← All changes · Klaviyo changes
Klaviyo's channel affinity predictions now rank WhatsApp alongside email, SMS and push
What changed
Klaviyo added WhatsApp to channel affinity, its prediction of which consented channel each profile is most likely to engage with next. You can use the ranking in segments (Predictive analytics about someone > Predicted Channel Affinity > Engagement preference), flow profile filters, message-level filters and conditional splits. Accounts need at least two eligible channels with enough sends and engagement; WhatsApp has to be set up in the account. Rankings update every two weeks. When a profile newly subscribes to a channel, that channel is ranked first for up to 7 messages or 30 days, and if several are new at once WhatsApp ranks ahead of SMS, email and push.
What to do
If you send on WhatsApp, add a conditional split on channel affinity to one high-value flow (abandoned cart or win-back) so WhatsApp-first profiles get the WhatsApp message and others get email or SMS. Expect brand-new WhatsApp subscribers to show WhatsApp as first preference at first, whatever their history.
Source
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More from Klaviyo All 27 →
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More on SMS & WhatsApp
- Shopify Messaging adds WhatsApp marketing automations, with abandoned browse, cart and checkout templates Shopify · Oct 28
- WhatsApp marketing messages stop working on the Cloud API on Oct 13, 2027 and must move to the Marketing Messages API Meta · Oct 21
- New SMS and WhatsApp consent block for Shopify checkout Klaviyo · Oct 15
- Quiet hours for text campaigns delay or skip sends across time zones Klaviyo · Sep 10
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