What is MM Lite and Why Switch?
MM Lite is an upgrade to the Cloud API built by Meta. It uses AI to optimize delivery and engagement for your campaigns. On Spur, you can enable it in a few clicks.
What MM Lite API Does Better
Delivery improvements
In Meta’s India tests, high-engagement campaigns saw about 9% more messages land than with the old Cloud API. Spammy blasts still get filtered, but messages that customers actually open and read are delivered more reliably.
Dynamic message limits
With Cloud API, there’s a fixed ceiling on how many people you can reach. MM Lite lifts that ceiling when engagement is good. If your audience is opening and interacting, the system automatically expands your send limit so you can reach more customers without extra steps.
Time-to-live (TTL) for templates
Running a midnight sale that ends at 12:00 a.m.? Set a cutoff and MM Lite will stop sending after that time. You won’t burn money on expired offers, and customers won’t get confused by outdated promos.
Exclusive insights
See how your campaigns stack up against similar businesses. Track adds-to-cart, purchases, and other conversions right from WhatsApp. On top of that, MM Lite gives you industry benchmarks and actionable tips so you know exactly where to tweak.
App deep links
Instead of just opening your app, you can deep-link to specific pages inside it. Send someone straight to a restaurant’s menu in your food app or a flight checkout page in your travel app: less clicks, more action.
GDPR + LGPD compliance
All the optimization magic still stays within global privacy laws. Your campaigns benefit from AI-driven delivery and targeting without stepping outside compliance.
Automatic creative optimization
Meta’s AI makes your creative fit better on each phone. Images get cropped to highlight the subject, brightness adjusted, overlays added, sometimes even turned into GIFs or set against cleaner backgrounds. All automatic, no extra design work on your side, just higher engagement.
Bottom line: MM Lite offers all the capabilities you had with WhatsApp Cloud API, plus these new improvements (with no extra cost, it uses the same pricing model per message as before ). And don’t worry, switching is easy and doesn’t require any technical setup. You can keep using your existing WhatsApp business API phone number and message templates, everything carries over seamlessly . Spur’s platform makes the transition simple, as outlined below.
How to Enable MM Lite in Spur
For existing customers
1. Log in to your Spur dashboard.
2. Go to Settings > WhatsApp.
3. Pick the WhatsApp number you want to upgrade.
4. On this page you’ll see if your number is eligible for MM Lite.
• If you’re eligible, click Complete Onboarding.
5. A Meta login popup opens. Click Complete Login, then Continue to re-approve permissions.
6. Check the details shown, make sure the Business ID and number match yours, then click Next.
7. Confirm permissions. (First-time setup may take a minute.)
8. Once permissions update, flip the Enable MM Lite toggle.
That’s it. Your number is now upgraded.
For new customers (Onboarded after 11th Sep 2025)
You’ll be automatically onboarded to MM Lite. No extra steps needed.
Why Use MM Lite with Spur
Spur automates your workflows (segmentation, scheduling, triggers), while MM Lite ensures delivery, optimization, and creative polish. Together, your campaigns run smoother and perform better.
Performance Metrics You'll Actually See
In WhatsApp Manager
Template insights tab shows:
Your read rate vs industry average
Click rates with benchmarks
Delivery performance trends
Specific recommendations when you're underperforming
Example benchmark data:
E-commerce average read rate: 64%
Your template: 49%
Recommendation: "Your messages are below benchmark. Try personalizing subject lines"
Conversion Attribution
New metrics in reporting:
Add to cart events within 72 hours
Purchases within 7 days
App opens from message clicks
Custom conversion events you define
Should You Switch?
Yes. Here's why:
Better delivery for messages people want
Better insights to improve campaigns
New features Cloud API won't get
Same effort as current setup
The only reason not to switch is inertia. Don't be that person.
Common Questions That Actually Matter
Q: Will I lose messages during migration?
No, your message history stays intact.
Q: Do I need new phone numbers or templates?
Nope. Your existing numbers and approved templates carry over. Nothing to reapply.
Q: What if my messages have low engagement?
They’ll deliver just like Cloud API. MM Lite only boosts campaigns people actually open and read.
Q: Is this just Meta trying to get more data?
They already tracked delivery, reads, and clicks. MM Lite just uses that data to improve delivery.
Q: Will the Spur dashboard change?
No. You’ll use the same interface to compose and send. MM Lite runs in the background, giving you better delivery and flexible limits.
Q: Does MM Lite cost more?
No. Pricing is the same as Cloud API. You’ll still pay WhatsApp’s standard messaging rates.
Q: Do I get new metrics?
Yes. You’ll start to see insight cards and reports—things like benchmarks against similar businesses and recommendations to improve engagement.
Q: What if I get stuck?
Ping Spur support over WhatsApp. We’ll help you sort it out.