WhatsApp Marketing Messages API overview

June 3, 2025

Kommo has a new left menu. Some images in this article may look different from what you see in your account. We’ll update them soon.

What you’ll need

  • Available on Advanced and Enterprise plans (or during a 14-day trial) for Broadcasts and Salesbot, and on all plans for lead chats.
  • A WhatsApp Business account with at least one approved marketing template ready for use.

Keep in mind:

  • Some MM features and reports may be limited based on country (see more in Meta’s policies).
  • Businesses must meet all country-specific legal, content, and industry requirements in the WhatsApp Business Messaging Policies to use the Marketing Messages API.
  • MM API is used exclusively for sending marketing messages. Other message types will be sent via standard WhatsApp messaging.

What is the WhatsApp Marketing Messages API?

The WhatsApp Marketing Messages API is a dedicated WhatsApp Business feature built for more efficient marketing campaigns. It uses backend delivery optimizations to help you reach large customer segments more reliably and at scale.

Use cases

Once enabled, MM API helps to:

  • Send promotional campaigns at scale to targeted customer segments.
  • Improve campaign performance with Meta's delivery optimization.
  • Use richer content to increase appeal to showcase products, services or catalogs.
  • Keep communication unified on the same number – use MM API for marketing while standard messages continue automatically through the regular API.

What’s the difference between the WhatsApp MM API and the standard WhatsApp Business messaging?

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

>>>

Swipe

>>>
Feature
With MM API
Without MM API
Message types
Sends marketing messages more efficiently with Meta’s optimizations.
Supports all message types (login codes, updates, promotions) and receives all user replies, but without marketing-specific delivery boosts.
Delivery performance
Uses Meta’s delivery enhancements, reach improvements, and performance benchmarks to help increase how many users receive your messages.
Marketing messages sent via the standard API may reach fewer users.
Message relevance and engagement
Improves message relevance with richer formats (e.g., GIFs), optimized delivery timing, and time-to-live settings.
Marketing messages aren’t optimized for engagement or relevance.

Learn more about the difference between MM API and standard WhatsApp API.

Pricing

Meta applies a per-message pricing model for both the MM API and the standard WhatsApp Business messaging. You’re only charged when a template message is successfully delivered.

The rate depends on the country code of the recipient’s WhatsApp number.

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

How Kommo routes messages

Enable the MM API first to start using it in Kommo. Learn how to enable MM API.

After that, both APIs work on the same number automatically:

  • Marketing templates → MM API
  • Service, utility, and free-form messages → standard WhatsApp Business messaging

No extra setup needed – Kommo handles the routing for you.

This applies to every message entry point in Kommo:

  • Broadcasting
  • Salesbots
  • Chats

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.

Try Kommo free

Discover how Kommo can transform your client management now