Support

Troubleshooting guide

I can’t find an admin user at my company to onboard to MM Lite

To use MM Lite API, onboarding must be completed by a user of your business portfolio with “full control” permissions (formerly the admin role). Read more on the various access permissions available in a business portfolio.

If a business (or a partner working with a business), is unable to locate a user with “full control”, follow the steps below to find users with sufficient permission, or claim access to a business portfolio.

Find or add a user with “full control” permissions

1. The simplest path to accepting the MM Lite API terms of service is if a business already knows a user with “full control” permission. If so, that user can go through the MM Lite API Onboarding flow.
2. Find admins via Business Manager. If the business (or their partner) cannot find a user with “full control”, they can log into Business Manager using another user with “basic access” to find the list of admins with “full control”.
   • Log into Meta Business Suite, go to “Business Settings” and the “People” tab
   • Any user of the Business Portfolio with “basic access” or more can view the full list of users, and find one with “full control”.

3. Find admins via an API call. If the business is unable to find the admin of the business portfolio, however if their partner has a BISU token with business_management permissions (API), they can fetch a list of users with “full control” permissions with the following API endpoints

   • WhatsApp Business Account endpoint docs
   • Business Users endpoint docs

4. Submit a request for a new user to be added to the business portfolio. A business can submit a request to have a user added with “full control” access to a business portfolio. This process takes 24 hrs on average to ensure a thorough security review if all documents are provided and in order, and should be a last resort after all other options have been exhausted.

   • A user from the business may request to be added to the business portfolio with “full access”, providing they meet the documentation requirements outlined below.
   • Follow instructions to Submit a request to get full control of a business portfolio
   • Collect the required documents mentioned in the above link. With the collected assets, fill out the contact support form

   Note: If the desired admin is unable to select a Business from the dropdown list, they can select any random asset from the list and mention the desired BM ID as part of the “description text” in the request. If you are unable to select any asset / do not have any assets to select, reach out to your Partner manager.

I think my delivery rates are lower on MM Lite API than they were on Cloud API

Meta recommends all marketing messages are sent via the next-generation MM Lite API, to benefit from delivery and feature improvements. MM Lite API delivers comparable or a greater number of marketing messages than Cloud API. MM Lite API allows for more dynamic messaging limits, so marketing messages with high engagement (e.g., messages that receive more reads) can reach more customers.

In India, MM Lite API marketing messages that receive higher engagement (e.g. reads) observed up to 9% higher messages delivered compared to Cloud API*.

Steps to take to troubleshoot lower delivery rates after moving to MM Lite API:

1. Ensure your team understands the way that MM Lite API prioritizes relative to Cloud API. On MM Lite API, high engagement messages can reach more customers. Where Cloud API’s per-user message limits might not allow a message to be delivered to a user, MM Lite API can recognize high-engagement message templates (e.g. messages that receive more reads), and when a message is sent, allow for dynamic messaging limits.

2. Ensure that you are making an accurate comparison between MM Lite API and Cloud API. Many delivery rate differences are attributable to variations such as using different templates, times, or audiences. Verify that you are making an accurate comparison using the below guidelines before submitting a support request:

   • Compare the same time period. To accurately compare message delivery, evaluate campaigns run over the same 4-7 day period. Per-user message limits are dynamic and change in real-time based on message volume, holidays, business activity, and user behavior, making comparisons of results from different timeframes unreliable.
   • Compare the same (or extremely similar) templates. Delivery comparisons often mistakenly contrast message templates with different copy, read rates, and user engagement. Use the same template for both API endpoints. Ensure the template is active and follows guidelines for high-quality marketing messages.
   • Compare large campaigns with equivalent audience demographics. Compare campaigns with at least 100,000 marketing messages sent to functionally identical audience cohorts. For example, randomly divide user segments to avoid bias (e.g., different geographic regions, user filters, or ROI/engagement characteristics). Ensure no recipient receives messages more than once, including from other campaigns.
   • Compare the same send time. Send campaigns to both endpoints simultaneously to minimize external impacts like blocks or flags.

3. Ensure that you are not counting retried messages in your “delivery” statistics. If a message fails to deliver due to per-user marketing message limits, wait 24 hours before retrying (see error code 131049). Repeated retries of the same messages will artificially lower your perceived delivery rate, as the same per-user limit may be still in effect resulting in the same outcome. For example, if 20 of 100 messages fail due to limits and are retried, the true 80% delivery rate could drop to ~67% after just one retry.

4. Follow best practices for creating high-engagement marketing messages

   • Quality and Relevance: Prioritize sending messages that offer clear value to customers and avoid non-relevant or impersonal outreach. Relevant messages are more likely to be read, leading to more engaged prospects and customers.
   • Message Quality:
     • Expected: Customers have opted-in to receive these types of messages and generally engage with your marketing messages. Provide an opt-out option.
     • Timely: Messages are sent at a logical time (e.g., after initial engagement or at a defined cadence) and appropriate frequency.
     • Relevant: Messages are personalized, contain valuable information, and include clear calls to action.
   • Use MM Lite API Features, for example:
     • Customizable message validity periods (time-to-live) to ensure messages are timely
     • View your benchmarks recommendations to improve performance

I think my click-through rates are lower on MM Lite API than they were on Cloud API

Because MM Lite API prioritizes higher delivery of high-engagement messages for users, more deliveries of high-engagement messages can lead to higher click-through rates (CTR) or other outcomes on the API.

If you are finding a campaign’s click-through rate is lower on MM Lite API vs. Cloud API, check the following:

1. Ensure that you are using an accurate A/B comparison of the same campaigns. See the guidance above for delivery rates to set up a reliable A/B comparison of the same template, at the same time, to a comparable audience of sufficient size, to ensure that other factors are not invalidating the comparison of CTR on MM Lite API vs. Cloud API.
2. Ensure your URL is compatible with Meta’s conversion measurement. Broken URLs will lower click-through rate. See directions below.
3. Assess whether automated creative optimizations should be enabled for your campaign. Some businesses are enrolled in a pilot of automated creative optimizations which tests minor variations of marketing message templates, and automatically selects the variant getting the highest click-through rate over time. Work with your partner to determine if your business uses these features and if your campaign is suitable

I’m not seeing website or app conversion metrics for my marketing messages

Ensure your URL is compatible with conversion measurement by sending a test event. Some partners will reformat URLs prior to sending them to MM Lite API, which breaks Meta’s ability to append a Click ID to the URL which enables conversion measurement.

Reach out to your Meta partner if you are working with a platform or partner whose URL reformatting breaks Meta’s conversion measurement. If your app is using Meta SDK, you must upgrade your SDK version to Meta Android SDK v17.0.2 or above.

I still need help

If you have followed all troubleshooting steps above and still are experiencing issues please submit a direct support question using the question type "WABiz: Marketing Messages."

• For lower deliveries on MM Lite vs. Cloud API for similar campaigns, select WABiz: Marketing Messages > Message Delivery and include the details of how the campaigns you are comparing are accounting for similar time, audience, template, and retry normalization.

Error Codes

MM Lite API uses the same error codes as Cloud API with additional error codes.

*Citation: AB test conducted with ~12 million delivered marketing messages sent by advertisers in India between 1st Jan 2025 to 31st Jan 2025. It compared MM Lite API optimized delivery to standard CloudAPI delivery for high engagement messages only (i.e. more reads, clicks, etc.) and the analysis consisted of a t-test at 95% confidence.