In US home services a CRM is almost never “just a funnel.” The cycle runs through a call or online book, a quote from a pricebook, a dispatched tech, an invoice in the driveway, then a maintenance agreement that is supposed to renew. An HVAC shop, a roofer, and a lawn crew do not buy the same stack — and a generic sales CRM does not hold a job, a truck, or a membership by itself.
There is a third group that is easy to confuse in a demo: the sliced stack. Dispatch FSM, contractor job CRM, consumer financing, and marketing automation are often separate products — or add-on SKUs from the same brand. This yardstick marks a feature native only when it ships in the product under review. A sibling SKU (AccuFi next to AccuLynx, Proposal Pro or MarketingEdge sold beside FieldEdge Select, Genius Phone sold beside Workiz Standard) counts as missing on the axis that asks for that engine — and the profile explains what lives next door. Vendor-owned two-way SMS add-ons still count as native messaging.
Native messaging on the customer or job record (two-way SMS/inbox or WhatsApp API) is on the yardstick. One-way “on my way” blasts, portal-only chat, and marketplace bridges do not count.
A daily rotation re-reads official pages in this cut — one category per day — price, trial, new module, URL that disappears. The box at the top says what changed and what stayed the same, so you do not have to open every vendor site. The order only moves when the public source changes the product.