19 oct 2026
Meta has confirmed that marketing messages will stop being delivered through the Cloud API on October 13, 2027. From that date, every WhatsApp marketing send must route through Meta's Marketing Messages API, which AXCRM already supports as MM Lite. Activation takes a few minutes per sub-account, your existing templates and numbers carry over untouched, and the capabilities you gain are ones Cloud API will never receive.
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You have about 12 months. But the reason to move now is not the deadline, it is that your campaigns are currently running without delivery optimization, conversion tracking, and creative formats that only exist on MM Lite.
Meta's deadline
October 13, 2027: Marketing messages can no longer be sent through the Cloud API. All marketing delivery consolidates onto the Marketing Messages API.
Your other messaging is unaffected: Service and utility messages continue on the Cloud API exactly as they do today. This applies to marketing sends only.
Cloud API is frozen for marketing: Meta has been clear that Cloud API remains available but receives no new marketing capabilities. Everything below is exclusive to MM Lite and will stay that way.
Delivery optimization Cloud API does not have
Quality-based delivery: MM Lite factors engagement signals into delivery decisions, prioritizing messages that are expected, relevant, and timely. Cloud API applies no delivery intelligence to marketing at all. Meta's own A/B test across more than 12 million messages measured up to +9% higher delivery for high-engagement messages.
More reach without more spend: That lift comes from better targeting of the same send, not from increasing volume.
Creative and formats unavailable on Cloud API
Animated GIF headers: Send GIF media in template headers. Not supported on Cloud API.
Android app deep links: Send links that open your app directly on a customer's phone. Not supported on Cloud API.
Automated creative optimizations (pilot): Meta automatically enhances the visual appeal of marketing templates, including image animation and filtering, with no manual work from you.
Everything else still works: Media, carousel, product catalog, flows, interactive lists, and interactive replies are all supported, plus the formats above.
Measurement and guidance
Full conversion funnel: Track from the WhatsApp message through to purchase, rather than stopping at delivered and read.
Tailored recommendations: Evidence-based suggestions for improving future campaign performance, exclusive to MM Lite.
Cost metrics: Spend per template, cost per click, and cost per delivery.
Migration without disruption
Nothing to rebuild: Existing phone numbers and marketing templates work as they are. No re-creation, no re-approval.
Campaigns keep running: All current templates, workflows, and campaigns continue without interruption through activation.
Coexistence is supported: Sub-accounts using the WhatsApp Business App can be onboarded without disruption.
In the sub-account, go to Settings → WhatsApp. A banner prompting MM Lite activation appears.
Click Enable MM Lite. This redirects you 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 LeadConnector's access request screen, confirm the permissions and click Finish.
Start with your highest marketing-volume sub-accounts, since those see the delivery and measurement benefits immediately.
Meta has drawn a clear line. Cloud API will keep carrying service and utility traffic, but its marketing capability is now closed to new investment and closes entirely in October 2027. Every campaign your sub-accounts run on Cloud API between now and then is a campaign sent without delivery optimization, without funnel visibility, and without the creative formats your competitors on MM Lite already have.
Reach more of the right people on the same send volume, with delivery decisions informed by engagement signals
Prove campaign value to your clients by tracking the whole path from message to purchase, not just read receipts
Run campaigns your Cloud API competitors cannot, including animated headers and app deep links
Stay on the endpoint Meta is actually investing in, so you receive new marketing capabilities as they ship
Migrate calmly across twelve months rather than scrambling across your client base in late 2027
Open Settings → WhatsApp in your highest-volume sub-account and enable MM Lite today.