Marketing Message Lite
Last updated
Last updated
Marketing Messaging Lite is a limited-use version of marketing messaging available through the WhatsApp Business Platform (API). It allows businesses to send a small number of marketing messages without undergoing full compliance checks required for standard marketing campaigns.
Here's a more detailed explanation:Key Features and Benefits:
Simplified Marketing Messages: MM Lite allows businesses to send marketing messages through WhatsApp, but with a focus on ease of use and leveraging Meta's AI for optimisation
Improved Delivery Rates: MM Lite aims to achieve higher or neutral delivery rates compared to the Cloud API by using optimisations based on Meta Ad signals.
Enhanced Engagement: By optimising for relevance and quality, MM Lite aims to improve read and click rates, leading to a better customer experience.
Better Business Performance: The use of Meta's AI and optimisation techniques can lead to better return on ad spend (ROAS).
Targeted Audience: MM Lite is designed for marketers who may not have extensive experience with ad campaigns and don't need all the features of the full Marketing Messages API
Communication Type
Two-way (business ↔ customer)
One-way (business → customer)
Primary Use
Customer support, notifications
Promotional campaigns
Hosting
Managed by Meta
Built on top of Cloud API
Optimisation
Manual
Automated by Meta's algorithms
Message Validity Period
Not specified
Can set a specific validity period
Performance Insights
Basic analytics
Enhanced analytics with engagement metrics
Setup Complexity
Requires integration with business systems
Simplified setup via Meta's Business Manager
In essence, MM Lite is a streamlined approach to WhatsApp marketing, providing businesses with a user-friendly way to send messages, leverage AI-powered optimizations, and potentially see improved results.
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