Marketing Messages API for WhatsApp (MM API)

The Marketing Messages API (MM API) is a new option within the official WhatsApp Business Platform. It is designed specifically for sending promotional and marketing messages at scale.

Many businesses are already using the standard WhatsApp Business API to send three types of business-initiated messages:

1. Utility (e.g., updates, reminders)

2. Authentication (e.g., OTP)

3. Marketing (e.g., offers, re-engagement)

Both tools can send marketing messages but they work differently, here are the facts:

1. WhatsApp Business API handles all message types

The standard API allows you to send:

• Utility messages (updates, reminders)

• Authentication messages (OTP, verification)

• Marketing messages (offers, promotions)

This flexibility means you can run all messaging in one system, rather than managing separate pipelines. MM API only handles marketing messages, so businesses may need to maintain multiple setups.

2. Standard API gives more control over campaigns

While MM API is designed for marketing at scale, the standard WhatsApp API lets you:

• Segment audiences for targeted campaigns

• Send different message types in one workflow

• Integrate with CRM and automation tools

This makes it easier to manage campaigns holistically, rather than splitting operational and marketing messages.

3. Standard API supports automation and personalization

The WhatsApp Business API allows businesses to:

• Personalize messages for each customer

• Trigger messages automatically based on events (like purchases or sign-ups)

• Track performance across all message types

MM API focuses only on bulk marketing, which can limit automation options for transactional or service messages.

4. Standard API is scalable and future-proof

Businesses using the standard API can scale all messaging needs as they grow. MM API is useful for large promotional campaigns, but it does not replace the flexibility and overall reach of the full WhatsApp Business API.

5. Both require opt-in and template approval

Compliance rules are the same: customers must opt in, and templates must be approved. Choosing the standard API simply gives businesses more versatility while still meeting WhatsApp’s requirements.

While MM API can help with high-volume promotions, the WhatsApp Business API remains the smarter choice for most businesses because it:

• Supports all message types

• Provides more control over campaigns

• Offers automation and personalization

• Scales with your business

Full details on Meta Docs: Marketing Messages API for WhatsApp