Comparison · WhatsApp

HubSpot vs WATI

Two paths for WhatsApp sales: a generic CRM versus an industry-built CRM.

Updated September 26, 2026

Generic CRM

HubSpot

7.2

Fairout of 10

Native WhatsApp Business channel in HubSpot’s Conversations inbox — send/receive, workflows, and contact timeline logging. Requires Marketing Hub or Service Hub Professional or Enterprise; not on the free CRM.

WhatsApp on Marketing Hub or Service Hub Professional+ (Pro from ~$800–900/mo public cards); free CRM has no WhatsApp

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Higher scoreWhatsApp CRM

WATI

8.5

Strongout of 10

WhatsApp Business Platform toolkit — shared inbox, broadcasts, chatbots, Shopify-oriented commerce flows, and official API setup. Strong when WhatsApp is the channel; thinner as a full CRM of record.

Growth from ~$59/mo billed annually (~$69 month-to-month); message fees on WATI rate card

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Criteria where HubSpot wins

Ties

Criteria where WATI wins

Score by criterion

In green, who wins the criterion. The overall score uses WhatsApp weights: shared inbox & routing and official whatsapp api weigh more.

CriterionHubSpotWATI

Shared inbox & routing1.4×
WhatsApp opens inside the product on the contact or deal, with assignment so more than one person can work the same number.
7.8
8.6
Official WhatsApp API1.3×
Connects to the WhatsApp Business Platform (Cloud API / BSP). QR-code “WEB” sessions and unofficial bridges do not count.
8.0
9.0
Campaigns & templates1.1×
Broadcasts or blasts plus Meta-approved message templates for re-engagement outside the 24-hour window.
7.4
9.0
Conversation CRM depth1.3×
Deal or contact history, multi-agent queues, chatbots, and CTWA-style lead capture — how far WhatsApp is first-class in the product.
7.6
8.8
Price and transparency0.9×
Public plan in USD (or clear EUR/USD), trial, and whether Meta message fees are called out separately. Opaque enterprise quotes lower the score.
4.2
7.0
Learning curve0.8×
English UI, WhatsApp Business vocabulary (templates, 24-hour window, WABA), and time until the first shared inbox is live.
7.4
7.8
Overall score
7.2
8.5

Native features

Only what is part of the product counts. Marketplace integrations or third-party apps are out.

FeatureHubSpotWATI

In-product inboxYesYes
Official APIYesYes
Sales pipelineYesYes
Multi-agent inboxYesYes
Native chatbotYesYes
CampaignsYesYes
Meta message templatesYesYes
Vendor mobile appYesYes

Compare with another rival

Each pair has its own page. The ranking only highlights the main duels — the rest are here and on each CRM profile.

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