Optimised Marketing Delivery (Marketing Messages API)

Optimised marketing delivery routes a broadcast's MARKETING-category template sends through Meta's Marketing Messages API instead of the standard endpoint, letting Meta apply its own delivery-time optimisation, and it falls back automatically and safely to a normal send if your account is not yet onboarded. This article covers how to enable it and what changes once it is active.

Before you start

• This applies only to MARKETING-category templates; utility and authentication templates are unaffected regardless of this setting.
• Onboarding needs an admin of the Meta business portfolio that owns your WhatsApp number, since the terms of service is accepted in Meta's own WhatsApp Manager, not inside VGraple CRM.
• The composer toggle is safe to turn on before onboarding finishes; Meta's own fallback logic means nothing fails if the account is not yet eligible.

Steps

1. Start onboarding under Settings. Go to Settings, Channels, WhatsApp, and find the Optimized marketing delivery card for your number. Its badge shows Not enabled, Available, or Active.

2. Click Enable. This sends a one-time terms-of-service request to the Meta business portfolio that owns this WhatsApp number. The button changes to Request sent and a note appears explaining what happens next.

3. Have a Meta business portfolio admin accept the terms. They open WhatsApp Manager, check the Alerts section, and accept the Marketing Messages API Terms of Service. This step happens entirely inside Meta's own tools, not VGraple CRM.

4. Wait for the status to flip, or refresh manually. The badge updates to Active automatically once Meta's confirmation webhook arrives, usually within minutes of acceptance. Click Refresh status to check immediately rather than waiting.

5. Turn on the toggle when composing a broadcast. On the Message step, once a MARKETING template is selected, check Optimized delivery (Marketing Messages API). It is enabled by default once your account shows Active, though you can leave it on even before onboarding completes, since the fallback protects the send either way.

6. Send the campaign as normal. No further configuration is needed; the routing decision happens automatically per send based on your channel's onboarding status at that moment.

What you will see

On the campaign detail page, a campaign sent through optimised delivery shows "Optimized delivery" in the summary line under the campaign name. Delivery for these campaigns can spread over a longer window than a standard send, since Meta may deliberately hold back or time-shift sends to recipients it judges less likely to engage, in service of a higher overall delivery and read rate. This is expected behavior, not a stalled campaign; the funnel still fills in through the same statuses (sent, delivered, read) as any other campaign.

How does the fallback actually protect a send that is not yet onboarded?

Every send routed toward the Marketing Messages API carries a fallback flag Meta itself checks: if the sending number's WhatsApp Business Account has not actually completed onboarding, Meta automatically and silently routes the message through a normal Cloud API send instead of rejecting it. This is why the composer toggle is safe to leave on regardless of your onboarding status; there is no failure mode where a campaign is lost or delayed because optimisation was requested but not yet available. Onboarding status is also checked automatically by a scheduled job (once per channel, per 24 hours), and any time an admin visits the Settings card and clicks Refresh, so the status shown reflects Meta's own records without you needing to track it manually.

What is the actual mechanism behind Meta's optimisation?

The Marketing Messages API is Meta's own endpoint specifically for MARKETING-category templates, separate from the standard Cloud API messages endpoint every other send type uses. Once your channel is onboarded, VGraple CRM's routing logic checks the sending channel's onboarding status at the moment each MARKETING send happens and picks the endpoint accordingly, a decision that every template send path in the product, broadcasts, sequences, flows, the inbox, and automation rules, shares through one central routing function, so the behavior is consistent no matter which part of the product initiated the send.

Once a message goes through the Marketing Messages API, Meta applies its own model of the recipient's likely engagement, potentially time-shifting delivery for someone it judges disengaged, in exchange for a higher delivery and read rate averaged across the whole send. This trade means an individual campaign can show delivery timestamps spread across a wider window than a standard send would, and that spread is Meta optimising on your behalf, not a sign that anything in VGraple CRM is behaving abnormally.

Settings and options

Why does onboarding happen at the Meta business portfolio level, not per template or per campaign?

The Marketing Messages API terms of service are accepted once, for the whole WhatsApp Business Account that owns the sending number, inside Meta's own WhatsApp Manager, not inside VGraple CRM and not per individual template or campaign. This mirrors how Meta structures every other account-level capability, a phone number's messaging tier, its quality rating, and its coexistence status are all properties of the account as a whole, not something toggled per message. Once a channel shows Active, every future MARKETING send from that channel is automatically eligible for optimised delivery without any further onboarding step, which is why the per-campaign composer toggle is a simple on/off rather than something that needs re-confirming for each new campaign.

Troubleshooting

Does turning this on change any of VGraple CRM's own delivery protection?

No. Pacing, the daily portfolio budget, suppression checks, and every automatic pause condition run identically regardless of which Meta endpoint a MARKETING send is routed through. Optimised delivery only changes what Meta itself does with a message after VGraple CRM has already applied its own safety checks and handed it off, it never bypasses or replaces them. A recipient who would be suppressed for an opt-out, a block, or a frequency-cap window is suppressed exactly the same way whether the campaign has optimised delivery on or off, since that check happens before either endpoint is chosen.

Related reading

See pacing, daily limit and auto-resume for how sending speed works alongside this setting, and messaging tiers and limits for how your account's overall sending history affects what Meta allows.