automatically.
Quiet hours
Set a send window, 9 AM to 8 PM by default in your time zone or each contact’s. Anyone outside it gets the message when their window opens.
Frequency guard
Contacts who got a Marketing message in the last 24 hours are skipped by default.
US numbers handled before you send
Meta’s US marketing pause applies on both APIs. Social Intents flags US numbers before a Marketing send, with optional SMS fallback for contacts who opted in to texts. See WhatsApp marketing messages to US numbers.