Action: Move WhatsApp Marketing to MM Lite by October 2027

TL;DR

Meta will cease delivering marketing messages via the Cloud API on October 13, 2027. Agencies must migrate all WhatsApp marketing sends to Meta's Marketing Messages API (MM Lite) before this deadline.

Who this affects

This change affects any agency owner or SaaS entrepreneur currently using or planning to use WhatsApp for marketing messages within HighLevel. Sub-accounts utilizing the WhatsApp Business App are included and can be onboarded to MM Lite. Service and utility messages are not affected; they will continue to use the Cloud API.

What changed

Meta is implementing a mandatory shift for WhatsApp marketing messages.

• Meta will stop delivering marketing messages through the Cloud API on October 13, 2027.
• All WhatsApp marketing sends must route through Meta's Marketing Messages API (MM Lite) from October 13, 2027.
• Service and utility messages will continue to function on the Cloud API.
• The Cloud API will not receive new marketing capabilities moving forward.
• MM Lite introduces several new capabilities for marketing messages:
  • Quality-based delivery, which optimizes message delivery based on engagement signals.
  • Support for animated GIF headers in message templates.
  • Support for Android app deep links.
  • An automated creative optimizations pilot program.
  • Tracking of the full conversion funnel from WhatsApp message to purchase.
  • Tailored recommendations for campaign performance.
  • Cost metrics including spend per template, cost per click, and cost per delivery.
• Existing phone numbers and marketing templates can be used with MM Lite without recreation or re-approval.
• Current templates, workflows, and campaigns will continue without interruption through MM Lite activation.
• Sub-accounts using the WhatsApp Business App can be onboarded to MM Lite.
• HighLevel has not confirmed who is affected in terms of specific plan levels or additional gating.
• HighLevel has not confirmed if this change replaces or breaks any existing functionality.
• HighLevel has not confirmed the rollout status of this feature.

Where to find it

This feature is located within HighLevel at Settings -> WhatsApp. HighLevel has not published the specific steps for activating MM Lite, but it is expected to be accessible through the WhatsApp integration settings.

How agencies will use this

An agency can begin preparing for this transition by navigating to Settings -> WhatsApp in their agency HighLevel account. They will then activate MM Lite for their sub-accounts. For a client running a marketing campaign, such as promoting a new product, the agency can create a workflow. This workflow might include a series of WhatsApp message templates, now enhanced with animated GIF headers and Android app deep links via MM Lite, to engage prospects. The agency can then use the new MM Lite analytics within HighLevel to track the full conversion funnel from the initial WhatsApp message click through to the final purchase on the client's website. They can monitor cost metrics, such as cost per delivery for each template, and leverage tailored recommendations to optimize future campaigns, ensuring their marketing budget is spent effectively and compliant with Meta's new requirements.

Our take

This is a major update from Meta that will require action from any agency using WhatsApp for marketing. While the deadline of October 2027 is still some time away, the need to transition is absolute. The new capabilities of MM Lite, such as quality-based delivery and conversion funnel tracking, represent significant improvements for marketing campaign effectiveness. Agencies should plan to familiarize themselves with MM Lite well before the deadline to ensure a smooth transition and leverage the enhanced features for client campaigns.