Learn more about what’s shipped in May 2026 in Klaviyo, including Product Feeds for SMS/RCS, WhatsApp Channel Affinity, Activity Log, and Customer Agent Updates.
Hey Community!
May was a busy month in Klaviyo. Product feeds came to SMS and RCS. Channel affinity expanded to WhatsApp. Activity Log went fully live. And Customer Agent shipped four updates that substantially change what it can do.
Rather than leaving you to piece it together from product announcements, here's everything that shipped, why it matters, and the one thing worth doing with each one right now.
Product feeds are now in SMS and RCS: same personalization as email, finally
What changed?
You already use product feeds in email. A subscriber who browsed sneakers sees sneakers. One who's been shopping candles sees candles. The feed handles the per-recipient logic automatically. You configure it once and it surfaces the right product for each person at send time.
Until now, that capability stopped at email. Text messages had to be generic, or you had to manage a separate tool to get dynamic product content into SMS. Neither option was great, especially when text is often the highest-intent channel in your stack.
Product feeds are now available in SMS and RCS. The feeds you've already configured in Klaviyo (trending products, recently viewed items, new arrivals, category-specific picks) work in text messages the same way they work in email. No new setup required.
For RCS specifically, it goes further: brands can send a rich, swipeable carousel with multiple product cards, each one personalized per recipient. Product images, pricing, and direct links all inside the native text inbox.
Why does this matter?
The same product personalization that drives relevance in email can now be used in SMS and RCS without maintaining separate workflows or tools.
Recommended first use case
The use case worth setting up first: a post-browse follow-up flow. A subscriber views products on your site but doesn't buy. An automated SMS goes out with the specific items they looked at, pulled dynamically from a recently viewed feed. The message lands while the interest is still warm, with content that matches what they actually browsed. Not a generic "you left something behind."
Product feeds in text are available in regions where SMS and RCS are supported.
Explore product feeds in text →
Channel affinity now includes WhatsApp: here's how to use it for mobile routing
What changed?
Channel affinity uses Klaviyo AI to predict the best channel for reaching each customer based on their past behavior and preferences. It's stored on each customer profile and works natively in the segment builder, flow filters, and conditional splits. The same tools you already use.
Until this update, channel affinity covered email, SMS, and push. WhatsApp is now included.
Why does this matter?
For brands running both SMS and WhatsApp, this matters. Before, if a subscriber was opted into both channels, you were either guessing which one to lead with or sending both and hoping for the best. Channel affinity gives you a data-driven answer: does this person tend to engage more on SMS or WhatsApp? Lead with that one, then follow up on the other if needed.
Erica Olsen, ecommerce marketing specialist at Corkcicle, described how they use it: "Channel affinity allows us to be efficient and targeted and has provided great results." Their most efficient segment (customers who engaged in the last 90 days and prefer email) was built directly from channel affinity signals.
Recommended first use case
Where to start: in the segment builder, create a segment filtered by WhatsApp as a preferred channel. Use it to identify which subscribers you should be leading with WhatsApp vs. SMS in your next mobile flow. If you want to go further, add a conditional split to an existing flow that routes profiles based on predicted channel preference.
Activity Log is live: bookmark it before you need it
What is Activity Log?
Here's the scenario most of us have lived at least once: something in your account changed unexpectedly. A flow is off. A segment looks different. A campaign sent early. You ask around. Nobody remembers doing it. Your agency was in the account. So was a contractor. So was a new hire on their first week. The investigation goes nowhere useful.
Why does this matter?
Activity Log puts an end to that. It's a permanent, searchable audit trail of every action taken in your Klaviyo account. Who made a change, what was changed, and exactly when. It's available right now at no additional charge.
Key capabilities
Here's what you can do with it:
- Filter by team member to review a specific person's full activity history. Useful for contractor oversight or when someone's access needs to be reviewed.
- Filter by timeframe to audit changes during a specific campaign or launch window.
- Search by keyword (flow name, segment name, campaign ID) to pinpoint a specific action without scrolling through everything.
- View enriched event details on the most-requested action types, so you see exactly what changed, not just that something in a category was modified.
- Download a report to share with stakeholders or attach to compliance documentation.
How to access it
Access it at Settings > Account > Activity log > View Activity Logs. You'll need Owner, Admin, or Account Settings permissions.
The honest reason to set this up before you need it: the moment you need it, you'll want it to already have history. The sooner you know it exists, the more useful it will be when something inevitably goes sideways.
Also from this month: Customer Agent updates
Four updates to Customer Agent shipped in May. Here's a quick rundown of what changed and why it's worth knowing about.
Multilingual support
Customer Agent now automatically detects and responds in whatever language a shopper writes in, across web chat, email, SMS, and WhatsApp. You configure your agent once, in your own language, and it handles the rest across 100+ supported languages. No duplicate setup per market, no separate agent per language. For any brand with international customers, this is the update that removes the biggest barrier to using Customer Agent across all your markets.
Profile Enrichment
Shopper preferences and intent captured in Customer Agent conversations are now automatically written back to Klaviyo profiles in real time. Every support interaction becomes a source of better data, which means smarter segmentation, more relevant flows, and campaigns that reflect what customers actually told you they care about.
Conversational Agent Builder
Instead of manually configuring skills and workflows, you can now describe the experience you want in plain language and Klaviyo AI builds the agent for you. If you've been curious about Customer Agent but put off the setup because it felt complex, this is the version to try.
Customer Agent APIs
Brands can now embed Customer Agent directly into their own storefronts, apps, and custom experiences, and orchestrate support workflows with platforms like Claude and ChatGPT. This one is primarily for teams with development resources, but it opens up use cases that weren't possible before.
All four updates are available to Customer Agent customers.
Explore multilingual Customer Agent →
Other launches worth knowing about
A few more things that shipped recently that didn't make the main list but are worth a look depending on your setup:
- Mobile Channel Automation Improvements — New question types, longer messages, rich formatting, and video support are now available in WhatsApp and SMS automations. If you're collecting zero-party data through automated conversations, there's more to work with now. WhatsApp automations → / SMS automations →
- Transactional and Service Branded Sending Domains — You can now set up separate branded sending domains for marketing, transactional, and service email. If high-volume marketing sends have ever affected your transactional deliverability, this is the fix. Learn more →
- Self-Serve Dedicated Click Tracking — Set up a dedicated click-tracking domain directly in account settings. No support ticket, no wait. Learn more →
- Shopify Coupon Combinations — Klaviyo-generated coupons can now stack with other Shopify discounts at checkout. More flexibility for promotional flows without manual workarounds. Learn more →
- Mobile Push A/B Testing in Flows (GA) — A/B test push notification titles, body copy, and behavior directly inside Flow Builder. Pick winners based on engagement rate. Learn more →
- Category Analysis Dashboard — New view in Marketing Analytics > Catalog Insights showing category-level revenue, orders, and engagement trends. Worth checking if you manage a large catalog and have been manually aggregating product-level data to get the bigger picture. Learn more →
- Folders for Email Templates — Create folders, nest them, and bulk-move templates. Small quality-of-life update that adds up fast if your template library has gotten unwieldy.
- WhatsApp Consent on WooCommerce Checkout — Capture WhatsApp subscribers at the moment purchase intent is highest. Enable it in your WooCommerce integration settings. Learn more →
A lot moved in May. If you're only going to set up one thing this week, product feeds in text and channel affinity for WhatsApp are both live and immediately applicable to most programs.
Share with the Community
What are you trying first? Or if you've already been in the account since these dropped, what did you set up and how did it go? Drop it in the comments.