The Marketing Messages Lite API (MM Lite API) is a Meta technology developed exclusively for sending marketing messages via WhatsApp, focused on performance, engagement, and traceability.

Why use the Marketing Messages Lite API?

When sending WhatsApp marketing campaigns, you can use two Meta technologies: the Cloud API and the Marketing Messages Lite API. Both work seamlessly in Zenvia Customer Cloud, but they serve different purposes.

The Marketing Messages Lite API was created specifically to optimize marketing campaigns on WhatsApp. Unlike the Cloud API, it offers an environment optimized for engagement, segmentation, and conversion.

Its main benefits are:

• Higher delivery and engagement rates, using Meta’s intelligence to prioritize users most likely to interact.
• Advanced tracking, combining data across channels like website and app.
• More flexible sending limits, reaching contacts even with frequency restrictions.
• Optimized reporting, with more data available in WhatsApp Manager.

How to activate the MM Lite API

The activation of the Marketing Messages Lite API can be done in two ways:

1. Via Zenvia Customer Cloud (Embedded Sign-Up)
2. Via Meta Business Manager

1. Activation via Embedded Sign-Up (Zenvia Customer Cloud)

The entire process takes place within the Zenvia platform, with just a few clicks and no need to access external pages.

1. Go to Settings > Channels > WhatsApp.
2. Click on Sign up for the MM Lite API.
   
   
3. A pop-up window with Meta’s guided flow will appear. Just follow the steps. If you are already logged into Meta, the process will continue automatically; if not, you will be prompted to log in. Then, carefully read the initial information about the benefits of the MM Lite API and authorize the data sharing between Zenvia and Meta.
   
   
4. Link your number to the business portfolio. You can select an existing portfolio or create a new one to link your WhatsApp number.

   ⚠️ Attention: If your company has more than one BM, the process must be done individually for each one. The information is not visible to clients.

5. Review the permissions that Zenvia Customer Cloud will receive and complete the process.

2. Activation via Meta Business Manager

If you prefer, activation can also be done directly through Meta's Business Manager.

1. Wait for the opt-in link to be sent. Meta will send an exclusive link to your company, which must be accessed by the Business Manager administrator.
2. Click the link and authorize the activation of the MM Lite API under Settings > Other Requests > Received. If you prefer, go directly to Meta's page by accessing https://business.facebook.com/settings/requests/. The process is similar to linking assets in the Business Manager.
   

Next steps

After activating the MM Lite API, you can continue using the same features in Zenvia Customer Cloud:

• Attract: Send bulk messages using message templates
• Convert: Start commercial conversations using message templates
• Serve: Provide support using message templates (via tickets)
• Nurture: Set up messages to be sent by specialist agents

Monitor metrics and recommendations

You’ll have access to benchmark metrics directly in Meta’s WhatsApp Manager. These metrics serve as a reference to compare the performance of your marketing messages with the average results from other companies.

Here's how to access them:

1. In Business Manager, go to WhatsApp Manager.
2. Click Manage templates.
3. Choose the marketing template you want to analyze.
4. In the dropdown menu highlighted in red, select the option Marketing Messages Lite API.
5. The benchmark metrics and recommendation cards will appear below the template preview, in the panel on the left.