Meta optimizes some WABA templates, so the version in the chat may differ from the one sent. The meaning of the template remains the same.

Here's how and which templates may be changed.

What optimization involves

To make messages more engaging, Meta tests small changes to templates: cropping, filters, image animation, and text formatting. The meaning of the text remains unchanged. The system then selects the variant with the best click-through rate to send to contacts.

The WABA user is not involved in the optimization process — it all happens automatically.

Which templates are optimized

This feature only applies to templates that:

• are in the "Marketing" category,
• are associated with a WhatsApp Business account that has Marketing Messages API (MM API) enabled. This was previously called Marketing Messages Lite API (MMLite).

If a template belongs to a different category or if MM API is not enabled on the account, the template will not be modified. For example, a Utility template will not be optimized, even if your account uses MM API.

→ How to check if MM API is enabled

What exactly may change in a template

According to Meta, the following changes are possible:

Images

• cropping to prevent message text from being cut off;
• filters;
• animation — converting an image to a GIF;
• a new background.

Text and labels

• text overlays on images — text from the message is added;
• labels such as "30% discount" or "Free delivery" based on your message;
• adding key phrases to the header based on your text;
• formatting: removing extra spaces, bolding text. The meaning of the text remains unchanged.

Products

• product selection from the catalog — items users are most likely to interact with are added.

Can optimization be disabled

It is currently not possible to disable optimization. MM API cannot be turned off either.

The only alternative is to use Utility templates, and during an active customer service window, send regular messages.