Bloomreach Adds Native WhatsApp And API Triggered Transactional SMS Support
Bloomreach announced three mobile messaging updates for Bloomreach Engagement on November 5, 2026: a native WhatsApp integration, API-triggered transactional SMS, and planned support for Rich Communication Services (RCS). The changes are documented in Bloomreach’s mobile messaging product update. (bloomreach.com)
Native WhatsApp integration adds interactive message types
The new WhatsApp integration adds a dedicated node in scenarios, event tracking, real-time triggers, and support for additional message formats. Teams can send media messages, including high-resolution images, videos, and GIFs, along with quick-reply buttons and interactive menus. Quick replies support up to three buttons per message, while interactive menus can include up to 10 options.
WhatsApp marketing messages triggered by customer events require approval from Meta. Responses and button interactions can be captured as first-party data for segmentation, personalization, and follow-up journeys. Bloomreach also adds WhatsApp-specific reporting, including funnels and cohort analysis. (bloomreach.com)
Transactional SMS moves to direct API delivery
Transactional SMS can now be triggered through an API from systems such as AfterShip, Shopify, or a data warehouse. This replaces the previous scenario-based approach, which required teams to import events before sending messages and did not support real-time dispatch.
The API-managed messages are logged as events on the customer profile and can be included in transactional SMS reporting. Bloomreach states that there is no interface for changing or monitoring these messages, so implementation teams must manage the triggering and message delivery through the API. (bloomreach.com)
RCS support is planned, not generally available
Bloomreach also confirmed roadmap support for RCS, a messaging protocol that supports richer formats such as carousels, buttons, images, and video across Apple and Android devices. The announcement describes RCS as planned roadmap support, not as an available product capability. (bloomreach.com)
