Klaviyo Now Supports SMS for Firearms Brands: What It Means for FFLs & WooCommerce Stores (2025)

TL;DR: Klaviyo has rolled out age-gated SMS support for firearms brands (21+), which in the U.S. requires using a short code rather than a toll-free number. This opens true omnichannel (email + SMS) on Klaviyo for compliant FFLs and firearms ecommerce—especially those on WooCommerce.

👉 Ready to get started? Sign up for Klaviyo

The announcement (and why it matters)

In July 2025, Klaviyo added age-gated SMS for firearm brands to its product updates and compliance docs—explicitly noting that it supports alcohol and firearms via age-gating. This is a notable shift that gives firearms merchants a credible, mainstream option for compliant text marketing within the Klaviyo ecosystem.

Klaviyo's Help Center clarifies two key points:

1. Klaviyo allows age-gating only for alcohol and firearms brands, and

2. In the United States, firearms SMS requires a short code (21+) rather than a toll-free number.

Klaviyo also published timelines and requirements for short codes—new U.S. short codes typically take ~8–12 weeks after carrier submission—so planning ahead is essential.

What changed—plain English

• You can use Klaviyo for firearms SMS if you implement age-gated consent and send from a short code (U.S.).

• Double opt-in and compliant disclosures remain must-haves. Klaviyo's compliance guides walk through the consent, content, and sending rules you'll need to follow.

• Expect a lead time for short-code approval (carriers review programs), so factor the 8–12 week window into your go-live plan.

How this positions Klaviyo vs. other SMS platforms

Most mainstream SMS providers restrict or outright prohibit S.H.A.F.T. categories (sex, hate, alcohol, firearms, tobacco). Klaviyo now sits in a more favorable bucket for firearms sellers—allowed with age-gating (21+) and a short code—while several popular competitors remain closed or highly restrictive:

Bottom line: If you want one CRM for email + SMS + ecommerce data and you're in the firearms space, Klaviyo is now a viable, mainstream option—with the important caveat that you must run a short-code, age-gated program in the U.S.

WooCommerce + Klaviyo: your rollout plan

Coriolis is a Klaviyo Partner with deep experience implementing and optimizing Klaviyo for WooCommerce (catalog events, browse/cart flows, back-in-stock, and advanced segmentation). Here's the fastest compliant path we recommend:

1. Integrate Klaviyo + WooCommerce

   • Connect the official Klaviyo plugin, verify event tracking (Viewed Product, Added to Cart, Checkout Started, Placed Order), sync catalog & coupons.

2. Apply for a U.S. short code

   • Build your application with clear disclosures, double opt-in, program examples, and TOS/Privacy links. Expect ~8–12 weeks after carrier submission.

3. Launch age-gated opt-in

   • Add Klaviyo age-gated forms site-wide (home, PDP, cart/checkout) collecting full DOB for 21+ verification. Ensure non-compliant visitors cannot subscribe.

4. Stand up core SMS flows (post-approval)

   • Welcome/opt-in confirmation (with vCard & clear brand ID), Abandoned Cart, Browse Abandon, Back-in-Stock, Order/Shipping updates (if permitted under your program type). Use content that avoids SHAFT-flagged terms and always includes the brand name.

5. Segment & safeguard

   • Segment by verified age, jurisdiction, and purchase intent; suppress minors or unverifiable numbers. Document consent; keep your SMS TOS/Privacy current.

6. Measure & iterate

   • Track deliverability, CTR, revenue attribution, and compliant opt-outs (STOP/HELP). If carriers tighten, adjust copy and cadence immediately.

👉 Get started: Apply for Klaviyo

Compliance quick hits (don't skip these)

• Age-gating is required for firearms; 21+ only; short code in the U.S. (not toll-free).

• Double opt-in and brand identification inside every message are best practices for deliverability and audits.

• Carrier rules change. Klaviyo notes policies can shift and some requirements are unpublished—build conservatively and monitor.

• Plan the timeline. Budget 8–12 weeks for a new U.S. short code after submission; porting can be faster.

Why this is a win for firearms ecommerce

• One stack, one brain: Unified email + SMS + customer data in Klaviyo (vs. stitching niche vendors).

• WooCommerce first-class: Mature integration, on-site forms, product feeds, and event tracking give you personalized triggers out of the box.

• Future-proofing: If carriers raise the bar again, short codes are the most resilient number type for filtering and throughput.

FAQ

Is Klaviyo SMS actually allowed for firearms?
Yes—with age-gating and (in the U.S.) a short code. Klaviyo's SMS docs spell this out.

Why can't I just use a toll-free number?
For firearms in the U.S., carriers require short codes (21+). Toll-free isn't permitted for this category.

How long will short-code approval take?
Klaviyo's reference shows ~8–12 weeks for new U.S. short codes after carriers receive the app. Build your calendar accordingly.

How does Klaviyo compare to the big SMS players?

• Postscript: says it can't service firearms brands.

• Attentive: prohibits firearms content (alcohol sometimes allowed with age-gate).

• Yotpo SMS & Email: indicates firearms can be done via age-gated short codes (not toll-free). Onboarding can vary—confirm before you commit.

Work with a Klaviyo Partner (WooCommerce experts)

Coriolis is a Klaviyo Partner with extensive WooCommerce experience for firearms retailers and manufacturers. We'll handle the short-code application, age-gated forms, double opt-in, and build revenue-driving flows that keep you compliant.

👉 Next step: Start your Klaviyo application here