The ultimate Comparison of 8 Popular WhatsApp Marketing Tools (2024)

If you want to unlock the full potential of WhatsApp marketing, you need professional WhatsApp marketing software with more features and fewer limitations than the free WhatsApp Business app.

1. What is WhatsApp Marketing Software?

The free WhatsApp Business app is well-known to many, unfortunately it has two major drawbacks. The first drawback is that the WhatsApp Business app was designed for small businesses, and therefore its functionality is highly limited. The bigger drawback, however, is the lack of compliance with data protection regulations, as the app stores metadata from contacts, among other things.

The WhatsApp Business app lacks important features such as chatbots, team functions, and newsletters, which are available through the WhatsApp Business Platform (WhatsApp API). All professional WhatsApp marketing tools are based on the WhatsApp Business Platform, and in this article, eight popular WhatsApp marketing tools are compared. However, first, we will explain what to look for when choosing a WhatsApp marketing tool.

2. What Criteria Should You Consider When Choosing a WhatsApp Marketing Tool?

With the wide range of WhatsApp marketing tools available, it’s easy to lose sight of the options. For most businesses, functionality and price are the two most important buying criteria, but there are other factors you should consider when making your decision. The following seven questions can help you structure the buying process and ensure that you choose the right WhatsApp marketing tool for your business.

Question 1: Is the WhatsApp Marketing Tool GDPR-compliant?

When choosing marketing software, it’s essential that it is 100% GDPR-compliant, so your customer data remains secure and you avoid any issues with data protection authorities. Germany, in particular, has strict data protection laws, which is why German providers place great emphasis on privacy and data center locations within Germany.

Question 2: What does the WhatsApp Marketing Tool cost?

When calculating monthly costs, it’s important to consider both fixed and variable costs. Fixed costs are the monthly charges for the WhatsApp marketing software, while variable costs depend on the number of conversations per month. A conversation includes all messages sent to a recipient within a 24-hour window. For instance, Meta charges €0.1131 per marketing conversation. Some messengers, like Userlike, also charge an additional processing fee per conversation.

Question 3: What communication channels does your company use?

Most WhatsApp marketing tools support multiple communication channels (WhatsApp, Instagram, Facebook, Email, etc.), but there are also providers that focus only on WhatsApp. If your business uses several communication channels, you should choose a tool that includes these channels. The key terms here are "unified inbox" and "omnichannel solution."

Question 4: What features does your business need?

When considering how you want to use WhatsApp marketing software, it will help not only in selecting a provider but also in choosing a plan. For example, Superchat offers a low-cost plan without AI chatbots or integrations. The devil is in the details when it comes to features, as the quality of individual features, like AI chatbots, can vary greatly between providers.

Question 5: What integrations are required?

Most businesses use several marketing tools such as Hubspot, Salesforce, or Calendly. Therefore, make sure the WhatsApp software can integrate with your existing marketing tools. For example, Superchat offers more than 6,000 integrations via Zapier and Make, so you can connect Superchat to all your essential software solutions.

Question 6: How user-friendly is the software?

The best features and integrations are of little use if the software is not user-friendly. An unintuitive interface often results in the software being underutilised or not used at all. You can easily test the user-friendliness by creating a user account and checking out the free trial version. Superchat, for example, was developed from the ground up as a messaging solution, so the entire software is tailored to WhatsApp.

Question 7: How good is customer support?

Another important factor is the quality of customer support. Support not only covers the onboarding process but also the speed and quality of ongoing customer assistance. For example, Superchat offers free onboarding for all new customers, and there are several staff members dedicated to addressing customer queries daily. You’re in good hands and can get started with WhatsApp marketing as quickly as possible.

#3. WhatsApp Marketing Tools Compared Now that we've clarified what to consider when choosing a messaging provider, let's take a closer look at eight messaging providers. The prices listed are always for monthly payment plans, and most providers offer discounts for annual plans.

As the features and scope of services vary significantly depending on the provider and plan, our comparison focuses on key aspects of the monthly plans: the supported communication channels, the number of employee accesses, processing fees, and the number of bonus conversations.

The information on review platforms is up-to-date as of November 2024.

1. Superchat (OMR: 4,7 stars)

Superchat is based in Berlin, and since 2020, we have focused on providing our customers with the best WhatsApp marketing tool. Superchat offers a well-thought-out, comprehensive solution with its WhatsApp marketing tool, specifically designed to meet the needs of modern businesses. The software combines all the essential features necessary for successful customer communication on an easy-to-use platform.

Our goal is to make WhatsApp marketing as simple as possible for businesses. With Superchat's high user-friendliness and efficiency, companies can easily manage their campaigns, organize customer conversations, and send targeted messages.

Superchat stands out from the competition with a holistic approach: In addition to classic communication features, the tool also offers strong integration capabilities and dedicated customer support that assists you with setup and technical questions. All in all, Superchat sets the standard in WhatsApp marketing and has established itself as the clear number one.

This is supported not only by our belief but also by that of over 5,000 satisfied customers from various industries. Our customer satisfaction is also reflected in numerous OMR awards, such as best-rated WhatsApp marketing tool (Q4/24). This award is based on 241 reviews with an average of 4.7 stars. No other WhatsApp marketing tool has received as many positive reviews as Superchat, and Superchat is the highest-rated omnichannel solution.

Here’s a summary of Superchat’s ratings (as of November 2024):

• OMR Reviews: 4.7 stars (241 reviews)
• Google Reviews: 4.9 stars (424 reviews)
• Capterra: 4.8 stars (275 reviews)
• Trustpilot: 4.8 stars (180 reviews)

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2. Userlike (OMR: 4,4 stars)

Userlike is originally a provider of live chat software. The Cologne-based company has been around since 2011 and has continuously evolved since then. Userlike has an OMR rating of 4.4 stars based on 78 reviews.

This original focus is also reflected in its current pricing, as a processing fee of €0.01 is charged for each WhatsApp message. Userlike's Team Plan, priced at €130, is significantly more expensive than the comparable Basic Plan from Superchat, which costs €89. Therefore, Userlike is particularly interesting for companies where website live chat is the most important communication channel.

3. ChatWerk (OMR: 4,3 stars)

ChatWerk, based in Nuremberg, was founded in 2020 and has an OMR rating of 4.3 stars (32 reviews). The monthly plans are in the lower price range, but a processing fee of 10% is charged for each marketing conversation. This processing fee should be considered when making a selection, and it is particularly relevant for companies that plan to send a high volume of marketing messages.

4. Sinch Engage (OMR: 4,4 stars)

The Munich-based company MessengerPeople was acquired by the Swedish corporation Sinch AB in 2021 and rebranded as Sinch Engage. The software has an OMR rating of 4.4 stars (71 reviews). Sinch Engage offers robust messenger software with support for multiple channels, but it is one of the more expensive providers in this comparison. The most affordable Starter Plan begins at €199 and includes only one employee access. In comparison, Superchat’s more affordable Basic Plan already includes access for three employees.

5. Trengo (Google: 3,6 stars)

Trengo is a Dutch company based in Utrecht, founded in 2017. Unfortunately, the company has no reviews on OMR Reviews. Therefore, in this comparison, we are using the Google rating of 3.6 stars (231 reviews). A unique feature of Trengo is that, starting with the Boost Plan, they offer a voice channel (IP telephony). When considering the monthly costs, you should take into account that Trengo charges a processing fee for conversations.

6. Mateo (OMR: 4,8 stars)

Mateo was founded in Berlin in 2021 and is a solid messaging software for SMEs that covers the main messaging channels. However, there is one important feature currently missing in Mateo: there is no chatbot, so you cannot automate customer support.

At first glance, Mateo's offering seems very affordable, but you should consider that automated WhatsApp campaigns are only available starting with the Business Plan for €269, while this feature is already included in Superchat’s free plan. This example illustrates how important it is to match the specific needs of the business with the features of the WhatsApp marketing tools.

Mateo has significantly fewer reviews than Superchat, but still has a good review profile:

• Google Reviews: 4.6 stars (102 reviews)
• Capterra: No review
• Trustpilot: No review
• OMR Reviews: 4.8 stars (75 reviews)

7. Charles (OMR: 4,7 stars)

Charles was originally founded as a fashion brand in Berlin in 2019 and has since evolved into a specialized tool for e-commerce businesses. The software offers only WhatsApp as a communication channel, so it is not an omnichannel solution. This means you don’t have a unified inbox that can also receive social media messages (Instagram, Facebook, etc.). Charles' strength lies in its integration with the SMS and email marketing tool Klaviyo, although this is also possible with Superchat and Zapier.

Charles’ plans start at €349 per month, making it significantly more expensive than the tools presented so far. The full price list is available only upon request, so unfortunately, we cannot list the prices here. Charles is the only provider in our comparison without transparent pricing.

With a rating of 4.7 stars based on 56 reviews, Charles is well-rated and presents an interesting option for e-commerce businesses. However, e-commerce companies should carefully evaluate which features they need and the specific added value an expensive specialized solution like Charles provides.

8. Chatarmin (OMR: 4,9 stars)

Chatarmin is another company specializing in the e-commerce industry. Founded in 2022 in Vienna, it serves as a direct competitor to Charles. Unfortunately, a direct comparison between the two providers is not possible since Charles does not disclose its prices.

However, Chatarmin’s "Smarter" plan is significantly less expensive at €199 than Charles’ entry-level plan at €349. That said, Chatarmin charges high setup fees ranging from €1,500 to €4,970. Unfortunately, we cannot provide information about potential setup fees for Charles.

Chatarmin has significantly fewer reviews than Superchat, but still maintains a strong rating profile:

• Google Reviews: 4.8 stars (44 reviews)
• Capterra: No ratings
• Trustpilot: No ratings
• OMR Reviews: 4.9 stars (75 reviews)

Chatarmin could be an interesting option for e-commerce businesses, but e-commerce companies should carefully evaluate the specific added value that an expensive specialized solution with only one communication channel provides.

Conclusion: Choose the Market Leader

When choosing a WhatsApp marketing tool, it’s important to first determine which features (e.g., WhatsApp automation) your business needs. Based on this, you can select a WhatsApp marketing tool that fits your company and budget.

Superchat offers a comprehensive WhatsApp marketing tool with an intuitive interface and excellent customer support, making it unique in its price range. This all-in-one package has already convinced over 5,000 satisfied customers. As the highest-rated WhatsApp marketing tool, we are confident that we can help your business unlock the full potential of WhatsApp marketing.

If you have any questions, feel free to book a free consultation with one of our Superchat experts. We look forward to hearing from you!

Are you curious about how Superchat can improve your business?

Schedule a free appointment now

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Julian Gumny

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Content Manager, Superchat

Julian is a content manager at Superchat. He is a marketing nerd and likes to experiment with new content formats.