SMS vs WhatsApp: Which channel is better?

3 minute read

Contents

Today's customers have countless ways to make a purchase. To stand out, businesses must master mobile engagement. This means connecting with customers at every stage of their journey, from initial interest to post-purchase support.

Choosing the right channel can be overwhelming with many mobile messaging options like SMS, WhatsApp, RCS, and more. However, SMS and WhatsApp consistently outperform the competition when it comes to reach, speed, and effectiveness.

Let's dive into the strengths of each channel to help you make an informed decision.

Advantages of SMS

Runs on mobile networks 

SMS uses mobile networks rather than data packs or internet connections, making it possible for anyone to receive SMS anytime, anywhere.  

SMS is everywhere 

All phones (including feature phones) come with built-in messaging capabilities. This means users do not need to download a new app to receive SMS.  

High open and response rates 

SMS boasts high open and response rates of up to 98%, with most texts being read within 3 minutes of receipt. SMS is therefore a highly effective communication channel for time-sensitive messages. In addition to sending critical messages like alerts and OTPs, businesses can plan ahead and schedule promotional SMS campaigns to make the most of this channel.  

Advantages of WhatsApp Business Platform

Rich multimedia messaging capabilities 

Media-rich messages containing audio, video, documents, images, locations, and more can be shared via WhatsApp. Businesses can use this feature to offer superior CX and share invoices, product demos, service catalogs, delivery locations, etc.  

Builds trust

WhatsApp allows businesses to build an authentic and verified business profile. This involves adding a company image/logo, description, and contact information, and getting a verified badge.

Messages are secure and encrypted  

All WhatsApp messages are end-to-end encrypted, which means they are not readable by anyone (including WhatsApp itself). This ensures confidential information such as billing information, personal details, etc. remains safe and secure. 

So, which channel is better?

The best channel for your business depends on your goals and target audience. Consider factors like budget, message type, and desired level of engagement.

  • SMS is perfect for quick, essential updates like order confirmations, appointment reminders, and one-time passwords (OTPs). 

  • WhatsApp excels at building relationships, sharing detailed information, and providing personalized customer support. 

The ideal strategy often involves a combination of both channels. For instance, you might use SMS for initial contact and critical alerts, then transition to WhatsApp for richer interactions and ongoing support. 

By understanding the unique advantages of SMS and WhatsApp, you can create a mobile messaging strategy that drives customer satisfaction and business growth. 

You can try out both channels on Webex Interact, sign up here.