The post explains how Klaviyo’s new automated SMS conversations, mobile in-app messaging, and custom objects help B2C marketers personalise customer interactions at scale. It outlines how these features capture richer data, streamline mobile engagement, and support flexible data models for more relevant communication.
Automated SMS conversations: Marketers can run personalised, two-way SMS experiences that answer FAQs, recommend products, guide purchases in real time, and collect first-party preference data using fuzzy keyword matching.
Mobile in-app messaging: In-app messages reach users while they are active in a brand’s mobile app, without additional opt-in, to drive key actions like sign-ups, purchases, and engagement with targeted offers.
Flexible custom objects: Custom objects provide a tailored data store that can model items like reservations, appointments, or subscriptions, link them to profiles, and power segmentation, flow logic, and message personalisation.
Unified B2C CRM approach: These features build on Klaviyo’s B2C CRM to reduce data silos and tech stack complexity while enabling scalable, sophisticated personalisation across channels.
For B2C marketers, silo-ed data and disjointed tech stacks often make scalable personalisation for consumers impossible. In February, Klaviyo became the only CRM built for B2C, directly addressing the disjointed tech stack and fragmented data challenges.
This month, we’re proud to announce three new features designed to help marketers personalise even further, and across more channels. Whether you’re looking to gather deeper data from your customers or streamline mobile interactions, our latest updates will help you exceed your goals.
Automated SMS conversations: foster deeper relationship with personalised two-way conversations
SMS can be a great channel for time-sensitive messages, like notifying customers about an upcoming product drop or seasonal promotions. But it can also be used to create truly interactive, dynamic experiences for your customers.
Now, Klaviyo SMS is more personalised and powerful with automated SMS conversations. Answer FAQs, recommend products, and guide purchases all in real time. With each interaction, you collect valuable first-party data about each subscriber’s preferences and interests and store it for future personalisation. The fuzzy keyword matching can also keep the conversation going even when subscribers respond with typos and variations.
See automated SMS conversations in action:
Create a product recommendation quiz to start SMS conversations as part of a Welcome Series Flows. Customers text a keyword, or answer a series of tailored questions. The answers are stored on your shopper’s Klaviyo profile, and at the end of the interaction they receive a perfect product match instantly, – driving deeper engagement, conversions, and long-term loyalty.
Mobile in-app messaging: engage customers with dynamic mobile experiences
Klaviyo now supports the ability to send in-app messages. In-app messages are one of the best ways to keep your customers logging in and engaged with your mobile app. And, consumers who have downloaded your app want messages there: 38% of them say a brand’s mobile app is their preferred channel of communication.
In-app messages are designed to reach people when they actively use your app. Users don’t need to opt-in to receive these, which makes them great for driving key actions within your app, like sign-ups or purchases. To create an in-app message, simply use the same forms editor you’re used to in Klaviyo.
See in-app mobile messages in action
A fitness app can use in-app messaging to notify users about seasonal offers or discounts, driving conversions and app engagement.
Custom objects: tailor your data to fit your business needs
Personalisation starts with data, but fixed data schemas often fall short in capturing the unique nuances of how your business operates. While event and profile data work for most brands, some businesses, particularly service-oriented ones, need a more flexible data model to capture details like reservations, appointments, subscriptions, or details about extended household members, including pets and children.
Custom objects let you create a data store tailored to your business needs, with fully customisable properties. You can link these objects to profiles on a 1:1 or 1:many basis, and use object data to create segments, trigger flow logic, and personalise content in the messages you send.
See custom objects in action
A restaurant can create a reservation object to track details like reservation time, holder, party size, and noted allergies. This allows them to send reminders for upcoming reservations, promote allergy-friendly dishes, or follow up at scheduled intervals for return visits.
Start using custom objects today as part of a phased rollout to customers. Contact your account representative to learn more about unlocking the benefits of a flexible data schema and elevating your personalization strategies.
The most successful brands today are the ones that personalise every interaction without overcomplicating their tech stack, automate engagement without losing the human touch, and leverage customer data to build meaningful, lasting relationships.
With these updates, Klaviyo ensures that:
Marketers can control data, automation, and personalisation exactly how they want to
B2C businesses can create seamless customer experiences—whether it’s for a boutique hotel guest, a fashion shopper, or a restaurant diner.
Scaling brands don’t need to sacrifice ease of use for sophistication
Klaviyo is dedicated to helping marketers better personalise, better automate, and better measure every step in a customer’s journeys––at scale. The launch of our B2C CRM was only step one.
We continue to iterate on the product and add new functionality to make sure marketers have every tool at their disposal to turn their customer data into personalised customer experiences.
See how Klaviyo integrations from Figma, Yotpo, Contentsquare, and Fairing feed live signals into your segments and flows to trigger smarter email and SMS.
France and Italy now require consent before using tracking pixels in email for most marketing. See what changed, what Klaviyo has built, and what to do now.
Over 1,000 marketers and brand builders came to Tobacco Dock on 30th June for K:LDN 2026. Here’s everything that went down across 24 sessions, 35+ speakers, and one unforgettable day.
# Build better customer relationships with automated SMS conversations, mobile in-app messaging, and custom objects
For B2C marketers, silo-ed data and disjointed tech stacks often make scalable personalisation for consumers impossible. In February, Klaviyo became the [only CRM built for B2C](/uk/platform), directly addressing the disjointed tech stack and fragmented data challenges.
This month, we’re proud to announce three new features designed to help marketers personalise even further, and across more channels. Whether you’re looking to gather deeper data from your customers or streamline mobile interactions, our latest updates will help you exceed your goals.
## Automated SMS conversations: foster deeper relationship with personalised two-way conversations
SMS can be a great channel for time-sensitive messages, like notifying customers about an upcoming product drop or seasonal promotions. But it can also be used to create truly interactive, dynamic experiences for your customers.
Now, [Klaviyo SMS](/uk/products/sms-marketing) is more personalised and powerful with automated SMS conversations. Answer FAQs, recommend products, and guide purchases all in real time. With each interaction, you collect valuable first-party data about each subscriber’s preferences and interests and store it for future personalisation. The fuzzy keyword matching can also keep the conversation going even when subscribers respond with typos and variations.
### **See automated SMS conversations in action: **
Create a product recommendation quiz to start SMS conversations as part of a Welcome Series Flows. Customers text a keyword, or answer a series of tailored questions. The answers are stored on your shopper’s Klaviyo profile, and at the end of the interaction they receive a perfect product match instantly, – driving deeper engagement, conversions, and long-term loyalty.
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## Mobile in-app messaging: engage customers with dynamic mobile experiences
Klaviyo now supports the ability to send in-app messages. In-app messages are one of the best ways to keep your customers logging in and engaged with your mobile app. And, consumers who have downloaded your app want messages there: [38% of them](https://chart-na1.emarketer.com/268816/preferred-communication-channels-with-brands-among-consumers-worldwide-june-2024-of-respondents) say a brand’s mobile app is their preferred channel of communication.
In-app messages are designed to reach people when they actively use your app. Users don’t need to opt-in to receive these, which makes them great for driving key actions within your app, like sign-ups or purchases. To create an in-app message, simply use the same forms editor you’re used to in Klaviyo.
### **See in-app mobile messages in action **
A fitness app can use in-app messaging to notify users about seasonal offers or discounts, driving conversions and app engagement.
```json
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"_createdAt": "2026-01-20T03:16:55Z",
"_id": "bfb21e0a-a7a4-4657-a837-51c849056128",
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```
## Custom objects: tailor your data to fit your business needs
Personalisation starts with data, but fixed data schemas often fall short in capturing the unique nuances of how your business operates. While event and profile data work for most brands, some businesses, particularly service-oriented ones, need a more flexible data model to capture details like reservations, appointments, subscriptions, or details about extended household members, including pets and children.
Custom objects let you create a data store tailored to your business needs, with fully customisable properties. You can link these objects to profiles on a 1:1 or 1:many basis, and use object data to create segments, trigger flow logic, and personalise content in the messages you send.
### **See custom objects in action **
A restaurant can create a reservation object to track details like reservation time, holder, party size, and noted allergies. This allows them to send reminders for upcoming reservations, promote allergy-friendly dishes, or follow up at scheduled intervals for return visits.
```json
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"_createdAt": "2026-01-20T02:16:53Z",
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```
## What’s next
The most successful brands today are the ones that personalise every interaction without overcomplicating their tech stack, automate engagement without losing the human touch, and leverage customer data to build meaningful, lasting relationships.
With these updates, Klaviyo ensures that:
- Marketers can control data, automation, and personalisation exactly how they want to
- B2C businesses can create seamless customer experiences—whether it’s for a boutique hotel guest, a fashion shopper, or a restaurant diner.
- Scaling brands don’t need to sacrifice ease of use for sophistication
Klaviyo is dedicated to helping marketers better personalise, better automate, and better measure every step in a customer’s journeys––at scale. The launch of our B2C CRM was only step one.
We continue to iterate on the product and add new functionality to make sure marketers have every tool at their disposal to turn their customer data into personalised customer experiences.
Visit our [What’s New timeline](https://www.klaviyo.com/uk/whats-new) to see product updates in real-time.
