WhatsApp for eCommerce means using WhatsApp to sell to and support the customers of your online store. Once automated, each message goes out when something happens in the store: a half-finished cart, a shipped order or a size that's back in stock.
It's conversational commerce, and your customers are already there. Meta counts more than 1 billion active conversations with businesses every day across WhatsApp, Messenger and Instagram.
This guide covers what you need to get started, which Meta rules changed in 2026 and which messages to automate at each stage of the purchase. It also covers how to connect Shopify, WooCommerce or VTEX and how to measure the sales attributed to each message. Everything starts from your own store's activity and from customers who agreed to hear from you.
What is WhatsApp marketing automation?
Automating WhatsApp means deciding once which message each customer gets based on what they did in your store, then letting it send itself. The cart reminder goes out shortly after someone leaves, and the confirmation as soon as the order comes in. Nobody on your team has to write them one by one.
The difference from a bulk send is the trigger. A message to your whole list is about what the store wants to sell today; an automated one responds to something that person did. That's why it arrives when it matters to them.
For it to work, you need three things:
- A platform that knows what happens in your store: visits, carts and orders.
- Customers who agreed to receive your messages.
- Templates approved by Meta, to message customers who haven't written to you in the last 24 hours.
WhatsApp Business app or WhatsApp Business Platform
The WhatsApp Business app is free and built for answering customers from your phone. It includes greeting and away messages, quick replies, labels and a catalog. To automate based on what happens in your store, you need the WhatsApp Business Platform, the version that connects through an API.
| WhatsApp Business app | WhatsApp Business Platform | |
|---|---|---|
| Who it's for | Small businesses answering from a phone | Stores that talk to many customers |
| Automation | Greeting, away messages and quick replies | Messages triggered by the store, plus AI agents |
| Messaging many customers | Broadcast lists and, in some countries, Business Broadcasts | Meta-approved templates, with messaging limits |
| Connection to your store | Doesn't receive carts or orders | Connects to the store through a platform like Hellotext |
| Cost | Free app | Meta charges per delivered message |
How to connect your number. You connect your number to Hellotext with your Meta Business Suite account; Hellotext doesn't provide or migrate numbers. If you use one that's already on the app, you first have to delete that account, and its conversations are lost. To keep them, use a new number.
Before sending, verify your business with Meta, which can take several days, and add a payment method in Meta. The steps are in the guide to connecting WhatsApp.
Consent: who you can message on WhatsApp
You can only message people who gave you their number and agreed to receive your messages. That's the rule in the WhatsApp Business Policy. The laws of your country and your customers' countries apply too, such as data protection rules.
When you ask for permission, Meta requires you to state your store's name clearly and that the person is opting in to your messages (opt-in requirements). Since November 2024 you don't have to mention WhatsApp, but it helps: people who know you'll message them there won't be surprised.
You can ask for permission at several points in your store (capture tools):
- The WhatsApp widget, a floating button that opens a chat with your store. Inside that chat, Subscriber Booster can ask for permission.
- A QR code in your shop, on packaging or on the bag, which opens WhatsApp with a subscription message. Scanning it without sending the message doesn't subscribe anyone.
- A shareable link for your social media or emails, which opens WhatsApp with the same message.
- The popup and the Shopify and Wix checkout checkbox capture SMS and email subscribers, not WhatsApp.
Be careful with the contacts you already have. A purchase or a saved phone number doesn't prove permission on its own, and being on a list doesn't grant it either (who can I message?).
Opting out must be easy too. Meta asks you to explain clearly how to opt out, and its policy requires you to honor every request, whether it comes through WhatsApp or another channel.
Templates and the 24-hour window
When a customer messages you, a 24-hour customer service window opens, and each new message from them restarts it. While it's open you can reply freely; once it closes, you can only reach them with a Meta-approved template. Your own messages don't restart the window.
A template is a message with a fixed structure and variable parts, such as a name or an order number. Meta reviews it before approval, which can take up to 24 hours (WhatsApp templates). Each template falls into one of three categories:
- Marketing: offers, product suggestions, cart reminders, launches and promotions.
- Utility: transactional updates the customer asked for, such as order, account or delivery status.
- Authentication: one-time codes to verify identity.
Free-form replies inside the window are service messages, not a fourth template category. Cart reminders count as marketing even if the customer asked for them, and so does a template that adds a promotion to an order update (template categorization). Meta can recategorize an approved template.
How much WhatsApp costs for an online store
Since July 1, 2025, Meta has charged per delivered message. The price depends on the category and on the recipient's country; rates are on Meta's pricing page.
Three things changed on October 1, 2026:
- Service messages, the free-form replies inside the window, are now charged per message. Each phone number gets 1,000 free delivered service messages a month, and unused ones don't roll over.
- Utility templates sent while the window is open, free since July 2025, are now charged.
- Without a payment method on file, Meta stops delivering service messages once the 1,000 free ones are used.
There's an exception for stores that run ads. If someone messages you from an ad that opens WhatsApp on their phone and you reply within 24 hours, a free entry point window opens. It lasts up to 7 days, and while it's open Meta doesn't charge you for messages to that person.
What you pay Meta is separate from what you pay Hellotext. Meta fees are paid directly to Meta and don't appear on your Hellotext invoice (pricing model). Hellotext plans start with Starter, with no monthly fee. Each month you pay the highest of these amounts: 5% of attributed sales, your SMS costs or the message volume charge.
Messaging limits and quality
WhatsApp may limit how many marketing messages each person receives from businesses overall. There's no fixed number: the limit adjusts to how much that person engages with the messages they get (per-user limits).
If a message isn't delivered because of that limit, it comes back with error 131049, and Meta recommends waiting at least 24 hours before resending. Marketing messages you send while the window is open don't count. Also note that WhatsApp doesn't currently deliver marketing templates to US phone numbers.
There's also a cap on how many different customers you can message outside the window in a 24-hour period, set per Meta business portfolio. A new portfolio starts at 250 and moves to 2,000 when you verify your business or deliver 2,000 messages with high-quality templates in 30 days (messaging limits). The cap then grows on its own to 10,000, 100,000 and unlimited. To move up, quality must stay high and you must have used at least half your limit in the last 7 days.
Meta rates the quality of each phone number and each template. To protect it, message only people who opted in, and only when there's a reason.
WhatsApp at each stage of the purchase
These are the messages worth automating, in the order a customer moves through your store. Each stage names the Hellotext playbooks that cover it: there are more than 35, grouped by goal in the playbook library. Availability depends on your plan and the channels you've connected.
Welcome and first purchase. New subscribers get a greeting that explains which messages to expect and, if you offer one, a perk for their first purchase. If they don't buy, remind them of the perk a few days later. Welcome Booster and First-Purchase Driver cover this stage.
Browsed products and abandoned carts. Someone looks at a product or leaves it in the cart and goes. A message with the product, its photo and a direct link to it or to the cart saves them from searching again. Browse Recovery, Cart Saver and AI Cart Saver, which personalizes the follow-up, handle it.
Luma
WhatsApp
Hi Ana! Your Adidas Samba OG in size EU 38 are still in your cart. If you have questions about sizing or shipping, just reply here.
Back to cart
Luma
WhatsApp
Do they run small? I usually wear a 38.
They fit true to size, so a 38 should work. And if not, your first size exchange is free.
Back in stock and price drops. When a sold-out product returns or drops in price, notify only the people who showed interest and opted in to promotions. Treat these alerts as marketing: a price drop is an offer, and a restock alert invites a purchase. Back-in-Stock Pounce and Price-Drop Pouncer send it, with Smart Alert Capture to record who wants the alert. When you set up Back-in-Stock Pounce, you choose the outgoing channels, the audience and the discounts, and you see a preview of the message.
Order, shipping and post-purchase. Order confirmation, shipping with a tracking link and delivery notice: these are utility templates, because they report on the customer's purchase. After delivery, it's time to ask for a review or a rating (more post-purchase ideas). If the survey is generic rather than tied to a specific order, Meta won't approve it as utility. Order-Update Delight, Order Cancellation Assistant, Return & Exchange Helper, Review & UGC Builder, NPS Pulse and CSAT Pulse cover it.
Luma
WhatsApp
Hi Ana! Your order #1052 with the Adidas Samba OG has shipped 📦 It should arrive Thursday or Friday.
Track shipment
Luma
WhatsApp
Hi Ana! How do your Samba OG fit? Your review helps other shoppers choose their size.
Leave a review
Love them! They fit perfectly.
Customer support. Many questions repeat: shipping times, sizes, exchanges. An AI agent answers them at any hour with the information you gave it and routes exceptions to your team. Instant Answers, which doesn't check stock or orders in real time, and Custom Agent handle it. The eCommerce chatbot article explains what's worth automating.
Replenishment and cross-sell. Someone who bought something that runs out, like shampoo or pet food, appreciates a reminder before it's gone. Someone who bought sneakers may want socks or a cleaner. Replenishment Driver, Cross-Sell Driver, Complete-the-Look and Smart Recommender cover it.
Reactivation and sunset. A customer who hasn't bought in months may come back for a reason: something new, a perk or their birthday. If they still don't respond, stop messaging them to protect their experience. Soft Reactivation, Dormant Revival, Birthday Bash, Anniversary Surprise and Sunset Saver, which tries once and then suppresses them, cover it.
Holidays and launches. For Black Friday, Cyber Monday or a local holiday, send a one-off campaign to people who opted in to promotions. Segment by what they bought or browsed instead of messaging your whole list. One-time Broadcast covers a single date, and Holiday Hype runs seasonal campaigns by country. Clearance Clean-out and Launch Teaser cover the rest.
Integrations: WhatsApp for Shopify, WooCommerce and VTEX
For each message to go out on time, Hellotext needs to know what happens in your store. So it connects to your eCommerce platform and receives its events:
| Platform | What Hellotext receives |
|---|---|
| Shopify | Product views, carts, and completed, updated and refunded orders; imports customers |
| WooCommerce | Product views, carts, coupons and orders; imports customers |
| VTEX | Product views, cart changes and orders; email, phone and name from checkout |
| Wix | Carts, coupons and orders; imports customers |
| Fenicio | Customers, products, inventory, orders and store activity |
| Magento | Products, customers and orders (Open Source 2.4) |
The steps to connect each platform are in the Help Center: Shopify, WooCommerce, VTEX, Wix, Fenicio and Magento.
For Shopify WhatsApp automation, install the integration from the Shopify App Store. To connect WooCommerce and WhatsApp, install the WordPress plugin. With Shopify, Wix, WooCommerce and VTEX the product catalog syncs too, and a custom store sends it through the API (product catalog synchronization).
See every option on the integrations page.
WhatsApp, SMS or email
WhatsApp doesn't replace your other channels; each one has a job. In Hellotext, campaigns go out by WhatsApp, SMS or email:
| Channel | Use it for | Keep in mind |
|---|---|---|
| Order updates, reminders with photos and buttons, conversations | Outside the window, only approved templates; Meta charges per message | |
| SMS | Short alerts that reach any phone, no app needed | Short text with a link; cost depends on the country |
| Newsletters, catalogs and long-form content | In Hellotext, available on the Pro and Enterprise plans |
If you're weighing SMS marketing for retail, SMS reaches any phone, while WhatsApp adds photos, buttons and a full conversation. The full comparison is in SMS vs WhatsApp. Instagram, Messenger and your website's webchat are for conversations and support, but they aren't campaign destinations.
How to measure WhatsApp sales
Measure each message by the sales attributed to it, not by how many get read. Hellotext attributes a sale to a message if it happens within 7 days of an eligible click or interaction. If there was only a delivery, the window is 24 hours, and a recognized outside source that claims the sale takes precedence (how we attribute sales).
Each campaign report shows:
- Attributed revenue and revenue per message.
- ROI: attributed revenue divided by the estimated delivery cost.
- Clicks and conversion.
Two things to keep in mind when reading it. ROI doesn't subtract the cost of the products or include your Hellotext subscription. And attributed isn't the same as incremental: to know how much a message adds, compare it with a similar group that didn't get it.
Case study: ProChampions
ProChampions sells on VTEX and uses Hellotext on WhatsApp and SMS. With 5 playbooks, around 10% of its digital sales are attributed to Hellotext. Cart recovery has an 857× ROI against Meta's cost, and its playbooks average 153×. These figures cover the last 30 days, as of September 16, 2026.
Where to start
You don't need to turn everything on the first day. One possible order for the first month:
- Connect your WhatsApp number, verify your business with Meta and add a payment method.
- Connect your store to receive product views, carts and orders.
- Turn on WhatsApp capture: the widget on your site plus a QR code or a shareable link.
- Start with three playbooks: Welcome Booster, Cart Saver and Order-Update Delight.
- After 30 days, check revenue per message and opt-outs, then add the next playbook.
Before adding more, review the 3 common mistakes when automating WhatsApp.
WhatsApp for eCommerce FAQ
Can I automate with the WhatsApp Business app?
Only partly: the app has greetings, away messages and quick replies. For messages triggered by what happens in your store, you need the WhatsApp Business Platform, connected to a platform like Hellotext.
Only partly: the app has greetings, away messages and quick replies. For messages triggered by what happens in your store, you need the WhatsApp Business Platform, connected to a platform like Hellotext.
How much does it cost to send WhatsApp messages?
Meta charges per delivered message, based on the category and the country. The first 1,000 free-form replies inside the window are free each month, per number. What you pay Hellotext depends on your plan.
Meta charges per delivered message, based on the category and the country. The first 1,000 free-form replies inside the window are free each month, per number. What you pay Hellotext depends on your plan.
Can I message a customer who never messaged me?
Yes, if they gave you their number and agreed to receive your messages. Since there's no open window, your first message has to be a Meta-approved template.
Yes, if they gave you their number and agreed to receive your messages. Since there's no open window, your first message has to be a Meta-approved template.
Does it work with Shopify, WooCommerce and VTEX?
Yes. Hellotext integrates with Shopify, WooCommerce, VTEX, Wix, Fenicio and Magento. It receives orders and customers and, depending on the platform, carts and product views.
Yes. Hellotext integrates with Shopify, WooCommerce, VTEX, Wix, Fenicio and Magento. It receives orders and customers and, depending on the platform, carts and product views.
Does WhatsApp replace email?
No. WhatsApp is for alerts and conversations; email is for newsletters and long-form content. You'll likely use both.
No. WhatsApp is for alerts and conversations; email is for newsletters and long-form content. You'll likely use both.
What if a customer doesn't want any more messages?
Stop messaging them. Meta requires you to honor that request, whether it comes through WhatsApp or another channel.
Stop messaging them. Meta requires you to honor that request, whether it comes through WhatsApp or another channel.
Automate WhatsApp in your store
Connect your store, turn on capture and choose your first playbooks. See how AI agents for WhatsApp work.
