The Rise of WhatsApp Marketing: Your Next Channel for Serious Customer Engagement

Let’s be honest, your customers are already on WhatsApp. They check it 23-25 times daily, read messages within three minutes, and open 98% of your communications. Compare that to email’s open rate of around 20-30% (or 45-55% for our clients), and you can see why Klaviyo is building native WhatsApp integration. It's not about adding channels for the sake of it, but meeting customers where they already are, on a platform that demands immediate attention.

The real shift happening now is that WhatsApp is becoming genuinely strategic. High-ticket purchases, time-sensitive cart recovery, real-time order tracking that cuts down support tickets, WhatsApp excels in all these moments. That’s because it feels like a conversation, not a broadcast, fundamentally changing how customers respond.

In this post, we’re exploring where WhatsApp fits into your omnichannel strategy and how to layer it without creating messaging fatigue.

What is WhatsApp Marketing?

Unless you’ve been living under a rock since 2009, we don’t need to tell you what WhatsApp is. It’s a daily part of life for more than 2 billion people, making it the most popular messaging app in the world, ever. But what is WhatsApp marketing?

This also shouldn’t need much explanation, especially if you’re already familiar with email and SMS marketing. WhatsApp marketing uses the messaging platform to send targeted, personalised messages to customers (who’ve consented) throughout their journey. This includes cart recovery reminders, order updates, and product recommendations. Basically, everything SMS can do and more. And arguably, email too. Not that you’d want to use it in the same ways (but more on that later). 

Unlike broadcast channels, WhatsApp operates through direct, one-to-one (or one-to-group) conversations. Messages come through as notifications on customers’ phones, and when they respond, you're in a real, online conversation. 

Brands can send three types of messages: marketing (promotions, recommendations, announcements), utility (order confirmations, shipping updates, payment reminders), and service (responding to customer inquiries). 

WhatsApp handles rich media, such as images, videos, links, and forms, so messages feel more engaging than the text-only constraints of SMS. But crucially, WhatsApp messages are more immediate than email, naturally facilitating direct responses from customers. 

Why you should invest in WhatsApp Marketing: The real benefits

The core benefits of WhatsApp for e-commerce are speed and directness. When you need a customer to act, whether completing a purchase, confirming a delivery window, or responding to an issue, WhatsApp gets your message in front of them faster than any other channel simply because of how active users are in the app. Response rates run 85% higher than email, and because messages arrive as notifications alongside daily communications with friends, family and colleagues, urgency translates to action.

For high-ticket purchases specifically, WhatsApp Business has changed the face of direct-to-client communication. When Meta opened WhatsApp Business API access to platforms like Klaviyo, WhatsApp metamorphosed from a support-only channel into a full CRM layer. Suddenly, you’re not just handling customer service, but also capturing the entire conversation thread, maintaining context, and managing the sales process within WhatsApp itself. 

A customer hesitating over a $500+ item gets a message with product details, answers to their specific questions, and a direct checkout link, all within their most-used messaging app. Now, you've got a complete record of that customer's journey. You can answer queries in real-time, address concerns directly, and offer nudges like personalised discounts, financing options, or reassurance about delivery in ways that feel like genuine support, not marketing pressure. 

The key difference between this and email is that a hesitant customer might never even open your follow-up. And if they do, they have to start a whole new conversation with you, usually directed to a different email address or in a separate browser with a chatbot, which adds multiple layers of friction to their buying journey. On WhatsApp, they're already in the conversation.

Beyond individual transactions, WhatsApp also reduces friction across the entire post-purchase experience. Real-time order tracking cuts support requests in half because customers aren't wondering where their package is (you're telling them). Return and refund processes move faster when customers can initiate requests through a WhatsApp form rather than filling out email templates. And for brands selling consumables or subscription products, WhatsApp makes replenishment reminders feel helpful rather than spammy. It's a quick "time for a refill?" that respects the customer's time.

The data tells the story: 80% of messages are read within five minutes, significantly higher engagement on time-sensitive campaigns, and measurable improvements in customer satisfaction because support feels responsive. For e-commerce brands managing complex customer journeys, that combination of speed, immediacy, and genuine two-way communication is difficult to replicate anywhere else.

Source: Klaviyo

Integrating WhatsApp into your omnichannel strategy

The biggest mistake brands make with WhatsApp is treating it as a standalone channel. It's not. We might have highlighted the areas where it excels compared to email and SMS, but  WhatsApp works best as the final layer in a multi-touch customer journey. It's the one you should reach for when immediacy matters most, when you need a response, when the stakes are high. 

If you think of email as your storyteller, handling rich, creative, long-form and narrative-driven campaigns, and SMS as your alert system for time-sensitive basics, then WhatsApp is your closer. It comes in at the critical moments, abandoned cart in the final hours for expiration, "your package arrives today", hesitation on a high-ticket purchase, or a customer asking a question they need answered yesterday. 

These are our favourite ways to use WhatsApp alongside your other marketing channels:

Email + WhatsApp workflow

Send a promotional campaign via email to tell the story and showcase products. Then, in the final 24 hours before the sale ends, hit engaged customers with a WhatsApp reminder: "Sale ends at midnight. Your size is nearly sold out." That combination (narrative depth plus urgency) drives conversions better than either channel alone.

Cart recovery sequence

Email handles the persuasive content (product images, reviews, trust signals). WhatsApp delivers the urgency nudge a few hours later: "Still thinking it over? Your items are waiting. Complete checkout here." The data shows this layered approach recovers significantly more abandoned carts than email alone.

Post-purchase experience

Email delivers detailed order confirmations and care instructions. WhatsApp sends real-time tracking updates and delivery windows and handles quick customer questions without opening a support ticket. Customers get comprehensive information plus the responsiveness they expect.

Product launches and drops

Email builds anticipation with the full story and lifestyle imagery. WhatsApp creates urgency and drives immediate action. For limited drops or VIP early access, WhatsApp exclusivity works especially well. Customers feel chosen, and the real-time nature of WhatsApp Status (WhatsApp's Stories feature) lets you tease drops and create FOMO without cluttering inboxes. A teaser via WhatsApp Status followed by a direct message to VIP customers creates genuine urgency.

Conversational quizzes and data capture

Create short, chat-style quizzes directly within WhatsApp to learn customer preferences and then deliver tailored recommendations. It feels like a real conversation while building valuable zero-party data you can use to personalise future campaigns.

The key principle is to avoid message fatigue by defining clear roles for each channel. Don't send the same message twice. Ask yourself: Does this need storytelling (email), an alert (SMS), or immediate action and response (WhatsApp)? When you respect those boundaries, customers engage instead of opting out.

How to set up WhatsApp and get started

Getting started with WhatsApp in Klaviyo is easy. Here’s how to do it in a few steps:

1. Connect your WhatsApp Business Account

You’ll need a Meta Business Account and an approved WhatsApp Business number. This becomes your brand’s sender ID (what customers see when you message them). Once verified, link your account directly in Klaviyo. 

Read more here: Set up WhatsApp in Klaviyo

2. Configure your settings

Inside Klaviyo, add your approved number, brand name and logo. You can also set your default country code, manage opt-ins and create message templates. Templates need Meta approval, but that usually takes just a few hours.

3. Get consent

WhatsApp requires explicit opt-in (no auto-enrolment). Add checkboxes at checkout, pop-ups, or loyalty sign-ups, and clearly explain what subscribers will receive.

Read more here: WhatsApp Marketing Best Practices

4. Send your first message

Start simple:

• A welcome message for new WhatsApp subscribers

• A cart recovery nudge

• A real-time order update

Then monitor delivery, read, and response rates to fine-tune your tone and timing.

5. Automate your flows

Layer WhatsApp into existing Klaviyo flows: welcome, cart recovery, post-purchase, or review requests. Keep it conversational, use rich media sparingly, and respect frequency limits.

And there you go, you’re live. Start small, test often and focus on timing and relevance. With WhatsApp, immediacy wins every time.

How to build (and grow) your WhatsApp audience

As with any new channel, the key to success in WhatsApp is building a high-quality, permission-based audience. Like we’ve iterated, WhatsApp needs explicit opt-in. Luckily, Klaviyo gives you multiple ways to do it. 

Here are three ways to grow your WhatsApp list:

1. Use WhatsApp.me links for instant opt-ins

WhatsApp’s wa.me links are one of the easiest ways to collect subscribers. These links open a pre-filled message in the customer’s WhatsApp app, for example:

“Hi! I’d like to join your WhatsApp list.”

Once the customer sends that message, they’re automatically subscribed. 

You can promote these links anywhere: in emails, pop-ups, post-purchase pages, or your Instagram bio.

Tip: Pair the link with a keyword (e.g., “JOIN,” “YES,” or “VIP”) so you can automate confirmation and segmentation in Klaviyo.

2. Add a WhatsApp opt-in at checkout or in campaigns

If you’re already collecting phone numbers for SMS, you can add a WhatsApp opt-in checkbox at checkout or sign-up. This is an easy way to convert high-intent buyers into WhatsApp subscribers. For existing email or SMS audiences, run a dedicated campaign inviting them to join. Incentives help, think:

“Join our WhatsApp list for 10% off your next purchase.”

The link in that campaign can lead directly to your wa.me opt-in page.

3. Launch an interactive WhatsApp quiz

A creative way to grow your list (and collect zero-party data) is through a quiz. You can preload a wa.me link that starts a guided conversation, like:

“Hey! Want to find your perfect skincare match? Type START to begin.”

Once the customer engages, their consent is automatically recorded, and you’ve gained valuable insights into their preferences (as well as a new subscriber).

Interactive quizzes perform exceptionally well for lifestyle, beauty, and apparel brands.

Bonus tip: Always keep your opt-ins transparent. Make it clear what subscribers can expect, whether it’s early access, VIP offers, or order updates, and follow through with genuine value. WhatsApp thrives on trust and immediacy, not volume.

Best practices for WhatsApp Marketing

1. Permission and consent first. WhatsApp requires explicit opt-in, and for good reason. Build WhatsApp collection into your checkout, welcome flows, and loyalty signups. Be clear about what customers will receive. The brands seeing the highest engagement are transparent about message frequency and value.

2. Timing matters more than volume. In WhatsApp Business, you're initially limited to 250 conversations per 24 hours, but even as you scale, quality beats quantity. Research shows younger audiences engage between 4 and 8 PM, while business audiences respond better to mid-morning sends. Segment by behaviour and test your timing windows.

3. Keep messages conversational. This is WhatsApp's superpower and also where most brands mess up. Don't copy-paste email copy into WhatsApp. Write short, direct, and personal. "Hey [Name], your order ships tomorrow! Track it here" works. A paragraph of promotional copy doesn't.

4. Use rich media strategically. Images, videos and links are all supported, but don't overcomplicate things. A product image plus a checkout link in a cart recovery message? Yes. A video carousel in every message? No. Let the message type guide your format choice.

5. Enable two-way conversation. WhatsApp's real value emerges when customers can reply. Answer questions. Address concerns. Make it clear that real humans are on the other end. This is where customer satisfaction makes a real difference for conversions. 

6. Monitor your Meta Quality Rating. Meta assigns a quality score based on customer reports, message blocking, and engagement patterns. A high volume of complaints or blocks tanks your rating and limits your sending. This is your incentive to stay relevant and not spam (which is good for your brand image anyway).

7. Segment ruthlessly. Not every customer wants the same message frequency or content type. High-value customers might get VIP product launches. Cart abandoners get different messaging than loyal repeat buyers. Browse abandoners get different nudges than customers who bought high-ticket items. Use your CDP or CRM data to make segmentation automatic.

8. Set clear automation rules. Welcome series, cart abandonment flows, post-purchase tracking, and review requests should all be automated. But automation needs guardrails. Don't message the same customer twice in 24 hours across channels. Don't push utility messages outside business hours. Map out your flows before going live.

Final thoughts

In case we’ve not been clear enough, WhatsApp isn't a replacement for email or SMS. But it might be the missing piece in your retention strategy. It handles the moments where speed, directness, and genuine conversation push things forward. For high-ticket brands, cart recovery sequences, and customers who want real support, WhatsApp is a game-changer. 

The barrier to entry is also lower than ever. Native integrations on platforms like Klaviyo mean you're not wrestling with complex APIs or managing multiple tools. Your customer data flows seamlessly between channels, segmentation is smart, and you get complete visibility into what's working.

The brands pulling this off well are thinking strategically about the customer journey, mapping where each channel (email, SMS, WhatsApp) genuinely adds value, rather than noise. That clarity on channel strategy separates brands seeing 2-3x improvement in engagement from those spinning their wheels.

If you're ready to build a cohesive retention strategy that brings email, SMS, and WhatsApp together, our boutique team of Klaviyo experts is here to help. We've helped countless e-commerce brands design omnichannel journeys that convert and retain. Get in touch to chat about what's possible for your business.