Best WhatsApp Marketing Tools 2025: Features & Pricing Comparison

Blog › Best WhatsApp marketing automation tools 2025

Feb 20, 2025•17 min read

Polina Rebeka

Content Marketing Writer at Pushwoosh

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

🛠️ 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, in-app messaging, SMS, email, and LINE. 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:

Pushwoosh segmentation for WhatsApp marketing automation

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 $0, 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

Image credit: Gupshup

🛠️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 canautomate 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.