WhatsApp or SMS? The ultimate comparison for companies

The most important information in the FAQ

Which is cheaper — WhatsApp or SMS?
The individual costs per message are generally slightly cheaper on WhatsApp, but the price range is wider (free of charge up to 11.3 cents per message, depending on the use case). SMS costs around 6 to 12 cents, depending on volume and provider.

‍Is WhatsApp more secure than SMS?
WhatsApp offers end-to-end encryption, which ensures higher data security. SMS, on the other hand, is less secure and more susceptible to eavesdropping attempts.

‍Which target groups can you reach better with SMS?
Older people and people without smartphones or in regions with poor Internet coverage or abroad are easier to reach via SMS.

‍Which channel has the higher opening rate?
WhatsApp messages are opened much more frequently and faster than SMS messages.

‍Can companies also launch marketing campaigns via WhatsApp?
Yes, WhatsApp offers numerous features, such as broadcast lists, multimedia content, and catalogs for marketing purposes

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Comparing WhatsApp and SMS user numbers

When it comes to reach, WhatsApp and SMS are in completely different dimensions. Both channels have millions of users, but their growth and usage vary significantly.

According to the latest data, there is daily communication via WhatsApp worldwide like never before — with over 100 billion messages a day. WhatsApp has also established itself as the most popular communication channel in Germany. For comparison: In 2024 were estimated in Germany 830 billion WhatsApp messages shipped while the number of Only 5 billion SMS sent lay.

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WhatsApp has been consumers' first choice since 2013

Since 2013, WhatsApp has been the first choice in Germany when it comes to private messages. WhatsApp offers far more functions than traditional SMS and has a firm grip on users' everyday lives. The ability to send pictures, videos and voice messages has fundamentally changed communication behavior. In the last 10 years since 2015 Has that WhatsApp message volume in Germany more than triples to 2.3 billion messages per day. (Source: Statista)
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For companies: advantages of WhatsApp compared to SMS

For companies that want to make their customer communication modern and customer-oriented, WhatsApp offers numerous advantages over classic SMS. Here are the top reasons why WhatsApp is ahead:

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1. Personal user atmosphere
   
   • Communication in a familiar environment that users know from their everyday lives
   • Customers perceive WhatsApp messages as less formal and more like a personal conversation — this creates a personal customer relationship
   • A personal customer atmosphere that emotionally ties customers to the company increases sales and customer lifetime value in the long term
     
     
2. Sending media and files
   
   • Images, videos, emoticons, GIFs, and PDFs can be sent quickly and easily
   • Ideal for marketing campaigns, customer information and product launches
     
     
3. Company profile and verification
   
   • Companies can have an official WhatsApp business profile create with verified hook
   • This builds trust, similar to verified social media accounts
     
     
4. Product and service catalog
   
   • Companies can have a Catalogue of products and services Integrate directly with WhatsApp
   • Customers can browse the catalog and request products without leaving the app
     
     
5. Open and click rate can be analysed
   
   • WhatsApp provides detailed stats, e.g. about open rates, click rates, and interactions, which are important for optimizing campaigns
   • SMS, on the other hand, does not offer automated analysis functions
     
     
6. Higher security through end-to-end encryption
   
   • The entire message content is protected by end-to-end encryption.
   • By comparison, SMS is more vulnerable to security risks.
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And what are the reasons for texting?

Despite the many benefits of WhatsApp, there are situations where SMS is still the better choice.

1. Even larger user base
   
   • SMS is available on any mobile phone — even on simple cell phones without an Internet connection
   • In Germany, all mobile subscribers can therefore receive SMS, while not everyone uses WhatsApp
     
     
2. Accessible without an Internet connection
   
   • In regions with poor Internet coverage, SMS can still be received
   • Particularly useful abroad (roaming): Recipients can receive a text message in roaming free of charge
   • In some travel countries (e.g. China), WhatsApp is less common or blocked by government restrictions - SMS still reach the recipient
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3. No smartphone or app required
   
   • SMS also reach older target groups and people with simple mobile phones
   • SMS requires no app, no account and no registration. All you need is an activated SIM card.
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Table: WhatsApp and SMS in direct comparison

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WhatsApp and SMS use cases — which channel is better suited for which purpose

The choice between WhatsApp and SMS depends heavily on the respective purpose. Both channels have specific strengths that can be used for different communication goals. Here is an overview of the most important use cases:

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Marketing & sending important customer information

WhatsApp:

• Perfect for personalized campaigns with pictures, videos and links.
• Examples: new products, discount campaigns, event invitations, customer surveys.
• advantage: Higher interaction rates, diverse information, evaluations possible and effective customer loyalty.

SMS:

• Suitable for short and urgent messages without frills.
• Not suitable as a marketing channel (no user trust, no additional information and media, no personal user atmosphere, hardly any bidirectional communication)
• Examples: Important status updates, short-term information, verification codes
• advantage: SMS reaches users even without an Internet connection.

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customer service

WhatsApp:

• Offers dialogue-based, interactive communication with fast response time.
• Ideal for FAQs, inquiries, appointments or support inquiries.
• advantage: Multimedia support (e.g. sending instructions as PDF, videos, images), bidirectional communication.

SMS:

• Suitable for automated standard answers and simple feedback.
• Examples: “Your appointment has been confirmed” or “Your order has been shipped.”
• advantage: Even better customer accessibility

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authentication

WhatsApp:

• Can be used for authentication codes, but not as widely used as SMS
• advantage: Modern alternative, but depends on the Internet connection.

SMS:

• The standard for two-factor authentication (2FA).
• ‍advantage: Works without an additional app or Internet access — ideal for security codes.

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How much does sending messages via WhatsApp and SMS cost for companies?

Attention: The following prices refer to Germany and the DACH region. Prices differ sharply in other countries.

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SMS delivery costs

‍The costs per SMS for companies in the DACH region vary depending on the volume and the chosen provider. In Germany, companies can expect between €0.06 and €0.12 per SMS. It is usually a bit cheaper in Austria and Switzerland.

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Costs for sending messages via WhatsApp

With the WhatsApp Business Platform costs A distinction must be made between the Charges that your WhatsApp API provider has requires, and between the Costs directly from Meta Platforms be calculated. The fees for WhatsApp API software vary significantly between providers. Meta's costs are calculated in addition.

Meta in Germany charges up to 11.3 cents per conversation to use the WhatsApp Business Platform. The prices for messages in the “Management” and “Authentication” categories have been reduced several times in the past. And since November 2024 Are service conversations even completely free. Chats are divided into four categories:

• Service: Conversation started by a customer Complete since 01.11.2024 free of charge (previously 6.79 cents).

• Administration: Entertainment that was initiated by the company and contains important information for the customer. For example, information about orders, transactions and customer accounts. Costs in Germany: 4.56 cents

• Authentication: A conversation initiated by the company that includes verification codes to access the customer account. Costs in Germany: 4.56 cents

• marketing: Entertainment that was initiated by the company and includes promotional messages such as product announcements or discount campaigns. Costs in Germany: 11.31 cents

Since all conversations initiated by the company were exclusively with a message template can be started, the division into categories is based on this message template. Here you can find the latest prices directly from Meta.

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Conclusion: WhatsApp or SMS — Which is the right choice for your company?

WhatsApp is clearly the better choice for most companies. The app offers significantly more functions and better interaction options than the classic SMS. Especially in marketing and customer service, WhatsApp impresses with multimedia content, interactive buttons and the ability to automate communication processes. The biggest advantage is probably that, thanks to the personal user interface, customer loyalty is reinforced and the emotional Purchase decision process can be better influenced by consumers. More prospects are converted into customers who Customer lifetime value is increasing and there is potential for Upselling and cross-selling. In short: More turnover and more profit for your company! There is also end-to-end encryption, which ensures modern security standards.

‍SMS On the other hand, remains a supplementary channel for special applications. In situations where an Internet connection is missing or target groups are to be addressed without a smartphone, SMS is still relevant — for example when Two-factor authentication or for messages to people abroad.

Companies that want to focus on modern, customer-oriented communication and marketing in the long term should establish WhatsApp as their main channel and use SMS specifically as a backup.

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Why should companies implement customer communication and marketing with the WhatsApp Business Platform?

Die WhatsApp Business Platform was developed for companies that want to inspire their customers with customer communication and marketing, maximize their sales and minimize internal workload. integrations with thousands of other software applications, WhatsApp newsletter marketing, unlimited scalability and flexibility, automatic answers, GDPR-Compliance, etc. — the WhatsApp Business Platform has so much to offer. Just arrange a free consultationto find out all the details Our customers know the following benefits particularly appreciated:
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• ‍Central user interface: hellomateo combines WhatsApp Business Platform, email, Instagram, SMS and Facebook Messenger in one central inbox. The intuitive user interface includes various tools for efficient customer communication and saves you valuable working time.
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• integrations: With hellomateo, you can use WhatsApp in integrate over 6,000 software programs and fully automated Customer trips create with invitations, order confirmations, shipping information, invoices, and reminders.
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• Newsletter marketing: Send GDPR-compliant Newsletter via WhatsApp or SMS and benefit from opening rates of over 95%.‍
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• Assessment management: hellomateo can Automatically request online reviews from your customers, which boosts your Google ranking and trust in your company.
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• ‍Data protection: hellomateo meets all German and European Data protection requirements and offers end-to-end encryption for secure customer communication.
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• scalability: Our software is suitable for Businesses of all sizes and can be extended indefinitely depending on the package.‍
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• ‍Diverse AI features: Our AI agent can automatically answer customer inquiries in chat, answer calls, help with the formulation of messages and much more.
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Arrange a non-binding and free consultation and we'll show you how hellomateo covers your communication needs! Simply book an appointment here or write to us via our web widget.

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