Whilst WhatsApp is an essential tool for customer outreach, achieving optimal performance requires a smarter approach. Meta introduces Marketing Messages with Optimisations – a significant advancement enabling businesses to harness powerful AI for more intelligent and effective campaigns through “Marketing Messages Lite API”. It’s about moving beyond simple broadcasts to achieve true precision: delivering the right message to the right person. By optimising audience selection, this feature ensures communications reach those most likely to engage, boosting interaction quality and driving a superior return on investment (ROI).
What is “Marketing Messages Lite API”?
Marketing messages via Meta’s hosted Cloud API have long provided businesses with a scalable way to re-engage customers who have opted-in to receive communications, thereby driving sales and fostering loyalty.
Meta is now enhancing WhatsApp marketing campaigns by integrating its advanced advertising AI. This upgrade to marketing messages via the Cloud API is delivered through the Marketing Messages Lite API (MM Lite API), which not only empowers the system to intelligently and automatically optimise message delivery but also exclusively offers certain features and insights. The optimisation is achieved by identifying and targeting audience members most likely to engage, ultimately boosting message relevance and driving better campaign performance.
Benefits of using “Marketing Messages Lite API”
Leveraging Marketing Message Lite API in conjunction with the Cloud API, offers businesses a distinct advantage in their WhatsApp campaign strategies.
Improved campaign performance & reach
1) Optimised message delivery: The MM Lite API enhances marketing message delivery, leading to comparable or improved rates over standard Cloud API. It excels with high-engagement messages because its adaptive system learns to prioritise content that best resonates with your target audience
2) Enhanced reach with flexible messaging limits: For campaigns demonstrating strong user engagement, the MM Lite API allows you to connect with a broader segment of your consented audience, maximising the impact of your most successful content.
Exclusive measurement & reporting
Gain deeper insights into your campaign effectiveness with exclusive reporting features. Understand the direct impact of your WhatsApp marketing messages by tracking web and app conversions when users complete events including “Add to Cart”, “Checkout initiated” and “Purchase”.
By integrating with Meta Pixel or the Conversions API to report these web and app conversion events, you can directly attribute user actions back to specific messages, allowing for precise performance analysis, budget optimisation and ROI measurement.
Furthermore, there will be even more powerful analytical tools, including comparative benchmarks and tailored recommendations, designed to help you continuously refine and enhance your marketing strategy (coming soon).
Advanced & exclusive marketing features
1) Granular message control with Time-To-Live (TTL): Utilise the “Time-To-Live” feature to set a message vaildity period for your time-sensitive marketing messages. This ensures that offers or information are only delivered when relevant, improving user experience and campaign efficiency.
2) Seamless user journeys with app deep links: Enhance engagement by incorporating app deep links directly within your marketing messages to direct users to specific pages or sections within your mobile app, creating a smoother, more integrated experience and reducing friction in the conversion funnel.
3) Diverse creative formats: Captivate your audience with exclusive new creative formats designed to boost interaction and message appeal (coming soon).
Drove up to 9% higher message delivery by “Marketing Messages Lite API”
A large-scale A/B test in India (~12 million messages) showed that marketing messages sent via the MM Lite API achieved higher user engagement, including increased reads and clicks, and recorded up to a 9% increase in successful message delivery compared to the Cloud API.
Smooth transition to “Marketing Messages Lite API”
Accessing these enhancements is a straightforward process. Businesses already utilising the Cloud API can transition to the MM Lite API with exceptional ease, as it fully supports your existing marketing templates and message send payload formats. This also means you can continue to seamlessly leverage the expertise and complementary capabilities offered by Meta Business Messaging Partners, such as Omnichat, to build a comprehensive and powerfully optimised messaging strategy.
Marketing Messages with Optimisations via the MM Lite API empowers businesses to significantly enhance their WhatsApp campaign performance. With its AI-driven delivery, exclusive reporting capabilities, and advanced marketing features, it paves the way for superior customer engagement and a clearly measurable return on investment through the WhatsApp Business API.
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