Marketing Messages Lite API – Blip | Blip Help

Index

What is the Marketing Messages Lite API?

The Marketing Messages Lite API (MM Lite API) is a solution from Meta that uses the standard way of sending messages that brands are accustomed to via Cloud API, however, bringing in an algorithm and optimization intelligence from Meta itself.

This algorithm uses available signals such as information that the brand may already share with Meta or actions from contacts such as, for example, having visited the brand's Instagram or Facebook page.

Its objective is to increase the ROI of campaigns and improve the reach of the brand's marketing messages to numbers with a high propensity for engagement.

Pricing follows the same values practiced for messages sent via Cloud API, however, with the benefits of enabling an increase in ROI and delivery rate. Additionally, the triggering process on the Blip platform is similar to that performed for Cloud API.

How to activate MM Lite

The integration must be done by a Blip user with access to the Business Manager who should perform the steps below. If the company's employees do not have access to Blip, simply grant access to perform the integration, and they can be removed afterwards.

Access the Growth area of the portal and then the “Active messages” option in the side menu.

The first step is to connect the MM Lite API by selecting the “Connect MM Lite API” button highlighted in the image below.

With this, the MM Lite API activation flow pop-up will open and you just need to follow the steps.

Check if the first screen of the pop-up concerns Marketing Messages Lite API and grant permission for information sharing between Blip and Meta.

Next, it will be necessary to select the business to be connected and then the WhatsApp numbers, starting with the step below in the pop-up.

On the next screen, select one or more ad accounts.

Finally, review the information before clicking continue.

Important: The next step depends on the type of WABA the business has.

To integrate with the MM Lite API, it is mandatory that the WABAs are of the shared type. If your business's WABA is already of this new model, the next step will not be displayed during the integration process.

However, in the case of On-Behalf-Of (OBO) type WABAs, it will be necessary to perform the migration, and for this, simply follow the acceptance steps that will be presented as shown in the image below:

When a WABA migration is performed to the shared model, the business gains access to the WABA and not just to Blip, providing several management advantages: monitoring the quality of numbers, requesting an official account badge, configuring catalogs and flows without needing to open a support ticket for Blip, creating message templates, and editing profile information.

However, the business also becomes able to delete WABAs and/or numbers, which is an irreversible process; therefore, it is of utmost importance to pay attention when performing operations within the WABA.

The last stage of integration with the API consists of reviewing the information and providing final acceptance as shown in the image below.

Once the integration procedure is carried out, Meta considers a timeframe of around 24 hours for the synchronization of the process and the effective implementation of the integration with MM Lite.

During this latency period, marketing message triggers will be automatically sent via Cloud API, ensuring the continuity of campaigns.

After this period, users who are already authenticated in the MM Lite API will no longer have the option to send via Cloud API.

Automatic MMLite API Activation: How Does It Work?

The activation of the MMLite API in Blip bots does not depend solely on manual configuration. To ensure greater efficiency, the platform performs an automatic transition whenever it identifies that the client's WABA (WhatsApp Business Account) has high quality and reputation scores with Meta. This migration occurs transparently at the time of sending a Marketing category template.

Prerequisites for MMLite API

For your bot to be eligible for automatic activation, your account must meet Meta's quality criteria:

1. Meta Onboarding (WhatsApp Business Manager)

Your account needs to complete the onboarding process directly on Meta's platform. During this period, Meta evaluates:

Quality history: Low rate of reports and blocks.
Account reputation: Correct and frequent use of the API.
WhatsApp Policies: Strict compliance with commerce policies.
Templates: Having approved MARKETING templates.

2. "ONBOARDED" Status

After a positive evaluation, Meta assigns the Onboarded status to the account.

Technical note: This status can be checked via Meta's Graph API through the marketing_messages_lite_api_status field.

Automatic Activation Flow

The Blip system checks eligibility in real-time during campaign sending. See the step-by-step process:

1. On the first sending attempt:

Whenever you send a Marketing campaign for the first time after eligibility, the system follows this flow:

Exception Check: The system confirms if the bot has no manual restrictions.
Cache Query: Checks if there is already a saved status for this WABA.
Template Validation: Confirms if the template is in the MARKETING category and is APPROVED.
Meta Query: Blip asks Meta: "Is this WABA ONBOARDED?".
Confirmation: If the response is positive, Blip activates the MMLite API automatically.
Registration: The information is saved to optimize future sends.

2. Subsequent campaigns:

Once activated, the process becomes even faster:

The system recognizes that the account is already enabled.
There is no need for new queries to Meta.
All MARKETING messages start using the MMLite API natively.

Sending active messages in the Portal using MM Lite API

To send messages using the MM Lite API, access the Marketing area of your chatbot, access the Active Messages option in the menu, and then click on "Send active message”.

Once the MM Lite API is connected, the campaign configuration process follows the same process and stages as the Cloud API.

Audience definition

It is possible to select an individual trigger where a single number is inserted or a bulk trigger by uploading a CSV file with all the numbers.

Content

When using MM Lite API, the possibility of using all templates and models already approved for Cloud API is covered. For more detailed information about the common stages of the APIs click here.

Reports and data

As with the Cloud API trigger, it is possible to track the message delivery status in the Growth campaign listing.

To do this, select the “actions” menu for the campaign whose results you want to track.

Once this is done, it will be possible to take two actions: download the report or view performance details.

The first option follows the same type of data and report format used for Cloud API. In the case of analyzing performance, some information will already be displayed on the screen as shown in the image below.

MM Lite via Active Campaign API

For clients who trigger active messages directly through API integration, simply follow the integration steps for the MM Lite API as demonstrated in this article.

Upon completion of the process, the Blip platform will automatically identify the category of the template used and redirect active marketing message sends to the new API in subsequent campaigns, without the need for manual adjustments.

For more information, visit the discussion on the subject in our community or the videos on our channel. 😃