Shopify Messaging now supports WhatsApp marketing automations. Here’s what it means and how to set it up before Black Friday.
Think about the last time you left something in an online cart. Did you get an email? Probably. Did you open it? Maybe not.
Now think about the last WhatsApp message you got. You probably read it within minutes.
That gap is what Shopify is going after with its latest update. On October 28, 2026, Shopify announced that you can now create WhatsApp marketing automations inside Shopify Messaging. You can read the official post here: Create WhatsApp marketing automations in Shopify Messaging.
Let’s break down what’s new.
Three ready-made flows, one new home
The update is short and simple. You can now send well-timed WhatsApp messages to customers automatically. Shopify gives you ready-made templates for three common moments:
- Abandoned browse: Someone looked at your products but didn’t add anything to their cart.
- Abandoned cart: Someone added items to their cart but never started checkout.
- Abandoned checkout: Someone started checkout but didn’t finish paying.
You can also add WhatsApp to your own custom automations, not just the pre-built ones.
To find it, open your Shopify admin and go to Messaging > Automations.
Your emails get buried. WhatsApp messages usually don’t.
Most stores already send abandoned cart emails. That’s good, but inboxes are crowded. Your message sits next to dozens of other promotions.
WhatsApp feels more personal. It’s where people chat with friends and family, so messages tend to get noticed fast.
It matters most if your customers live in places where WhatsApp is part of daily life, like India, parts of Europe, Latin America, and the Middle East.
The other big win is convenience. Before, many stores needed a separate app to run WhatsApp flows. Now it lives in the same place where you already manage your store.
Set it up in five simple moves
You don’t need to be a tech expert. Here’s a simple path.
Open Messaging > Automations. This is the home of your WhatsApp flows. Follow the setup steps to connect your WhatsApp Business account.
Start with abandoned checkout. These shoppers were the closest to buying. A friendly nudge here often brings the best return, so turn this one on first.
Then add abandoned cart and abandoned browse. Once checkout is running, add the other two. Each one catches shoppers at a different stage.
Test before you go live. Place a test order and check that the shopper name, product name, and cart link show up correctly. A broken link in a recovery message is worse than no message at all.
Collect opt-ins. This one is important. WhatsApp requires customers to say yes to marketing messages. Add a clear opt-in checkbox at checkout or sign-up. Sending messages to people who haven’t agreed can get your number restricted.
Before you press “turn on”: four quick checks
Costs may apply. The Shopify changelog doesn’t go into pricing, so check the Shopify Help Center page on marketing automations before you launch. WhatsApp usually charges per message category, and marketing messages tend to cost more than service messages.
Don’t overdo it. One helpful reminder is great. Three pushy ones in a day will annoy people. Keep your tone warm and short, like a message from a friend who works at your store.
Keep email running. WhatsApp isn’t a replacement. Use both. Some customers will respond to email, others to WhatsApp, and having both gives you more chances to win the sale.
Check your account early. If your Meta business account has any issues, it’s better to find out now than in the middle of a sale.
Black Friday won’t wait for your setup
Black Friday and Cyber Monday bring lots of traffic and lots of abandoned carts. People compare prices, get distracted, and leave. Every recovered order during this period counts.
If you set this up today, you’ll have time to test, fix small problems, and start collecting opt-ins before the rush. If you wait until the sale starts, you’ll be fixing things while customers are already slipping away.
If you only do one thing this week
Shopify didn’t invent WhatsApp marketing. It made it easier. You don’t need extra tools or complicated setups to start. You need a few minutes, a connected WhatsApp Business account, and a clear opt-in process.
Turn on the abandoned checkout flow, test it, and let it run. A small message at the right moment can bring back a sale you thought was gone.
Read the official update here: Shopify Changelog: Create WhatsApp marketing automations in Shopify Messaging
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