With almost 3 billion active users, WhatsApp is an essential tool for customer communication. But with so many WhatsApp marketing tools available, how do you choose the right one for your needs? In this blog post, we’ll compare top software for WhatsApp marketing, breaking down the key criteria you should consider—features, pricing, and more—to help you select the best fit for your business.
Criteria for choosing the best WhatsApp marketing tool
By default, a WhatsApp marketing tool should integrate with your WhatsApp Business Account within Facebook Business Manager and templates that you need to pre-approve with Meta. But what other criteria matter? Let’s break it down:
✓ Features matter because they determine how flexible and engaging your communication can be. Want to send rich media like images and videos? Need seamless two-way communication? Choose a platform that can provide that.
✓ Integrations. A WhatsApp tool should play nice with your existing CRM, e-commerce platforms, and other components of your martech stack. This ensures your data flows effortlessly between systems.
✓ Campaign automation. With the right platform, you can schedule messages as well as send them in response to event triggers. This includes transactional communication (such as order updates) and personalized promotions (e.g. abandoned cart reminders).
✓ Omnichannel capabilities. If you want to engage customers across multiple touchpoints, choose software that integrates WhatsApp with other channels—push notifications, SMS, email, and in-apps. This way, you can even save costs, as some channels may be more cost-effective than WhatsApp, allowing you to balance them skillfully in cross-channel flows.
✓ Compliance and security. A platform that ensures compliance with industry regulations and safeguards your customer data is non-negotiable. Security isn’t just a checkbox—it’s a trust-builder that helps you foster long-term relationships with your audience.
✓ Analytics. A good analytics dashboard tells you how well your WhatsApp campaigns are performing. With this info, you can fine-tune your messaging and deliver better results.
✓ Customization is limited by the guidelines set by Meta to ensure compliance. Still, WhatsApp platforms provide capabilities to tailor message content, structure, and media formats to align with your branding. Once customized, each template needs to be submitted for approval by Meta before it can be used in your campaigns.
✓ Segmentation: With segmentation, you can send targeted messages based on a customer’s behavior, purchase history, or demographics. This ensures your messages are more relevant and personalized, leading to higher engagement and, ultimately, more conversions.
✓ Pricing. When evaluating platforms, it’s important to consider both the Meta fee and additional charges from the provider to make sure you're getting the best value for your investment.
Let's now compare WhatsApp automation tools based on these criteria.
1. Pushwoosh: Omnichannel Whatsapp marketing software
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🛠️ Features
- Messaging personalization: Pushwoosh allows you to use user data to create messages with dynamic content.
- Two-way communication: the platform enables conversational messaging, allowing users to initiate interactions, such as reaching out for support.
🔄 Integrations
Pushwoosh integrates with CRM systems and analytics tools, enabling data synchronization and targeted messaging. Key integrations include Mixpanel and Amplitude for user interaction data, AppsFlyer for mobile attribution, and Marketo for marketing automation.
📢 Use cases covered
- Transactional messaging: managing order notifications, payment confirmations, shipping updates, and reminders.
- Promotions: sending promotional updates and personalized offers.
- Customer support: automating FAQs and managing customer queries, improving response time and satisfaction.
- Verification messages: password reset, 2FA, etc.
🤖 Campaign automation
With Pushwoosh Customer Journey Builder, you can map out campaigns and automate your WhatsApp messaging. Messages can be triggered by user actions—page views or account upgrades—or scheduled for any time. Plus, you can set up flows based on how users interact with your messages:
Learn more about Customer Journey Builder’s capabilities on a personalized demo.
📡 Omnichannel capabilities
Pushwoosh extends beyond WhatsApp, offering an omnichannel approach that includes push notifications, SMS, email, and in-app messaging. This allows businesses to engage customers across different touchpoints from a single platform, optimizing engagement strategies.
More importantly, you can check user reachability in Pushwoosh Customer Journey Builder and select the most effective channels before sending a message.
🔒 Compliance and security
Pushwoosh ensures compliance with Meta’s WhatsApp policies and provides robust data security measures.
Pushwoosh stores data on ISO 27001 certified servers located in the US and Germany, adhering to OWASP principles, and guaranteeing GDPR compliance for European customers.
Pushwoosh meets SOC 2 requirements for secure data handling.
📊 Analytics
Pushwoosh offers analytics tools that track delivery rates, open rates, and message interactions. These can be monitored both at the individual message level and across entire campaigns.
🎨 Customization and branding
Pushwoosh doesn’t offer built-in WhatsApp message customization yet, but the solution is on the roadmap for this year—stay tuned!.
🔍 Segmentation
The tool offers advanced segmentation capabilities, enabling businesses to segment their audience based on user behavior, interaction history, and demographic data.
What do we mean by “advanced”? First, the ability to combine multiple criteria using flexible logic operators:
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And second, unparalleled 365-day event history, which is crucial for trigger-based communications. It allows you to react to long-term user behavior and send personalized, context-aware messages.
💰 Pricing
Pushwoosh pricing starts at $49/month, which includes access to the core platform features—automation, segmentation, analytics, and unlimited push notifications.
WhatsApp messaging is included in the platform usage at no extra charge. Pricing is based on Meta’s rates depending on the type of interaction (marketing, utility, or service-related), with no margin added on top of Meta’s per-conversation cost.
2. Gupshup: AI-driven Whatsapp marketing tool
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🛠️Features
- AI Agents: 24/7 AI-powered agents capable of handling common customer queries, reducing wait times and support costs. These agents can seamlessly transfer complex issues to live agents, ensuring efficient customer service.
- Agent Assist: A tool that supports live agents by providing them with real-time suggestions and information during customer interactions.
🔄Integrations
Gupshup integrates with CRM systems and e-commerce platforms.
📢Use cases covered
- Promotional campaigns: you can send personalized promotions and product catalogs.
- Appointment booking & reminders: you can automate scheduling and timely notifications.
- In-chat payments: you can secure transactions directly within WhatsApp chats.
🤖 Campaign automation
Gupshup allows you to create interactive workflows that respond to customer actions.
📡Omnichannel сapabilities
The platform supports multiple messaging channels, including SMS, Rich Communication Services (RCS), and social media platforms.
🔒Compliance and security
Gupshup ensures compliance with GDPR, maintains ISO 27001 certification, and implements end-to-end encryption for secure communications. The platform also follows SOC 2 standards.
📊Analytics
The tool provides detailed analytics on message delivery, engagement, and user interactions.
🎨Customization and branding
Gupshup provides web chat and rich media customization, as well as RCS templates (rich cards, carousels, and suggested actions for interactive messaging).
🔍 Segmentation
Gupshup states that it allows building segments based on user attributes and behaviors, but does not specify which attributes or behaviors can be used. Additionally, the data retention period is not disclosed.
💰Pricing
Gupshup’s pricing is made up of two components:
- Meta fees: based on conversation type (starting from $0.0099 per message).
- Gupshup fee: $0.001 per template (for outgoing text) and session (for outgoing and incoming text) message.
🏆What Pushwoosh does better
1️⃣ Pushwoosh offers stronger omnichannel capabilities, integrating WhatsApp with channels that Gupshup doesn’t provide—email and push notifications.
2️⃣ Pushwoosh ensures a better user-centric experience. By linking a push token, phone number, and email to a single user ID, Pushwoosh ensures users can be reached through their preferred communication channel.
3️⃣ Pushwoosh offers more cost-effective pricing:
- With unlimited push notifications, businesses can lower WhatsApp messaging costs by engaging subscribers through push notifications first.
- No additional fees beyond Meta's charges.
3. MyAlice: E-commerce-focused Whatsapp marketing tool
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MyAlice is an all-in-one conversational platform designed for socially active e-commerce brands. Here's a detailed overview:
🛠️ Features
- Unified customer inbox: consolidates communications from social channels, live chat, and websites into a single interface, reducing the need to switch between platforms.
- E-commerce order management: provides access to inventory, order creation and updates, and customer details directly within the shared inbox.
- No-code chatbots: enables the creation of automated workflows for handling queries and supporting customers in multiple languages without requiring technical skills.
🔄 Integrations
MyAlice integrates seamlessly with major e-commerce platforms—Shopify and WooCommerce.
📢 Use cases covered
- Promotional campaigns: personalized promotions and product catalogs;
- Appointment booking & reminders: automated scheduling and timely notifications;
- In-chat payments: secure transactions directly within chat interfaces;
- Order tracking & updates: real-time notifications on order status.
🤖 Campaign automation
MyAlice allows businesses to create interactive workflows that respond to customer actions.
📡 Omnichannel capabilities
In addition to WhatsApp, the platform supports social media platforms and messengers: Facebook Messenger, Instagram, Viber, Telegram, and LINE.
🔒 Compliance and security
MyAlice ensures compliance with GDPR, implements end-to-end encryption for data protection, and offers EU data residency options to meet regional regulations.
📊 Analytics
MyAlice provides detailed analytics on customer interactions, agent performance, user behavior, and sales, enabling data-driven decision-making.
🎨 Customization and branding
The tool offers customizable chat widgets, allowing businesses to adjust bot names, avatars, color themes, fonts, and widget sizes to match their brand identity.
🔍 Segmentation
MyAlice enables broadcast messaging only.
💰 Pricing
- Premium plan: $51 per month (billed monthly) or $60 per year (billed yearly) for 5 team members; additional members at $12 per month (billed monthly) or $10 per month (billed yearly).
- Business plan: $153 per month (billed monthly) or $180 per year (billed yearly) for 5 team members; additional members at $36 per month (billed monthly) or $31 per month (billed yearly).
- Enterprise custom plan: Custom pricing with unlimited team members.
A free trial is available; however, no free plan is offered.
🏆 What Pushwoosh does better
1️⃣While MyAlice provides a great solution for e-commerce customer support and marketing, Pushwoosh offers superior omnichannel engagement including email, push notifications, SMS, and in-app messaging.
2️⃣Pushwoosh’s unlimited push notifications enable businesses to reduce WhatsApp messaging costs by reaching users via push notifications first.
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4. Wati: SMB-friendly Whatsapp marketing tool
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🛠️ Features
- No-code chatbot builder: Allows the setup and deployment of chatbots without coding to automate responses to frequently asked questions and improve customer support.
- Click-to-WhatsApp ads integration: Supports the creation of ads that direct users to WhatsApp conversations, facilitating lead generation and customer interaction.
- Catalog feature: Enables the display of products or services within WhatsApp, allowing customers to browse and make selections directly in the chat.
🔄 Integrations
Wati integrates with e-commerce platforms such as Shopify and WooCommerce, CRM systems like Zoho CRM and HubSpot, and automation tools including Zapier.
📢 Use cases covered
- Promotional campaigns;
- Appointment booking;
- In-chat payments;
- Real-time support via live agents and AI chatbots.
🤖 Campaign automation
Wati provides flow builder automation, allowing businesses to design interactive workflows that trigger messages based on customer actions. Scenarios include auto-replies, follow-ups, and abandoned cart reminders.
📡 Omnichannel capabilities
While Wati primarily focuses on WhatsApp, it also supports Instagram Direct Messages, allowing businesses to manage communications from both platforms within a unified dashboard.
🔒 Compliance and security
Wati ensures compliance with GDPR and CCPA, protecting customer data through SSL encryption and regular malware scanning to prevent unauthorized access.
📊 Analytics
The platform offers insights into message delivery rates, response times, and agent performance, aiding businesses in optimizing their communication strategies.
🎨 Customization and branding
Businesses can customize chat interfaces, including branding elements like logos and color schemes, to maintain a consistent brand identity.
🔍 Segmentation
Wati segments contacts using customer attributes (such as demographics and preferences) and behaviors (for example, purchase history).
💰 Pricing
Wati offers scalable pricing plans suited for SMBs, enabling businesses to adapt costs as they grow:
- Growth: $73.16/month for small teams with basic automation and 15,000 marketing broadcasts;
- Pro: $159.96/month with advanced analytics, retargeting, and up to 45,000 broadcasts;
- Business: $358.36/month for large-scale operations, featuring dedicated support, enhanced privacy, and up to 150,000 broadcasts.
🏆 What Pushwoosh does better
1️⃣ Pushwoosh offers a more extensive omnichannel engagement platform with email, push notifications, SMS, and in-app messaging.
2️⃣ Pushwoosh streamlines user-centric communication by linking a push token, phone number, and email under a single user ID, guaranteeing that users are accessible across their chosen channels.
3️⃣ With unlimited push notifications, businesses can reduce WhatsApp messaging costs.
5. Sinch: Campaign-wise Whatsapp marketing tool
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🛠️ Features
- Rich media messaging that supports text, images, videos, audio, and documents, enabling businesses to deliver engaging and informative content to customers.
- Chatlayer: AI-powered chatbot builder for automated customer interactions.
🔄 Integrations
Sinch integrates with a variety of CRM systems, such as Salesforce, HubSpot, and Microsoft Dynamics, as well as e-commerce platforms such as Shopify and WooCommerce.
📢 Use cases covered
- Customer support: automating responses to frequently asked questions and providing real-time assistance.
- Order notifications: sending timely updates on order confirmations, shipping statuses, and delivery schedules.
- Promotional campaigns: delivering personalized offers and updates to customers.
🤖 Campaign automation
Automation is supported through both SDK and API:
- Sinch Engage operates as a platform for managing messaging campaigns across multiple channels.
- Conversation API helps businesses track customer interactions across messaging channels.
📡 Omnichannel capabilities
Sinch's Conversation API allows businesses to engage customers across multiple channels through a single integration. Besides WhatsApp, channels include SMS, MMS, RCS, Viber, Facebook Messenger, Instagram, Telegram, LINE, KakaoTalk, WeChat, and push notifications.
🔒 Compliance and security
Sinch adheres to global messaging regulations, ensuring compliance with standards such as GDPR, CCPA, and local data protection laws. The platform implements end-to-end data encryption, two-factor authentication, and secure APIs.
📊 Analytics
Advanced analytics tools are available through the Sinch Conversation API, providing insights into message delivery, engagement rates, and customer interaction patterns.
🎨 Customization and branding
Businesses can enhance their brand presence by customizing message templates and utilizing rich media formats.
🔍 Segmentation
Sinch offers audience segmentation through its Engage platform, allowing you to create segments based on user preferences and behaviors.
Sinch states that it retains data for up to 12 months but doesn’t specify whether this includes event data.
💰 Pricing
Specific pricing details for Sinch's WhatsApp Business API are not publicly disclosed. However, Sinch’s pricing for the platform is known to start at $49/month for basic messaging and automation, with higher plans ($99, $249, $450, and $799/month) offering more SMS credits, users, automation workflows, and features. Custom pricing is available for enterprises.
🏆 What Pushwoosh does better
1️⃣ Both platforms offer comparable basic pricing plans, but Pushwoosh can bring more value by providing the channels that Sinch doesn’t—push notifications, email, and in-app messaging.
2️⃣ Pushwoosh's segmentation is more advanced, allowing businesses to create targeted segments by mixing behavioral and attribute conditions in the most precise way.
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6. AiSensy: Intelligent software for Whatsapp marketing
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🛠️ Features
- Chatbots: a no-code chatbot builder for automating responses and interactions.
- Click Tracking: a feature that monitors user interactions with messages.
- Multi-Agent Live Chat: a feature that supports multiple agents handling WhatsApp conversations.
🔄 Integrations
AiSensy connects with platforms such as Shopify, WooCommerce, HubSpot, and Salesforce to automate notifications and streamline workflows.
📢 Use cases covered
- Promotional messaging;
- Transactional notifications;
- Customer support;
- Order status updates.
🤖 Campaign automation
AiSensy allows businesses to automate campaigns with scheduled and trigger-based messages.
📡 Omnichannel capabilities
While the platform focuses on WhatsApp messaging, it also integrates with third-party platforms to combine WhatsApp with email, SMS, and other channels.
🔒 Compliance and security
AiSensy complies with data security regulations, including GDPR. The platform implements encryption and follows best practices for data protection.
📊 Analytics
The tool provides data on message delivery, read rates, and user engagement.
🎨 Customization and branding
AiSensy allows businesses to customize their message templates, incorporating rich media such as images, videos, and interactive elements.
🔍 Segmentation
AiSensy’s segmentation allows businesses to filter users based on behavior (for example, purchase frequency) interactions (for example, message responses), and campaign history.
💰 Pricing
The platform offers pricing plans starting from $15/month, with additional costs for message volumes and automation features.
🏆 What Pushwoosh does better
1️⃣ Pushwoosh offers broader omnichannel capabilities, providing businesses with tools for email, push notifications, and in-app messaging from a single platform.
2️⃣ Pushwoosh excels in providing a user-centric experience. You can connect push tokens, phone numbers, and email contacts to corresponding user IDs and always reach users through their preferred channel.
7. Bird: A CRM with a built-in WhatsApp marketing tool
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🛠️ Features
- AI sales automation: AI-powered workflows to manage customer interactions on WhatsApp.
- Unified inbox: a centralized hub for handling WhatsApp conversations.
- WhatsApp payments: integrated payment processing within WhatsApp chats.
🔄 Integrations
Bird integrates WhatsApp with CRM systems, e-commerce platforms, and customer support tools.
📢 Use cases covered
- Sales engagement: automating follow-ups and customer interactions.
- Customer support: WhatsApp is a primary channel for queries and issue resolution.
- Transactional messaging: Order confirmations, payment reminders, and delivery updates via WhatsApp.
🤖 Campaign automation
For campaign mapping, Bird primarily operates through its API, enabling its users to send both triggered and scheduled WhatsApp messages.
📡 Omnichannel capabilities
Bird integrates WhatsApp with SMS, email, and voice channels.
🔒 Compliance and security
The platform complies with GDPR regulations and implements enterprise-level security measures.
📊 Analytics
Provides insights into WhatsApp message delivery, engagement rates, and campaign effectiveness.
🔍 Segmentation
Bird provides audience segmentation based on customer interaction data—purchase history, engagement with past campaigns, website visits, or customer support interactions.
💰 Pricing
Bird’s pricing is based on the number of WhatsApp contacts reached per month:
- Up to 3,000 contacts: $45/month (billed annually).
- Enterprise solutions: Custom pricing for businesses with over 50,000 WhatsApp contacts.
Additional fees may apply for third-party integrations.
🏆 What Pushwoosh does better
1️⃣ Pushwoosh offers a more advanced campaign tool: you can visualize any messaging flow on a canvas, launch it, and then track its performance in real time.
2️⃣ Pushwoosh provides flexible features to map your communication scenarios directly within the journey—timing, flow branching based on trigger events, audience segmentation splitters, and more.
3️⃣ Pushwoosh stands out with unlimited push notifications, offering a cost-effective alternative to WhatsApp by first engaging users via push notifications.
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8. Twilio: Communication powerhouse providing WhatsApp API
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🛠️ Features
One of Twilio’s standout features for the WhatsApp channel is WhatsApp Business Calling, which enables voice and video call integration. This allows businesses to communicate directly with customers via WhatsApp calls.
🔄 Integrations
Twilio's API integrates with CRM systems, customer support platforms, and marketing automation tools, streamlining workflows and ensuring consistent communication.
📢 Use cases covered
- Customer support: real-time assistance and automated responses to common inquiries.
- Notifications and alerts: sending transactional messages such as order confirmations and delivery updates.
- Account verification: sending secure, time-sensitive messages for user authentication, such as one-time passcodes (OTPs) or two-factor authentication (2FA) requests.
🤖 Campaign automation
Twilio API supports automated workflows, enabling businesses to send scheduled messages and respond to customer actions without manual intervention.
📡 Omnichannel capabilities
In addition to WhatsApp, Twilio supports SMS, MMS, and RCS.
🔒 Compliance and security
Twilio complies with global messaging regulations, such as GDPR, CCPA, and local data protection laws. The platform provides end-to-end encryption for message content and secure transmission channels.
🎨 Customization and branding
Twilio allows customization of message templates and supports rich media formats to align with brand identity.
🔍 Segmentation
Twilio offers segmentation capabilities through integration with its Segment platform. With Segment, you can create dynamic audiences based on real-time customer data, including behaviors, traits, and intent signals.
💰 PricingTwilio’s pricing consists of two components:
- Meta fees: based on conversation type (starting from $0.0099 per message).
- Twilio fee: $0.005 per message.
🏆 What Pushwoosh does better
1️⃣ Pushwoosh features built-in segmentation, allowing you to create segments directly within the same interface where campaigns are mapped.
2️⃣ Pushwoosh stands out by offering no extra fees on top of WhatsApp’s pricing.
9. Zoko: Smart WhatsApp marketing tool
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🛠️ Features
- WhatsApp catalog integration: synchronizes the website's product catalog with WhatsApp and enables direct product sales within the chat interface.
- Multi-agent support: allows multiple agents to manage customer interactions simultaneously on a single WhatsApp number.
🔄 Integrations
Zoko integrates with e-commerce platforms such as Shopify, streamlining synchronized product catalogs. It also connects with applications like Judge.me for automating product review collection and displaying customer feedback.
📢 Use cases covered
- Personalized offers and product promotions;
- Order confirmations and updates.
🤖 Campaign automation
Zoko features FlowHippo, a campaign mapping tool with a visual canvas that allows you to design and launch automated communication workflows.
📡 Omnichannel capabilities
Zoko provides out-of-the-box integration for Facebook Messenger and Instagram Direct Messages.
🔒 Compliance and security
As an official Meta Business Partner, Zoko adheres to WhatsApp's commerce policies and data security standards, ensuring compliance and protection of customer information.
📊 Analytics
The platform features a Chat Overview section, displaying the total number of open chats, including unassigned and assigned chats, with real-time updates.
Zoko also provides data on support operations KPIs, such as Chat Closed Per Agent Hour, Assignment Time, First Response Time, and Chat Duration.
🎨 Customization and branding
The platform allows businesses to customize message templates and workflows to align with their brand identity, ensuring a consistent customer experience.
🔍 Segmentation
Zoko allows segmentation based on "Order" and "Customer" properties with the ability to combine them using "and" or "or" logic operators. The platform doesn’t disclose specific periods for data retention.
💰 Pricing
Zoko offers tiered pricing plans:
- Starter: $34.99/month plus $0.015 per conversation.
- Team: $54.99/month plus $0.010 per conversation.
- Pro: $109.99/month plus $0.006 per conversation.
- Business: $219.99/month plus $0.003 per conversation.
Each plan includes message broadcasting, workflow automation, and multi-agent support, with higher-tier plans offering advanced functionalities. Zoko does not charge for access to the WhatsApp Business API; charges are solely for the platform usage and features.
🏆 What Pushwoosh does better
1️⃣ Pushwoosh integrates WhatsApp with a broader range of messaging channels, including email, SMS, in-app messages, and unlimited push notifications.
2️⃣ Pushwoosh offers advanced segmentation, allowing customers to craft more precise segments with behavioral and attribute filters in any possible combination.
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