What launched at Klaviyo's Q2 release and what to actually do about it

Hey everyone,

Klaviyo's Q2 release dropped on June 30 at K:LDN and there's a lot here. Three major product announcements headlined the event: Composer is now in public beta, Customer Agent got a significant capability expansion, and Klaviyo Social Marketing hit general availability. June was also a busy month for smaller shipping across channels, analytics, and Customer Hub.

Here's the full picture.

Composer is now in public beta and here's what it actually does

The biggest announcement: Composer is out of private beta and available to every Klaviyo customer.

If you haven't tried it yet, here's the short version. You describe the campaign you want, such as "spring reactivation for customers who haven't purchased in 90 days, email and SMS, fresh tone", and Composer builds the whole thing: audience, copy, channels, and send timing. You review it, adjust in follow-up turns if needed, and approve. The campaign can be live in under 30 minutes.

What makes it different from generic AI writing tools is that Composer starts with your actual Klaviyo data. It's not generating a copy from scratch. It's building a campaign grounded in your customer segments, your catalog, and your performance history. That's the part that matters.

A few things worth knowing about access and pricing:

• Every Klaviyo customer gets 10,000 complimentary credits to start, valid for 90 days or until they're used
• Paid plans start at $14/month for 2,000 credits at introductory pricing
• Composer is already inside your Klaviyo account; nothing to install or activate

Beyond campaign generation, Composer can also run a Flow Audit ("how is my post-purchase flow performing?") and build a campaign from a product image upload. Early results from Adilsons: 50% better open rates and 40% more revenue per campaign compared to their manual sends.

Customer Agent got a major upgrade, especially if you're doing custom service workflows

Customer Agent, Klaviyo's AI service agent, already resolves 65% of questions automatically and deflected more than 300,000 support tickets in beta. The Q2 release expands what it can do, and more importantly, who can configure it.

The headline addition is Conversational Agent Builder, now in open beta. You describe what you want your service agent to do in plain language (e.g. "handle warranty claims with our specific return window policy") and Klaviyo builds the skill. No engineering required.

A few other Q2 additions worth knowing about:

• Custom Skills and Tools (beta): connect Customer Agent to your existing systems and business logic for brand-specific workflows
• Profile Enrichment: every service conversation can now write preferences and intent back to the customer profile in real time, so what your agent learns becomes marketing intelligence. Learn more
• 100+ languages: Customer Agent now responds in whatever language customers write in, configured once from a single setup. Learn more
• Escalation to Helpdesk with full conversation context already loaded; no re-explanation required from the customer

Proof: Naked Wardrobe hit 86% autonomous resolution within 90 days. NANUK saw a 100% increase in product recommendation and return queries resolved in the same window.

Klaviyo Social Marketing is now generally available and here's what the paid plan adds

K:Social has been building toward this since auto-replies launched earlier this year. The GA release opens the full paid offering to all Klaviyo customers globally.

Quick recap of what it does: K:Social connects Instagram engagement, including DMs, comments, mentions, directly to Klaviyo customer profiles. That makes social activity immediately actionable: you can segment on it, trigger flows from it, and build it into campaigns. Someone DMs your account with a keyword, and Klaviyo captures their email or phone number and drops them into your welcome flow. Social followers become owned subscribers.

The free tier (social auto-replies) was already available. The GA paid plan adds four new capabilities:

• Engagement events and webhooks: use social activity as triggers across your Klaviyo flows
• Social content library: manage UGC and owned content from Instagram in one place
• Custom questions in auto-replies: collect more information before someone opts in
• Multi-account Instagram support: manage multiple Instagram accounts from one Klaviyo account

What results look like in practice: Lingua Franca ran a Giving Tuesday giveaway and drove 44% of people who DMed the keyword to sign up for owned channels. In four days: 16% email list growth, 74% SMS list growth.

Everything else that shipped in June

Beyond the Tier 1 launches, there was a lot of useful shipping across the platform this month. Here's a quick rundown:

Data and analytics

Flow Analytics Dashboard (June 22): You can now compare flow performance across channels and time periods in one view. Revenue, conversions, deliveries, with period-over-period data built in. If you've been pulling flow numbers manually, this is the upgrade.

Profile Enrichment for Customer Agent (June 24): Service conversations can now capture shopper preferences and intent as profile properties in real time. Covered above in the Customer Agent section, but worth flagging here too. This one has real implications for how you think about service data. Learn more

Channel and content tools

Cart in Customer Hub (June 23): A mini-cart experience with personalized product recommendations, built into Customer Hub. Surfaces upsell opportunities and reduces the steps between browsing and purchasing. Learn more

Figma Plugin (June 24): Export design assets from Figma directly to your Klaviyo media library, single or batch, with naming on the fly. If your team works in Figma, this cuts out a step from the asset-to-campaign workflow. Learn more

Klaviyo extension for Shopify Sidekick (June 17): Ask Sidekick questions about your Klaviyo campaign and flow performance without leaving Shopify, with direct links back to Klaviyo to act on what you find. Learn more

Event Property Filters for In-App Form Triggers (June 18): Show in-app forms only when event properties match specific values. Useful for more precise, contextual targeting rather than firing forms at every app open. Learn more

WhatsApp and mobile

WhatsApp Sending Numbers from Klaviyo (June 9): You can now get a WhatsApp sending number directly inside Klaviyo instead of sourcing one from a third-party provider. Learn more

Push Action Buttons (June 5): Add up to three action buttons to push notifications, open app or deep link to a specific screen, to shorten the path from notification to conversion. Learn more

WhatsApp consent at checkout: Now available on both WooCommerce (June 2) and Magento 2 (June 12).

Multilingual sending

Customer Agent Multilingual (June 4): Configure once, and Customer Agent automatically responds in whatever language a customer writes in. 100+ languages, no duplicate setup required. Learn more

Simplified Language Management (June 4): Add or remove locales in bulk from the Smart Translations modal instead of updating them one by one.

For hospitality brands

Onsite Tracking for Olo via Google Tag Manager (June 18): Add the Klaviyo tag in GTM to capture guest browse, cart, and checkout behavior from Olo Serve ordering sites and trigger abandonment flows. Learn more

Smarter Sync for OTA Guests and Real-Time Cloudbeds Updates (June 16): Reach OTA-booked guests and trigger check-in, mid-stay, and post-stay flows with reservation data that updates in real time. Learn more

Reporting Dashboards for Hospitality (June 2): Pre-built dashboards for guest, reservation, and loyalty metrics. Automatically available based on your restaurant or hotel integrations. Learn more

Security

API Key Disablement (June 5): Disable and re-enable API keys directly from settings without deleting them. Useful for responding quickly to suspected credential exposure. Learn more

Where to start

If campaign production is the bottleneck for your team, Composer is the most immediate thing to try and it's already in your account. If support ticket volume is the problem, Customer Agent's new Conversational Agent Builder is worth a look, especially if you've been putting off customization because of the engineering lift. And if your Instagram following isn't converting to owned subscribers yet, K:Social is now open to everyone.

The full list of Q2 and June updates lives at klaviyo.com/whats-new