WhatsApp has become one of the highest-engagement channels available to ecommerce marketers. It’s where customers already have real conversations every day, which is exactly why it can drive conversion, revenue per recipient, and loyalty when you use it well.
The real question for marketers isn’t whether you should use WhatsApp. It’s whether you’re building it into your omnichannel strategy, or bolting it on as another disconnected tool.
Most brands start with a standalone WhatsApp provider, and it works—at first. But over time, cracks appear.
When customer data lives in multiple systems, there’s no single, reliable view of the customer profile, meaning:
- Segmentation becomes shallow or manual, so targeting is based on incomplete or outdated information.
- Marketing and support often operate in separate workflows, breaking context between campaigns and conversations.
- Reporting can’t isolate true incremental impact, making channel performance hard to trust.
The result is not only guesswork across email, text messaging, and WhatsApp, but also overlapping messages, inconsistent experiences, and revenue decisions based on partial insight rather than a unified customer view.
That’s why WhatsApp is built natively into Klaviyo B2C CRM. With Klaviyo WhatsApp, you get deep, interactive WhatsApp capabilities, including rich images and video, buttons, quick replies, and carousels—all without sacrificing the power of omnichannel orchestration or unified data.
Klaviyo WhatsApp, in a snapshot
Klaviyo WhatsApp is specifically designed to help ecommerce teams drive conversion, revenue per recipient, and lifetime value without sacrificing customer trust.
Instead of managing WhatsApp in a silo, Klaviyo makes it a core part of your CRM and lifecycle strategy, empowering you to:
- Run high-performing WhatsApp campaigns. Use real-time segmentation, predictive insights, and campaign analytics to send targeted promotions, product drops, and exclusives (and see how these impact revenue).
- Trigger WhatsApp inside automated flows. Launch WhatsApp messages based on browsing behaviour, cart activity, the lifecycle stage someone’s at, or their intent, and coordinate them with emails, texts, and push notifications.
- Use rich, conversion-focused formats. WhatsApp in Klaviyo supports images, videos, carousels, CTA buttons, and quick replies, so you get the same best-in-class channel functionality as point solutions, plus orchestration.
- Automatically protect the customer experience. Because WhatsApp is connected to customer service data and customer profiles, you can avoid awkward moments like sending promos to customers with open support issues.
- Market, sell, and support on WhatsApp from one place. Run promotional campaigns, automated flows, transactional messages, and customer service conversations from a single phone number in a single, continuous conversation thread.
- Stay compliant. Built-in consent management, regional compliance support (including GDPR considerations), and clear opt-in controls help brands scale WhatsApp responsibly across global markets.
- Measure true cross-channel impact with unified attribution. Because WhatsApp, email, text messaging, and mobile push all run inside Klaviyo, attribution reflects the full customer journey, not just the last message sent. You can see how channels influence each other, avoid over-crediting a single touchpoint, and make budget decisions based on incremental, multi-channel revenue impact rather than siloed performance metrics.
All of this runs on Klaviyo Data Platform, Klaviyo’s built-in CDP. Every WhatsApp interaction both uses customer data and feeds back into it, improving segmentation, testing, and performance across all channels.
“Being able to test and learn where WhatsApp works better than SMS in Klaviyo is a big advantage. It’s helping us drive more of our CRM revenue from mobile-first channels. We’re excited that soon, we’ll be able to reach people on the channel they naturally prefer, with Klaviyo machine learning doing the work to figure that out for us.”
—Brina Skof, marketing automation lead at Loop Earplugs
What makes Klaviyo different from other WhatsApp marketing solutions
Klaviyo treats WhatsApp as a core part of an omnichannel, data-driven experience. Here’s what that looks like:
1. True omnichannel orchestration
Most WhatsApp solutions treat the channel as a standalone tool. That creates fragmented experiences and forces teams to manage WhatsApp separately from email, text messaging, and mobile push.
Klaviyo is omnichannel by design. Because WhatsApp uses the same segmentation logic, triggers, experimentation tools, and reporting as email, SMS, and push, marketers can:
- Launch coordinated campaigns across channels in one send.
- Build multi-step flows that adapt based on real behaviour.
- Respect channel affinity and optimise for engagement and conversion.
Let’s say a customer browses a product but doesn’t purchase, so you send them an email reminder. If they don’t engage, you might follow up with a WhatsApp message containing a dynamic product block and quick-reply CTA. If the customer responds with a question, your customer service agent sees their full browsing and purchase history and answers based on context, and the customer completes the purchase—all within one coordinated journey.
Why this matters: Customers experience your brand as one continuous conversation rather than a series of disconnected messages. Plus, teams get higher engagement, better conversion, and lower operational complexity.
2. Real 1:1 personalisation powered by unified data
Personalisation on WhatsApp is often limited to first name and last purchase. Without unified data, brands can’t adapt messages in real time or learn what actually drives results.
Because Klaviyo WhatsApp is powered by a built-in CDP, every message can reference:
- Purchase history and product interactions
- Real-time behavioural events
- Lifecycle stage and funnel position
- Predictive insights like recency, frequency, monetary (RFM) analysis
Imagine a high-value customer flagged as a VIP who’s recently slowed their purchasing. Instead of sending a generic promotion, Klaviyo triggers a WhatsApp message offering early access to a new collection in their preferred category. The offer, timing, and channel are driven by real-time behavioral signals, not static lists.
That same data feeds directly into A/B testing, attribution, and reporting, too.
Why this matters: WhatsApp messages feel timely, relevant, and personal, and teams can continuously iterate based on performance, not gut instinct.
3. A seamless, human experience for customers across marketing and support
Customers don’t necessarily see a distinction between marketing messages and support tickets. They just want a conversation that makes sense, and they don’t want to have to repeat themselves.
Klaviyo is designed to keep WhatsApp interactions feeling continuous and natural. Conversations can move smoothly from:
- A campaign or flow message
- To a customer reply or question
- To automated responses, quick replies, or a human follow-up
Why this matters: Every interaction builds trust. Customer service becomes a growth lever and WhatsApp becomes a channel for loyalty, not just support.
“When used correctly, WhatsApp amplifies exclusivity better than any other channel. That sense of early access and privilege is one of the strongest conversion drivers we see—and WhatsApp delivers it at scale without losing intimacy."
—Bobi Jonceski, senior lifecycle strategy consultant, YOCTO
4. Built-in compliance and consent management at scale
WhatsApp is a highly personal channel, and misusing it can quickly lead to opt-outs, distrust, or regulatory risk, especially in regions like the EU where rules are particularly strict.
Klaviyo supports compliant WhatsApp growth and messaging with:
- Clear opt-in and consent tracking
- Region-aware compliance support (including GDPR considerations)
- Automatic unsubscribe handling through keyword detection, so opt-outs are processed instantly and accurately
- Tools designed for low-frequency, high-relevance messaging
Plus, in Klaviyo, consent status for each marketing channel, including WhatsApp, is stored directly on the customer profile.
Why this matters: Teams can scale WhatsApp confidently, reduce regulatory risk, and protect brand trust while still driving revenue.
5. AI-powered conversations that scale without losing quality
Customers expect fast, helpful responses on WhatsApp, but meeting those expectations at scale can strain marketing and support teams.
That’s why Klaviyo is layering AI into WhatsApp across marketing and customer service use cases. From smarter targeting and automation to using K:AI Customer Agent to reply to WhatsApp messages (currently in private beta), brands can use Klaviyo AI with WhatsApp to:
- Automatically resolve common questions.
- Support sales and customer service use cases.
- Hand off to humans when needed.
Why this matters: AI can help you handle more conversations with higher-quality interactions and less operational drag.
6. Accurate attribution and built-in deliverability visibility
Standalone WhatsApp tools typically report on channel performance in isolation. That can lead to over-crediting WhatsApp for revenue that was influenced by email or text messaging, or missing how WhatsApp supports other channels in the journey.
Because WhatsApp runs natively inside Klaviyo, attribution reflects the full, multi-channel customer path. Teams can see how channels work together, measure true incremental impact, and avoid optimizing in silos.
Klaviyo also provides visibility into WhatsApp performance and health through built-in reporting and the upcoming Deliverability Hub, helping teams monitor message status, quality signals, and engagement trends in one place.
Why this matters: You get a complete view of revenue impact across channels, plus the deliverability insight needed to scale responsibly. That way, budget decisions are grounded in accurate data, not isolated channel metrics.
Klaviyo WhatsApp | What you’ll typically get elsewhere | |
Omnichannel by design | WhatsApp is built into a true omnichannel messaging platform, alongside email, text messaging, mobile push, and reviews. | “Omnichannel” often means multiple channels routed into a single inbox. |
Marketing and data platform in one | WhatsApp is powered by both a marketing platform and a data platform in the same system. | Messaging tools rely on shallow customer profiles or external data sources. |
From campaigns to conversations | WhatsApp supports campaigns, flows, and two-way automated conversations. | Many tools focus on either outbound marketing or reactive support. |
Unified customer record (SSOT) | Klaviyo acts as the system of record for customer data, powering all WhatsApp interactions. | Customer data is spread across helpdesks, CRMs, and email service providers. |
Customer service without ticket-first thinking | WhatsApp conversations stay threaded and contextual, even as they move into customer service use cases. | Support tools are optimised around tickets and deflection. |
AI grounded in real CX use cases | AI is layered into messaging to support selling and resolving, but humans are still very much in the loop. | AI is often positioned as the product itself. |
Attribution and reporting | Klaviyo offers multi-channel revenue attribution with built-in WhatsApp deliverability visibility. | Many tools inflate channel-level reporting, with limited cross-channel attribution. |
What our customers are seeing so far
Brands like Jimmy Joy are already using Klaviyo WhatsApp to drive higher engagement and more meaningful customer conversations across markets. But getting there wasn’t straightforward. Finding the right WhatsApp provider proved difficult, with many options either too expensive, too limited in functionality, or incompatible with strict European privacy requirements.
“When your customers are telling you that their preferred channel is WhatsApp, and you don’t have WhatsApp, that is a problem,” says Otto Mouton, commercial director at Jimmy Joy.
They launched WhatsApp in late summer 2025, using Klaviyo pop-ups and dynamic email blocks to capture high-intent subscribers ahead of peak season. Within months, they’d built a small but highly engaged audience, positioning WhatsApp as a more exclusive channel for loyal customers.
“I really see WhatsApp as that extra personalisation layer on top of email. You want to be in touch with your most valuable customers, who trust you not to abuse WhatsApp as a spam channel. The reward for that trust is that you give them additional perks.”
—Otto Mouton, commercial director of Jimmy Joy
More specifically, Jimmy Joy used WhatsApp in tandem with email during BFCM. Their emails drove broad awareness, while WhatsApp gave loyal customers early access and time-sensitive offers.
Despite reaching under 5% of their total marketing list, WhatsApp drove nearly 30% of Klaviyo-attributed revenue from their BFCM early-access campaign.
Loop Earplugs have seen similarly impressive results from Klaviyo WhatsApp: a 22% opt-in rate when asking existing contacts to subscribe, and twice the revenue per recipient of SMS, according to Skof.
See Klaviyo’s WhatsApp solution in action
If you’re exploring WhatsApp as a serious growth and engagement channel, the best way to understand the difference is to see it live.
Book a demo with Klaviyo to see how WhatsApp works alongside email, text messaging, and customer service, and how brands are using it to create seamless, compliant customer conversations at scale.
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