Introduction to MM API

Marketing Messages API (MM API) is Meta’s dedicated solution for sending marketing messages on WhatsApp. It helps businesses deliver promotional content more effectively by leveraging backend delivery optimizations—making it ideal for campaigns that reach large customer segments.

In SleekFlow, MM API can be used through Broadcasts, Flow Builder, Inbox, or API—depending on how you want to trigger your marketing messages.

Why use MM API?

Unlike Cloud API, which is designed for two-way communication and service-based messaging, MM API is purpose-built for outbound marketing messages.

Once enabled, MM API allows you to:

• Send marketing messages through Broadcast, Flow Builder, Inbox, and API
• Use Meta’s delivery optimization for improved campaign performance
• Align with Meta’s marketing message policies while maintaining high throughput

When should I use MM API vs. Cloud API?

SleekFlow supports both MM API and WhatsApp Cloud API because they serve different communication needs. Think of them as complementary tools:

Once enabled, MM API will be used for all outbound marketing messages. This applies to use cases such as:

• Promotional campaigns
• Product announcements
• Customer re-engagement
• Seasonal offers or flash sales

MM API is purpose-built for broadcasting and uses Meta’s backend optimizations to help your messages reach more people more effectively.

Use Cloud API when you’re handling:

• Two-way conversations or replies to customer inquiries
• Transactional updates, like order confirmations or booking reminders
• Authentication and service messages within the 24-hour conversation window

Cloud API is designed for real-time interactions, customer support, and service workflows.

Enabling MM API in SleekFlow

Marketing Message API is enabled at the Meta Business Account level, not per WABA. Once Marketing Message API is enabled for a Meta Business Account, all WABAs under that account will use Marketing Message API for sending marketing messages in SleekFlow.
 

Step 1: Automated Marketing Message API access request

To help you use marketing messages with better delivery performance, SleekFlow automatically requests Marketing Message API access for eligible Meta Business Accounts during the WhatsApp Business API connection process.

You no longer need to submit the request manually in SleekFlow.
After your account is connected and Meta approves the request, a Business Manager admin still needs to accept Meta’s terms in Meta Business Settings to complete the setup.
Submitting or receiving an access request does not immediately enable Marketing Message API. The API will only take effect after the request is accepted and approved in Meta Business Settings.
Next, complete Meta’s onboarding process to finish enabling Marketing Message API features.
 

Step 2: Accept the request in Meta Business Manager

After the request is pre-submitted:

1. All Business Manager admins will receive an email with a link to accept the request. Alternatively, admins can go to the Requests tab in Meta Business Settings to accept the request manually
2. Once you have completed all the steps and successfully onboarded, your MM API will be enabled in SleekFlow and you can start using it to send marketing messages.
   
    

Using MM API in SleekFlow

After MM API is enabled, SleekFlow will automatically route all marketing messages through this API. You don’t need to configure anything manually.

Here’s how the routing works:

• Marketing messages will be sent via MM API
• Service, authentication, and free-form messages (e.g. replies within the 24-hour window) will continue to use WhatsApp Cloud API

This applies to all message entry points across SleekFlow:

• Inbox
• Broadcast
• Flow Builder
• Any other supported message-sending modules

Frequently asked questions

I submitted the request but didn’t receive any email from Meta. What should I do?

You can go directly to the Requests tab in Meta Business Settings to check for any pending onboarding invitations.

If there are no requests shown:

• Try submitting the request again in SleekFlow
• Or contact Meta support by submitting a ticket directly through your Business Manager

I don’t need the Marketing Message API, but SleekFlow submitted an access request for me. What should I do?

SleekFlow may submit a Marketing Message API access request on your behalf to help prepare your business for Meta’s marketing messaging requirements.

The Marketing Message API will not take effect unless you manually accept and approve the request in Meta Business Settings.

If you do not want to enable it yet, no action is required. As long as you do not approve the request, the Marketing Message API will remain inactive and will not be applied to your account.

Why does SleekFlow submit the Marketing Message API request automatically? Can I choose not to use it?

Meta is moving toward requiring marketing messages to be sent through the Marketing Message API. During the transition period, Meta may still allow some marketing messages to be sent through existing channels. However, businesses are encouraged to enable the Marketing Message API early to prepare for future requirements.

SleekFlow submits the access request automatically to help your business get ready for this change.

You can choose not to use the Marketing Message API for now by not approving the request in Meta Business Settings.

When enabled, the Marketing Message API can help improve marketing message delivery by identifying contacts who are more likely to engage with your messages. This may help reduce unnecessary sends and improve cost efficiency.

I’ve connected a new WABA or phone number under an FBBA where MM API is already enabled. Do I need to request access again?

No. Once MM API is enabled at the FBBA level, all existing and newly connected WABA/phone numbers under that FBBA will automatically use MM API for sending marketing messages. There’s no need to request it again.