Sprinklr supports sending WhatsApp marketing messages (HSM marketing templates) through the Marketing Messages API (MM API). This API is an enhancement to the default WhatsApp Cloud API and is purpose‑built for marketing use cases.

The MM API provides automatic delivery optimization to improve message reach, engagement, and cost efficiency. It also supports advanced marketing capabilities such as rich media formats (for example, GIFs) and Time‑to‑Live (TTL) controls for time‑sensitive templates.

When enabled, all WhatsApp marketing templates are automatically routed through the MM API, while utility and authentication templates continue to be sent through the WhatsApp Cloud API.

Key Benefits

Using the MM API for marketing messages delivery offers the following key benefits:

• Boost business results: The MM API optimizes delivery to reach the right audience and drive engagement. It provides performance benchmarks to compare outcomes with similar businesses and tailored recommendations to improve campaign ROI.

• Enhance customer experience and engagement: Creative treatments like image animation, richer media formats such as GIFs, and Time‑to‑Live (TTL) controls ensure messages are engaging, relevant, and delivered on time.

• Seamless upgrade with reliability and security: Built on the same schema and billing model as the Cloud API, the MM API is easy to adopt, secure, and reliable. Businesses can reuse existing phone numbers and templates, with marketing messages automatically routed through the MM API.

Prerequisites

Before onboarding to the WhatsApp Marketing Messages API, ensure the following:

• A valid WhatsApp Business Account

• At least one approved WhatsApp marketing template

• Subscription to the Message Webhook

Country and Geographic Restrictions

The WhatsApp Marketing Messages API has limitations on availability and feature access due to Meta policy and local regulations.

• European Economic Area (EEA), United Kingdom, Japan, South Korea, Nigeria, South Africa

  • No delivery optimizations
  • No click/conversion reporting in Ads Manager UI or Insights API (metrics only via Business Management API and WhatsApp Manager UI)
  • Per‑user template limits not active

• United States

  • From April 1, 2025, marketing messages cannot be delivered to US WhatsApp users (error code 131049)
  • US business numbers can still send to users outside the US

• Cuba, Iran, North Korea, Syria, Venezuela, Crimea, Donetsk, Luhansk

  • Businesses cannot onboard
  • Messages cannot be sent to WhatsApp users in these regions

• Russia, Belarus

  (effective June 20, 2025)

  • No delivery optimizations
  • No click/conversion reporting in Ads Manager UI or Insights API (metrics only via Business Management API and WhatsApp Manager UI)
  • No optimization features such as max pricing
  • All other MM API features remain available

For the latest details, see Meta’s documentation.

Enablement Process

The Marketing Messages API is enabled through backend configuration. To complete onboarding, contact Sprinklr Support at tickets@sprinklr.com.

Once enabled, marketing messages are automatically routed through the MM API.

MM API‑Specific Features

This section highlights the features available exclusively to templates that use the WhatsApp Marketing Messages API (MM API).

GIF Support in Template Headers

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Marketing message templates created with the WhatsApp MM API support GIFs in the template header. This enhancement allows brands to enrich their marketing messages with animated visuals.

Marketing Messages API Reporting

Reporting is available for messages sent through the MM API. In Sprinklr, you can create a report to gain visibility into WhatsApp marketing templates delivered via the MM API.

Dimension: WhatsApp Marketing Template Published via MM Lite

This metric identifies WhatsApp marketing templates sent through the MM API.

Steps to Create a Report

1. Click the New Page (+) icon to open the Launchpad.

2. On the Launchpad, under Analyze > Reporting, click Care Reporting.

3. On the Reporting Dashboards screen, click Create Dashboard.

4. In the Create Dashboard window, enter the required details and click Create.

5. Add and configure a widget. For detailed steps, see the Widget Configuration in Reporting article.

When configuring the widget:

• In the Data Source dropdown, select Outbound Message.

• In the What would you like to plot on your widget section?, search for and select WhatsApp Marketing Template Published via MM Lite.

6. Add other dimensions and metrics as needed.

Once configured, the widget will appear on your dashboard.

Related Resources

To learn more about the WhatsApp Marketing Messages API (MM API), see Meta’s official documentation.