# Marketing Message Lite (MM Lite API)

The **WhatsApp MM Lite API** is a new delivery-optimized channel from Meta designed for **marketing messages**. Unlike the regular Cloud API, MM Lite ensures faster and more reliable message delivery, especially during peak times, which helps businesses improve broadcast performance and conversion rates.

QuickReply now lets you choose MM Lite for sending your **marketing template messages** (Broadcasts, Campaigns, Journeys, Conversations – Send Template, External API calls). All other message types (utility, service, authentication) will continue to use the Cloud API.

### Why use MM Lite?

* **Optimized Delivery** – Better throughput and speed, even at scale.
* **Higher Conversions** – Improved routing ensures more customers receive your messages.
* **Conversion Tracking** – Supports tracking key events like **Add to Cart** and **Purchase**.

[\
Follow this guide to activate MM Lite for your account](/overview/messaging-channels/whatsapp/setup-whatsapp.md#activate-marketing-message-lite-api-mm-lite-api)


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