Shopify Messaging and WhatsApp: costs, limits and alternatives
Yes. Since July 29, 2026, Shopify Messaging sends WhatsApp marketing messages, and since October 28, 2026 it also runs WhatsApp abandoned-checkout automations. It uses the official WhatsApp Business Platform, charges per message on your Shopify bill, and sends only to customers who opted in.
By Mousa Alhelo, founder, E-SAFQA · Updated · 7 min read · How we write and test these guides
What does Shopify Messaging do with WhatsApp?
Shopify Messaging is the app that used to be called Shopify Email. Shopify renamed it in December 2025 and added SMS. On July 29, 2026, according to the Shopify changelog, it added native WhatsApp marketing: campaigns built from message templates, with catalog media, interactive buttons and keyword replies. You pay per message sent, and the charges appear on your Shopify bill.
Shopify then added the pieces around it. Customer WhatsApp marketing consent can be managed in each customer profile (June 17, 2026). It can be collected on Shopify Forms (August 6, 2026) and at checkout (September 10, 2026). Pre-built WhatsApp automations for abandoned browse, abandoned cart and abandoned checkout arrived on October 28, 2026.
| Date (2026) | What Shopify added | Source |
|---|---|---|
| June 17 | WhatsApp consent in customer profiles; WhatsApp campaigns announced in the Spring '26 Edition | Shopify Editions and changelog |
| July 29 | WhatsApp marketing campaigns in Shopify Messaging | Shopify changelog |
| August 6 | WhatsApp marketing consent on Shopify Forms | Shopify changelog |
| September 10 | WhatsApp marketing consent at checkout | Shopify changelog |
| October 28 | WhatsApp marketing automations, including abandoned checkout | Shopify changelog |
What are the limits of WhatsApp in Shopify Messaging?
Shopify's WhatsApp requirements page lists the rules. They come from Meta's platform, not from Shopify alone, so they are unlikely to change quickly.
- Opt-in only: messages go only to customers who explicitly opted in to WhatsApp marketing. Abandonment automations cannot be switched to "All customers" the way email can.
- Your own WhatsApp Business Account: you connect it through Meta's Embedded Signup, and every template needs Meta's approval.
- A fixed unsubscribe line: every message carries a STOP-to-unsubscribe line that you cannot remove.
- Limited formats: an image header, text or products. Video headers and carousels are not supported.
- A daily cap for new accounts: 2,000 messages a day until your account moves up Meta's messaging tiers.
- Country limits: the US, China, Cuba, Iran, North Korea, Syria, Crimea, Donetsk and Luhansk are blocked destinations. Stores registered in Brazil or Indonesia can only message their own country until they verify with Meta or reach the volume threshold.
- Template approval is not guaranteed: Shopify submits the abandonment templates to Meta for you, but approval can be refused.
How much does WhatsApp in Shopify Messaging cost per message?
Shopify publishes its own price table, which we read on October 29, 2026. Prices are in US dollars, per message, and depend on the customer's country. The table also lists 25 free test messages per week.
Jordan, Kuwait and Portugal are not listed by name; they fall under Shopify's "Rest of Middle East" and "Rest of Western Europe" rows. From October 1, 2026, service messages beyond Meta's free 1,000 are also billed through Shopify. Check the live page before you budget, because Shopify and Meta both edit these tables.
| Customer country | Marketing message | Service message |
|---|---|---|
| Saudi Arabia | $0.100 | $0.0107 |
| United Arab Emirates | $0.100 | $0.0157 |
| Qatar | $0.068 | $0.0120 |
| Egypt | $0.129 | $0.0036 |
| Brazil | $0.125 | $0.0068 |
| Mexico | $0.076 | $0.0085 |
| Argentina | $0.124 | $0.0260 |
| Colombia | $0.031 | $0.0008 |
| Chile | $0.178 | $0.0200 |
| Peru | $0.141 | $0.0200 |
| Spain | $0.112 | $0.0200 |
| Italy | $0.126 | $0.0300 |
Shopify Messaging, a WhatsApp Business Platform app or a linked-device app: which fits?
These are three different ways to send WhatsApp messages from a Shopify store, and none is best for everyone. The table compares how they work, not how well they perform.
Shopify Messaging is a sound choice if your priority is campaigns to opted-in subscribers and one bill. A Business Platform app suits larger teams that need an official inbox. WhatsApp Pilot suits a store that wants order confirmations, fulfillment updates and abandoned checkout reminders from its own number without setting up a WhatsApp Business API account.
| Shopify Messaging | App on the WhatsApp Business Platform | WhatsApp Pilot | |
|---|---|---|---|
| Sends from | Your WhatsApp Business Account, official Platform | Your WhatsApp Business Account, official Platform | Your own WhatsApp number, linked like WhatsApp Web |
| Message cost | Per message, on your Shopify bill | Per message to Meta, plus any app fee | No per-message fee from us; Pro is USD 15 per 30 days |
| Templates | Meta approval for every template | Meta approval for every template | No Meta template approval; it is not the official Platform |
| Best when | You want Shopify to run campaigns, consent and billing in one place | You need the full official API, a team inbox or high volumes | You want order messages from your own number at a flat price |
Where does WhatsApp Pilot fit?
WhatsApp Pilot is a Shopify app that sends from your own WhatsApp number. You link the number like WhatsApp Web, so there is no WhatsApp Business API account to open and no per-message fee from us. Pro costs a flat USD 15 per 30 days, and the floating WhatsApp button is free.
Pro covers order confirmation, shipping updates (including one tracking update if you add tracking later), order cancellation notices, abandoned checkout reminders with an optional discount or free shipping offer, back-in-stock alerts and a Repeat Purchase message. You can choose when messages go out: immediately, after 6 hours, 1 day, 2 days or a custom time. Message history shows what was sent. The app works in 6 languages.
If you want to try it, the app is on the Shopify App Store at https://apps.shopify.com/whatsapp-pilot. You can also run Shopify Messaging for campaigns and an app like this for order messages; they do not conflict.
Frequently asked questions
Does Shopify have a WhatsApp integration?
Yes. Since July 29, 2026, Shopify Messaging can send WhatsApp marketing campaigns, and since October 28, 2026 it can run WhatsApp abandoned-checkout automations. You connect your own WhatsApp Business Account through Meta's Embedded Signup.
How much does WhatsApp cost in Shopify Messaging?
It depends on the customer's country. Shopify's table lists, for example, $0.100 per marketing message for Saudi Arabia and the UAE, $0.076 for Mexico and $0.112 for Spain. Charges appear on your Shopify bill.
Who can Shopify Messaging send WhatsApp messages to?
Only customers who explicitly opted in to WhatsApp marketing. SMS and WhatsApp abandonment automations go only to marketing subscribers.
Can I send WhatsApp marketing to US customers with Shopify Messaging?
No. The US is on Shopify's list of blocked destinations, and Meta's documentation says WhatsApp does not currently deliver marketing templates to US numbers.
How many WhatsApp messages can a new account send per day?
New accounts are capped at 2,000 messages a day until they move up Meta's messaging tiers, according to Shopify's requirements page.
Is WhatsApp Pilot an alternative to Shopify Messaging?
It is a different approach. WhatsApp Pilot sends order and recovery messages from your own number at a flat USD 15 per 30 days, while Shopify Messaging uses the official Platform and bills per message. You can run Shopify Messaging for campaigns and use it for order messages.
Ready to put WhatsApp to work on your store?
Start with the free widget. Upgrade to Pro for order and shipping messages, cart recovery, repeat-purchase codes, the smart product button, back-in-stock alerts and Product Demand.