Meta has confirmed that WhatsApp marketing messages will stop being delivered through the Cloud API on October 13, 2027. From that date, every WhatsApp marketing send must go through Meta's Marketing Messages API, which EveryCatch already supports as MM Lite. You can switch an account to MM Lite in a few minutes, your existing templates and phone numbers continue to work as they are, and you gain capabilities that Cloud API will never support.
You have about 12 months before Meta enforces this change. The stronger reason to move now is that your current WhatsApp campaigns are running without the delivery optimization, conversion tracking, and creative formats that only MM Lite provides. Switching lets you improve performance today instead of waiting for the deadline.
What's changing
Meta's deadline
- October 13, 2027: Marketing messages can no longer be sent through the Cloud API. All WhatsApp marketing delivery will use the Marketing Messages API instead.
- Your other messaging is unaffected: Service and utility messages continue on the Cloud API exactly as they do today. This change applies only to marketing sends.
- Cloud API is frozen for marketing: Meta has confirmed that Cloud API stays available but will not receive new marketing features. Everything below is exclusive to MM Lite and will remain that way.
What your accounts gain
Delivery optimization cloud API does not have
- Quality-based delivery: MM Lite factors engagement signals into delivery decisions and prioritizes messages that are expected, relevant, and timely. Cloud API applies no delivery intelligence to marketing messages. Meta's A/B test across 12 million messages measured up to a +9% delivery increase for high-engagement messages.
- More reach from the same send volume: That improvement comes from smarter delivery of the same send, without increasing message count.
Creative and formats unavailable on cloud API
- Animated GIF headers: Send GIF media in template headers so your promotions and announcements feel more dynamic. This is not supported on Cloud API.
- Android app deep links: Include links that open your Android app directly on a customer's phone, which can make it easier to drive logins, orders, or in-app actions. This is not supported on Cloud API.
- Automated creative optimizations (pilot): Meta can automatically enhance the visual appeal of your marketing templates, including image animation and filtering, without extra design work from your team.
- Everything else still works: Media, carousels, product catalogs, flows, interactive lists, and interactive replies remain supported, alongside the new formats above.
Measurement and guidance
- Full conversion funnel: Track a customer's path from receiving a WhatsApp message all the way through to purchase, instead of stopping at delivered and read events.
- Tailored recommendations: Receive evidence-based suggestions for improving future campaign performance, available only through MM Lite.
- Cost metrics: View spend per template, cost per click, and cost per delivery so you can monitor and optimize your return on ad spend.
Migration without disruption
- Nothing to rebuild: Your existing phone numbers and marketing templates continue to work as they are. There is no need to recreate or reapprove templates.
- Campaigns keep running: Current templates, workflows, and campaigns continue without interruption while you activate MM Lite on the account.
- Coexistence is supported: Accounts that also use the WhatsApp Business App can be onboarded to MM Lite without disrupting that usage.
How to activate
- In the account, go to Settings → WhatsApp. You will see a banner prompting you to activate MM Lite.
- Click Enable MM Lite. You will be redirected to the WhatsApp account interface.
- Open the Requests tab and click Respond.
- When the prompt to improve ROI with the Marketing Messages API appears, click Continue.
- On the Review EveryCatch's access request screen, confirm the requested permissions and click Finish.
To see the benefits quickly, start by enabling MM Lite on the accounts that send the highest volume of WhatsApp marketing, since those will gain delivery and measurement improvements immediately.
Why this matters for your business
Meta has drawn a clear line. Cloud API will continue to carry service and utility traffic, but its marketing feature set is now closed to new investment and ends completely in October 2027. Any marketing campaign you run on Cloud API between now and then will run without delivery optimization, without full funnel visibility, and without the creative formats that MM Lite customers can already use.
- Reach more of the right people with the same send volume, using delivery decisions that respond to real engagement signals.
- Prove campaign value to your clients by tracking the complete path from message to purchase, rather than relying only on read receipts.
- Run campaigns that Cloud API users cannot, including animated headers and Android app deep links.
- Stay on the endpoint Meta is actively investing in, so you receive new WhatsApp marketing capabilities as they are released.
- Plan your migration calmly across the next twelve months instead of rushing to move your client base in late 2027.
Open settings → whatsapp in your highest-volume account and enable MM lite today.
Resources
- MM Lite explained: faster, simpler WhatsApp marketing at scale
- Marketing Messages API for WhatsApp (MM Lite) is now live
- Meta: Marketing Messages API for WhatsApp documentation
