Abandoned Cart and COD Form Recovery: SMS, WhatsApp, and Calls in the Right Order

João Victor Ramos · 2026-10-07

Recovering abandoned carts and COD forms is crucial for increasing e-commerce conversions. Below, I’m sharing a contact strategy using SMS, WhatsApp, and calls, with a step-by-step approach.

Contact window

1. 10 Minutes: The first action should be immediate. Use SMS to send a simple, direct message reminding the customer about the product left in their cart. This takes advantage of the urgency and the user’s attention.

• Example message: “Hey [Name]! We noticed you left a product in your cart. It’s still available! Click here to complete your purchase: [link]”

1. 1 Hour: If there’s no response, send a message via WhatsApp. This channel is more personal and has a higher open rate.

• Example message: “Hi [Name], how are you? Your cart is still waiting for you! There are only a few units of your product left. Want help completing your purchase?”

1. 24 Hours: If the customer still hasn’t completed the purchase, give them a call. Use this approach with care, but it can be very effective.

• Example message: “Hey [Name], this is [Your Name] from [Your Company]. I’m calling to see if you ran into any trouble completing your purchase. Is there anything I can help with?”

Message by stage

• Each message should be brief, clear, and focused on solving a problem or creating a sense of urgency. Always use the customer’s name to personalize your approach.

Typical recovery rate

Recovery rates can vary, but on average, businesses recover between 15% and 30% of abandoned carts with a well-structured communication flow. This can increase with better segmentation and message personalization.

Cost per channel

• SMS: The average cost is R$ 0,12 to R$ 0,40 per message, depending on the platform used and the volume of messages sent.

• WhatsApp: The cost per message is generally lower, ranging from R$ 0,05 to R$ 0,15 per message, but keep in mind that you need an officially registered number.

• Call: Costs can vary quite a bit, but budget around R$ 0,50 to R$ 2,00 per call, depending on the carrier and call duration.

Opt-in and the law

It’s essential to make sure you have the customer’s opt-in for SMS and WhatsApp messages. This complies with the LGPD (General Data Protection Law). Always let customers know they can opt out of receiving messages and respect their decision.

Finally, consider using data from tools like FreeSpy to understand which types of messages perform best with your audience.

What recovery rate have you been getting in your store?