Overview

Gupshup brings conversational agents, campaign journeys, and messaging channels into one platform. Agents can use live conversational context to perform tasks such as booking appointments, cancelling tickets, or making EMI payments. Teams can configure engagement rules, connect business tools, set guardrails, and define a trusted source of truth. Human support can take over complex cases, which makes the platform more suitable for mixed automation-and-service workflows than for unattended automation alone.

Campaigns support triggered messages and drip journeys, with metrics for evaluating performance. Gupshup says it serves more than 50,000 businesses in 130+ countries and powers 120 billion conversations annually. That stated scale may suit organizations planning substantial messaging operations, though it does not guarantee that a particular workflow or budget will fit.

Key features

Agent creation and governance: A visual flow builder, AI bot generation, knowledge-base answers, and lead qualification support both structured interactions and more context-aware agents. Rules, business tools, guardrails, and a trusted source of truth give teams ways to shape behavior; human handoff provides an escalation path when automation is not enough.
Multichannel campaigns: WhatsApp, Instagram, SMS, web and app, RCS, and voice give teams several customer touchpoints from which to run conversations. Trigger campaigns and drip journeys with performance metrics make Gupshup relevant to lifecycle and performance marketing, not just support.
Integrations: The platform lists over 500 plug-and-play integrations across support, payments, CRM, and commerce, and describes custom integrations with any platform. Named integrations include Salesforce Marketing Cloud, MoEngage, CleverTap, Oracle Responsys, WebEngage, Bloomreach, and Braze. This breadth can reduce the need to isolate messaging from existing business systems, although the precise fit still depends on the workflow.
Security posture: Gupshup displays ISOQAR, AICPA, RBI, GDPR, CCPA, and LGPD marks and describes a periodically reviewed security compliance program. That is relevant for organizations with compliance requirements, but the marks alone do not establish suitability for every specific obligation.

Pricing

The self-serve WhatsApp offer is priced at $0.00 USD per contact, but it is not cost-free in use: Gupshup charges $0.001 per message, and WhatsApp fees are billed at actuals and vary by message type and country. Template and session messages each carry the $0.001 Gupshup fee; media over 64KB is free under that fee schedule. The separate Gupshup messaging fee plan is 0.00 USD per month, with a standard $0.001 fee per message and WhatsApp charges at actuals, applicable to all messages. These terms make projected traffic and WhatsApp message mix central to budgeting.

Enterprise pricing requires contacting Gupshup. The published self-serve terms give a clear per-message component, but teams should account for the separate WhatsApp fees when comparing expected costs. No seat quotas, free-plan caps, trial terms, or renewal terms are stated for these plans.

Platforms

Gupshup is listed for API and web access, with multichannel deployment. Its supported channels include WhatsApp, Instagram, SMS, web and app, RCS, and voice. This combination is strongest for teams building messaging into customer journeys across channels; buyers looking for a narrowly defined desktop or mobile application should assess the API/web fit against their operating needs.

Who it's for

Gupshup is aimed at marketing, performance marketing, commerce and growth, and customer support and CX teams. It is a strong candidate when those groups need agents, campaign journeys, integrations, and human escalation in the same messaging operation. It is less compelling for organizations whose priority is avoiding per-message economics or whose workflows do not need this breadth of channels and integrations.

Pros and cons

Pro: Agents can act on conversational context, and teams can apply rules, tools, guardrails, and a trusted source of truth—useful for workflows beyond simple scripted replies.
Pro: Campaign journeys, analytics, human handoff, and a broad set of messaging channels support both automated engagement and service recovery.
Pro: More than 500 plug-and-play integrations plus custom integration options can connect messaging with support, payment, CRM, and commerce systems.
Con: WhatsApp use carries a $0.001 Gupshup fee per message plus WhatsApp fees at actuals, so a $0.00 contact or monthly price does not represent the full operating cost.
Con: Enterprise pricing requires a direct conversation, which makes budget comparison less immediate for larger deployments.

Alternatives

Kore.ai is worth considering for teams seeking a paid conversational AI platform with API, self-hosted, and web options and a free trial; its project pricing is customized.
Yellow.ai may fit teams wanting a freemium option with a stated free tier of one AI agent, 500 monthly included, a two-agent limit, 1,000 records, and one active campaign.
Hey Support is a simpler web-based option to compare if a free tier capped at 50 conversations per month, one chatbot, and one seat matches the intended workload.
Teneo is another paid platform with API, self-hosted, and web options; its SaaS Pro and Enterprise fees are set in an Order Form and subscriptions are generally paid annually in advance.
Zowie is another paid option, with Android, API, iOS, self-hosted, and web platforms.
Ada is a paid option without a free plan, available on Android, API, iOS, and web.
Cognigy is an enterprise AI platform with custom pricing and a demo-based route to details.
Webex App is a freemium alternative for teams that need meetings rather than Gupshup-style messaging automation: its free plan allows unlimited meetings up to 40 minutes and 100 attendees.

For category browsing, see Customer Service Automation Software, RCS Business Messaging Software, RCS Messaging Platforms, Conversational Marketing Software, SMS Chatbot Software, and WhatsApp Business API Providers.

Verdict

Choose Gupshup if your marketing, commerce, or support teams need context-aware agents, campaign journeys, and integrations across messaging channels, with human escalation for difficult cases. Its main advantage is the breadth of that combined workflow; its main caution is that WhatsApp fees sit on top of Gupshup’s per-message charge. If your likely message volume makes those costs unattractive, or you need a simpler and more predictable entry point, compare alternatives before committing.

	GatewayAPI	Gupshup
Free plan	No	Yes
Free trial	No	No
Paid from	—	Free
Open source	No	No
Platforms	api, Web	api, Web
Free plan	No	No

GatewayAPI vs Gupshup

GatewayAPI

Gupshup