You spend 20 minutes building the perfect email campaign. Dynamic product feeds pull in trending sneakers for one subscriber, recently viewed candles for another, new-arrival jackets for a third. Every inbox gets a different, relevant message.
Then you switch to SMS and type the same flat, one-size-fits-all text blast for all of them.
That gap has been nagging at marketers for a while. Text messages get opened faster and more frequently than email, yet the channel has been stuck in generic mode, unable to match the product-level personalization brands already run in their email programs.
That changes now. Product feeds are available in SMS and RCS messages inside Klaviyo, bringing the same dynamic, per-recipient product recommendations to your text channel without any extra setup.
Why text messages deserve the same personalization as email
Product feeds in email are standard practice at this point. Brands configure a feed (trending items, recently viewed products, new arrivals, category picks) and every recipient automatically sees the products most relevant to them. It's personal, it's automated, and it performs.
Text messages haven't had that luxury. Until now, marketers faced two options:
- Send generic texts. Same product link, same message, every subscriber. Fast to set up, but it wastes the high-attention real estate that text offers.
- Cobble together a workaround. Pull in a separate tool just to get dynamic product content into SMS, which fragments your data, adds complexity, and creates another vendor to manage.
Neither option holds up when text is your highest-intent channel. Shoppers who opt into SMS are telling you they want to hear from you. Sending them the same generic message you send everyone else means you're wasting clicks from the people most likely to buy.
What product feeds in text actually do
The product feeds you already use in email now work in SMS and RCS messages.
When you add a product feed block to a text message, Klaviyo dynamically populates it with personalized product recommendations for each recipient at send time. The feed type you've configured (trending, recently viewed, new arrivals, or category-specific) determines what each person sees.
Where this gets especially interesting is RCS. With [RCS for Business](https://www.klaviyo.com/blog/rcs-messaging), brands can showcase multiple products at once in a rich, swipeable carousel. Each card is personalized per recipient: product images, pricing, and direct links, all inside the native text inbox. It's the visual richness of email with the immediacy of text.
Product feeds in text work in both campaigns and automated flows across SMS and RCS.
How it works: configure once, personalize everywhere
The process is deliberately simple.
You configure a product feed once inside Klaviyo, selecting the feed type and setting any filtering rules. That feed automatically surfaces the right product for each recipient at send time, whether the message goes out via email, SMS, or RCS.
What the recipient actually sees depends on the channel:
- In SMS: A personalized product recommendation with a direct link to the product page. Clean, fast, and specific to that shopper.
- In RCS: A rich carousel with multiple product cards, each one tailored to the individual recipient. Swipeable, visual, and shoppable without leaving the text inbox.
You're not duplicating work across channels. You're not maintaining a separate tool to personalize text messages. You configure once, and Klaviyo handles the per-recipient logic across every channel at send time.
Use cases that make product feeds in text worth setting up today
The feature is live, and the use cases are immediate. Here are four worth configuring now:
- Post-browse follow-up. A shopper browses sneakers on your site but doesn't buy. An automated flow triggers an SMS with the exact sneakers they viewed, plus similar trending styles, all pulled dynamically from a product feed. The message arrives while the shopper's interest is still warm, with content that matches what they actually looked at.
- New arrival announcements. Instead of a generic "new arrivals are here" text, each subscriber gets a message featuring new products from the categories they've shown interest in. A subscriber who browses home decor sees new throw pillows. A subscriber who browses activewear sees new running shorts. Same campaign, different content, zero manual curation.
- RCS campaign with carousel. A brand launches a seasonal campaign via RCS, sending each recipient a personalized carousel of 3–4 products based on their purchase history and browsing behavior. Every card is swipeable, visual, and links directly to the product page. It's the kind of experience that used to require a separate app. Now it lives in the text inbox.
- Trending and back-in-stock alerts. Automatically text shoppers when products they've viewed are trending or back in stock, pulling from the configured feed without any manual curation. The timing is automatic, the product selection is automatic, and the relevance is built in.
One place for every channel, the same intelligence
Product feeds in text aren't a bolt-on or a separate module. They're a natural extension of how Klaviyo already works: real-time customer data powering personalized content across every channel from a single interface.
For marketers in the day-to-day, this means less manual work, more relevant messages, and the ability to configure once and let automation handle the rest. You stop duplicating effort and start treating text like the high-performing, personalized channel it should be.
For decision-makers evaluating their stack, text marketing becomes a stronger, more personalized revenue channel that no longer requires a separate SMS tool to match what email can do. That's one fewer vendor, one fewer data silo, and a lower total cost to operate.
Product feeds in text are available now in regions where SMS and RCS are supported.
Already a Klaviyo customer? Explore product feeds now.
Learn how to configure and use product feeds to get started.