Marketing Messages API for WhatsApp – Hibot Guide

The Marketing Messages API for WhatsApp (MM API) is the latest marketing messaging solution for WhatsApp Business API.

It is designed to help businesses send better marketing campaigns with:

• Smarter message delivery

• Higher engagement

• Better performance insights

• Improved customer experience

Unlike standard WhatsApp Business API messaging, MM API automatically optimizes who receives your messages and when.

What Is MM API for WhatsApp?

Marketing Messages API is a dedicated endpoint for sending marketing campaigns.

Instead of sending marketing templates through the regular /messages endpoint, businesses now send them through:

POST /<PHONE_NUMBER_ID>/marketing_messages

WhatsApp then automatically optimizes delivery for better results.

Main Benefits

Better Campaign Performance

MM API automatically improves message delivery so your campaigns reach customers who are more likely to:

• Read the message

• Click links

• Engage with your business

• Convert into customers

This can improve campaign performance compared to normal WhatsApp Business API delivery.

Exclusive Insights and Reporting

MM API gives businesses extra campaign insights, including:

• Performance benchmarks

• Comparison with similar businesses

• Tailored recommendations to improve future campaigns

Example:

You can see whether your campaign performed:

• Above average

• Average

• Below average

Compared to other businesses in your category.

Smarter Customer Experience

Marketing Messages API helps avoid sending irrelevant or late messages.

Special features include:

• Time-to-live (TTL) for campaigns

• More relevant delivery timing

• Better targeting of active users

Example:

If you send a 2-hour flash sale message, WhatsApp can stop delivering it after the sale ends.

Richer Message Formats

MM API supports richer marketing content than normal messaging.

Supported formats include:

• Images

• Videos

• GIFs

• Documents

• Buttons

• Rich media campaigns

GIF support is especially useful for:

• Product launches

• Festival offers

• Flash sales

• Promotional campaigns

• 
  

Automatic Creative Optimizations

WhatsApp may automatically improve the appearance of your campaign using creative enhancements.

This feature is currently in testing.

Possible improvements include:

• Animated images

• Visual filters

• More engaging presentation of media

The goal is to increase customer attention and improve click-through rates.

Time-to-Live (TTL)

You can define how long a marketing message remains relevant.

After the TTL expires, WhatsApp stops trying to deliver the message.

This is useful for:

• Limited-time offers

• Daily deals

• Event reminders

• Festival campaigns

Example:

{
  "time_to_live": 7200
}

7200 means the message will only be delivered for 2 hours.

Same Number, Same Templates

The good news is:

You do not need a new phone number or new WhatsApp account.

You can continue using:

• Existing WhatsApp Business API phone numbers

• Existing approved marketing templates

• Existing WABA account

Only the sending endpoint changes.

Standard Endpoint vs MM API Endpoint

Feature	Standard /messages	MM API /marketing_messages
Marketing Optimization	No	Yes
Performance Benchmarks	No	Yes
Tailored Recommendations	No	Yes
Creative Optimization	No	Yes
Time-to-Live Support	Limited	Yes
GIF Support	Limited	Better Support

Example Request

POST /<PHONE_NUMBER_ID>/marketing_messages

{
  "messaging_product": "whatsapp",
  "to": "919876543210",
  "type": "template",
  "template": {
    "name": "festival_offer",
    "language": {
      "code": "en"
    }
  },
  "time_to_live": 3600
}

This example sends a marketing template and stops delivery after 1 hour.

Best Use Cases

Marketing Messages API works best for:

• Festival offers

• Flash sales

• New product launches

• Re-engagement campaigns

• Cart abandonment reminders

• Promotional campaigns

• Limited-time discount messages

• 
  

Important Recommendation

If your message is promotional or marketing-related, send it through:

/marketing_messages

Instead of:

/messages

This allows WhatsApp to automatically optimize delivery and improve campaign performance.

Final Thoughts

Marketing Messages API is the next generation of WhatsApp marketing.

With Hibot – WhatsApp Business API, you can use MM API to:

• Reach more valuable customers

• Improve open and click rates

• Avoid late or irrelevant messages

• Get detailed campaign recommendations

• Run smarter and more effective WhatsApp campaigns