🧭 Guides & comparisons

Convo360 now sends WhatsApp marketing through Meta's Marketing Messages API, on Graph API v26

Updated 2026-10-16 · 4 min read · By the Convo360 team

In short

Convo360 now supports Meta's Marketing Messages API for WhatsApp and runs every Meta connection on Graph API v26. Once your Meta admin accepts the Marketing Messages terms, your marketing broadcasts go through Meta's optimised delivery automatically, while chats, order updates and OTPs stay on the Cloud API. Your number, templates and billing stay the same, and you are ready well before 13 October 2027.

Key takeaways

Marketing broadcasts can now go through Meta's Marketing Messages API, which optimises who receives them and when.
Turning it on is one step for your Meta admin: accept the terms in WhatsApp Manager. Convo360 detects it by itself.
Only marketing templates change route; replies, utility and authentication messages stay on the Cloud API.
If the new route ever refuses a message, Convo360 resends it the usual way, so a campaign never stops.
Convo360 now uses Meta Graph API v26 for WhatsApp, Instagram and Messenger, the latest version Meta supports.

What changed this week

Two upgrades went live on Convo360 together. First, every connection to Meta (WhatsApp, Instagram, Messenger, templates, number health and webhooks) now runs on Graph API v26.0, the newest version Meta offers. Before switching, we sent the same requests on the old and new versions and compared the answers field by field, so nothing your bots or broadcasts rely on changed.

Second, Convo360 now supports Meta's Marketing Messages API for WhatsApp, the route Meta built specifically for marketing templates. You can switch it on for any WhatsApp number in your workspace today.

What the Marketing Messages API does for your broadcasts

Meta describes the Marketing Messages API as a delivery route that uses its own signals to send marketing messages to the people most likely to find them useful. Meta reports that, in its own tests in India, this drove more reads and clicks than the standard route. In practice it means:

Optimised delivery: Meta decides the best moment and audience order for each marketing message.
Time-to-live on templates: a festive offer that is no longer relevant is not delivered late.
Richer creative: GIF headers are supported for marketing templates.
Same billing model: Meta charges marketing messages the same way it does on the Cloud API.

You keep the same phone number, the same approved templates and the same broadcast screen in Convo360.

Why it matters before 13 October 2027

Meta has told businesses that marketing templates will stop working on the WhatsApp Cloud API from 13 October 2027. After that date marketing messages can only be sent through the Marketing Messages API. Service replies, utility messages such as order updates, and authentication codes are not affected.

Moving now means your broadcasts gain the better delivery straight away, and there is no last-minute rush next year. We explained the deadline in detail in our guide to the Cloud API sunset.

How to switch it on in Convo360

Open your WhatsApp number's Broadcast tab. The Number health card now has a line called Optimised marketing delivery by Meta that shows where you stand:

Available: your Meta admin can accept the terms. Use Accept terms in WhatsApp Manager, or Send the request to my Meta admin if someone else controls your Meta business portfolio.
Waiting for your admin: the request has been sent; nothing else to do here.
On: marketing broadcasts from this number now go through the Marketing Messages API.

Convo360 checks the status with Meta every two hours and the moment Meta confirms the terms were signed, so the switch turns on by itself.

Who should switch it on first

Every business that sends marketing templates will need the Marketing Messages API by October 2027, but some gain more by moving now:

Retail and D2C brands that send weekly offers, new-arrival alerts or festive sales to large customer lists. Optimised delivery puts each message in front of the people most likely to open it.
Real estate, education and automobile dealers that run launch or admission campaigns with a short window. Time-to-live on the template stops an expired offer from arriving days late.
Agencies and resellers on Convo360 who manage many client numbers. Each client's Meta admin accepts the terms once, and every marketing campaign you run for them from then on uses the new route.

If your number only sends order updates, appointment reminders or one-time passwords, nothing changes for you: those are utility and authentication messages and stay on the Cloud API.

A practical tip: before your next big campaign, check the Number health card. If it shows Waiting for your admin, a quick call to whoever owns your Meta business portfolio is usually all it takes. It also helps to keep marketing lists clean and opted in, since Meta's optimisation works best when your audience has asked to hear from you.

What happens to each campaign

When you start a broadcast with a marketing template on a number that is switched on, Convo360 sends it through the Marketing Messages API. Utility and authentication templates still go through the Cloud API, exactly as before.

If Meta ever refuses a message on the new route (for example, a template that is still syncing), Convo360 resends that message through the Cloud API and keeps the campaign going. The campaign report shows which route was used, with a line reading Sent with Meta's optimised marketing delivery, and the same detail is in the CSV export. Your number protection settings, quiet hours, opt-out skipping and daily limit guard all keep working on both routes.

Other improvements from the v26 upgrade

Customers who hide their number: WhatsApp users can now use a username instead of showing their phone number. Convo360 replies, sends templates and runs flows for them correctly.
Voice note ticks: in Live Chat, a voice note your team sent shows when the customer has listened to it.
Archived templates: Meta archives templates unused for 12 months and deletes them 28 days later. Convo360 now marks them, links you to restore them, and stops them being picked for a broadcast by mistake.

See the campaigns guide for the full broadcast workflow.

Step by step

Open the Broadcast tabIn Convo360, open your WhatsApp number and go to the Broadcast tab. Find the Number health card.
Check the marketing delivery lineLook for Optimised marketing delivery by Meta. It shows Available, Waiting for your admin or On.
Accept Meta's termsPress Accept terms in WhatsApp Manager, or send the request to the person with full control of your Meta business portfolio.
Send your next broadcastOnce it shows On, start a broadcast with a marketing template as usual. The report confirms it went through Meta's optimised delivery.

Example conversation

Our Diwali offer broadcast goes to 3,000 customers in Pune tomorrow. Do I need a new template for the new API?

No. Your approved marketing template works as it is. Once Optimised marketing delivery shows On for your number, the broadcast goes through Meta's Marketing Messages API automatically.

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Frequently asked questions

What is the WhatsApp Marketing Messages API?

It is Meta's dedicated route for WhatsApp marketing templates, formerly called MM Lite. It optimises delivery of marketing messages and adds features such as time-to-live on templates. From 13 October 2027 it is the only way to send marketing templates.

Do I need a new phone number or new templates?

No. The Marketing Messages API works with your existing WhatsApp number and your approved marketing templates. Only the route Meta uses to deliver marketing messages changes; your chats and order updates continue on the Cloud API.

Does the Marketing Messages API cost more?

Meta bills marketing messages on the Marketing Messages API with the same billing model as the Cloud API. Convo360 adds no markup: Meta charges your WhatsApp Business Account directly, as it does today.

Who has to accept the terms?

A person with full control of your Meta business portfolio. They accept the Marketing Messages terms in WhatsApp Manager, or approve the request Convo360 sends them. Convo360 then detects it and switches the number on automatically.

What happens if a message fails on the new route?

Convo360 resends that message through the Cloud API and keeps the campaign running. The campaign report records which route each part of the campaign used, so you always know how your broadcast was delivered.

What is Meta Graph API v26?

It is the newest version of the API that apps use to talk to WhatsApp, Instagram and Messenger. Convo360 moved every connection to v26 after checking that every request and webhook it relies on behaves exactly as before.