Always-on WhatsApp for ecommerce brands and DTC stores.
Connect your store’s actual WhatsApp number to your ecommerce stack 24/7. Cart recovery, customer support, custom-order discussions, post-purchase follow-up. Your store’s normal WhatsApp identity (not a verified business badge), running through Shopify, WooCommerce, BigCommerce, or a custom backend. No Meta business verification. No template approval. No per-conversation fees. $15 per store line per month, flat.
Mossmoon is the conversational path. Not the broadcast path.
For mass-broadcast workloads (order confirmations to a whole list, COD verifications at scale, marketing blasts), the WhatsApp Business API is engineered exactly for that pattern and Mossmoon isn’t. We won’t pretend otherwise.
For everything that’s a real two-way conversation between the store and a single customer (support, custom orders, post-purchase care, founder-led care, recoverable carts where the customer’s already opted in), Mossmoon is the structurally cleaner path. No Meta verification, no template approval, customer sees your real store identity.
Most growing brands run both, on purpose.
Keep Business API (through Twilio, 360dialog, WATI, or your BSP of choice) for the broadcast lane: order updates from a verified business number, mass shipping notifications, opted-in marketing blasts. Use Mossmoon for the conversational lane: support, custom orders, AI receptionist, founder-led VIP customer care.
The split is operationally easy because each lane uses its own webhook and its own outbound endpoint. Your stack routes based on whether the message is a broadcast or a conversation reply. Cost-wise the conversational lane gets dramatically cheaper because it’s out of the per-conversation pricing.
Six conversational ecommerce patterns brands ship in month one.
24/7 WhatsApp customer support
Inbound customer messages hit your webhook with order context if the phone number matches a customer record. Tier-1 AI handles 'where's my order', 'refund status', sizing questions. Anything escalated warm-hands-off to a human via your dashboard. Customer sees the store's normal WhatsApp identity throughout.
Cart recovery for opted-in shoppers
Shopify cart-abandoned webhook fires, your workflow waits a human-natural interval (30-60 min), Mossmoon sends a personal check-in from the store's WhatsApp number. Recovery rate well above email. Only on opted-in carts, never mass blast.
Post-purchase nurture
Order delivered webhook + 7 days fires a quick 'how's it going, anything need adjusting?' from the store's WhatsApp. Drives repeat purchases, surfaces reviews, catches dissatisfaction before it becomes a refund or negative review. Human-paced, conversational.
Custom orders and made-to-order
For luxury, made-to-order, or configurable products, customer messages your store on WhatsApp to discuss specs. AI captures the requirements, generates a quote, your team confirms via human reply. The whole order conversation lives in your stack with order record attached.
VIP / founder-led customer care
High-AOV customers get a direct line to a founder or senior account manager via WhatsApp. The conversation happens through the store's actual WhatsApp identity so it feels personal. Mossmoon keeps it always-on so the founder doesn't have to babysit their phone.
Reactivation for dormant customers
Customer hasn't purchased in 90 days but opted in to WhatsApp? Personalized check-in from the store's WhatsApp around a relevant new arrival or restocked size. Human-paced, opted-in, real conversation. Mossmoon rate-limits to keep the account healthy.
Plugs into the ecommerce platform you already run.
Mossmoon is a clean REST API plus signed webhooks. Two endpoints (one inbound webhook configured in our dashboard, one outbound POST when your store wants to send) is the entire integration surface. Every modern ecommerce platform speaks that.
Native webhooks on every order, cart, fulfillment, customer event
Action Scheduler hooks routed to webhooks
Webhook subscriptions per event type
Webhook module + REST API for outbound
Velo webhooks + Wix Bookings/Stores triggers
Order webhooks + Zapier hop
Profile and event webhooks for lifecycle nudges
Outbound webhooks from journeys + segments
Webhook events on tickets to thread WhatsApp replies
Plain REST, JSON payloads, your own logic
Per store line, per month. Flat.
$15 per active store line per month. No per-message fees, no per-conversation fees, no per-seat charges for internal team members in your dashboard. First store line free for 7 days from when it goes ready.
Voice-enabled lines are $20/line/mo with unlimited minutes, useful for luxury and high-touch DTC where personal phone contact closes orders.
Unlimited inbound + outbound on the store’s WhatsApp line. Text, images, video, voice notes, documents. First line free for 7 days.
Everything in messaging, plus click-to-call from your dashboard through the store’s WhatsApp. Unlimited minutes, no per-minute fees.
What ecommerce brands ask before signing up.
Depends on your dominant traffic pattern. If you're sending high-volume one-to-many transactional broadcasts (order confirmations, shipping notifications, cart-abandonment blasts to your entire list, COD verifications at scale) from a single verified business number, the Business API is engineered for that exact workload. Templates, per-conversation pricing, and Meta's broadcast infrastructure all align with it.
If your WhatsApp use is conversational (customer support replies, custom-order discussions, founder-led care, post-purchase follow-up that feels human), Mossmoon's path is structurally better. Your store's normal WhatsApp number stays connected to your ecommerce stack 24/7, customers see your real WhatsApp identity instead of a 'verified business' badge, you skip Meta's verification entirely. Most brands actually have both patterns. The split-stack play (Business API for broadcast, Mossmoon for conversational) is increasingly common.
Yes. Shopify ships native webhooks for every commerce event (order created, fulfilled, cart abandoned, customer created, refund issued). Wire those into a workflow (n8n, Make, your own backend, an AI agent), then have the workflow POST to Mossmoon's send endpoint to deliver the WhatsApp message through your store's actual line.
Common patterns: cart abandoned → Mossmoon sends a personal check-in 30 minutes later; order created → Mossmoon sends a 'thanks, here's what happens next'; fulfilled → tracking; review request 7 days post-delivery. All from your store's normal WhatsApp number.
Same pattern. WooCommerce has Action Scheduler hooks you can wire to webhooks. BigCommerce has webhook subscriptions on every order and customer event. Magento and Wix both expose order and customer webhooks. Any of them can fire into n8n / Make / Zapier / a custom backend, which then calls Mossmoon's REST endpoint.
If your store's on a custom backend, Mossmoon is a plain REST call from your existing order pipeline. No SDK needed.
Yes, but with one important constraint. WhatsApp's terms apply equally to every provider: cold mass messaging customers who didn't explicitly consent to WhatsApp contact will get the brand's WhatsApp account flagged. Mossmoon rate-limits outbound and refuses bulk-blast patterns. We don't support mass marketing.
What works: customers who entered a WhatsApp number on checkout, opted in via a WhatsApp consent box, or messaged the store first. For that segment, cart-abandonment recovery on WhatsApp has the highest recovery rate of any channel by a wide margin. Open rate around 90 percent compared to email's 6 percent.
This is the strongest fit for Mossmoon. Your store's WhatsApp stays online 24/7, every inbound customer message fires your webhook with order context if you can match the phone number to a customer record, your support team replies through your dashboard. AI agent handles tier-1 questions (where's my order, refund status, sizing) and warm-hands-off to a human for anything escalated.
Critical: customer sees your store's normal WhatsApp identity throughout. Not a 'verified business' badge, not a chatbot avatar. The conversation feels like texting a small store founder, which is exactly the post-purchase experience that drives repeat purchases.
Yes. The $20/line/mo tier enables click-to-call from your dashboard. The call goes through your store's WhatsApp to the customer's number, anywhere in the world. Unlimited minutes. End-customer sees the store's normal WhatsApp identity.
Particularly useful for luxury, custom-order, and high-AOV ecommerce where personal voice contact closes the order or saves a refund. Cheaper and more personal than a third-party dialer.
Each storefront is one Mossmoon line. POST /api/v1/wa/lines with the storefront ID as your external reference for each one. Each store's WhatsApp scans its own QR. Each line has its own line_id and its own webhook payloads, so your stack can route inbound from each storefront into the matching Shopify (or other) instance.
$15/line/mo means 3 storefronts cost $45/mo total, flat, regardless of how much they message. Much cheaper than running Business API on three numbers at scale.
Closely related but a different page. See /for/marketing-agencies for the multi-tenant agency use case where you're onboarding many clients with their own WhatsApp numbers. Same primitive, just framed for the agency context (per-client line, agency markup, agency dashboard pattern).
$15 per active store line per month, flat. No per-message fees, no per-conversation tiering, no per-seat charges for internal team members in your dashboard. First line free for 7 days from when it actually goes ready. Voice-enabled lines are $20/line/mo with unlimited minutes.
For a brand running one store with conversational WhatsApp use, that's $15/mo total ecommerce-WhatsApp cost. Compare to a Business API stack billing per conversation at scale and the difference is structural.
Run your store’s WhatsApp the way a small founder would. Always-on, in your stack, no Business API. First line free for 7 days.
Related reading: Marketing agencies guide · Business API vs personal API · WhatsApp API without verification