Meta To Introduce Whatsapp MM Lite API To Drive Higher Engagement For Businesses
KUALA LUMPUR, Oct 15 (Bernama) -- Meta Platforms Inc (Meta) will roll out its new WhatsApp Marketing Messages (MM) Lite Application Programming Interface (API), offering businesses enhanced optimisation tools and new features to drive higher engagement.
Meta Malaysia Client Solutions Manager Jason Yim said the new MM Lite API is an upgrade to the existing Cloud API that is designed specifically for marketing messages.
“Essentially, there are three key benefits of the MM Lite API. First is higher deliverability, second are the new exclusive features, and third is the easy transition from the Cloud API to this new API,” he said in a presentation during the WhatsApp Business Session here today.
He added that one of the key new functions, known as Time to Live (TTL), allows businesses to set the validity period of promotional messages, ensuring that customers only receive relevant offers.
“Imagine that a business sends an offer that is valid for one day, but a customer’s phone is off and they receive it the next day, when it is no longer relevant.
“With TTL, you can set the message to expire. If it’s not delivered within 24 hours, it won’t be sent,” he said.
He said the MM Lite API will also integrate AI capabilities from Meta’s advertising systems to enable businesses to deliver more targeted and effective marketing messages to their customers.
Businesses will also gain access to performance benchmarks comparing open and click-through rates with industry peers, along with actionable recommendations.
He added that the new API supports deep linking for apps, event sharing for campaign optimisation, and creative automation tools such as image brightening, auto-cropping, and graphic interchange format (GIF) animation -- features that are currently in closed testing.
Yim also encouraged businesses and agencies to integrate WhatsApp marketing messages into Meta Ads Manager as an additional placement for retargeting campaigns.
He said these new capabilities allow marketers to reach audiences more effectively while maintaining the conversational experience users expect on WhatsApp.
“The expectation is much higher on WhatsApp because customers are used to instant replies and personal interaction, and that’s what drives higher performance,” he said.
According to Meta’s website, the WhatsApp MM Lite API is set to launch in the fourth quarter of this year.
-- BERNAMA