Set up WhatsApp Marketing Messages Lite API to broadcast marketing messages

June 3, 2025

Requirements:

  • Available in Advanced and Enterprise plans or an active 14-day trial.
  • MM Lite API requires a connected Meta Ads Manager account. Without it, this feature cannot be connected.
  • Valid payment method added to your Meta Ads Manager.
  • Your WhatsApp number must be connected directly to the WhatsApp Cloud API. It cannot be connected through the WhatsApp Business App.
  • A WhatsApp Business account with at least one approved template ready for use.

Limitations:

  • MM Lite API is used exclusively for sending marketing messages. Other message types will be sent through the Cloud API.

What is the WhatsApp Marketing Messages Lite API?

The WhatsApp Marketing Messages Lite API is an add-on feature to the WhatsApp Business integration, designed specifically for sending bulk marketing messages more efficiently and cost-effectively.

It’s built to complement your existing WhatsApp Business setup that previously functioned through WhatsApp Cloud API alone. You’ll continue using WhatsApp Cloud API for things like customer support, transactional messages, and notifications. Marketing Messages Lite is designed to enhance marketing campaigns only.

Currently, you can access this feature from the Broadcasting section only, and setup takes just a few clicks. To send a broadcast, you can reuse your existing marketing templates approved for the Cloud API previously.

Note: You can use both the Cloud API and Marketing Messages Lite API within the same conversation. Choose the tool that best fits the message you're sending.

What’s the difference between Marketing Messages Lite API and WhatsApp Cloud API?

Here’s a quick comparison to help you understand how Marketing Messages Lite fits into your existing WhatsApp Business setup:

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Feature
Marketing Messages Lite API
WhatsApp Cloud API
Purpose
Add-on for bulk marketing messages
Core API for support, notifications, etc.
Message types
Outbound: Improved marketing template messages Inbound: Not supported. Replies will be received through the Cloud API.
Outbound: Authentication, Utility, Service (freeform), and legacy Marketing templatesInbound: All incoming messages from users
Cost model
Lower cost — pay only for delivered marketing conversations
Higher cost — pay per message
Delivery performance
Optimized for high delivery rates
Standard delivery rates
Template usage
Reuse Cloud API-approved marketing templates
Full customization supported

When to use Marketing Messages Lite

Use this add-on when you want to:

  • Send promotional campaigns at scale to targeted customer segments.
  • Lower your marketing costs by paying only when a marketing template is successfully delivered.
  • Improve campaign performance with optimized delivery rates for marketing messages.

Pricing

With the Marketing Messages Lite API, you're only charged for messages that are successfully delivered — helping you lower your overall marketing costs compared to the Cloud API.

Here’s how billing works:

  • If a conversation starts via Marketing Messages Lite, it will be billed under Lite API rates, even if it continues through the Cloud API within the 24-hour session window.
  • If a conversation starts through the Cloud API, it will follow the Cloud API pricing model.

For more details on pricing, check out Meta’s pricing guide.

How to connect to the Marketing Messages Lite API?

To connect the Marketing Messages Lite API, follow these steps:

  1. Go to Leads and click the ellipsis button in the top right corner, then select New broadcast.

  1. Click Create a broadcast.

  1. Select Basic broadcast.

  1. Click Start from scratch.

  1. Open the Channel section. Click the activate Marketing Messages Lite API link.

Log into your WhatsApp Business account.

Note: All other eligible WhatsApp Business accounts in your Meta account will be connected to Marketing Messages Lite API automatically. The connection process may take some time. To check the status, return to this section later.

  1. The setup is complete!

How to disable Marketing Messages Lite API

To send broadcasting using Cloud API, you can disable the toggle at the bottom of the Channel section:

If you need more help with setup or troubleshooting, feel free to reach out to our support chat or contact us via WhatsApp. You can also hire a Kommo partner to do all the hard work for you.

Not a user yet? Sign up for our 14-day free trial or book a free live demo.

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