With this feature, your customers can browse your products directly from WhatsApp.
Why turn it on?
Example: during its Privilege Days, Clarins added its 25% off offer directly in the catalog, which drove strong engagement and made product browsing frictionless.
Offer an immersive shopping experience: your customers discover your products and can add them to their cart without leaving the conversation. The result: smooth, frictionless browsing.
Boost your sales: clear, interactive and engaging, this format grabs your customers' attention with a fully personalized experience.
Step 1: Install the catalog
First, essential step: turn on the feature so that WhatsApp can connect to your Shopify catalog.
Below are the setup steps in Shopify and Meta.
In less than 10 minutes, your catalog will be connected and ready to show in WhatsApp!
Connect the catalog in Shopify and Meta:
1. Add the catalog from Shopify and Meta
Shopify:
Install the Facebook & Instagram app
Click Connect Account
Once the catalog is created in Meta, you need to link it to your WhatsApp Business account.
Meta:
Without this step, your products won't display correctly in the conversation.
Go to: Settings → WhatsApp Accounts → Catalog → Create a Catalog
In the display options, you'll find two settings:
Feature | Description | Required? |
"Show Add to cart button" | Turns on the add-to-cart button directly in the WhatsApp conversation. | Yes, it lets you use the catalog feature in your messages |
"Show catalog icon" | Shows a permanent catalog icon in the chat header | No, but recommended: it makes the catalog more visible and drives more clicks and sales. |
Note: WhatsApp doesn't offer built-in payment yet. Your customers can add products to their cart in WhatsApp and send you their order directly in the conversation. Payment then happens through your usual methods (payment link, bank transfer, cash on delivery…).
Product sync between Shopify and Facebook/WhatsApp usually takes a few minutes. Once your changes (prices, images…) are saved in Shopify, they'll show up shortly.
2. Check that your catalog is compliant
First, make sure your catalog products come through correctly (images, prices, descriptions). You can edit your catalog at any time in Meta Commerce Manager.
Open Commerce Manager:
3. Turn on the Catalog template in WAX
Good to know: global catalog vs. catalog template
Your global catalog (connected to Shopify) can contain as many products as you want.
However, when you send a catalog template in WhatsApp, you can show up to 30 products per send, in up to 10 sections
Section examples: Dresses – New in, Trousers – Best-sellers, Shoes – Summer picks.
In practice, you have an unlimited catalog, but you pick a showcase of up to 30 products for each WhatsApp campaign.
This keeps the experience simple, clear and engaging for your customers.
How to use the Catalog template:
Your catalog is now active and ready to use in your Flow Builder in WAX.
Next, define your use case to get the most out of it for your business goals.
Step 2: Define your use case
1. Get inspired by our ready-to-use scenario templates
We've designed several use cases for your key marketing moments.
You'll find them in your template library, ready to use:
Use case | Goal | CTA example | Best timing |
Back-to-school promo campaign (with or without a code) | Generate a quick sales peak and reward loyalty | "Discover your routine and start September in style" | Just before or during back-to-school (early September) |
Editorial campaign & French Days operation (WhatsApp Club – code CLUB20) | Create a sense of exclusivity and generate a short, intense sales peak | "Ready to shop our most wanted pieces? Click 'See the selection'" | The day before the operation |
Beyond key sales moments, the WhatsApp catalog can become a powerful relationship lever:
Customer birthday → offer a personalized selection with a special discount
Loyalty / VIP → exclusive early access to a selection
Cross-sell / upsell → "You bought X? Discover Y"
These uses turn the catalog into a tool not only for conversion but also for loyalty.
2. Our best practices
Send at the right time: send your messages at strategic moments, such as the start of a promotion, a product launch or a restock.
Use the right style: human, direct, concrete. One call to action per message.
Highlight your strengths: new arrivals, limited editions, exclusives.
When writing:
Short, readable titles (header and sections).
One main button or CTA per message.
Use emojis sparingly, to add rhythm without overloading.
Step 3: Turn on the catalog in a WhatsApp message
Once your use cases are defined and your templates chosen, it's time to put it into action.
1. Create your Catalog template in WAX
2. Optional: add an MPM button (multi-product showcase)
The MPM (Multi-Product Message) button shows a showcase of products from your catalog under your message, organized in sections.
How it works
The button appears under your message (e.g. "See the selection").
When clicked, WhatsApp opens a product showcase.
Each product is clickable and leads to your product page.
Limits
Up to 30 products per button.
Up to 10 sections (e.g. Dresses – New in, Shoes – Summer).
Products must be in your global catalog.
Setup in WAX
Open your flow in the Flow Builder.
Add a button and choose the Multi-Product Message (MPM) type.
Give it a label (e.g. "See what's new").
Select up to 30 products and organize them in sections.
Save.
Example: "Discover our new summer collection" → the customer opens a showcase of 20 products organized into dresses, shoes and accessories.
3. Test the result on your phone
This quick test makes sure the experience is optimal before you send your first campaign.
What to check:
Images are sharp and well framed
Titles are short, clear and readable
The price shown is correct
Products appear in the right order
The action button is clearly visible
How to run the test:
Open the flow that contains your catalog message.
Click the Test button at the bottom left of the editor.
Open the message on your phone, then tap the catalog button to check the points above.
Test not arriving? Check that your number is opted in and that your templates are approved.
Questions?
FAQ – Catalog
FAQ – Catalog
Can I put a product in several categories?
Not yet: on the Meta side, a product can only belong to one subcategory.
Can customers pay directly in WhatsApp?
Not yet in France: payment happens on your e-commerce site (Shopify). WhatsApp acts as a discovery and add-to-cart interface.
Where do images and titles come from?
From Shopify. Edit them directly in Shopify and the display updates automatically.
What happens if a product is out of stock?
The product shows as unavailable or is hidden, depending on your Shopify settings. As soon as it's back in stock, it's visible again.
Can I show several variants (size, color) of a product?
Yes, but each variant must be created as a separate product in the catalog.
How many products can I put in my WhatsApp catalog?
With the Multi Product Message button, you can show up to 30 products in total, named and organized as you like.
Is the catalog message a template or a reply?
The catalog message is a marketing template (not a reply): it must be pre-approved by Meta and is billed as a marketing message.
Check the FAQ for common questions. And if you need help, your CSM is here to support you.