What This Integration Does
This integration brings WhatsApp Business into the Klaviyo flow engine so segmented, behaviour-driven WhatsApp messages send alongside email and SMS. Klaviyo segments and triggers — abandoned cart, browse abandonment, post-purchase, win-back — can route through WhatsApp where it makes sense, with delivery status, replies, and opt-outs flowing back to Klaviyo as metrics that drive subsequent flows.
For consumer brands where WhatsApp is becoming the preferred channel, this lets the Klaviyo strategy extend without rebuilding the segmentation logic elsewhere.
The Workflow
When a Klaviyo flow decides to send a WhatsApp message — typically because the recipient has explicitly opted in to WhatsApp and the flow logic routes that channel first — the integration receives the outbound payload, picks the right WhatsApp Business template based on the merchant’s approved templates and the message content, sends through the WhatsApp Business API, and records the message SID and initial status against the Klaviyo profile as a custom metric.
A specific chain: a beauty brand. A customer adds a £62 serum to cart on mobile, abandons checkout, and is opted in to WhatsApp. Klaviyo’s abandoned-cart flow fires through WhatsApp first — a personalised template with the serum image, the price, and a deep link back to checkout. WhatsApp delivers in two seconds; the customer reads in seven minutes; replies with “Is this OK for sensitive skin?” The integration writes the inbound reply to Klaviyo as a metric, pauses any further automated flow messages, and routes the conversation to the customer care team with the Klaviyo profile attached. The team replies, the customer completes checkout an hour later, and the post-purchase WhatsApp template fires the next morning with a setup video.
Opt-outs are absolute. A customer who replies STOP is unsubscribed from WhatsApp in Klaviyo’s profile properties, and the integration blocks any future WhatsApp template sends to that profile while allowing email and SMS flows to continue if those channels are still consented.
Before and After
Before, WhatsApp is a customer service tool with no marketing data behind it. Klaviyo runs email and SMS with no knowledge of WhatsApp conversations. Customers who started in WhatsApp are invisible to the flow engine.
After, WhatsApp behaves like any other channel inside Klaviyo. Segments include WhatsApp opt-ins. Flows route to the right channel per recipient. Replies route to the customer care team with full Klaviyo context. Reporting compares the channels apples-to-apples.
Who Needs This
Direct-to-consumer brands with strong WhatsApp engagement — beauty, fashion, supplements, jewellery — using Klaviyo for lifecycle marketing and looking to add WhatsApp as a deliberate channel rather than a side conversation. The trigger is usually a peak season where WhatsApp converts at a rate that justifies treating it properly.
How We Build This
We build this against the WhatsApp Business API (Cloud API or via a Business Solution Provider) and the Klaviyo Track and Events APIs. Template management, session window rules, and opt-in compliance are handled in the integration layer. See WhatsApp Business API Integration and Klaviyo API Integration for the underlying capabilities.
Get WhatsApp and Klaviyo Connected
If WhatsApp converts for your brand and Klaviyo runs your lifecycle marketing, we can build a custom integration that adds WhatsApp as a first-class channel inside the Klaviyo flow engine.