{"id":463,"date":"2026-10-28T16:01:00","date_gmt":"2026-10-28T16:01:00","guid":{"rendered":"https:\/\/vectalk.com.br\/blog\/whatsapp-marketing-messages-api\/"},"modified":"2026-10-28T16:01:09","modified_gmt":"2026-10-28T16:01:09","slug":"whatsapp-marketing-messages-api","status":"publish","type":"post","link":"https:\/\/vectalk.com.br\/blog\/en\/whatsapp-marketing-messages-api\/","title":{"rendered":"Marketing Messages API: how to migrate your WhatsApp marketing sends before October 2027"},"content":{"rendered":"\n<p><em>Updated on October 28, 2026<\/em><\/p>\n\n\n\n<p>The Marketing Messages API for WhatsApp is Meta&#8217;s API dedicated to marketing templates, previously called MM Lite. On October 13, 2026, Meta announced that the Cloud API will stop accepting marketing messages on <strong>October 13, 2027<\/strong>; messaging accounts created on or after April 13, 2027 won&#8217;t have that option at all. Migrating means sending your marketing templates through the <code>\/marketing_messages<\/code> endpoint, keeping inbound replies on the Cloud API and routing sends by template category.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What the Marketing Messages API is<\/h2>\n\n\n\n<p>According to <a href=\"https:\/\/developers.facebook.com\/documentation\/business-messaging\/whatsapp\/marketing-messages\/overview\" target=\"_blank\" rel=\"noreferrer noopener\">Meta&#8217;s overview<\/a>, it&#8217;s an API for sending marketing messages that optimizes delivery to reach the people most likely to find them relevant. It has a technical schema similar to the Cloud API, uses the same billing model and works with your existing phone numbers and marketing templates.<\/p>\n\n\n\n<p>The name changed along the way. Older docs called it the <em>Marketing Messages Lite API<\/em> (MM Lite), and that name still shows up in places such as the status webhook (<code>marketing_lite<\/code>) and Embedded Signup configuration. Today the product is the Marketing Messages API for WhatsApp. It became generally available on November 19, 2025.<\/p>\n\n\n\n<p>What it does <strong>not<\/strong> do: receive messages. Meta describes the MM API as send-only. Customer replies keep arriving through the Cloud API, on the same number, through the same webhooks.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The official timeline<\/h2>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th>Date<\/th><th>What happens<\/th><\/tr><\/thead><tbody><tr><td>Nov 19, 2025<\/td><td>Marketing Messages API generally available<\/td><\/tr><tr><td>Apr 6, 2026<\/td><td>Onboarded businesses can turn off marketing on Cloud API (error <code>131063<\/code>)<\/td><\/tr><tr><td>Oct 13, 2026<\/td><td>Global announcement of the Cloud API marketing sunset<\/td><\/tr><tr><td>Apr 13, 2027<\/td><td>Messaging accounts created from this date can&#8217;t send marketing via Cloud API<\/td><\/tr><tr><td>Oct 13, 2027<\/td><td>Global sunset: sending marketing via Cloud API returns an error<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>Accounts created before April 13, 2027 can keep sending marketing on the Cloud API until October 13, 2027. Meta says the April milestone exists so new businesses don&#8217;t accidentally start on the legacy product. Service, authentication and utility messages <strong>stay<\/strong> on the Cloud API, unchanged.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What changes in your code<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">The endpoint<\/h3>\n\n\n\n<p>Sending uses the same payload syntax and permissions as the Cloud API. Only the path changes:<\/p>\n\n\n\n<pre class=\"wp-block-code\"><code class=\"language-bash\">curl -X POST 'https:\/\/graph.facebook.com\/&lt;API_VERSION&gt;\/&lt;PHONE_NUMBER_ID&gt;\/marketing_messages' \\\n  -H 'Authorization: Bearer &lt;ACCESS_TOKEN&gt;' \\\n  -H 'Content-Type: application\/json' \\\n  -d '{\n    \"messaging_product\": \"whatsapp\",\n    \"recipient_type\": \"individual\",\n    \"to\": \"15551234567\",\n    \"type\": \"template\",\n    \"template\": {\n      \"name\": \"black_friday_2026\",\n      \"language\": { \"code\": \"en_US\" }\n    },\n    \"product_policy\": \"STRICT\"\n  }'<\/code><\/pre>\n\n\n\n<p>What the <a href=\"https:\/\/developers.facebook.com\/documentation\/business-messaging\/whatsapp\/marketing-messages\/send-marketing-messages\" target=\"_blank\" rel=\"noreferrer noopener\">send page<\/a> makes clear:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Marketing templates only.<\/strong> Free-form text, authentication, service and utility on <code>\/marketing_messages<\/code> return an error.<\/li>\n\n\n<li><strong><code>product_policy<\/code>.<\/strong> With <code>CLOUD_API_FALLBACK<\/code> (default), if the account hasn&#8217;t met the onboarding requirements, the message goes out through the Cloud API. With <code>STRICT<\/code>, there&#8217;s no fallback.<\/li>\n\n\n<li><strong><code>message_activity_sharing<\/code>.<\/strong> Optional parameter that turns sharing of message activity (such as reads) with Meta on or off for optimization. If omitted, the account setting applies.<\/li>\n\n\n<li><strong>BSUID.<\/strong> Since May 5, 2026, the <code>recipient<\/code> field accepts the user identifier created for <a href=\"https:\/\/vectalk.com.br\/blog\/en\/whatsapp-usernames-bsuid\/\">WhatsApp usernames<\/a>. BSUID sends don&#8217;t get delivery optimization.<\/li>\n\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Status webhooks<\/h3>\n\n\n\n<p>The MM API fires the usual status webhooks (<code>sent<\/code>, <code>delivered<\/code>, <code>read<\/code>). When a message went out through it, <code>pricing.category<\/code> and <code>conversation.origin.type<\/code> are <code>marketing_lite<\/code>. If it fell back to the Cloud API, you&#8217;ll see <code>marketing<\/code>:<\/p>\n\n\n\n<pre class=\"wp-block-code\"><code class=\"language-json\">{\n  \"conversation\": { \"id\": \"&lt;CONVERSATION_ID&gt;\", \"origin\": { \"type\": \"marketing_lite\" } },\n  \"pricing\": { \"billable\": true, \"pricing_model\": \"PMP\", \"category\": \"marketing_lite\" }\n}<\/code><\/pre>\n\n\n\n<p>Meta recommends storing which API was used for each <code>wamid<\/code>. If your code filters on <code>category === \"marketing\"<\/code> for cost reports, add <code>marketing_lite<\/code>. The general format of these events is covered in <a href=\"https:\/\/vectalk.com.br\/blog\/en\/whatsapp-api-message-status-webhook\/\">WhatsApp API message status webhooks<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Error 131063 and turning off marketing on the Cloud API<\/h2>\n\n\n\n<p>Since April 6, 2026, businesses that completed MM API onboarding can block marketing templates on <code>\/messages<\/code>:<\/p>\n\n\n\n<pre class=\"wp-block-code\"><code class=\"language-bash\">curl -X POST 'https:\/\/graph.facebook.com\/&lt;API_VERSION&gt;\/&lt;WABA_ID&gt;' \\\n  -H 'Authorization: Bearer &lt;ACCESS_TOKEN&gt;' \\\n  -H 'Content-Type: application\/json' \\\n  -d '{ \"disable_marketing_messages_on_cloud_api\": true }'<\/code><\/pre>\n\n\n\n<p>With that on, a marketing template sent through the Cloud API comes back with:<\/p>\n\n\n\n<pre class=\"wp-block-code\"><code class=\"language-json\">{\n  \"error\": {\n    \"message\": \"(#131063) Marketing templates disabled for Cloud API\",\n    \"type\": \"OAuthException\",\n    \"code\": 131063\n  }\n}<\/code><\/pre>\n\n\n\n<p>Watch the order. If the account started onboarding but <strong>hasn&#8217;t accepted the MM API terms<\/strong>, the <code>\/marketing_messages<\/code> fallback to the Cloud API is also rejected with <code>131063<\/code>. In other words, turning this on before onboarding is complete breaks all your marketing sends. To undo it, send the same field as <code>false<\/code>.<\/p>\n\n\n\n<p>Expect this error to be common in 2027. Treat <code>131063<\/code> as a sign the template hit the wrong endpoint, not as a transient failure: don&#8217;t retry on the same endpoint.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Category routing: the detail that breaks integrations<\/h2>\n\n\n\n<p>Migration isn&#8217;t just swapping the URL for campaigns. Meta can reclassify a utility template as marketing, and the official guidance is that reclassified messages must go through the MM API. In practice, your system needs to:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Keep an up-to-date <code>template \u2192 category<\/code> map (Meta published template routing guidance on September 24, 2026 for exactly this).<\/li>\n\n\n<li>Choose the endpoint by category <strong>at send time<\/strong>, not by campaign type.<\/li>\n\n\n<li>Handle category changes: if a template became marketing, the next calls go to <code>\/marketing_messages<\/code>.<\/li>\n\n<\/ol>\n\n\n\n<p>If you&#8217;re unsure what Meta considers marketing, see <a href=\"https:\/\/vectalk.com.br\/blog\/en\/whatsapp-template-categories\/\">how Meta classifies your template<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Features only available on the MM API<\/h2>\n\n\n\n<p>Meta lists features not available for marketing templates on the Cloud API:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Delivery optimization.<\/strong> Meta steers delivery toward people more likely to engage. Some features have geographic restrictions.<\/li>\n\n\n<li><strong>Automatic creative optimizations.<\/strong> Image filters, headline extraction, text formatting and more. At the template level they&#8217;re on by default; at the account level, since April 21, 2026, they&#8217;re off and you opt in.<\/li>\n\n\n<li><strong>Time-to-live (TTL) for marketing.<\/strong> Set how long Meta keeps trying to deliver, useful for time-limited offers.<\/li>\n\n\n<li><strong>GIFs<\/strong> and other media formats.<\/li>\n\n\n<li><strong>Metrics.<\/strong> Benchmarks against similar businesses, recommendations and off-WhatsApp conversion metrics (which require the Meta Pixel or Conversions API; see <a href=\"https:\/\/vectalk.com.br\/blog\/en\/meta-conversions-api-whatsapp\/\">Meta Conversions API for WhatsApp<\/a>).<\/li>\n\n\n<li><strong>Max price.<\/strong> In open beta since October 1, 2026: you set the maximum per delivery and Meta charges that amount or less. Max price sends to unsupported countries return error <code>131065<\/code>.<\/li>\n\n<\/ul>\n\n\n\n<p>One operational detail: after creating a marketing template (or using one idle for more than 7 days), Meta asks you to wait 10 minutes before sending, because of the sync with the ad account.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What about pricing?<\/h2>\n\n\n\n<p>Meta only says the MM API uses the same billing model as the Cloud API, per delivered message. It doesn&#8217;t publish a different rate for those who migrate. For recipients in Brazil, the official marketing rate has been BRL 0.3217 (Brazilian reais) per message since October 1, 2026; other countries follow Meta&#8217;s rate card. With max price on, the charge becomes the cap you set or less. To estimate a campaign, see <a href=\"https:\/\/vectalk.com.br\/blog\/en\/whatsapp-campaign-cost\/\">how much a WhatsApp campaign costs<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Migration checklist<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Accept the terms<\/strong> of the Marketing Messages API.<\/li>\n\n\n<li><strong>Confirm the onboarding requirements.<\/strong> Meta estimates about two weeks for most integrations.<\/li>\n\n\n<li><strong>Split sending by category<\/strong> using the template map above.<\/li>\n\n\n<li><strong>Start with <code>CLOUD_API_FALLBACK<\/code><\/strong> and monitor <code>pricing.category<\/code>: if you see <code>marketing<\/code>, fallback is happening.<\/li>\n\n\n<li><strong>Switch to <code>STRICT<\/code><\/strong> once every send comes out as <code>marketing_lite<\/code>.<\/li>\n\n\n<li><strong>Update reports and cost tracking<\/strong> to recognize <code>marketing_lite<\/code>.<\/li>\n\n\n<li><strong>Turn on <code>disable_marketing_messages_on_cloud_api<\/code><\/strong> only at the end, to catch any forgotten <code>\/messages<\/code> call with error <code>131063<\/code> before Meta&#8217;s deadline.<\/li>\n\n\n<li><strong>Do it before peak season.<\/strong> If your 2027 <a href=\"https:\/\/vectalk.com.br\/blog\/en\/black-friday-whatsapp-marketing\/\">Black Friday<\/a> falls after October 13, it will run on the MM API only.<\/li>\n\n<\/ol>\n\n\n\n<p>For the rest of this year&#8217;s changes, see <a href=\"https:\/\/vectalk.com.br\/blog\/en\/whatsapp-api-changes-2026\/\">WhatsApp API changes in 2026<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How it works with Vectalk<\/h2>\n\n\n\n<p>Vectalk is a proxy for the official <a href=\"https:\/\/vectalk.com.br\/blog\/en\/whatsapp-cloud-api-en\/\">WhatsApp Cloud API<\/a>: you use Meta&#8217;s payloads, pay Vectalk, and Vectalk pays Meta. Today the <a href=\"https:\/\/docs.vectalk.com.br\/api-reference\/messages\/send-template\">Vectalk documentation<\/a> describes sending templates via <code>POST \/api\/messages<\/code>, the equivalent of the Cloud API&#8217;s <code>\/messages<\/code>, which remains valid for marketing until the deadlines above. Customer replies keep arriving at the webhooks you registered. To get started, create your account at <a href=\"https:\/\/apps.vectalk.com.br\/register\">apps.vectalk.com.br\/register<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Frequently asked questions<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Is the Marketing Messages API the same as MM Lite?<\/h3>\n\n\n\n<p>Yes. MM Lite (Marketing Messages Lite API) was the previous name. The current product is the Marketing Messages API for WhatsApp, and <code>marketing_lite<\/code> still appears in status webhooks.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Do I need a new phone number to use the MM API?<\/h3>\n\n\n\n<p>No. Meta says you can use existing phone numbers and marketing templates. The same number sends marketing through the MM API and receives messages through the Cloud API.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Do utility and authentication templates also change endpoints?<\/h3>\n\n\n\n<p>No. Service, authentication and utility stay on the Cloud API. <code>\/marketing_messages<\/code> rejects anything that isn&#8217;t a marketing template.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What happens if I don&#8217;t migrate by October 13, 2027?<\/h3>\n\n\n\n<p>Per the documentation, after that date sending marketing through the Cloud API returns an error. If your messaging account is created on or after April 13, 2027, that applies from day one.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How do I receive replies to a campaign sent through the MM API?<\/h3>\n\n\n\n<p>Through the Cloud API, on the same business phone number and the same webhooks. The MM API only sends.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><strong>Official sources consulted on October 28, 2026:<\/strong> <a href=\"https:\/\/developers.facebook.com\/documentation\/business-messaging\/whatsapp\/marketing-messages\/overview\" target=\"_blank\" rel=\"noreferrer noopener\">Marketing Messages API for WhatsApp overview<\/a> (updated October 13, 2026), <a href=\"https:\/\/developers.facebook.com\/documentation\/business-messaging\/whatsapp\/marketing-messages\/send-marketing-messages\" target=\"_blank\" rel=\"noreferrer noopener\">Send marketing messages<\/a> (updated May 21, 2026), <a href=\"https:\/\/developers.facebook.com\/documentation\/business-messaging\/whatsapp\/marketing-messages\/changelog\" target=\"_blank\" rel=\"noreferrer noopener\">Marketing Messages API changelog<\/a>, <a href=\"https:\/\/developers.facebook.com\/documentation\/business-messaging\/whatsapp\/changelog\" target=\"_blank\" rel=\"noreferrer noopener\">WhatsApp Business Platform changelog<\/a>, <a href=\"https:\/\/developers.facebook.com\/documentation\/business-messaging\/whatsapp\/pricing\" target=\"_blank\" rel=\"noreferrer noopener\">WhatsApp Business Platform pricing<\/a> (updated September 30, 2026).<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cloud API stops sending marketing templates on October 13, 2027. Deadlines, the new endpoint, error 131063 and a migration checklist.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[1],"tags":[],"class_list":["post-463","post","type-post","status-publish","format-standard","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>WhatsApp Marketing Messages API: Migration Guide | Vectalk<\/title>\n<meta name=\"description\" content=\"WhatsApp Marketing Messages API: Meta&#039;s deadlines through Oct 13, 2027, the 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