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Simple to set up. Easy to use. Powerful integrations.
Get startedThe era of relying solely on voice calls is over. Today, your customers and leads expect to reach you on the platform they prefer, not just the one that is most convenient for your business.
This shift presents a conflict for many organisations. Leaders often find themselves struggling to choose where to invest their resources. Do you double down on SMS, known for its incredible 98% open rates and immediacy? Or do you pivot to WhatsApp, the global juggernaut that offers rich media capabilities and deeper engagement?
The reality is that this shouldn't be a binary choice. Successful modern businesses understand that different teams have different needs. Support teams often rely on SMS for urgent alerts and quick updates, while Sales teams thrive on WhatsApp for nurturing relationships and sharing detailed information.
In this guide, we will break down the pros and cons of each channel, help you decide when to use which, and demonstrate how platforms like Aircall allow you to bring them both into a single, unified view.
WhatsApp vs. SMS: What is the difference?
The main difference between WhatsApp and SMS is that SMS is best for urgent, transactional notifications (like OTPs) that require no internet connection, while WhatsApp is designed for rich, two-way customer engagement (multimedia, product catalogs) over Wi-Fi or data.
Here is a quick comparison to help you choose the right channel:
Feature | SMS (Short Message Service) | |
Primary Goal | Urgency & Reach (Transactional) | Engagement & Relationship (Conversational) |
Best Use Case | 2FA, Appointment Reminders, Alerts | Support Troubleshooting, Sales Nurturing |
Rich Media | No (Text Only, 160 chars) | Yes (Images, Videos, PDFs, Voice Notes) |
Connectivity | Cellular Network (No Data Needed) | Internet-Based (Wi-Fi or Data) |
Open Rate | ~98% (Read within 3 mins) | ~98% (High engagement) |
Cost | Per Message/Segment | Per Conversation (24-hour window) |
Understanding these distinctions is the first step in building a robust omnichannel strategy. SMS is your digital tap on the shoulder - quick, unavoidable, and direct. WhatsApp is your digital coffee shop - a place for conversation, context, and connection.
When should you use SMS for CX?
Use SMS when speed and deliverability are your top priorities. Because it does not require an app or data, it is the standard for the "Nudge" - short, urgent prompts that demand attention.
For Support (CX)
Urgent Alerts: Notify customers immediately of service outages, fraud alerts, or failed payments.
Security Verification: Deliver 2FA codes instantly, even in areas with poor data coverage.
Appointment Reminders: Reduce no-show rates with a simple text: "Your technician arrives in 10 mins."
For Sales
The Follow-up: "Just sent the contract via email." (This simple nudge drastically boosts email open rates).
Meeting Confirmations: Confirm demos 1 hour prior to ensure attendance and reduce ghosting.
When should you use WhatsApp for CX?
Use WhatsApp when you need to have a conversation or share context. It is the "Engagement" channel, ideal for scenarios where text alone isn't enough to solve the problem or close the deal.
For Support (CX)
Visual Troubleshooting: Customers can send photos of damaged products or screenshots of bugs, reducing back-and-forth email chains.
Asynchronous Support: Solve complex tickets over hours or days without keeping customers "on hold" with elevator music.
For Sales
Relationship Building: Send voice notes, PDF catalogs, or personalised video messages to build rapport.
International Reach: Reach prospects in regions like LATAM, EMEA, and APAC where WhatsApp is the primary (and often only) business communication method.
The trap of siloed channels (and how to fix it)
Despite the clear benefits of using both channels, many businesses fall into the trap of operational silos.
The Problem:
Imagine a sales representative using their personal mobile phone for WhatsApp, a web-based marketing tool for sending bulk SMS, and a desk phone for voice calls.
Data gets lost between devices.
Context is missing (e.g., a support agent doesn't know the sales rep just texted the client).
CRM logging becomes a manual nightmare that rarely gets done.
This chaos leads to a disjointed customer experience and frustrated employees.
The Solution: Native Integration
To truly succeed, you need a unified communication platform. Aircall’s native integration solves the silo problem by bringing voice and messaging together.
Unified inbox: Agents can toggle between a voice call, an SMS thread, and a WhatsApp chat within the same window. They don't need to pick up a physical phone or switch browser tabs.
CRM sync: Perhaps the most critical feature for leadership is automatic logging. Both WhatsApp and SMS conversations are automatically logged to your CRM (whether you use HubSpot, Salesforce, or Pipedrive). This ensures that every interaction is captured, providing a complete history of the customer journey.
3 strategies for a hybrid messaging workflow
Once you have the right tools in place, you need the right strategy. Implementing omnichannel support strategies allows you to play to the strengths of each platform.
1. The Channel handoff
Start with a voice call to establish a personal connection. If the customer is busy or cannot talk, offer to switch to WhatsApp for the follow-up. This respects their time while keeping the line of communication open on a sticky channel.
2. Tiered notification
Create a hierarchy of communication based on urgency. Use SMS for the "urgent" first ping (e.g., "Your ticket #1234 has been updated"). Then, move the detailed conversation to WhatsApp where you can share documents or lengthy explanations without character limits.
3. Shared inboxes
Collaboration is key in complex sales or support environments. Use shared inboxes and team assignment features so a Sales rep can tag a Support agent in a WhatsApp thread. The Support agent can jump in, solve the technical question, and hand it back to Sales - all without the customer having to repeat themselves. Learn how to set up shared inboxes to streamline your team's workflow.
For more details on implementing these workflows, check out our guide on enabling WhatsApp.
Frequently asked questions
Is WhatsApp cheaper than SMS for business?
It depends on volume and content. SMS typically costs per message segment, which can add up for long texts. WhatsApp Business API charges per conversation (a 24-hour window), which can be more cost-effective for long, back-and-forth support chats.
Can I use both WhatsApp and SMS in the same inbox?
Yes. Platforms like Aircall allow you to manage Voice, SMS, and WhatsApp messages in a single "Unified Inbox," ensuring agents have full context regardless of the channel used.
Do customers need internet to receive WhatsApp messages?
Yes. Unlike SMS, which uses cellular networks, WhatsApp requires an active internet connection (Wi-Fi or mobile data) to send and receive messages.
Stop asking "or" and start asking "and"
The debate between WhatsApp and SMS is a false dichotomy. Your customers live on both, and your business needs to be present on both.
By understanding the distinct strengths of each - SMS for its unmatched open rates and urgency, and WhatsApp for its rich engagement and global reach - you can build a communication strategy that covers all bases.
Don't let technical silos slow you down. Manage your voice, SMS, and WhatsApp conversations from a single, intuitive dashboard.
Start your 7-day free trial now and see how easy it is to unify your customer communications.
Published on January 21, 2026.
