# Increase WhatsApp Marketing Message Delivery with the New Marketing Message
## Marketing Messages API for WhatsApp
### What is the New Marketing Message API
Marketing Messages API for WhatsApp, earlier known as **MM Lite**, is Meta’s improved way of sending **marketing template messages** on WhatsApp.
Meta improves delivery by prioritizing users who are more likely to engage. This helps improve delivery quality and campaign performance.
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Please note that this feature is controlled by **Meta**. Picky Assist does not control delivery decisions.
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### How it works
When a business sends bulk marketing messages, Meta does not deliver all messages immediately. The main idea is that Meta uses an automated optimization system instead of sending all marketing template messages instantly.
In the background, Meta checks customer engagement history, message quality, campaign performance, and sender reputation to predict who is most likely to interact. Based on this, Meta decides delivery order, message pacing, retries, and whether some messages should be delayed, limited, or discarded.
Messages are first sent to high-engagement users, and depending on the response, Meta may continue, slow down, or restrict further delivery. This helps improve delivery quality and protects the WhatsApp ecosystem from spam-like campaigns.
So, MM API is not a separate sending system; it is Meta’s smarter delivery layer for marketing messages that helps improve delivery rates and reduce spam-like messaging.
### How to enable Marketing Messages API
If your WhatsApp number was created and connected with Picky Assist before **28 April 2026**, you usually need to enable this manually from Meta Business Suite. (Refer Below Guide)
If your WhatsApp number was connected to Picky Assist after **27 April 2026**, the Marketing Messages API is usually enabled automatically during onboarding.
### Before you start , the eligibility requirements
Meta only shows this option for eligible accounts.
Your account should have:
* An active WhatsApp Business Account
* Approved marketing templates
* Completed business verification
* Healthy account quality
* No major policy violations
* Compliance with WhatsApp Business Messaging Policies
* Business country and tax country not in restricted or sanctioned regions
If these are not completed, the onboarding popup may not appear.
### Check MM API eligibility from Picky Assist
You can also check whether the Marketing Messages API is eligible or already onboarded directly from Picky Assist.
Navigate to:
**More Menu → Settings →** [**Channels**](https://app.pickyassist.com/settings/channels)
Then open the connected WhatsApp channel settings.
After the connected channel page opens, click **Settings**.
Inside this section, you can see the Marketing Messaging API status, such as:
* `ELIGIBLE`
* `ONBOARDED`
This helps you quickly confirm whether the account is ready for onboarding or whether activation is already completed.
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This is often the easiest way to verify the current status before checking inside the Meta Business Suite.
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### How to enable this for Picky Assist accounts
For WhatsApp Business Accounts connected with Picky Assist before **28th April 2028**, the activation must happen from Meta Business Suite
Picky Assist does not have a separate enable button.
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### Open Meta Business Suite
Log in to **Meta Business Suite** with full admin access.
This is where the full setup starts.
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### Open WhatsApp Accounts
Go to **Business Settings → Accounts → WhatsApp Accounts**.
Select the existing WhatsApp Business Account connected to your number.
Before moving forward, confirm:
* Business verification is completed
* The number is active
* Marketing templates are approved
* There are no account quality restrictions
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### Verify business setup
If business verification is incomplete, the Marketing Messages API option may not appear.
You can verify this from:
* Business Verification Status inside Meta
* [Meta Business Suite Setup & Configuration](/setting-up-guide/whatsapp-tips-and-tricks/meta-business-suite-setup-and-configuration.md)
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This is useful when onboarding is not appearing.
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### Open WhatsApp Manager
From **WhatsApp Accounts**, open **WhatsApp Manager**.
This opens the management page for your selected number.
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### Open the Overview section
Go to **WhatsApp Manager → Overview**.
For eligible older accounts, Meta usually shows a popup like as shown below;
* `Accept Terms to Get Started for Marketing Messages API`
* `Enable Marketing Messages API`
This is the most important step. This pop-up activates the feature.
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### Click enable
Click **Enable** or **Accept Terms**.
Then complete the Terms of Service process.
This activates the Marketing Messages API for the account.
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### Activation completed
Once enabled:
* Marketing templates start using optimized routing
* No extra setup is needed inside Picky Assist
* The feature becomes active automatically from Meta’s side
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### WhatsApp Cloud API vs Marketing Messages API
| Feature | Standard messaging flow | Marketing Messages API |
| ------------------------------- | ----------------------- | ------------------------ |
| Marketing campaign optimization | Basic | Advanced AI optimization |
| Delivery priority | Standard | Optimized for engagement |
| Conversion tracking | Limited | Advanced |
| Deep link support | Limited | Supported |
| Creative optimization | No | Yes |
| Message TTL | Standard | Customizable |
| GIF header support | Limited | Supported |
| Bulk campaign performance | Normal | Higher optimization |
### Upcoming changes in WhatsApp marketing pricing
WhatsApp is gradually moving toward a performance-based pricing model for marketing messages.
This is closer to how Meta ad platforms work. Pricing may depend more on relevance and expected performance than on a flat per-message cost.
Meta is already experimenting with this in some countries.
#### Maximum price per marketing message
This feature lets businesses define the maximum amount they are willing to pay for a marketing message delivery.
Meta may then prioritize delivery based on:
* Message relevance
* Expected customer engagement
* Campaign quality
* Performance likelihood
If the content is more relevant and likely to perform better, delivery may be prioritized.
This is rolling out gradually in selected countries. It may expand in phases.
It does not affect utility or authentication templates. It mainly applies to marketing campaigns.
Read more: [Marketing messages pricing](https://developers.facebook.com/documentation/business-messaging/whatsapp/marketing-messages/pricing)
### How Meta improves delivery
Once this feature is enabled, Meta automatically handles:
* Message pacing
* Sending priority
* Retry attempts
* Delivery optimization
* Campaign quality improvements
Meta tries to deliver messages more intelligently based on user engagement patterns. This helps reduce failures and improve consistency.
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### Important
Even after enabling this, Meta may still block some marketing messages if users are unlikely to engage.
This is normal. It helps maintain platform quality and prevents spam behaviour.
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## Frequently Asked Questions
#### Will Marketing Messages API reduce **Healthy Ecosystem** and **Undeliverable** errors?
Marketing Messages API can help reduce these errors. It does not completely eliminate them.
Meta still applies delivery quality checks to protect user experience and prevent spam-like behavior.
When a business sends marketing messages, Meta looks at factors such as:
* How users have engaged with previous campaigns
* Message quality and relevance
* Customer response patterns
* Sender quality rating
* Whether users are likely to interact with the message
If Meta predicts that users may ignore, block, or react negatively, delivery may still be limited or rejected.
So yes, it improves delivery significantly for good-quality campaigns. It does not guarantee 100% delivery.
#### Will the Marketing Messages API cost anything extra?
As of now, pricing is generally similar to standard marketing template message pricing. There is no separate fixed charge or activation fee just for enabling the Marketing Messages API.
If you are already sending marketing template messages on WhatsApp, the pricing structure remains mostly the same.
However, Meta is gradually moving toward a more performance-based pricing model for marketing messages.
You can read more from [Maximum price per marketing message](#maximum-price-per-marketing-message)
Read more about pricing: [Marketing messages pricing](https://developers.facebook.com/documentation/business-messaging/whatsapp/marketing-messages/pricing)
#### How do Meta and WhatsApp use the data?
Meta uses campaign performance signals to improve how marketing messages are delivered in future campaigns.
This does **not** mean Meta reads private customer conversations or personal chats.
Instead, Meta focuses on marketing performance data such as:
* Delivery results
* Read rates
* Click rates
* Conversion tracking
* Engagement quality
* Template performance
* Customer interaction patterns
* Sender quality rating
For example, Meta checks things like:
* How many users opened the message
* How many clicked the CTA button
* How many completed a purchase or signup
* Whether users ignored, blocked, or reacted negatively to the campaign
* How well a template performed compared to previous campaigns
Using this information, Meta improves delivery optimization for future messages.
If a business consistently sends relevant and engaging campaigns, Meta is more likely to prioritize delivery.
If messages receive poor engagement or negative responses, Meta may reduce delivery priority to protect the WhatsApp ecosystem and user experience.
#### How do Meta and WhatsApp decide what gets delivered and to whom?
Meta does not deliver every marketing message equally to every user.
Instead, it uses its optimization system to decide which messages should be prioritized and which users are more likely to receive them successfully.
Meta looks at factors such as:
* Customer engagement history
* Message quality and relevance
* Business reputation
* Sender quality rating
* Campaign performance
* User likelihood to interact
* Previous customer response patterns
For example, Meta checks:
* Whether customers usually open your messages
* If they click your CTA buttons
* If they complete purchases or signups
* Whether users ignore messages frequently
* If customers block or report messages
* How well your previous campaigns performed
If users are more likely to engage positively, Meta gives higher delivery priority to those messages.
If Meta predicts low engagement or a negative user experience, delivery may be delayed, limited, or blocked.
This helps:
* Improve delivery quality
* Protect customer experience
* Reduce spam-like campaigns
* Maintain healthy ecosystem standards on WhatsApp
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The goal is not just sending more messages. It is sending better and more relevant messages to the right audience.
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