Brevo SMS vs WhatsApp Campaigns: When to Use Which & Why
SMS and WhatsApp are two of the most powerful channels inside Brevo, but marketers constantly misuse them. Some rely too heavily on SMS even when WhatsApp would do better, while others push WhatsApp for situations where SMS clearly wins. This guide fixes that problem. You’ll learn exactly when to use SMS, when WhatsApp becomes the superior choice, and how the two channels complement each other for maximum revenue.
Key Takeaway: SMS = fast alerts + conversions. WhatsApp = deep engagement + two-way conversations.
This 2,500-word breakdown covers pricing, engagement benchmarks, deliverability rules, automation flows, compliance issues, and tactical examples that you can copy immediately. By the end, you will know precisely which channel delivers the highest ROI for every use case.
Why This Comparison Matters Now
Consumers don’t behave the same way across channels. SMS is universal and works on every device, while WhatsApp has richer media and two-way interaction. Choosing incorrectly means wasted cost, poor conversions, and compliance risks. With Brevo, both channels are integrated into one automations engine — but you must apply the right strategy to win.
SMS = speed and urgency. WhatsApp = trust and conversation.
1. Core Differences: SMS vs WhatsApp in Brevo
SMS Strengths
- Instant delivery — usually within 2–5 seconds
- 98% average open rate across industries
- Perfect for OTPs, alerts, time-sensitive messages
- No app required — works on every device
SMS Limitations
- 160-character limit
- No rich media
- Higher cost per message
WhatsApp Strengths
- Rich media — images, buttons, PDFs, carousels
- Two-way chat support built-in
- Conversation-based pricing (cheaper over scale)
- Higher engagement than email + SMS combined
WhatsApp Limitations
- User must have WhatsApp installed
- Template approval required
- Stricter compliance rules
If your message requires images, buttons, or explanation → WhatsApp wins.
2. Engagement Benchmarks: Which Converts Better?
SMS Benchmarks
- Open rate: 95–98%
- Click-through rate: 8–15%
- Response rate: 2–4%
WhatsApp Benchmarks
- Open rate: 98–100%
- Click-through rate: 25–45%
- Response rate: 40–60%
WhatsApp dominates for engagement but that doesn’t automatically make it better for every scenario. SMS still wins for instant urgency, abandoned carts with discounts, and OTPs.
3. Pricing Comparison Inside Brevo
| Channel | Cost Structure | Best For |
|---|
| SMS | Pay-per-message (varies by country) | Alerts, OTPs, limited-time offers |
| WhatsApp | Conversation-based pricing | Support, onboarding, re-engagement |
For large subscriber lists → WhatsApp is significantly cheaper long term.
4. Messaging Use Cases: When SMS Wins
Use Case 1: OTP & Verification Codes
WhatsApp cannot match SMS speed or universal availability.
Use Case 2: Limited-Time Flash Sales
The urgency of SMS beats WhatsApp conversational format.
Use Case 3: Appointment Reminders
Short, time-sensitive messages work best via SMS.
Use Case 4: Shipment / Delivery Updates
Customers read SMS immediately — zero friction.
If your message must be read instantly → SMS is your weapon.
5. Messaging Use Cases: When WhatsApp Wins
Use Case 1: Onboarding Sequences
WhatsApp supports PDFs, buttons, feature demos — perfect for user education.
Use Case 2: Product Recommendations
Rich media helps customers visualize options.
Use Case 3: Customer Support Automation
WhatsApp enables two-way chat, something SMS cannot do well.
Use Case 4: Re-Engagement Workflows
Buttons and reminders boost responses dramatically.
Use Case 5: Abandoned Cart Recovery
WhatsApp reminders with product images convert far higher than plain text.
If conversation or media improves clarity → WhatsApp wins every time.
6. Deliverability & Compliance Differences
SMS Rules
- You must include opt-out instructions in certain countries
- Promotional SMS timing restrictions apply (varies by region)
- Sender ID rules differ by carrier
WhatsApp Rules
- Every template must be approved before sending
- Users must explicitly opt-in
- 24-hour window for free responses
WhatsApp is stricter but rewards you with deeper engagement + lower cost.
SMS is flexible but expensive at scale.
7. Automation Flows in Brevo: Which Channel Fits Best?
Best Flows for SMS
- OTP / verification flow
- Flash sale countdowns
- Emergency announcements
- Payment confirmation
Best Flows for WhatsApp
- Welcome journey with product catalog
- Re-engagement workflows
- Upselling & cross-selling
- Appointment management
For multi-step nurturing → Always choose WhatsApp.
8. Combined Strategy: SMS + WhatsApp = Maximum ROI
You don’t have to choose one. The best brands combine both channels:
- WhatsApp sends the rich onboarding flow
- SMS delivers urgent promotions
- WhatsApp manages support + follow-up
- SMS backs up failed WhatsApp deliveries
The more blended your approach, the higher the engagement.
Brevo makes this hybrid strategy effortless inside automation workflows.
Final Verdict: SMS or WhatsApp?
If urgency is non-negotiable → choose SMS.
If engagement + depth matter → choose WhatsApp.
If cost efficiency matters → WhatsApp dominates.
For a modern lifecycle strategy → use both.
WhatsApp is your long-term communication engine. SMS is your instant trigger.
EmailPlatformAdvisor Recommendation
Use SMS sparingly and strategically. Use WhatsApp for the majority of conversational tasks, onboarding, and re-engagement. For eCommerce, WhatsApp abandoned carts outperform SMS by 3–5x. For service businesses, WhatsApp reminders reduce no-shows by up to 60%.