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WhatsApp gives you a second channel with open rates email can only dream about. Once connected, the Send WhatsApp Message step becomes available in your automations.

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What you need

  • A Meta Business account (the same kind used for Facebook/Instagram business tools).
  • A phone number to dedicate to WhatsApp Business — it can’t be a number already active on the regular WhatsApp app.
  • Admin access to approve the connection.

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Connect your account

1

Start the connection

Go to Settings → WhatsApp and click Connect. You’ll be taken through Meta’s embedded signup.
2

Sign in with Meta

Log in to the Meta account that owns (or will own) your WhatsApp Business profile, and create or select your WhatsApp Business account.
3

Register your phone number

Add the number you’ll send from and verify it with the code Meta sends. Manage numbers later under Settings → WhatsApp → Phone numbers.
4

Confirm in Retainful

When the flow completes, the WhatsApp settings page shows your account as Connected.

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How sending works

WhatsApp is stricter than email:
  • Business-initiated messages must use a pre-approved template — see Message templates.
  • Contacts need a phone number with opt-in — collect consent through your signup forms or checkout.
  • Recipients can opt out at any time; configure your unsubscribe behavior under Settings → WhatsApp → Unsubscribe.
Only message contacts who explicitly agreed to receive WhatsApp messages from you. Meta enforces quality ratings per number — too many blocks or reports and your number’s sending limits drop.

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Where WhatsApp shines

  • Cart recovery — a WhatsApp nudge with the checkout link, often alongside the email sequence.
  • Order updates — utility messages like shipping confirmations.
  • Time-sensitive offers — a coupon expiring tonight gets seen on WhatsApp in minutes.