On April 1, 2025, WhatsApp introduced a new optimized marketing messaging service called Marketing Messages Lite (MML). Designed to help businesses improve their performance and enhance message quality, MML automatically optimizes the sending and reading processes, delivering a higher-quality user experience and offering improved business performance.
Main features of MML messages include:
Event tracking: Businesses can track when marketing messages prompt users to perform specific in-app actions, such as making a purchase or conducting a search.
Enhanced delivery rates: MML messages offer improved delivery rates compared to marketing messages, performing either better or at least on par.
Registration
Before sending MML messages, you must complete the registration on the WABA Management page of the Chat App Message Service console.
Log on to the Chat App Message Service console.
In the left-side navigation pane, click Channel Management, find the corresponding channel, and click the channel ID to enter the channel details page.
On the channel details page, click WABA Management in the left-side navigation pane.
Find the WABA and click Register Marketing Message Lite API in the Actions column.
Follow the prompts in the dialog box that appears to complete the registration.
Once MML registration is complete, you can send MML messages to supported countries/regions.
Starting from April 1, 2025, after MML registration is successful, all WABAs in Meta Business Manager will automatically gain the permission to send MML messages.
Precautions
MML messages are currently available in the following countries/regions: Brazil, Mexico, India, Indonesia, Chile, Peru, Singapore, and Hong Kong (China). (Starting from April 1, 2025, MML messages will become available in all countries/regions supporting WhatsApp business messages.)
If you complete the MML registration before April 1, 2025, the business registration location must be within the aforementioned countries/regions, and MML messages can only be sent to users there. MML messages sent to other countries/regions will automatically be converted to marketing messages.
Starting from May 1, 2025, MML registration must be completed before creating new marketing templates in Chat App Message service.
Starting from July 1, 2025, MML registration must be completed before sending marketing messages in Chat App Message service.
To send MML messages, simply call the corresponding API operation.
For information about MML message fees, see Chat App Message Service pricing.