Marketing Messages Lite API for WhatsApp (MM Lite API)

Unlock the full potential of your marketing campaigns with the MM Lite API. Designed for seamless integration with Flexito OmniAI, this tool ensures your promotional messages reach the right audience at the perfect time. Benefit from enhanced delivery rates, detailed analytics, and scalable performance, all while maintaining flexibility with the Cloud API for other business communications.

The Marketing Messages Lite API (MM Lite API) is a new tool from Meta designed to simplify sending marketing messages on WhatsApp. It allows businesses to run promotional campaigns more efficiently, offering improved delivery rates, detailed performance insights, and better results compared to the Cloud API. Additionally, it enhances the customer experience by ensuring messages are delivered to the right audience at the optimal time.

Activating MM Lite API in Flexito OmniAI

Once you've completed the Embedded Signup, you'll notice a "Check Status" option for the MM Lite API.

If your number is already linked, the dashboard will display an "ELIGIBLE" label for MM Lite under the "Check Status" button.

Clicking the "Check Status" button will trigger a pop-up to onboard your business for the MM Lite API. Simply accept the terms to proceed.

Accepting the Terms of Service Within the platform, you must accept the terms of service. The process varies depending on your connection method:

1. If you're connected via the old developer app, accept the terms of service on your developer app dashboard.

2. If using the new method (Embedded Signup), the terms should appear under notifications and alerts in the WhatsApp Business or Facebook Business Manager.

After accepting the terms of service, it may take up to an hour for the status to update on your Flexito OmniAI dashboard.

Utilising the MM Lite API in Flexito OmniAI Once enabled, Flexito OmniAI will automatically manage all marketing messages through this endpoint, requiring no changes on your part.

Here’s a brief overview of how the messaging routes function:

- Marketing messages are sent via the MM Lite API.

- Service messages, authentication, and free-form messages (such as replies within a 24-hour window) continue to use the WhatsApp Cloud API.

Advantages

1. The Marketing Messages Lite API boasts a high success rate for message delivery, ensuring campaigns reach the intended audience, reducing bounce rates, and cutting unnecessary costs.

2. Performance benchmarks compare your message templates’ performance with similar templates in your region.

3. Advanced analytics track cost metrics (like cost per click) and web and app conversions.

4. Scalable performance ensures smooth handling of any volume, from 10,000 to 1 million messages, without compromising delivery efficiency.

Choosing Between the MM Lite API and the Cloud API

While the MM Lite API and Cloud API complement each other, they serve distinct purposes.

• The MM Lite API is tailored for optimising marketing message templates, offering superior delivery rates and advanced tracking capabilities.

• Conversely, the Cloud API is versatile, managing all types of WhatsApp business messages, including marketing, utility, and authentication.

You have a couple of options:

• You can opt to use only the Cloud API for all messaging needs.

• Alternatively, use the MM Lite API for marketing campaigns and the Cloud API for other messages.

This approach lets you maximise delivery and performance benefits for marketing messages with the MM Lite API, while maintaining flexibility for other business communications via the Cloud API.

Accessing Analytics

With MM Lite Insights, you can easily monitor key metrics such as Messages Sent, Delivered, Read, Clicked, Total Amount Spent, and Button Clicks.

Navigate to Contents > Message Templates and click on Analytics to begin.

Example of Message Analytics:

Analytics are also available at WhatsApp Manager under the Marketing Messages tab.

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