Infobip boosts WhatsApp marketing ROI with new API tools

Infobip has added new optimisation features to its Marketing Messages API for WhatsApp. The company also shared a customer story where the updated tools increased return on investment by more than 60%.

Infobip, a cloud communications provider, said the updates respond to tighter user-level message caps on WhatsApp and are designed to improve the delivery of marketing traffic. It framed the changes as part of a broader shift in the WhatsApp ecosystem towards higher-quality marketing and stronger engagement signals.

WhatsApp has been tightening limits on how many marketing messages a business can send to an individual user over a given period. These caps put pressure on brands running high-frequency campaigns and relying on high delivery rates for time-sensitive promotions. The restrictions also raise the risk of failed delivery if campaigns are not tuned for engagement.

Infobip said the Marketing Messages API now includes optimisation options that prioritise higher-engagement content, helping brands sustain reach under stricter caps. As a Premium Meta Partner, Infobip may receive earlier access to product features and closer technical alignment with Meta's messaging platforms.

Customer results

Grupo Baguer, a Colombian fashion group, was an early adopter. The company runs multiple fashion brands and conducts frequent promotional campaigns. It turned to Infobip's implementation of the Marketing Messages API after encountering delivery challenges.

Grupo Baguer reported improved message delivery and stronger marketing performance. It attributed the gains to the API's optimisation capabilities compared with campaigns run without the same optimisations via the WhatsApp Cloud API.

"Managing several fashion brands and running frequent promotional campaigns, we needed a more efficient way to ensure our messages actually reached customers," said Oleksandr Shevtsov, marketing director at Grupo Baguer. "With marketing optimizations through the Marketing Messages API for WhatsApp powered by Infobip, we saw a 6-percentage-point increase in the delivery of our marketing traffic compared to the delivery rates of campaigns without optimizations via the Cloud API. Better delivery rates boosted our ROI by more than 60%."

Infobip's highlighted metric focuses on delivery rates, which determine how much of a campaign's audience receives a message and how efficiently a brand uses its allotted messaging volume. When caps constrain total send capacity, even a small rise in delivery can have outsized effects on sales attribution and marketing costs.

Messaging constraints

As WhatsApp expands its role in business communications, Meta has emphasised user experience and relevance in marketing outreach. This approach increases focus on engagement and message quality, alongside limits intended to reduce spam and unwanted promotions. Companies running large campaign volumes now need to manage content quality and frequency more carefully, particularly in markets where WhatsApp is a primary consumer channel.

Infobip positioned the update as part of that broader shift, arguing the industry is moving away from high-volume, low-targeting messaging campaigns.

Operationally, teams managing several product lines often schedule multiple promotions in short timeframes. Under stricter caps, marketers may need to send fewer messages, segment lists more aggressively, or improve engagement signals. These trade-offs can affect revenue and campaign predictability, especially for retail and consumer brands.

Partner positioning

Infobip said its Premium Meta Partner status places it among the early providers offering the features. It also described the update as a way for global brands to run WhatsApp marketing programmes with stronger compliance as platform policies and message-volume constraints evolve.

Janeth Rodriguez, VP revenue for LATAM at Infobip, said the company is focused on relevance and compliant delivery. "The era of 'spray and pray' messaging is over. Relevance is key. By integrating these advanced optimizations into the Marketing Messages API, we are ensuring our clients aren't just sending messages, but reaching their audiences in a compliant, effective way. This cements Infobip's position as the partner of choice for high-performance WhatsApp marketing."

Infobip operates a communications platform spanning messaging, identity, and customer service tools. It says its network can reach more than seven billion devices across six continents through more than 10,000 connections, including more than 800 direct operator connections. Infobip said it was founded in 2006 and is led by CEO Silvio Kutić and Izabel Jelenić.