Ensures more deliveries with Meta's optimization algorithm

Overview

Starting April 24, 2025, Blip customers will be able to migrate from the Cloud API to the new Marketing Messages Lite API easily and quickly, directly through the Blip portal.

The MM Lite API is Meta's new recommendation for sending marketing messages on WhatsApp. With advanced algorithms, it offers greater delivery efficiency, expanding the reach of campaigns and audience engagement.

The Cloud API remains available and is evolving, especially for use cases like transactional messages. However, for marketing actions, MM Lite is currently the most effective option.

What has changed?

The Cloud API will be replaced by the MM Lite API, which offers greater delivery efficiency and utilizes Meta's algorithm.

How it was before

Marketing messages were sent via Cloud API, subject to limitations such as Frequency Cap and lower delivery intelligence.

How it will be done now?

The Marketing Messages Lite API is a new API developed by Meta, focusing on marketing campaigns. It brings more intelligence and optimization tools compared to the Cloud API.

Using an advanced optimization algorithm, the API analyzes previous user interaction signals in campaigns and social networks to identify who may find your message relevant.

How does this help?

• Better delivery rates compared to Cloud API
• Same values and charges applied to Cloud API
• Potential increase in campaign ROI

Most relevant for:

• Marketing analysts, CRM managers, media teams, and growth teams.

Plans and pricing

Available for free to all Blip customers. The costs of sending active messages follow the same rules applied to the Cloud API, according to Meta's pricing table.

Documentation

Access the documentation on Blip Help for more details on how to migrate to the Marketing Messages Lite API.