SMS and WhatsApp are often mentioned in the same breath as "mobile channels with high open rates," but they differ substantially — in cost, capabilities and how customers experience them. This article lays out the differences so you can make a deliberate choice instead of picking based on an assumption.
The key differences
| SMS | WhatsApp Business | |
|---|---|---|
| Open rate | Very high (~98%) | Very high (~98%) |
| Rich media (photos, buttons) | No, plain text | Yes |
| Two-way conversation | Limited | Full, including media |
| Cost per message | Relatively low | Depends on conversation category |
| Requires internet connection | No | Yes |
| Reach | Works on any phone | Requires WhatsApp installed |
When SMS is the better choice
SMS works everywhere, even without an internet connection, making it reliable for critical, time-sensitive messages like a delivery alert or a two-factor code. SMS also reaches customers who don't use WhatsApp.
When WhatsApp is the better choice
WhatsApp offers more capabilities: photos, buttons, product catalogs and a genuine two-way conversation. For customer service — where a customer can ask a question and a team member can reply in the same conversation — WhatsApp is almost always the stronger choice. Consumers also tend to use WhatsApp more intensively than SMS for daily communication.
Why not combine both?
The strongest approach is often a combination: WhatsApp as the primary channel for customer service and marketing, with SMS as a backup for critical notifications to customers who don't use WhatsApp or aren't reachable there. Bugalou supports both channels (via Twilio) from the same shared inbox, so you don't have to switch between two separate tools.
Checklist to choose
- Is your message time-sensitive and critical (e.g. a delivery alert)? Consider SMS as a backup
- Do you want a real conversation, with media and quick replies? Choose WhatsApp
- Does part of your customer base not use WhatsApp? Keep SMS in your back pocket
- Want to save on cost for high volumes of simple notifications? Compare the per-message cost for your specific use case
Using Superchat for WhatsApp marketing? See our Superchat alternative to compare it with Bugalou.
Frequently asked questions
Can I manage both channels from the same inbox? Yes, Bugalou supports both WhatsApp and SMS (via Twilio) in the same shared inbox.
Is WhatsApp always more expensive than SMS? Not necessarily — cost depends on message volume and conversation category. Read our guide on WhatsApp Business API pricing for a full breakdown.
How much does Bugalou cost? From €49/month, with multiple channels included. 14-day free trial, no credit card required.
Also read our WhatsApp Business guide for online stores for more background.
This article was last updated in September 2026.
Founder of Bugalou and e-commerce entrepreneur. As a business owner, I noticed that customer service tools were either unaffordable or so complex you needed an IT department. That frustration led to Bugalou.