One of the perennial issues of martech is that there doesn’t seem to be a single tool that does everything.
“A marketing stack should be a set of tools that build on each other but have instead become a jumble of independent, siloed software,” Mike Maynard, CEO of Napier, points out.
While experts like Maynard have recommended solutions to fix the problem, takers have been few and far between.
Adoption takes time; proper implementation takes experience. In our work with 100+ Fortune 500 brands and 600+ agencies, we have seen how martech has evolved, albeit by slow degrees. It’s still evolving; in fact, we’re on the verge of welcoming next-gen platforms with built-in CDPs.
Meanwhile, as an e-commerce brand, you still have a business to run and serve customers across channels. In this post, we share 7 omnichannel platforms that integrate SMS, WhatsApp, and In-app messaging. If none of these platforms suit you, you can adopt the best practices we share to pick the right solution.
Tips for choosing the right platform
1. MoEngage
MoEngage offers powerful cross-channel marketing, encompassing email, SMS, WhatsApp, and InApp messaging. The platform excels in segmentation, personalization, and automation, making it an ideal toolkit for targeted campaigns and lifecycle marketing.
The platform has been appreciated by users for its superb UX. New users shouldn’t find it hard to navigate through the interface.
2. WebEngage
Trusted by 800+ global brands, WebEngage is used to send over 10 billion push notifications per month.
The platform offers WhatsApp marketing services reinforced with rich messaging, easy setup, and hyper-personalization. Leverage the benefits of in-app messaging using real-time customer data in a code-free way. The platform is noted for its customer journey views and intuitive user experience.
3. CleverTap
CleverTap is yet another platform that offers SMS, WhatsApp, and In-App messaging. Here’s how it excels in all three:
- WhatsApp: Rich media, interactivity, automatic template sync between CleverTap and Meta, AI conversations.
- SMS: Customized messages, in-app-powered notifications, and deep links (link to historical product searches).
- In-app messaging: Personalized messaging, localization, and performance tracking.
Currently, CleverTap is trusted by 2000+ brands across the globe.
4. Braze
Braze is a popular omnichannel customer engagement platform. In 2023, over 2.6 trillion messages were sent out of Braze.
With respect to SMS, WhatsApp, and in-app messages, here’s what the platform offers:
- WhatsApp: Dynamic personalization, real-time triggers, 2-way messaging, and dynamic ad integrations.
- SMS features: AI-powered optimization, built-in subscription management, loyalty integrations, and interactive campaigns.
- In-app messaging: Drag-and-drop editing, pre-built templates, gen AI-powered content creation, localized targeting.
5. Twilio
Known for its communication APIs, Twilio provides the building blocks for SMS, WhatsApp, and in-app messaging. It isn’t a full-blown marketing platform per se. However, it is the go-to tool for developers across the marketing spectrum. Twilio offers developer-friendly APIs for a wide range of use cases. For example, you can integrate WhatsApp into Twilio’s APIs and software. Similarly, in the case of in-app messaging, you can leverage Twilio’s Conversations API to add chat experiences to your mobile app.
Evidently, you’ll need technical expertise to use the platform.
6. Insider
Trusted by “one-third of the Fortune 500,” among others, Insider, a growth management platform, offers SMS, WhatsApp Business API, and in-app messaging. From WhatsApp to app to web, Insider provides native support across 12 marketing channels.
- SMS: Promotional, bulk, and transactional. Drive conversions by more than 60%.
- In-app messaging: Zero IT dependency, interactive elements, immersive push notifications.
- WhatsApp: Integrates with real-time engagement, AI-powered segmentation, and predictive behavior analysis.
Insider is among the top favorites when it comes to single-channel marketing orchestration.
7. Klaviyo
Klaviyo, one of the best-known omnichannel platforms, also offers SMS, WhatsApp integration, and in-app messaging as part of its mobile push functionality. But, keep in mind that Klaviyo does not provide native support for WhatsApp integration.
As far as SMS is concerned, Klaviyo offers over 350 integrations as well as built-in compliance.
The platform has a dedicated SMS deliverability hub and top-notch SMS performance dashboards.
All Klaviyo plans include unlimited push sends for free. From push campaigns to deep links, you get access to all push features.
Tips for choosing the right platform
- Specify your needs. Determine the level of support you need. Consider your budget.
- Budget constraints may lead you to look for smaller, cheaper solutions. However, before signing a contract, consider the fact that small companies are more likely to get bought out by corporations, heavily affecting original use cases.
- Consider data safety. Make sure that the platform implements security best practices at the highest level.
- Speaking of data, determine whether the platform offers great data visualization. This is crucial since you want to be able to communicate trends to lay stakeholders, which is far simpler if insights are representational, not numerics-dense.
- Assess the level of visibility the platform provides you. You’ll want in-depth access to data.
- Double-check the level of integration support.
- Inquire into the scalability of the solution. Ask the SaaS rep if the platform can accommodate your growth.
- Determine which solution suits you: Built-in WhatsApp, SMS, and in-app services, or API-based integrations.
Martech adoption in 2025
It’s never easy to choose the right omnichannel platform for your brand. A report from the CMO Council has revealed how martech adoption in 2025 will be affected by resource shortage. In fact, issues like siloed data, legacy systems, absence of digital skills, and bush-league ROI validations continue to dog CMOs.
Apart from vendor shortcomings, buyers are equally to blame.
The focus is on training and tool usage, instead of on supplying teams with strategic levers. Lack of cross-departmental collaboration, combined with complex attribution models and a general indifference to holding vendors accountable, are major concerns. Process streamlining, prioritizing change-making metrics, and revenue-oriented team-setting is the need of the hour.
For more on platform-related information, check out our post ESP Showdown: Are All Platforms Created Equal?
Susmit Panda
A realist at heart and an idealist at head, Susmit is a content writer at Mavlers. He has been in the digital marketing industry for half a decade. When not writing, he can be seen squinting at his Kindle, awestruck.
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