What is Gupshup?
Gupshup is a conversational AI platform that helps large businesses run marketing, commerce and customer support over messaging channels, with WhatsApp at the center. It gives brands access to the WhatsApp Business API alongside SMS, RCS, Instagram and voice, plus AI agents that handle customer questions. Born in India, Gupshup reports serving more than 50,000 businesses across 130+ countries.
Its core product, Conversation Cloud, combines AI agents, structured flows, triggered campaigns and handoff to human agents. Gupshup also offers its own fine-tuned ACE LLM, an AI co-pilot for support staff, voice AI agents for phone and WhatsApp calls, and an avatar assistant for websites. Pricing is handled through sales, so Gupshup is a better fit for mid-market and enterprise brands than for small shops.
Gupshup at a glance
How does Gupshup work?
- Set up a WhatsApp account
Create a WhatsApp Business account from the Gupshup dashboard or request a demo to plan your setup with the sales team.
- Design journeys
Combine AI agents, structured flows, templates and human handoff into customer journeys, starting from sample templates if needed.
- Segment and launch campaigns
Build real-time segments from behavior and engagement, then send personalized and drip campaigns.
- Automate service
Let AI agents answer common queries and pass complex cases to human agents with the conversation history.
- Measure results
Use multi-level campaign analytics to track delivery, engagement and conversions.
Gupshup key features
WhatsApp Business API
Rich templates, WhatsApp Flows, catalogs, WhatsApp Pay and click-to-WhatsApp ads support.
Conversation Cloud
The main platform for building journeys that mix AI agents, flows, campaigns and human agents.
ACE LLM and AI co-pilot
A fine-tuned language model plus a co-pilot that suggests replies and summarizes chats for agents.
Voice AI agents
Agents on phone and WhatsApp calls for lead qualification, payment reminders and cart recovery.
Personalized campaigns
Segments that update in real time and drip campaigns triggered by reads, clicks and journey progress.
Omnichannel messaging
Reach customers over WhatsApp, SMS, RCS, Instagram and phone from one provider.
Avatar Agent
A branded website assistant with a talking face, added with a line of code.
Why use Gupshup?
- Enterprise-grade scale suits brands sending very high message volumes.
- AI agents and voice agents can take on routine sales and support tasks.
- One provider covers WhatsApp, SMS, RCS and voice, which simplifies vendor management.
- Early access to new WhatsApp features through its close Meta partnership.
- Use-case templates for KYC, loans, invoicing and assisted sales speed up setup in regulated industries.
Who is Gupshup best for?
A good fit for
- Enterprise and mid-market brands with high message volumes
- Banks, insurers and lenders automating KYC and approvals
- Retail and ecommerce companies building conversational commerce
- Companies operating in India, Southeast Asia, Latin America and Africa
Less suited to
- Small businesses that want a self-serve plan with public pricing
- Teams that just need a simple shared WhatsApp inbox
- Buyers who want to estimate costs before talking to sales
Gupshup pricing
| Pricing model | Contact sales |
|---|---|
| Free plan | Not confirmed |
| Free trial | Not confirmed |
| Starting price | See the official pricing page |
Gupshup does not publish per-message or platform fees on its WhatsApp API page. Pricing is quoted through sales, and Meta's WhatsApp fees apply on top.
Prices checked October 2026. Vendors change plans often, so confirm on the official website before you buy.
Gupshup pros and cons
Pros
- Built for very large message volumes
- Broad channel coverage including RCS and voice
- Strong AI tooling, including its own LLM
- Recognized by Meta with multiple Partner of the Year awards
Cons
- No public pricing
- More complex than SMB-focused WhatsApp tools
- Self-serve options are limited compared with simpler platforms
Gupshup integrations and platforms
Available on
Gupshup alternatives
See the full shortlist in Best WhatsApp Marketing Software.
Gupshup FAQ
Is Gupshup free?
Gupshup does not publish a free plan or list prices on its WhatsApp API page. Pricing is provided through its sales team after a demo or inquiry. Meta's per-message WhatsApp charges also apply. Smaller businesses wanting transparent, self-serve pricing may prefer tools such as WATI or AiSensy.
What is Gupshup used for?
Gupshup is used by businesses to run marketing, commerce and support over messaging. Brands use it to send WhatsApp campaigns, sell through catalogs and WhatsApp Pay, automate support with AI agents, run voice agents for calls and handle use cases like KYC, invoicing and loan approvals.
Is Gupshup an official WhatsApp partner?
Gupshup works closely with Meta and states that it won Meta's Partner of the Year award in 2023 and 2024. It provides access to the WhatsApp Business API and offers beta access to new WhatsApp features, which matters to brands that want to adopt new messaging formats early.
Gupshup vs Twilio: what's the difference?
Twilio is a developer-first API platform with public pay-as-you-go pricing across SMS, WhatsApp, voice and email. Gupshup focuses on conversational AI and WhatsApp-led journeys, offering more ready-made AI agents and campaign tools, but it sells through sales-led contracts rather than published rates.
Is Gupshup good for small businesses?
Gupshup is mainly built for mid-market and enterprise brands. Its strengths, such as high-volume messaging, custom AI agents and multi-channel journeys, are most valuable at scale. Small businesses often find simpler WhatsApp tools with fixed monthly plans easier to set up and budget for.
Sources
This overview is based on Gupshup's official website and documentation, checked October 2026.