WhatsApp, SMS and email each have strengths. Using the right one for each message saves money and gets better results.
Comparison
| SMS | |||
|---|---|---|---|
| Typical attention | Very high | Medium | Lower, but read in detail |
| Cost per message | Per-message charges for API templates | Low per message | Very low |
| Rich content | Images, video, buttons, catalogues | Text only | Full design, long content |
| Two-way chat | Yes | Limited | Yes, slower |
| Rules | Opt-in, approved templates for API | DLT registration, DND | Consent, unsubscribe link |
Which to use when
| Message | Best channel |
|---|---|
| OTP | SMS (WhatsApp as option) |
| Order and delivery updates | |
| Appointment reminders | WhatsApp, SMS backup |
| Newsletter and guides | |
| Flash sale for opted-in customers | |
| Invoices and receipts | Email, plus WhatsApp |
| Abandoned cart | Email and WhatsApp |
Compare costs
Estimate WhatsApp campaign costs with our broadcast cost calculator and track email results with our email metrics calculator.
Do not over-message
Too many WhatsApp messages lead to blocks and reports, which can affect your number’s quality rating. Save WhatsApp for what matters.
Read SMS marketing and DLT and is email marketing worth it?
Want the full picture? This article is part of WhatsApp marketing: the complete guide, our in-depth guide with everything in one place.
