Lead with value
When customers choose to hear from you on WhatsApp, they are inviting you into a highly personal space. To earn and keep that trust, every message should feel worth their time and attention. Leading with value validates WhatsApp as a channel and sets the stage for long-term engagement.
- Offer a clear incentive to opt in: Because WhatsApp is a premium channel that’s likely to deliver a high ROI (return-on-investment), encourage sign-ups with a welcome offer such as a discount or gift with purchase. Framing opt-in as an exchange makes the value obvious.
- Set expectations about the channel: Tell customers what they will receive when they subscribe. Position WhatsApp as a premium channel where they can expect exclusive offers, early access, and personalized updates.
- Send a welcome message right away: A welcome message front-loaded with your offer reassures subscribers that opting in was the right choice. It also helps build positive habits, getting subscribers accustomed to opening and engaging with your brand on WhatsApp.
Start with proven flows
Flows are triggered by customer actions and behaviors, which makes them timely and relevant for your audience. Starting with proven flows ensures customers quickly see value in your messages, while also driving the strong engagement signals Meta uses to determine your reputation as a trusted sender.
- Prioritize high-value, time-sensitive use cases: Begin with flows like the welcome series, abandoned cart reminder, and order updates. Customers expect these touchpoints, so they’re more likely to engage with them.
- Keep flows short: Limit your WhatsApp flows to 1 or 2 messages. This avoids overwhelming new subscribers and ensures you stay within Meta’s per-user marketing message limits.
Make it conversational
WhatsApp is designed for two-way communication, not one-way marketing blasts. When customers feel they can interact with your brand, they are more likely to stay engaged and view WhatsApp as a trusted channel.
- Make it easy to respond with quick replies: Quick replies let you guide customers toward common actions like checking an order status, browsing best sellers, or asking for support. They lower the barrier to engagement while giving you valuable insight into what subscribers care about most.
- Automate conversations with automations: Set up automations to keep the conversation going after a customer taps a quick reply, even when your team isn’t online. Use them to handle common questions like order tracking or store hours, or to deliver personalized recommendations through interactive product quizzes.
- Use an auto-responder for messages that don’t trigger an automation to confirm receipt. Include a friendly acknowledgment, set response time expectations, and follow up through Klaviyo Helpdesk or your third-party helpdesk to ensure nothing is missed.
Use WhatsApp alongside other channels
WhatsApp is most powerful when it complements, not replaces, your other channels. Using Klaviyo’s data to coordinate messages across WhatsApp, email, text messaging, and mobile push helps you create a seamless customer experience.
- Maximize impact with omnichannel campaigns: Use Klaviyo’s omnichannel campaign builder to orchestrate messages across multiple days and channels. For example, during a sale you might start by giving VIPs early access via WhatsApp, then send a full launch email to your entire list.
- Respect channel preferences: Give customers control over how they hear from you. Collect preferences through sign-up forms or preference pages, or use Klaviyo’s channel affinity feature to automatically meet customers where they are most engaged.
- Strike the right channel mix: Play to each channel’s strengths instead of repeating the same message everywhere. Use email for longer-form storytelling and education, SMS for urgent alerts, WhatsApp for interactive conversations, and push for app-exclusive reminders. Stagger your sends across channels so customers experience a natural rhythm instead of receiving multiple notifications at once.
Note: WhatsApp will become available in channel affinity later this year.
Best practice #5Iterate on your WhatsApp strategy
Your first months on WhatsApp are a key learning period. Proactively tracking performance shows you what works and what doesn’t, so you can adjust quickly. This helps maximize customer impact while building a strong reputation with Meta.
- Track early signals: Watch open rate, click rate, opt-out rate, and template quality scores closely in the beginning. These early indicators reveal whether customers see value in your messages and whether your approach is sustainable.
- Test and refine templates: Use the first few weeks to experiment with copy, structure, and calls-to-action. Small changes, like clarifying the offer or shortening the message, can make a noticeable difference in engagement.
- Adapt your sending strategy in real-time: If engagement is low, scale back frequency and refine your targeting or content. If engagement is strong, expand into new use cases or gradually increase volume. Early responsiveness helps you optimize faster and signals to Meta that you are a high-quality sender.