Overview

Every channel has its strengths. Choosing the right one depends on your audience, message type, and urgency. This guide helps you decide when to use which channel. Want personalized advice? Book a demo with our team.

Available channels in Bugalou

You can find all available channels in the Channel Catalog (click "Channels" in the sidebar). Bugalou supports these messaging channels:

• Website Chat — live chat on your website
• WhatsApp Business Platform — via the official API
• Instagram — DMs and story replies
• Facebook Messenger — page messaging
• Gmail — via Google OAuth
• Outlook / Microsoft 365 — via Microsoft OAuth
• IMAP/SMTP — any custom email server

Plus e-commerce integrations: WooCommerce, Shopify, and bol.com.

Channel comparison

WhatsApp

Best for: Order updates, time-sensitive notifications, personal 1-on-1 support

• ✅ 98% open rate — almost everyone reads WhatsApp messages
• ✅ Rich media support (images, videos, documents, buttons)
• ✅ Personal and conversational tone
• ⚠️ Requires opt-in from customers
• ⚠️ Template messages needed for outbound (require Meta approval)

Email (Gmail, Outlook, IMAP)

Best for: Newsletters, detailed information, formal communication, documentation

• ✅ Great for long-form content and attachments
• ✅ Customers expect email for order confirmations and invoices
• ✅ No character limits
• ⚠️ Lower open rates (20-30% average)
• ⚠️ Can end up in spam folder

Instagram DMs

Best for: E-commerce, visual brands, younger audiences, social engagement

• ✅ Natural extension of social media engagement
• ✅ Story mentions create organic conversation starts
• ✅ Great for visual product discussions
• ⚠️ Can only reply, cannot initiate conversations
• ⚠️ One Instagram account per Bugalou organization

Facebook Messenger

Best for: Community engagement, Facebook-active audiences, chatbot flows

• ✅ Excellent chatbot support with buttons and carousels
• ✅ Direct connection from Facebook ads
• ✅ Multiple Facebook Pages supported
• ⚠️ Declining usage among younger demographics

Website Chat

Best for: Real-time website support, pre-sale questions, reducing bounce rates

• ✅ Instant support when customers are browsing
• ✅ Helps convert visitors into customers
• ✅ No app installation needed
• ✅ AI Chatbot option for automatic responses (Pro plan)
• ⚠️ Requires configured opening hours for best experience

Recommended strategy

Most businesses benefit from using 2-3 channels:

1. WhatsApp + Email — essential combo for most e-commerce businesses
2. Add Website Chat — if you get significant website traffic
3. Add Instagram — if your brand is active on social media
4. Add Messenger — if you have an active Facebook community

The best part? With Bugalou, all channels come together in one team inbox — so your team never needs to switch between tools. Filter by channel, assign to team members, and use labels to organize everything. Check our pricing plans to see which channels are included.