Recommended WhatsApp segments reference

Recommended WhatsApp segments reference

Estimated 4 minute read

Updated Mar 27, 2026, 12:00 AM EST

Table of contents

All WhatsApp subscribers
Highly engaged WhatsApp segment
Prefers WhatsApp segment
WhatsApp VIP segment
High-intent WhatsApp shoppers
WhatsApp location-based segment
Sent WhatsApp segment

Learn how to create segments that will level up your WhatsApp marketing strategy. Segmentation allows you to better understand your audience and send targeted messages in Klaviyo.

Why are these WhatsApp segments recommended?

Personalizing and targeting your WhatsApp messages helps you send relevant content to your recipients. This can encourage engagement and create more opportunities to generate revenue.

The following segments help you better understand your audience and message those most likely to engage with you. Depending on the segment, you may want to send only to this group or exclude it from a specific campaign.

For help creating and saving these segments, see Getting started with segments.

All WhatsApp subscribers

Creating a WhatsApp subscribers segment gives you a high-level look at everyone currently opted in to WhatsApp marketing. Your subscribers may be spread across several lists or in multiple lists at once. A segment is the most accurate way to see everyone who is actively consented to receive WhatsApp messages.

Create a segment with the condition If someone can or cannot receive marketing > can receive > whatsapp marketing > because person Subscribed.

Use this consent condition in each segment below. Join it to the additional conditions with AND so that everyone in the segment is subscribed to WhatsApp marketing.

Highly engaged WhatsApp segment

A highly engaged WhatsApp segment allows you to target subscribers who recently interacted with your WhatsApp messages.

Create a segment with the following definition:

If someone can or cannot receive marketing > can receive > whatsapp marketing > because person Subscribed
AND
What someone has done (or not done) > Opened WhatsApp > at least once in the last 30 days
OR
What someone has done (or not done) > Clicked WhatsApp > at least once in the last 30 days

This definition includes WhatsApp subscribers who opened or clicked a WhatsApp message in the last 30 days. A recent opt-in alone does not qualify.

Prefers WhatsApp segment

If you use both WhatsApp and email in Klaviyo, some subscribers may prefer one channel over the other. Create a segment using direct behavior as conditions. In the example below, any profile who interacts frequently with your WhatsApp messages and has not recently interacted with your emails will be included.

Combine WhatsApp consent with Opened WhatsApp or Clicked WhatsApp activity, using counts and a time period that fit your audience. To require no email engagement in that period, add Opened Email zero times AND Clicked Email zero times. Use AND to join these email conditions to the WhatsApp conditions.

In your WhatsApp messages, consider including copy that encourages these subscribers to re-engage with your email content through deals or special offers. You can also communicate major updates via WhatsApp to ensure they receive important announcements.

WhatsApp VIP segment

A WhatsApp VIP segment helps you focus on your most valuable customers who have opted into WhatsApp marketing. Send this group exclusive deals and promotions, and let them know you appreciate their ongoing support.

You can build this segment from scratch or clone an existing VIP segment. Add the WhatsApp consent condition with AND. You can also add WhatsApp engagement conditions to narrow the audience further.

VIP criteria will look different in each account. Create a definition that best fits your business based on your product prices and customer buying cycle.

High-intent WhatsApp shoppers

This group includes WhatsApp subscribers who have viewed products 2 times and started checkout, but have not completed an order in the last 5 days.

Send this group an extra incentive to complete their purchase. Make sure it is different from the offer in your abandoned cart flow. You can also share customer reviews to build trust or create urgency to encourage them to buy.

WhatsApp location-based segment

A location-based segment allows you to focus your WhatsApp marketing efforts on those within a designated geographic area. For example, if you are promoting an in-store event, you may only want to message subscribers within driving distance.

For targeting near a store or event, see How to create a location-based segment for proximity conditions and location-data requirements. Combine those conditions with WhatsApp consent using AND.

You can also segment your WhatsApp subscribers based on their phone number’s country code to tailor messaging by region. Add Properties about someone > Phone Number > country code is in, then select the countries to include.

Sent WhatsApp segment

You can create segments based on any keyword a subscriber sends through WhatsApp. The keyword may indicate how they found your program or reflect their preferences or interests. Use Sent WhatsApp to find these incoming messages.

Select What someone has done (or not done) > Sent WhatsApp > at least once > over all time.
Add a filter for Message Body and enter your keyword. Use equals to match the full message or contains to match text within a message.
Add the WhatsApp consent condition with AND to keep the segment limited to current marketing subscribers.
Click Create segment to save the definition.
Include alternate spellings or variations of keywords to ensure accurate segmentation.

If Sent WhatsApp appears as a metric trigger in your flow builder, you can also use it to trigger actions for specific keywords and update profile properties automatically.