WhatsApp price increase: why it’s important to connect MM API now — and how to do it
Starting February 1, 2026, the cost of sending a marketing template via Cloud API has increased by 6%. To maintain the current cost of sending messages, connect MM API in WhatsApp Business Manager. This article explains how to do this.
What is MM API
Marketing Messages API (MM API) is an innovative platform for precise, targeted delivery of marketing messages in WhatsApp. A precise algorithm powered by AI and analytics from the Meta ecosystem selects users who are genuinely interested in your product or service, minimizing off-target communications.
Previously, the Cloud API allowed companies to send any types of messages, but it had drawbacks: higher cost, lower targeting accuracy, and a high opt-out rate. The main purpose of MM API is to improve the effectiveness of marketing broadcasts by automatically selecting the right audience and the optimal delivery method.
| Parameter | MM API | Cloud API |
|---|---|---|
| Message types | Marketing templates only | Marketing, utility/service, authentication templates, and inbound messages |
| Delivery model | AI-optimized: messages are sent only to interested users | Sent to all recipients |
| Performance | Up to 9% higher likelihood of delivery | Standard delivery |
| Integration | Broadcast only. User replies come through Cloud API | Two-way communication |
Notifications, alerts, or service messages can still be sent via the standard Cloud API without changes. However, if a customer replies to a marketing message sent via MM API, the callback will be delivered via Cloud API, not MM API. In other words, MM API complements rather than replaces the standard ways of sending messages. It also provides better control over marketing campaigns while remaining compatible with existing processes.
How MM API delivery optimization works
The MM API optimization works as follows:
- It filters out users who are unlikely to respond to a message (open it, read it, or make a purchase).
- This filtering reduces unwanted messages (spam), improving the overall comfort of communication in WhatsApp.
- Account quality is preserved because the number of unconfirmed reactions and negative feedback is limited.
- The user experience improves because customers receive only relevant messages aligned with their interests.
As a result, intelligent data processing not only increases the effectiveness of marketing campaigns, but also improves how users interact with WhatsApp.
What benefits businesses get by switching to MM API
- Audience selection: The algorithm identifies potential buyers based on user behavior, preferences, and prior interactions.
- Cost minimization: AI reduces the number of irrelevant messages, lowering overall messaging costs.
- Higher conversion: Better chances to attract the right customers, increase sales, and reduce subscriber churn.
- Protection from blocking: AI reduces the risk of violating WhatsApp policies and assists in minimizing restrictions.
How to connect MM API
- Open WhatsApp Business Manager and go to “WhatsApp Accounts.”
- Select the required account and confirm acceptance of the MM API Terms of Use.
- Sync the configuration (this takes about 15 minutes).
- Start creating and testing your first marketing campaigns.
A detailed guide is available in our knowledge base
If you have trouble accessing your account, follow these steps:
- Check your internet connection and try logging in again.
- If the issue persists, restore access via the Facebook account recovery page
- Get your profile confirmed by completing the required forms and submit a request to Meta Support.
MM API opens up new opportunities for marketers and business owners who want to maximize the return on their WhatsApp advertising activity. Switching to MM API will help you save money, achieve greater precision, and ensure sustainable sales growth. Use the updates wisely, taking the available functionality into account.