A must-have in the modern marketing toolkit
With its global reach, conversational nature, and support for rich media, WhatsApp offers brands a premium way to connect with customers. Watch the video to see how WhatsApp can complement your existing channels and drive measurable growth as part of an omnichannel strategy.
To summarize, WhatsApp is most powerful when it’s used alongside other channels as part of an omnichannel strategy.
- Email is best for long-form storytelling.
- Text messaging is best for time-sensitive updates and nudges.
- Mobile push is best for prompting in-app engagement.
- WhatsApp is best for high-value moments that drive trust and action.
Each channel brings unique strengths to the table and should be treated as equally valuable in engaging your audience and building customer loyalty.
3 formats to connect with customers on WhatsApp
There are 3 main types of WhatsApp message formats you can use, each with its own purpose and goal. Browse the gallery below to learn more about each message format.
Marketing messages
What it is: Marketing messages are designed to proactively engage and inspire customers. They help you drive sales and brand awareness.
How it works: To send marketing messages, you must first create a marketing template and get it approved by Meta. Marketing templates can be used in both campaigns and flows.
Use cases: Promote special offers, showcase products, share product usage tips, or inform customers about upcoming events.
Cost: You pay Klaviyo’s applicable rate for each delivered marketing template message.
Transactional (utility) messages
What it is: Transactional messages, also known as utility messages, are tied to a specific transaction. They help you keep customers informed with timely updates.
How it works: To send transactional (utility) messages, you must first create a transactional template and get it approved by Meta. In Klaviyo, transactional WhatsApp templates are used in flows triggered by a customer or account event, and the message must be directly tied to that transaction or activity.
Use cases: Send order confirmations, provide shipping updates, or send appointment reminders.
Cost: You pay Klaviyo’s applicable rate for each delivered utility (transactional) template message.
Service messages
What it is: Service messages are how you reply to customers on WhatsApp. They enable you to chat back and forth with customers in real time.
How it works: When a customer messages your business on WhatsApp, you can reply with a service message that doesn’t require a template or approval. These replies are free and can be sent by a support agent through Helpdesk or automatically through an automation.
Use cases: Respond to inbound messages, such as customer queries.
Cost: Starting November 2, 2026, the first 1,000 delivered service messages per business phone number each month are free. Additional delivered service messages are billed at the applicable utility-message rate.
To summarize:
- Marketing and transactional messages are templated and proactive. You send them to start a conversation.
- Service messages are non-templated and reactive. You send them in response to a customer message.
- Templated messages cost credits to send. Service messages, which are sent in reply to a customer, are free.
Together, these 3 formats make WhatsApp a versatile channel that supports every stage of the customer lifecycle, from driving awareness and sales to providing real-time support and updates.
You can view the current rate for every country and region in your account. Go to Settings > Billing > Account Usage > View WhatsApp Ratios.
Pick a business goal to support with WhatsApp
When you first get started, keep it simple. Instead of rolling out WhatsApp everywhere at once, pick one business goal you want to solve for, and select the WhatsApp use cases that support that goal. This focus will help you implement quickly and prove impact before you scale. Click on the dropdowns below to explore common business goals and how WhatsApp can support them.
Acquisition and sales
WhatsApp can help you capture shoppers’ attention and guide them toward purchase.
For example:
- Run click-to-chat ads that lead to a welcome offer.
- Use sign-up forms to collect WhatsApp consent.
- Share product quizzes that recommend the right fit.
- Offer 1:1 shopping assistance to answer pre-purchase questions.
By meeting customers where they already are, you can use WhatsApp to move shoppers smoothly from discovery to purchase.
Engagement and nurturing
Beyond transactions, WhatsApp is a great way to keep your relationship with customers active.
For example:
- Share exclusive content like behind-the-scenes updates or early access to new collections.
- Celebrate milestones such as birthdays or anniversaries with a personalized message or special offer.
- Check in regularly with helpful tips or inspiration to stay connected between purchases.
These touches make customers feel valued and keep your brand top of mind.
Retention and churn prevention
After purchase, customers may need support with using, returning, or replenishing their products. WhatsApp makes it easy to deliver timely updates and reduce friction.
For example:
- Send order confirmations, shipping updates, and return notifications to keep customers informed.
- Schedule replenishment reminders to encourage repeat purchases.
- Share educational content with rich media that helps customers get the most value from their purchase.
- Resolve customer issues quickly through two-way conversations.
These moments reinforce reliability and strengthen long-term loyalty.
Loyalty and advocacy
Happy customers can become your biggest advocates, and WhatsApp helps you build loyalty through personal, concierge-like interactions.
For example:
- Answer questions and share personalized recommendations based on customer preferences.
- Invite reviews or feedback to strengthen trust and social proof.
- Offer early access to new collections or exclusive perks for repeat buyers.
Because WhatsApp feels like a natural space for personal conversation, these interactions come across as genuine and customer-first.
Put WhatsApp to work
Match each customer scenario to the business goal WhatsApp could help support.