Klaviyo SMS Marketing: Complete Guide

Quick Summary:

Klaviyo SMS runs natively alongside email, sharing the same customer profiles and segmentation, with separate compliance requirements (explicit opt-in) and its own pricing structure.

What Is Klaviyo SMS Marketing?

Klaviyo SMS lets you send text messages using the same platform, customer profiles, and segmentation logic as your email marketing -- no separate tool, no data syncing between systems. SMS and email can be combined within the same flow, letting a single automated sequence reach customers on whichever channel fits the message.

⚠️ Before You Start

SMS requires explicit, separate opt-in consent from email -- you cannot simply text customers who only opted into email. Building a compliant SMS list requires a dedicated signup flow with clear disclosure of message frequency and an easy way to opt out.

How to Get Started

  1. Go to Settings → SMS and complete phone number registration for your sending number.

  2. Build a compliant SMS signup form or checkbox, clearly disclosing what subscribers are opting into.

  3. Create your first SMS campaign or add an SMS step to an existing flow.

  4. Personalize using the same merge tags available in email.

  5. Monitor deliverability and engagement through Klaviyo's SMS-specific reporting.

A Real-World Example

An abandoned cart flow sends an email reminder after one hour, then an SMS follow-up after 24 hours if the cart is still abandoned and the customer has SMS consent -- combining email's richer content with SMS's near-instant visibility for the final, most time-sensitive nudge before the discount code expires.

💡 Pro Tip

Reserve SMS for genuinely time-sensitive or high-value messages rather than every automated touchpoint -- SMS fatigue leads to opt-outs faster than email fatigue does, since it's a more intimate, immediate channel.

Frequently Asked Questions

Do I need a separate SMS platform, or does Klaviyo handle everything?

Klaviyo handles SMS natively within the same platform as email, sharing the same customer profiles and segmentation -- no separate tool or data sync required.

Is SMS consent handled differently from email consent in Klaviyo?

Yes, SMS requires explicit opt-in consent (distinct from email consent) due to TCPA and similar regulations, and Klaviyo tracks these as separate consent records per profile.

Can the same flow send both email and SMS steps?

Yes, a single flow can mix email and SMS steps, letting you build genuinely omnichannel sequences rather than managing separate flows per channel.

How is SMS pricing structured in Klaviyo?

SMS is priced separately from email, based on message volume and destination country, and requires its own budget consideration distinct from your email plan.

Can I personalize SMS messages the same way as email?

Yes, SMS supports the same personalization tokens (first name, order details, custom properties) as email content.

What\'s a compliant way to build an SMS subscriber list?

Explicit opt-in through a dedicated SMS signup form or checkbox, with clear disclosure of message frequency and an easy opt-out (STOP) mechanism, is the standard compliant approach.

Can SMS messages include links and images (MMS)?

Yes, Klaviyo supports MMS for image-inclusive messages, though SMS character limits and carrier filtering considerations still apply.

Does Klaviyo track SMS click-through rates the same way as email?

Yes, link clicks within SMS messages are tracked and reportable, feeding into the same profile activity timeline as email engagement.

What\'s a good use case for SMS versus email in an ecommerce flow?

Time-sensitive, high-urgency messages (abandoned cart reminders, shipping updates, flash sale alerts) tend to perform well on SMS due to near-instant open rates, while email suits longer-form content.

Can I segment contacts based on SMS engagement specifically?

Yes, SMS-specific engagement (opted in, clicked, opted out) can be used as segmentation criteria, separate from email engagement metrics.