How to launch Customer Agent on WhatsApp

You will learn

How to launch Customer Agent on WhatsApp, what to configure before launching, and how WhatsApp’s specific rules affect how Customer Agent responds to shoppers.

Before you begin

You’ll need:

• An Owner, Admin, or Manager role
• A WhatsApp Business account verified with Meta
• WhatsApp configured in Klaviyo at klaviyo.com/settings/whatsapp — including a connected phone number and approved business profile
• Customer Agent enabled, with content and Guidance configured (follow How to test your Customer Agent before launching)
• Handoff settings configured — see Managing Customer Agent settings

How WhatsApp differs from other channels

WhatsApp has a few rules that affect how Customer Agent works:

• Rich messaging. WhatsApp supports rich content such as images and buttons. Customer Agent can include a “Talk to a person” button when offering a handoff.
• Regional availability. Customer Agent on WhatsApp is available wherever your WhatsApp Business account is approved to send.

Set it up

1. Confirm WhatsApp is configured in Klaviyo

Navigate to klaviyo.com/settings/whatsapp. Confirm:

• Your WhatsApp Business account is connected and verified
• A phone number is provisioned
• Your business display name and profile are approved

If you’re missing any of these, complete WhatsApp setup before continuing.

2. Open the WhatsApp channel page

Navigate to Customer Agent > Channels > WhatsApp.

3. Review audience settings

In Introduction, open Select who will use your Customer Agent and choose an audience option:

• Everyone — allow shoppers to start a Customer Agent conversation without list, segment, or keyword restrictions.
• Specific lists and segments — include or exclude Klaviyo lists and segments.
• Specific keywords — include or exclude exact-match keywords for starting a Customer Agent conversation. Matching ignores capitalization. For example, “help me” matches “HELP ME,” but not “please help me.”

Click Save after changing the audience settings.

4. Review campaign and flow templates (if applicable)

If your brand sends WhatsApp campaigns or flows that invite shoppers to reply, confirm those templates are approved in Content > Templates > WhatsApp: saved. Customer Agent responds to eligible shopper replies; it does not select a response from your template library. Learn how to create a WhatsApp template.

5. Confirm handoff settings

On Customer Agent > Channels > WhatsApp, review the Handoff section. Select Send to helpdesk and configure the destination, or select Do not hand off and enter a custom message with the shopper’s next step. See Managing Customer Agent settings.

Click Save after changing handoff settings. Complete any setup prompts for your selected helpdesk before launching.

6. Preview and turn on

1. Open Preview and select the Preview tab in the sidebar. Select WhatsApp as the channel and use a test profile to check sample responses and tone.
2. When you’re ready, click Launch on the WhatsApp channel page.

Customer Agent only responds to messages received after you turn it on.

Template messages

WhatsApp distinguishes between 2 types of messages:

• Service window messages — Sent within 24 hours of the shopper’s last message. No template required. Each new shopper message refreshes this window, so Customer Agent can reply even if the previous exchange was more than 24 hours ago.
• Outside-window messages — If more than 24 hours have passed without a new shopper message, WhatsApp requires a pre-approved template to contact the shopper again. Customer Agent does not automatically choose a matching template for a delayed follow-up.

If your support team needs to follow up after the window closes, configure a follow-up template for them. See How to extend WhatsApp conversations. The shopper must reply to reopen the service window.

Compliance and data handling

WhatsApp has its own consent and regional rules. A few things to be aware of:

• Consent — A shopper’s inbound message opens a 24-hour window for conversational replies. This does not subscribe them to WhatsApp marketing. Collect the appropriate opt-in before sending marketing or transactional messages, and follow Meta’s requirements and applicable laws. See Understanding WhatsApp consent collection.
• Regional rules — WhatsApp business messaging is regulated by country. Confirm your messaging complies with local rules wherever your shoppers are.
• Data handling — Conversations are stored against the Klaviyo profile of the shopper, when one exists. See Getting started with Customer Agent for security details.

This information is not legal advice. Consult your legal counsel for guidance on applicable laws.

Troubleshooting

Symptom: Meta verification was rejected.
Likely cause: Business profile information doesn’t match Meta’s requirements, or the phone number isn’t eligible.
Fix: Review Meta’s Business Verification requirements. Update your business profile and resubmit. WhatsApp setup is handled in klaviyo.com/settings/whatsapp.

Symptom: A template wasn’t approved.
Likely cause: Template content includes prohibited language or doesn’t fit the selected category.
Fix: Review template approval guidelines. Edit and resubmit.

Symptom: Customer Agent isn’t replying on WhatsApp.
Likely cause: The channel is off, the shopper does not meet your audience settings, an automation is handling the message, or the shopper has an active helpdesk ticket.
Fix: Confirm the channel is on in Customer Agent > Channels > WhatsApp. Check audience settings and any active automation or helpdesk conversation. Send a new test message after activation.

Symptom: Customer Agent responded but the message didn’t deliver to the shopper.
Likely cause: The 24-hour service window expired, conversational consent was revoked, or there was a delivery issue.
Fix: Check when the shopper last messaged you and confirm your account is connected in klaviyo.com/settings/whatsapp. If your team needs to contact the shopper after the window closes, use the follow-up template process. Adding a template to your library does not make Customer Agent resend a failed reply.

FAQ

Can I use the same phone number as my existing business line?
You can connect an existing business number that meets WhatsApp’s phone number requirements. A number can only be active with 1 WhatsApp provider at a time; migrate it if it is already registered elsewhere. You cannot use your Klaviyo SMS sending number. See How to get a phone number for WhatsApp.

Can Customer Agent on WhatsApp work alongside web chat, email, and SMS?
Yes. Each channel is configured separately and they can run in any combination.

What happens if a shopper messages outside business hours?
Customer Agent responds 24/7. Review your handoff message so shoppers know when to expect a reply from your team if Customer Agent escalates.

Are there per-region message limits?
Yes — Meta and your local regulations may impose limits. Check Meta’s WhatsApp Business policies for your region.

Next steps

• Test on WhatsApp — send messages to your business number and confirm Customer Agent responds as expected
• Monitor performance on the Analytics page in Customer Agent
• Iterate on Guidance and content based on what you see in real conversations

Additional resources