Announcing Twilio Support for Meta’s WhatsApp Marketing Messages Lite API on Private Beta

Announcing Twilio Support for Meta’s WhatsApp Marketing Messages Lite API on Private Beta

Twilio now supports Meta’s WhatsApp Marketing Messages Lite (MM Lite) API, giving businesses a more reliable and efficient way to deliver high-volume WhatsApp marketing campaigns. MM Lite is engineered to improve message deliverability, reduce delivery errors, and leverage Meta’s latest optimizations for marketing messaging, all managed seamlessly from the Twilio platform

Why MM Lite matters

Meta’s MM Lite API is purpose-built for high-volume WhatsApp marketing. It is engineered to improve delivery rates, increase click-throughs, and help businesses reach their audiences with greater consistency. 

Product highlights

• Optimized delivery: MM Lite uses Meta’s infrastructure to increase message delivery, reads, and clicks, while reducing “message not delivered” errors. 

• Time-to-Live (TTL): Control how long messages remain active, giving more flexibility and precision in campaign timing. 

• ROI tracking: Measure campaign effectiveness by tracking user actions after a message click, so you can prove real business impact. 

• No endpoint changes: Keep your existing Twilio endpoints – MM Lite is managed internally, requiring no integration changes on your end. 

• Compliance and onboarding: Accept the new MM Lite Terms of Service to enable access. For OBO accounts, Twilio will manage the migration to the WAB Sharing Model during rollout.

Why Twilio

Twilio delivers more than WhatsApp connectivity. Businesses get the reliability, scale, and intelligence of a global communications platform, trusted by leading brands worldwide.

• Unified platform for every channel: Manage WhatsApp, SMS, voice, and more with a single API, streamlining development and orchestration.

• Accelerated onboarding and compliance: Automated flows, template management, and regulatory controls help teams go live faster and stay compliant, minimizing risk.

• Enterprise-grade reliability: Twilio’s infrastructure, 99.95% uptime, and close partnership with Meta ensure your messages reach customers, no matter the volume or platform changes.

• Intelligence for engagement: Every interaction builds a unified customer profile, powering real-time analytics and AI optimization for smarter, more effective campaigns.

• Built for builders: Flexible APIs, robust documentation, and powerful developer tools mean you can adapt, innovate, and scale without vendor lock-in.

• Resilient to change: Twilio’s abstraction layer shields your business from sudden Meta policy or API changes, so you keep control and minimize disruption.

The bottom line

WhatsApp marketing is evolving. Twilio’s support for MM Lite keeps your campaigns competitive, and scalable, without extra complexity or risk. For businesses running large-scale WhatsApp marketing, MM Lite is now mission-critical.

To get started, contact your Twilio account team for the private beta and unlock the full benefits of WhatsApp Marketing Messages Lite with Twilio.