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How to Migrate to Marketing Message API

Article author
Learning Center Mekari
  • Updated

Marketing Message (MM API) is an enhanced version of the WhatsApp Marketing Message API, equipped with an automated optimization system. With MM API, businesses can send more relevant and targeted messages based on readability data and engagement levels, ensuring that messages reach customers who are more likely to read and respond.

As part of how MM API operates, there are several components that help the system manage and optimize message delivery:

  1. Message Delivery Optimization
    Marketing Message API can improve delivery efficiency by up to 7% (Indonesia Case) by applying more dynamic message limits when readability rates increase.

  2. Message Template Benchmarking
    The MM API also provides a mechanism to compare the performance of each message template, which is not available on the Cloud API.

In the explanation below, you will learn how marketing message delivery works through MM API, the comparison between MM API and the Cloud API for marketing messages, and the migration guide to the MM API. Read the full details below.

A. How Marketing Message Delivery Works through the MM API

When a business selects customers and destination numbers to receive marketing messages, the delivery is routed through the MM API and processed by the WhatsApp Business Platform’s quality control. At this stage, both MM API and the Cloud API may experience delays or delivery failures due to the following factors:

  • The user blocks the sender,

  • The message is detected as spam,

  • The template has low performance (for example, low read rates or high negative feedback),

  • Message limits per user imposed by the platform.

After passing this process, the MM API ensures that the number of delivered messages is at least equal to that of the Cloud API, then applies automatic optimization. The system can identify messages with high engagement levels and assign more dynamic delivery limits, even allowing higher limits compared to the Cloud API. In addition, MM API’s optimization mechanisms will continue to evolve to improve delivery results, including the implementation of automatic creative optimization in the next phase.

In contrast, the Cloud API does not include any optimization process, which means marketing messages may fail to be delivered due to rigid delivery limits that do not adapt to message performance.

B. Comparison of MM API vs Cloud API for Marketing Messages

Below is a comparison of features between the Cloud API and MM API for Marketing Message usage. Check the price comparison of the Cloud API and MM API here.

Feature Cloud API MM API
Delivery Optimization Not available Available through the MM API Engine (automatic)
Delivery to High-Engagement Users Standard Improved by up to 7% for customers with high engagement.
Campaign Reports

Cloud API provides basic reports containing standard technical metrics: Sent, Delivered, Read, Clicked, and Cost. 

These reports are transactional, meaning they only display the performance of sent messages as-is, without additional analysis.


 

 MM API provides more comprehensive and analytical reporting. In addition to all basic Cloud API metrics (sent, delivered, read, clicked, cost), MM API also offers additional insights such as benchmarking, automatic recommendations, and an analytics dashboard.

C. Migration Guide to the MM API

Starting August 20, 2025, all new WABA registrations through Qontak will be automatically integrated with the Marketing Messages API (MM API) for marketing campaign delivery. Learn more here.

WhatsApp accounts connected to Qontak before this date can be integrated into the MM API through two methods:

Method 1: Invitation via the “Request” menu in Facebook Business Manager (FBBM)

  1. Log in to your Facebook Business Manager (FBBM).
  2. Then, open the Settings menu.
  3. Next, click the “Requests” tab — or you can directly access the page using the following link 
  4. Locate the invitation from Qontak.com, then click “Review” to proceed.
  5. Review the Terms & Service, then click “Continue.”
  6. Click “Finish.”
  7. Then click “Verify account.”

  8. Enter the email address associated with your Facebook Business Manager account, then click “Send email.”

  9. Next, check your email inbox to retrieve the verification code.

  10. Enter the verification code, then click “Submit.”

  11. The MM API migration process is now complete.

  12. You can confirm whether your account has successfully migrated to MM API through the WhatsApp Manager page. Go to Message Templates, then click any template under the Marketing category. If MM API is active, you will see the options: Cloud API and Marketing Messages API on the template detail page.

Method 2: Migrating to MM API Through the Marketing Template Page in WhatsApp Manager

  1. Go to the detail page of any template under the “Marketing” category in your WhatsApp Manager account.

  2. Click “Accept terms to get started.”

  3. Click “Accept” to agree to the MM API Terms of Service.

  4. Once completed, a pop-up message will appear confirming the approval of the MM API Terms of Service. Click “Done” to proceed.

  5. The migration process to MM API is now complete.

  6. You can verify whether your account has successfully migrated to MM API by navigating to the WhatsApp Manager page, selecting Message Templates, and opening any template with the Marketing category. If MM API is active, you will see two options on the template detail page: Cloud API and Marketing Messages API.


 

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