Brevo Business suite
Best for: businesses that want email, SMS, CRM and a sales pipeline from one vendor and treat WhatsApp as a later addition.
Plans from $9 per month, but WhatsApp only appears on the $499 Professional tier.
Rating for ecommerce
WhatsApp marketing tools compared
Brevo vs Wati: Which WhatsApp Marketing Tool Is Better?
Brevo and Wati both let you message customers on WhatsApp, but they arrive from opposite directions: Brevo is an email suite that added WhatsApp to its most expensive tier, and Wati is a WhatsApp platform that added everything else afterwards. This comparison puts both side by side on what WhatsApp actually costs, how each one prices your team, and how they report on revenue, so you can see which fits your store and where a platform built for ecommerce messaging fits alongside them.
Wati WhatsApp suite
Best for: teams that want an official WhatsApp Business API number and a shared inbox running this week.
Seat based plans from $59 per month billed annually, messages billed separately on a rate card.
Rating for ecommerce
Zefir Revenue platform
Best for: established ecommerce brands that want WhatsApp and SMS run as a revenue channel, with every order attributed to the message that drove it.
One usage based rate per message, unlimited users, platform and managed service included.
Rating for ecommerce
The full comparison
Brevo vs Wati vs Zefir, line by line
Everything below is taken from what each company publishes about itself. Where a vendor does not publish something, the cell says so instead of guessing.
| Capability | BrevoBusiness suite | WatiWhatsApp suite | ZefirRevenue platform |
|---|---|---|---|
| What you are actually buying | |||
| Product category | Business suiteEmail, SMS, chat, CRM and a sales pipeline in one account | WhatsApp platformBusiness API access with a shared team inbox and campaigns | Managed channelAI WhatsApp and SMS revenue platform built for ecommerce |
| Where WhatsApp sits in the product | A top tier add onOne of several extra channels on the Professional plan | The whole productEverything is built around the WhatsApp Business API | Half the productWhatsApp and SMS on one platform and one rate |
| Who operates the channel | Your team | Your teamSelf serve onboarding, you build and run campaigns | Zefir operates itChannel built and operated by Zefir, per their pricing page |
| Channel coverage | |||
| WhatsApp Business API | From $499 per monthWhatsApp appears only on the Professional plan | Included on every planZero fee WhatsApp setup and Blue Tick verification help | YesSetup and templates handled for you |
| SMS as a marketing channel | YesIncluded from the Starter plan, credits bought separately | Fallback only, BetaSMS fallback is listed as Beta on the Business plan | YesWhatsApp and SMS on the same platform and the same rate model |
| YesFrom 5,000 emails per month on Starter | Not a channel | Not a channelZefir runs alongside your existing email platform | |
| Ecommerce and revenue | |||
| Shopify connection | Professional tierAdvanced ecommerce features start at $499 per month | Paid add onAbandoned cart and order templates require a $4.99 per month Shopify add on | One clickStore connected on day one, data syncing from the start |
| Per order revenue attribution | Contact scoringRFM and CLV scoring on Professional, per order attribution not published | Analytics onlyBuilt in analytics on what is driving revenue, per order attribution not published | IncludedEvery order attributed to the exact message that made the sale |
| Abandoned cart flows | From StandardMarketing automation on the $18 plan and up | Templates via add on | Built for youFlows live within the first week, copy written in your brand voice |
| Segmentation and A/B testing | From StandardA/B testing and send time optimization on the $18 plan | Not published | IncludedAdvanced segmentation and A/B testing on every plan |
| Automation and AI | |||
| No code automation builder | From Standard | IncludedNo code chatbots, AI support agent, follow up automation | Flows built for youZefir builds the flows rather than handing you a builder |
| AI features | Professional tierAI segmentation and an AI data analyst from $499 per month | Credit capped250 AI Co-pilot credits on Growth, 500 on Pro, 1,500 on Business | On every messageAI personalization applied to every send, no credit cap published |
| Per customer personalization | Rule and score driven | Rule and bot driven | Model drivenDecides what to send, to whom and when from browsing and purchase history |
| Pricing model | |||
| What you are billed for | Email volumePlans step up by emails per month, from 5,000 to 150,000 | Seats plus messagesA monthly plan with five users, then per message charges | Messages onlyOne regional rate per message, nothing else metered |
| Cheapest plan that includes WhatsApp | $499 per monthProfessional, billed annually at $449 | $59 per monthGrowth, billed annually | NoneUsage based only, full platform included |
| Users included | 10 on ProfessionalMulti user access is a Professional tier feature | 5On every plan | Unlimited |
| Cost of the sixth user | Upgrade to $499Multi user access is gated to Professional | $39 to $89 per month$39 per user on Pro, $89 per user on Business | $0 |
| Message rates published openly | Not publishedSMS credits sold separately and no per message rate appears on the pricing page | Rate card fileRates live in a separate downloadable rate card that differs per plan | Quoted to volumeOne regional rate covering WhatsApp, SMS and AI conversations |
| Hidden line items to budget for | ThreeSMS credits on top, WhatsApp gated at $499, Sales Advanced at $58.50 per user per month | Two$4.99 per month Shopify add on, per seat charges above five users | No hidden feesPlatform, managed service and unlimited users are all inside the per message rate |
| Compliance and support | |||
| Compliance handled for you | Not publishedDeliverability specialist time on Professional, no TCPA or Meta compliance service | Tooling on BusinessPhone number masking, roles and IP whitelisting | ManagedTCPA and Meta compliance managed as part of the service |
| Support model | Phone from ProfessionalPhone support and three hours a year of deliverability specialist time on the $499 plan | Tiered24x5 email with basic SLA, rising to priority 24x7 email and chat plus a dedicated CSM on Business | Dedicated, includedDedicated account manager on every account |
| Who writes the message copy | You do | You do | Zefir doesFlow copywriting in your brand voice, included |
Weighted scorecard
Scored for one buyer, not for everyone
The weighting below is built for an established ecommerce brand doing seven figures a month. Change the buyer and the ranking changes, so the weights are printed rather than hidden.
Per order revenue attributionweight 20%
WhatsApp and SMS in one platformweight 15%
Time from signature to first campaignweight 15%
Personalization depth for retailweight 15%
Total cost of ownership at volumeweight 10%
Cost of growing the teamweight 10%
Ecommerce integration depthweight 10%
Compliance carried for youweight 5%
Head to head
What WhatsApp actually costs on each
This comparison is decided before you send a single message, by what each platform charges simply to have WhatsApp switched on.
The cheapest way to send a WhatsApp campaign on each
Brevo's WhatsApp is a Professional tier feature. Wati's entry plan includes it. That is an eight fold difference in the price of admission.
| Line item | BrevoBusiness suite | WatiWhatsApp suite | ZefirRevenue platform |
|---|---|---|---|
| Cheapest plan with WhatsApp | $499Professional, or $449 billed annually | $59Growth, billed annually | $0No platform fee at any tier |
| Users included at that price | 10 | 5 | Unlimited |
| Message costs on top | Not published | Rate cardCharged on the Wati rate card, which differs per plan | One regional rateQuoted to your volume |
| Ecommerce features at that price | Included at ProfessionalAI recommendations, back in stock alerts, coupons | $4.99 add onShopify abandoned cart and order templates | Included |
| Annual cost of admission | $5,388Professional at $449 billed annually | $708Growth at $59 billed annually | $0You pay only for messages sent |
The number that decides this page: WhatsApp costs $499 per month on Brevo and $59 per month on Wati, before either has sent anything. If WhatsApp is the channel you are buying, Brevo is the wrong shape of product for it.
What happens as the team grows
Both platforms make you pay for people, in different ways, and neither charge has anything to do with what the channel earns.
| As you scale | BrevoBusiness suite | WatiWhatsApp suite | ZefirRevenue platform |
|---|---|---|---|
| Team of three | Upgrade neededMulti user access is a Professional tier feature | IncludedFive users on every plan | Included |
| Team of ten | $499 plan10 seats included on Professional | $195 to $445 extraUsers six to ten at $39 to $89 each | $0 extraUnlimited users included |
| Adding a sales team | $58.50 per userSales Advanced is a separate per user product | Not applicable | Not applicable |
| List grows 10x | Tier jumpsPlans step up by email volume and contacts | No changePlan price is not tied to list size | No changeBilled per message sent, never per contact stored |
The decision
Which one to choose, by situation
Find the row that sounds like your business. The recommendation is the honest one, not the convenient one.
| Your situation | Pick | Why |
|---|---|---|
| You want email, CRM and a sales pipeline from one vendor | Brevo | The only one of the three that publishes a CRM and sales product alongside marketing. |
| You need an official WhatsApp number and Blue Tick this week | Wati | Zero fee WhatsApp Business API setup with verification help, from $59 per month. |
| Email is your main channel and WhatsApp is experimental | Brevo | If you are already paying for Brevo email, WhatsApp on Professional avoids a second vendor. |
| WhatsApp is the channel you are actually buying | Zefir | Neither competitor is built around it: Brevo gates it at $499 and Wati charges per seat on top of a rate card. |
| You have to prove what the channel earned, to the dollar | Zefir | Every order attributed to the exact message that made the sale. Neither of the other two publishes this. |
| Your list is large and mostly dormant | Zefir | You pay per message sent, not per contact stored or per seat. |
| You want the channel live without hiring anyone to run it | Zefir | Setup, flows, templates and copy are built for you, and the channel is live within 72 hours. |
| BFCM is coming and cash flow is tight | Zefir | Post paid billing on a credit line scaled to volume, seasonal peaks included. |
The third option
The three gaps Brevo and Wati share
One treats WhatsApp as a premium add on, the other as a seat based inbox. Neither treats it as a revenue channel with a number attached to it. Zefir publishes 1,000 plus ecommerce brands on the platform, more than $530M in WhatsApp attributed revenue, and an average revenue increase of 12 to 15 percent measured per order.
1. Neither ties an order to a message
Brevo scores contacts on RFM and CLV. Wati reports on what is driving revenue. Neither publishes attribution from a specific order back to the specific message that caused it, which is the number a finance team asks for.
Zefir attributes every order to the exact message that made the sale.
2. Both charge you for people, not performance
Brevo gates multi user access behind the $499 plan. Wati charges $39 to $89 for every user past five. Either way the cost of the channel rises with headcount rather than with what it earns.
Zefir includes unlimited users on every account.
3. Both hand you an empty account
The licence starts the day you sign. The revenue starts whenever your team finishes building flows, writing copy and getting templates approved. That gap appears on neither pricing page.
Zefir builds the channel, the flows and the copy, and states 72 hours to live.
If you already picked one
What switching actually involves
The subscriber list and the consent behind it are the two things that matter. Everything else is rebuildable.
| What moves | Leaving Brevo | Leaving Wati | Arriving at Zefir |
|---|---|---|---|
| Subscriber list and consent | Exportable | Exportable | Imported, compliance reviewed |
| WhatsApp number and WABA | Check ownershipWhatsApp is provisioned inside the Professional plan, confirm the number is registered to you | PortableThe WABA is yours, the provider on it changes | Migration handledSetup and templates handled as part of onboarding |
| Message templates | Re approval neededTemplates are approved per provider | Re approval needed | Rewritten and submitted |
| Automations and flows | RebuildNo cross platform format exists | Rebuild | Rebuilt for you |
| Historical reporting | Export before you leave | Export before you leave | Starts freshAttribution begins from the first message sent |
Frequently asked
Brevo vs Wati FAQs
What is the difference between Brevo and Wati?
Brevo is a broad business suite covering email, SMS, chat, CRM and sales where WhatsApp is a feature of the $499 Professional plan, while Wati is a WhatsApp Business API platform built entirely around a shared team inbox and campaigns. Neither reports revenue per order, which is why ecommerce brands comparing the two often end up on Zefir, where WhatsApp and SMS run on one platform with per order attribution included.
How do the pricing models of Brevo and Wati compare?
Brevo prices by email volume from $9 per month, but the cheapest plan that includes WhatsApp is Professional at $499 per month, while Wati charges $59 to $279 per month with five users included and messages billed separately on a rate card. Zefir uses a third model: one usage based rate per message that already covers the platform, the managed service and unlimited users, with no plan fee at any volume.
Is Brevo or Wati better for WhatsApp marketing?
Wati is clearly better for WhatsApp, because the WhatsApp Business API is included on every plan from $59 per month with setup and Blue Tick verification help, while Brevo only offers WhatsApp on its $499 Professional tier. If WhatsApp is the channel you are buying rather than an add on to email, a platform built around it will serve you better, which is the case Zefir makes with WhatsApp and SMS on one rate.
Which is easier to implement, Brevo or Wati?
Wati is easier if WhatsApp is the goal, because it assists with the API application and Blue Tick verification and gives you a working inbox on day one, while Brevo takes longer because it spans marketing, CRM and sales. Zefir removes the setup question entirely: the store connects in one click, Zefir builds the flows, templates and copy, and the channel is live within 72 hours.
How do Brevo and Wati compare on customer support?
Wati publishes tiered support, from 24x5 email with a basic SLA up to priority 24x7 email and chat with a dedicated customer success manager on Business, while Brevo puts phone support and deliverability specialist time on its $499 Professional plan. Zefir includes a dedicated account manager on every account, along with a team that operates the channel rather than only answering tickets.
Is Brevo or Wati better for small businesses?
Brevo is the better fit for a small business that mainly sends email, because it starts at $9 per month with a free tier, while Wati assumes you are ready to run an official WhatsApp number. Once a store is doing seven figures a month the deciding factor shifts to revenue per message rather than emails per month, which is the problem Zefir is built for.
What are the pros and cons of Brevo vs Wati?
Brevo's strength is breadth across email, CRM and sales from one vendor and its weakness is that WhatsApp and multi user access both sit behind a $499 tier, while Wati's strength is genuine WhatsApp depth from $59 per month and its weakness is per seat pricing beyond five users plus message rates hidden in a downloadable rate card. Both share the same trade off, which is that the channel gets measured in sends instead of revenue, and closing that gap with per order attribution is exactly what Zefir does.
What are the best alternatives to Brevo and Wati?
The main alternatives are ecommerce marketing suites such as Omnisend and Klaviyo, WhatsApp platforms such as Trengo, ControlHippo and Callbell, and messaging first revenue platforms such as Zefir. For an established ecommerce brand the shortlist narrows fast once you require both WhatsApp and SMS on one platform and per order revenue attribution.
See what the channel is worth before you pick a vendor
Zefir connects your store, builds the WhatsApp and SMS channel, and attributes every order to the message that produced it. Live within 72 hours.
Request access See how it worksRelated comparisons
Other platforms, compared the same way
All nine sit on the WhatsApp and SMS comparison hub.