What is MM Lite?
MM Lite (Marketing Messages Lite API) is the new WhatsApp API developed by Meta and designed exclusively for marketing.
Unlike the standard Cloud API you use today, MM Lite is optimized for sending campaigns at scale, with better results, fewer technical constraints and more marketing features.
WAX is moving to MM Lite: why make the change?
The MM Lite API is optimized for marketing campaigns, with higher delivery and engagement rates and better cost control.
In practice, why switch to MM Lite?
Better deliverability
MM Lite uses a sending pipeline fully optimized by Meta, which means more messages delivered, faster, with better open rates.
Smart routing & automatic optimization
Meta directly handles how messages are sent: pacing, prioritization, retries…
The result: your campaigns are automatically optimized to maximize conversions, with no action needed on your side.
New exclusive features
MM Lite unlocks several benefits:
sending animated GIFs
compatibility with Meta's upcoming marketing features
removal of your WhatsApp provider mention (e.g. "app.getwax.io")
In short: more value, less friction and better performance for your WhatsApp campaigns.
How do I switch to MM Lite?
It's very simple: 3 clicks (and it really is quick) to allow WAX to use this new API for your account.
1. Log in to your Meta Business Manager, click Settings, then "WhatsApp Manager", then "Accept terms to get started"
2. Click "Accept"
3. Well done, you're now on MM Lite, Meta's new WhatsApp API
