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Gupshup

gupshup.ai

Free plan WebAPI
Visit gupshup.ai
Spec score 8.6 #1 of 24 in Phone Verification Software

What it is

Gupshup provides conversational AI for marketing, commerce, and customer support. Its agents use conversational context to take actions such as booking appointments, cancelling tickets, and making EMI payments. Teams can set engagement rules, connect business tools, apply guardrails, and define a trusted source of truth. Complex conversations can be escalated to human support.

The platform lists WhatsApp, Instagram, SMS, web and app, RCS, and voice channels. It supports trigger campaigns and drip journeys, with metrics to measure their performance. Other listed capabilities include a visual flow builder, AI bot generation, knowledge-base answers, lead qualification, and conversation routing. Integrations include Salesforce Marketing Cloud, MoEngage, CleverTap, Oracle Responsys, WebEngage, Bloomreach, and Braze, alongside custom integrations and more than 500 plug-and-play options.

Gupshup is available through web and API. A free plan is listed. For self-serve WhatsApp, its fee is $0.001 per message; WhatsApp fees are billed at actuals. Enterprise pricing requires contacting Gupshup.

Spec sheet

What it does
Gupshup provides conversational AI and messaging automation for marketing, commerce and customer support.Read 14 Oct 2026 · gupshup.ai
Free plan
NoRead 20 Sep 2026 · gupshup.ai
API
The WhatsApp API exposes a POST endpoint for sending text, image and other message types, with API-key authentication.Read 14 Oct 2026 · docs.gupshup.io
Integrations
Gupshup advertises more than 500 plug-and-play integrations covering CRMs, support, payments and commerce.Read 14 Oct 2026 · gupshup.ai
Headquarters
Cupertino, California, United StatesRead 23 Sep 2026 · gupshup.ai
Founded
Gupshup identifies 2004 as its founding year and says it was born in India.Read 14 Oct 2026 · gupshup.ai
Agent controls
Users can configure agents with engagement rules, business tools, guardrails, and a trusted source of truth.Read 30 Sep 2026 · gupshup.ai
AI agents
Its AI agents automate customer conversations, qualify leads, recommend products, support bookings and escalate complex cases to people.Read 14 Oct 2026 · gupshup.ai
AI bot generation
YesRead 20 Sep 2026 · gupshup.ai
App-store result
A Google Play listing titled “GupShup: Talk to make friend” is published by avente and is a consumer chat app, not Gupshup's business platform.Read 14 Oct 2026 · play.google.com
Campaign automation
Campaign Manager can target audiences and trigger journeys from events such as reads, clicks, carts and orders.Read 14 Oct 2026 · gupshup.ai
Campaigns and analytics
It supports trigger campaigns and drip journeys and provides metrics for measuring campaign and journey performance.Read 30 Sep 2026 · gupshup.ai
Channels
The platform supports omnichannel conversations through WhatsApp, Instagram, SMS and RCS.Read 14 Oct 2026 · gupshup.ai
Commercial limits
Terms state that fees and API limits can vary by usage, may change, and that Gupshup may throttle or stop API access.Read 14 Oct 2026 · gupshup.ai
Company size
LinkedIn lists Gupshup as a privately held company with 1,001–5,000 employees and San Francisco headquarters.Read 14 Oct 2026 · linkedin.com
Conversation Builder
Conversation Builder is a no-code tool with prompts, guardrails and drag-and-drop journey design for several industry templates.Read 14 Oct 2026 · gupshup.ai
Deployment channels
multichannelRead 20 Sep 2026 · gupshup.ai
Developer documentation
The documentation hub includes product guides, API references, changelogs, WhatsApp Self-Serve, Bot Platform, Bot Studio, analytics, SMS, RCS and integration guides.Read 14 Oct 2026 · docs.gupshup.io
Funding 2021
BusinessWire reported a $100 million Tiger Global investment in April 2021 at a $1.4 billion valuation.Read 14 Oct 2026 · businesswire.com
Funding 2025
Gupshup announced more than $60 million of equity and debt funding from Globespan Capital Partners and EvolutionX on July 23, 2025.Read 14 Oct 2026 · gupshup.ai
Hosted service
The documentation describes WhatsApp Self-Serve as a web application accessed by signing in, with no self-hosting instructions.Read 14 Oct 2026 · docs.gupshup.io
Human handoff
YesRead 20 Sep 2026 · gupshup.ai
Human support
AI conversations can escalate complex cases to human support teams.Read 30 Sep 2026 · gupshup.ai
Integration options
Gupshup describes custom integrations with any platform and lists over 500 plug-and-play integrations across support, payments, CRM, and commerce.Read 30 Sep 2026 · dev.gupshup.ai
Knowledge-base answers
YesRead 20 Sep 2026 · gupshup.ai
Legal entity
A Bloomberg LEI record identifies GUPSHUP, INC. as an active Delaware corporation created June 9, 2004.Read 14 Oct 2026 · lei.bloomberg.com
Licence
The reviewed official documentation describes hosted proprietary services and does not identify an open-source licence.Read 14 Oct 2026 · docs.gupshup.io
Limit: G2 users
G2 reviewers repeatedly report difficult configuration and debugging, high message-related costs, slow support and an outdated or cumbersome dashboard.Read 14 Oct 2026 · g2.com
Limit: Software Advice users
Software Advice reviewers cite weak reporting and real-time tracking, slow support, expensive pricing, limited WhatsApp features and dashboard gaps.Read 14 Oct 2026 · softwareadvice.com
Praise: G2 users
G2 reviewers repeatedly praise reliable high-volume WhatsApp delivery, multichannel support, intuitive interfaces, analytics and CRM integrations.Read 14 Oct 2026 · g2.com
Praise: GetApp users
GetApp reviewers commonly praise reliability, ease of use, integrations, reporting and campaign execution.Read 14 Oct 2026 · getapp.com
Pricing change
Gupshup announced a 6% markup on WhatsApp Cloud API marketing fees for affected non-MM Lite traffic beginning January 1, 2026.Read 14 Oct 2026 · support.gupshup.io
Pricing limit
The self-serve WhatsApp pricing page says Gupshup charges $0.001 per message and WhatsApp fees are billed at actuals; enterprise pricing requires contacting Gupshup.Read 30 Sep 2026 · gupshup.ai
Rating on Capterra
4.3 out of 5 from 35 reviewsRead 14 Oct 2026 · capterra.com
Rating on G2
4.4 out of 5 from 67 reviewsRead 14 Oct 2026 · g2.com
Rating on Gartner Peer Insights
4.1 out of 5 from 23 reviewsRead 14 Oct 2026 · gartner.com
Rating on GetApp
4.3 out of 5 from 35 reviewsRead 14 Oct 2026 · getapp.com
Rating on Software Advice
4.3 out of 5 from 35 reviewsRead 14 Oct 2026 · softwareadvice.com
Rating on TrustRadius
8 out of 10 from 3 reviewsRead 14 Oct 2026 · trustradius.com
Scale
Gupshup says it supports more than 50,000 businesses in 130+ countries and powers 120 billion conversations annually.Read 30 Sep 2026 · gupshup.ai
Security and compliance
Its security page displays ISOQAR, AICPA, RBI, GDPR, CCPA, and LGPD certification or compliance marks and describes a periodically reviewed security compliance program.Read 30 Sep 2026 · gupshup.ai
Security certifications
Gupshup lists ISOQAR, AICPA, RBI, GDPR, CCPA and LGPD compliance badges.Read 14 Oct 2026 · gupshup.ai
Security changelog
The April 2026 changelog introduced mandatory authenticator MFA, 90-day password rotation and shorter login sessions.Read 14 Oct 2026 · partner-docs.gupshup.io
Security controls
The security page states that Gupshup uses encryption in transit and at rest, role-based access, vulnerability testing, continuous monitoring and disaster-recovery practices.Read 14 Oct 2026 · gupshup.ai
Self-serve pricing
The self-serve page states a standard Gupshup fee of $0.001 per message while WhatsApp fees are charged at actual cost.Read 14 Oct 2026 · gupshup.ai
Visual flow builder
YesRead 20 Sep 2026 · gupshup.ai
Who it serves
Gupshup describes its platform for marketing, performance marketing, commerce and growth, and customer support and CX teams.Read 30 Sep 2026 · gupshup.ai
Workforce reduction
Inc42 reported approximately 500 layoffs across late 2024 and April 2025, while Gupshup described the change as efficiency and profitability measures.Read 14 Oct 2026 · inc42.com

Plans and prices

Gupshup messaging fee Free Gupshup charges a standard 0.001 USD per message fee; WhatsApp fees are billed at actuals. Applicable to all messages Read 20 Sep 2026 · gupshup.ai
WhatsApp API Self Serve Priced on request $0.001 per message; WhatsApp message fees are billed at actuals Template messages: $0.001 each · Session messages: $0.001 each · Media over 64KB: free · WhatsApp fees vary by message type and country Read 30 Sep 2026 · gupshup.ai
WhatsApp API Self-Serve Free per message; WhatsApp fees billed at actuals Template outgoing text $0.0010/message · session outgoing/incoming text $0.0010/message · voice $0.0001/second · first 1,000 service messages free of WhatsApp fees Read 14 Oct 2026 · gupshup.ai
Enterprise Priced on request contact Gupshup for enterprise pricing Enterprise features and pricing require contacting Gupshup Read 14 Oct 2026 · gupshup.ai

Every Gupshup plan and price →

Strong points and limits

Strong points

  • Agents can book appointments and cancel tickets.
  • Human teams can take over complex conversations.
  • Supports trigger campaigns and drip journeys.
  • More than 500 plug-and-play integrations are listed.

Limits

  • WhatsApp fees are billed at actuals.
  • Enterprise pricing requires contacting Gupshup.
  • Self-serve WhatsApp messages incur a $0.001 fee each.

Who it suits

Gupshup is aimed at marketing, performance marketing, commerce and growth, and customer support teams. It may suit organizations seeking automated customer conversations across messaging, web, app, and voice channels.

Gupshup in depth

Read the full write-up

Gupshup is a conversational AI and messaging platform for marketing, commerce, and customer support teams. It is strongest for organizations coordinating automated conversations and campaigns across customer channels. The breadth is substantial, but per-message charges and separate WhatsApp fees make projected volume a key part of the buying decision.

Overview

Gupshup brings AI agents, campaign journeys, and human escalation together. Agents can use conversational context to take actions such as booking appointments, cancelling tickets, or making EMI payments. Teams can set engagement rules, connect business tools, apply guardrails, and establish a trusted source of truth. That control suits action-oriented workflows better than simple FAQ automation, while human handoff provides a route for cases automation cannot resolve.

Campaign tools support trigger campaigns and drip journeys, with metrics for measuring their performance. Gupshup says it serves more than 50,000 businesses in 130+ countries and powers 120 billion conversations annually. That stated scale is relevant to large messaging programs, though it does not determine whether a particular workflow or budget fits.

Key features

Agent building and control: A visual flow builder, AI bot generation, knowledge-base answers, and lead qualification support both guided interactions and agent-led conversations. Rules, tools, guardrails, and a trusted source of truth give teams ways to shape behavior; organizations that need tightly governed automation may value that combination.

Human escalation and routing: Conversation routing and human handoff let teams move complex cases to support staff instead of forcing every interaction through automation.

Campaigns and channels: Trigger campaigns, drip journeys, and performance metrics support ongoing outreach. Channels include WhatsApp, Instagram, SMS, web and app, RCS, and voice, giving teams a broad set of customer touchpoints to coordinate.

Integrations: Gupshup lists Salesforce Marketing Cloud, MoEngage, CleverTap, Oracle Responsys, WebEngage, Bloomreach, and Braze, alongside more than 500 plug-and-play integrations across support, payments, CRM, and commerce. It also describes custom integrations with any platform. This breadth is useful for teams connecting messaging to existing operations, though the specific fit depends on their systems.

Security: Its security program displays ISOQAR, AICPA, RBI, GDPR, CCPA, and LGPD certification or compliance marks and is described as periodically reviewed.

Pricing

Gupshup's pricing model is paid, with a free plan and self-serve WhatsApp pricing starting at $0.00. The $0.00 monthly Gupshup messaging-fee plan still charges a standard 0.001 USD per message for all messages; WhatsApp fees are billed at actuals. The WhatsApp API Self Serve plan is $0.00 per contact and charges $0.001 per message, with template and session messages each priced at $0.001. Media over 64KB is free, while WhatsApp fees vary by message type and country.

The zero-dollar plan figures are not an all-in free messaging allowance: message fees remain, and WhatsApp charges are separate. Teams should estimate message mix and volume before choosing self-serve; enterprise pricing is custom pricing and requires contacting Gupshup. The listed plans do not provide a basis for comparing seat allowances or trial terms.

Platforms

Gupshup runs on web and through an API, with multichannel deployment. That combination suits teams integrating conversational capabilities into their systems or managing messaging through a web interface; it is not presented as a standalone native mobile app.

Who it's for

Gupshup is aimed at marketing, performance marketing, commerce and growth, and customer support and CX teams. It is a good fit when a business needs context-aware agents, campaign journeys, multiple channels, and human escalation in one program. A team seeking a simple, low-volume chatbot with predictable all-in pricing may find the per-message model and separate WhatsApp charges less appealing.

Pros and cons

Pro: Agents can take business actions using conversational context, extending automation beyond answers to practical workflows.

Pro: Human escalation, routing, and campaign tools complement the agent capabilities for teams handling both outreach and support.

Pro: Broad channel and integration coverage can reduce the need to separate messaging programs by platform.

Con: The $0.001 per-message fee applies to all messages, with WhatsApp fees billed separately at actuals, so message volume and country mix affect cost.

Con: Enterprise pricing requires a sales conversation, making it less straightforward to budget than a fully priced self-serve service.

Alternatives

For a conventional meeting and collaboration app rather than a conversational automation platform, Webex App has a free plan with unlimited meetings up to 40 minutes and 100 attendees. Yellow.ai is worth considering for teams that want a freemium AI agent platform: its free plan includes one AI agent, 500 per month, a two-agent limit, 1,000 records, and one active campaign. Kore.ai may suit buyers seeking a customized project quote and a platform available through API, web, or self-hosting.

Ada, Zowie, Hey Support, Teneo, and boost.ai are other paid or freemium options in the conversational automation space. For category browsing, see Customer Service Automation Software, RCS Business Messaging Software, RCS Messaging Platforms, Communications Platforms as a Service, Conversational Marketing Software, and WhatsApp Business API Providers.

Verdict

Choose Gupshup if your marketing, commerce, or CX operation needs context-aware agents, campaigns, and human handoff across several messaging channels. Its strongest case is the breadth of automation and integration in one platform; its main drawback is that per-message pricing plus actual WhatsApp fees makes total cost dependent on usage. Teams with modest volumes or a need for simpler price certainty should compare alternatives before committing.

Verdict

Gupshup combines conversational agents, campaign tools, and human escalation across a broad set of channels. WhatsApp usage includes per-message fees, with WhatsApp charges billed separately at actuals.

Where Specifiction places it

Alternatives to GupshupAll alternatives →