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.
💡 Tip:
Once MM API is enabled, SleekFlow automatically uses both MM API and Cloud API for the same WhatsApp number—depending on the message type.
- Marketing messages are sent via MM API
- Service, utility, and free-form messages continue to use Cloud API
No additional setup is required—SleekFlow handles the routing for you based on the selected template category or message type.
⚠️ Note on regional availability
Some advanced features and reporting capabilities of MM API are only available in certain countries due to Meta policy and local regulations. Refer to Meta's documentation for more details.
Enabling MM API in SleekFlow
Before enabling MM API in SleekFlow, you will be required to have at least 1 WhatsApp Business API account connected to SleekFlow. You can learn more about connecting your WhatsApp Business API account by referring to our Help Center article.
Enabling MM API involves two steps: submitting a request and completing Meta’s onboarding process. Once approved, MM API is enabled at the Facebook Business Account (FBBA) level—not per WABA.
✅ Important: Once enabled, all WABAs under the approved FBBA will use MM API for sending marketing messages in SleekFlow.
Step 1: Submit the request in SleekFlow
You can follow the steps below to submit your MM API request:
- Go to the Channels page by clicking on the
icon on the left navigation bar
- Go to the “WhatsApp Official API” channel settings page by clicking it on the left-side panel
- Select the Facebook Business account (FBBA) you wish to request MM API for
- Click “Request MM API” next to the FBBA dropdown
- You will be redirected to the “Request MM API” page
- Click “Submit request”
- Once your request is submitted, you will see a “Wait for confirmation” page
⚠️ Submitting the request does not immediately enable MM API. Meta requires Business Manager admins to review and accept the request.
Step 2: Accept the request in Meta Business Manager
After the request is submitted:
- 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
- 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
ℹ️ Note: MM API is enabled at the Facebook Business Account (FBBA) level. Once enabled, all WABAs and phone numbers under the same FBBA will use MM API to send marketing messages. This also applies to any new phone numbers added under the same FBBA in the future.
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
✅ SleekFlow automatically routes your messages through the correct API. Please make sure you’ve selected the appropriate message category when creating templates or automations.
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’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.