Shopify’s latest merchant‑focused update adds native WhatsApp marketing automations to the Messaging app. With pre‑built templates for abandoned browse, cart and checkout, merchants can now re‑engage shoppers where they already chat, without leaving the Shopify admin. In this post we’ll break down exactly what changed, who it matters to, and the concrete steps you need to take – whether you’re a store owner setting up a campaign or a developer extending the flow with custom code.
What’s New: WhatsApp Marketing Automations
The Merchant Changelog announces that Shopify Messaging now supports automated WhatsApp messages. From the Messaging > Automations screen, merchants can select a trigger (abandoned browse, cart, or checkout) and choose a WhatsApp template that will be sent after a configurable delay. The feature is fully managed by Shopify – no third‑party app or separate WhatsApp Business API credentials are required, as Shopify handles the provider integration behind the scenes.
Who’s Affected
• Merchants – Anyone with a Shopify plan that includes Messaging can now add WhatsApp to their automated workflows. The UI is designed for non‑technical users, so you’ll only need to enable the channel, pick a template, and set timing.
• Developers – If you build custom automations or integrate Shopify Messaging into an app, the underlying automation schema now includes a "whatsapp" object. The Messaging API (beta) has been extended to accept WhatsApp‑specific fields such as template_id, language_code, and personalization variables. Existing automations that don’t reference WhatsApp remain untouched.
How to Enable WhatsApp Automations (Merchants)
That’s it. Shopify will now handle consent, opt‑out handling, and message delivery through the WhatsApp Business Cloud API on your behalf.
Technical Details for Developers
When you create or update an automation via the Messaging API (POST /admin/api/2024-07/messaging/automations.json), the payload can now include a "channel": "whatsapp" object. Below is a minimal JSON example that mirrors the UI configuration:
{
"automation": {
"name": "Abandoned Cart – WhatsApp",
"trigger": "cart_abandoned",
"channel": "whatsapp",
"whatsapp": {
"template_id": "abandoned_cart_template",
"language_code": "en_US",
"personalization": {
"first_name": "{{customer.first_name}}",
"cart_url": "{{cart.recovery_url}}"
}
},
"delay_minutes": 60,
"enabled": true
}
}
Key points to note:
Best Practices & Compliance
• Get explicit consent – Shopify automatically asks customers to opt‑in when they first interact via WhatsApp. Make sure your checkout flow clearly explains what kind of messages they’ll receive.
• Mind the timing – Avoid sending messages outside of typical business hours. Use the “Allowed sending window” setting in the automation editor.
• Keep messages concise – WhatsApp users expect short, actionable content. Include a clear call‑to‑action and a direct link back to the cart or product page.
• Monitor performance – The Messaging dashboard now shows delivery, open, and click metrics for WhatsApp automations. Use these insights to tweak timing or copy.
• Stay within template rules – WhatsApp templates can’t be altered after approval. If you need new variables, submit an updated template through the Facebook Business Manager and reference the new ID in your automation.
Next Steps
Ready to turn abandoned carts into conversions on the platform where your customers already chat? Enable the WhatsApp automation today from your Messaging settings, and if you’re a developer, start experimenting with the extended API payload to build custom flows. Need help customizing templates or troubleshooting delivery? Visit the Shopify Help Center or drop a comment below – we’re happy to guide you through the setup.
