The omnichannel marketing platform for WhatsApp and email

What an omnichannel marketing platform is

Omnichannel marketing means treating each customer as one person across the channels you use, instead of keeping a separate list, calendar and set of rules for each. A multichannel marketing platform can send on more than one channel; an omnichannel one also shares what each channel knows, so an order placed after an email can stop the WhatsApp follow-up, and consent given on one channel is never assumed on the other.

Zappio is omnichannel marketing software for two channels, WhatsApp and email, on one customer profile. Instagram DM and Messenger conversations join WhatsApp ones in the shared inbox on Standard and above, for your team to answer, but campaigns and journeys do not send on them. Zappio's plans include no SMS, app push or RCS.

Why email and WhatsApp marketing work together

For many businesses in India and the UAE, WhatsApp is already where customers ask about stock, book appointments and check on orders, so it suits a short message that matters today. Email does different work: longer content, receipts and details people keep, and messages to customers who have not agreed to WhatsApp marketing.

Cost points the same way. A WhatsApp marketing template carries Meta's charge, paid by you to Meta. Email has no per-message charge of that kind: it is priced for your list. A sensible order is email first, then WhatsApp for the people who did not act, which keeps the paid messages for the moments where timing matters.

On two separate tools, a customer who bought after the email can still get the WhatsApp reminder, and the two lists drift apart. On one platform, the order ends the journey on both channels, and both consents sit on the same profile.

Two channels, one customer profile

Each customer has one profile. Zappio matches people by your own customer ID first, then email, then phone, then an anonymous visitor ID, and keeps a record of every merge. Merges cannot be undone, and two profiles with different email addresses are never merged on their own: a person on your team decides.

Profiles fill from your store, CSV imports and a tracking snippet, and, from the day email is switched on, people who message you on WhatsApp and leads in Zappio's CRM; earlier WhatsApp history is not brought in.

Consent, per channel

Email consent and WhatsApp consent are logged separately, and each is checked before a marketing send on its own channel. WhatsApp consent is recorded in these ways:

• A Zappio signup form with a WhatsApp box. The consent wording the visitor saw is stored with the signup.
• An import that includes it. A CSV of profiles with their WhatsApp consent.
• Your team. Someone sets it on the profile.
• Your own website form. Your developer passes the WhatsApp opt-in through the tracking snippet when the person signs up.

Shopify passes on email consent, not WhatsApp consent. WooCommerce and the webhook mapper bring no consent at all, and an incoming WhatsApp message does not set it either.

Segments across both channels

Segments combine profile fields, events in a time window, including email opens and clicks and WhatsApp templates read or replied to, consent on each channel and other segments, with AND and OR. They update as events arrive, are rechecked every night, and can start a journey when someone joins or leaves.

How a journey hands over from email to WhatsApp

A journey is one trigger followed by steps in order. It starts from an event, such as a started checkout, from someone joining or leaving a segment, or by hand. Steps include waits, a wait for an event such as an order (with a timeout), conditions, random splits, emails, WhatsApp templates, webhooks and alerts to a teammate.

Here is how an online shop on Shopify would set one up:

1. Trigger: "Started Checkout", which Shopify sends from day one.
2. Wait an hour, then send a reminder email.
3. Wait up to a day for an order.
4. If none arrives, send an approved WhatsApp template to people with WhatsApp consent.
5. Exit rule: while the journey is live, an order takes the person out at any point.

The rules at each hand-over

• Consent, per channel. Before each marketing send, the journey checks consent for that channel. Someone without WhatsApp consent, or without a phone number, is skipped at the WhatsApp step and the journey carries on.
• Frequency caps, per channel. One setting, counted on each channel separately across your email-marketing campaigns and journeys: by default 1 marketing email a day and 3 a week, and 1 marketing WhatsApp template a day and 3 a week. A journey message over the cap is skipped, not held. Transactional messages are not capped, and WhatsApp broadcasts sent from the Broadcasts screen have their own weekly cap instead.
• Quiet hours. Set quiet hours, or apply the India or UAE market settings, and marketing emails and marketing WhatsApp templates wait until sending hours begin; they are delayed, not dropped.
• Exit rules and re-entry. While a journey is live, an exit rule takes a person out the moment an event you name happens, such as an order. Re-entry is set per journey, and nobody is in the same journey twice at once.
• Bounces and complaints. Journeys do not pause themselves on bounces or complaints, but a hard bounce or spam complaint stops all mail to that address.

The ready-made abandoned-cart journey starts on "Added to Cart", which needs a line of tracking code on your store; switch its trigger to "Started Checkout" to run it from your Shopify connection alone (from WooCommerce, that event arrives when an order is left unpaid). The email does not list the cart items.

Which channel for which message

A rule of thumb, not a measured result:

Meta charges for WhatsApp templates by category (marketing, utility or authentication), and you pay Meta directly, with nothing added by Zappio. Until 30 September 2026, replies inside the 24-hour window a customer opens are free, utility templates inside it included. From 1 October 2026, Meta charges for service messages (your own replies) after the first 1,000 delivered per business phone number each month, and for utility templates sent inside an open 24-hour window. The rates are on WhatsApp API pricing.

Measuring cross-channel marketing

Zappio credits revenue last-touch: one message gets the credit for a sale. By default a sale counts for:

• an email clicked in the last 5 days;
• an email opened in the last day;
• a WhatsApp template from a campaign or journey that was read or replied to in the last 3 days.

Only messages sent from journeys and from campaigns in email marketing are credited; WhatsApp broadcasts, bot messages and inbox replies are not.

A WhatsApp template that was delivered but not read does not count. The two email windows can be changed for your workspace on request; the WhatsApp window is fixed at 3 days. There is no multi-touch attribution: when a customer clicked an email and replied to a WhatsApp template before buying, one message gets the whole credit rather than a share each.

Each campaign reports revenue and orders beside sends, opens, clicks and unsubscribes, and journeys show counts at every step.

Coming next, and what Zappio does not do

Four things are committed for email but not built, and we don't give dates.

Coming next

These are not part of Zappio today:

• SMS, app push, web push or RCS. None is part of Zappio's plans; journeys send email and WhatsApp only.
• Instagram or Messenger steps in journeys. Those conversations are answered in the shared inbox.
• Multi-touch attribution. Revenue is credited last-touch.

If you need SMS or push in the same flows, a tool with more channels, such as Klaviyo, fits better; see Zappio vs Klaviyo.

How to start, and what it costs

WhatsApp plans are published: Standard is ₹4,000/month on a yearly term, or ₹5,000/month billed quarterly, plus 18% GST. Outside India, plans are invoiced from India as a zero-rated export, so no Indian GST is added; taxes in your own country are not included. Premium and the full plan table are on pricing, and Enterprise is quoted for your business.

Email is switched on for your workspace by us, not self-serve. Email is priced for the size of your list — tell us how many contacts you have and we'll quote. Meta's WhatsApp charges are paid by you to Meta directly, on your own payment method, and Zappio adds nothing.

1. Tell us what you have. Your number, your store and how many email contacts.
2. We set up WhatsApp. We create your workspace, connect your WhatsApp number, sit with you through Meta's number verification and put your first templates in for approval, within 24 hours and with no setup fee.
3. We switch email on. Shared sending goes out from Zappio's address with your business name and reply-to, up to 1,000 marketing emails a day; your own domain works through your own SMTP server or Mailgun.
4. Connect your data and publish a first journey. We connect your store with you or import a CSV, and a signup form with a WhatsApp box records WhatsApp consent.

Zappio is made by TABSYST, with offices in India and Dubai (UAE), and supports customers in India and Gulf hours.