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DELIVERY AND LIMITS
Marketing Messages API (MM Lite)
The Marketing Messages API, often called MM Lite, is a Meta endpoint for sending marketing templates through which Meta applies its own delivery optimisation (timing, eligibility and pacing decisions) and reports results in Ads Manager alongside click-to-WhatsApp ads. It uses the same templates and pricing as the Cloud API and is available to Tech Providers and BSPs Meta has enabled.
marketing templatecloud apisend time optimisationconversions api
Why it matters
MM Lite is where Meta is building its marketing features: Meta-side send-time optimisation, better handling of the frequency cap, and conversion reporting in Ads Manager. Pricing is unchanged, so the trade-off is only control: you hand Meta the final decision on when a marketing message goes out in exchange for its delivery signals.
In VGraple CRM
Marketing broadcasts route through the Marketing Messages API automatically where the channel is eligible, with results merged into the normal broadcast report; utility and authentication stay on the Cloud API. The MM API documentation describes the routing and what changes for you (nothing in the UI).
Related terms
Marketing template, Cloud API, Send-time optimisation, Conversions API.