Gupshup

Gupshup is a conversational AI and business messaging platform designed to help companies automate, personalize, and scale customer interactions across messaging and voice channels. Founded in 2004, the company has grown from a messaging technology provider into an enterprise conversational engagement platform serving businesses across marketing, commerce, sales, and customer support.

Today, Gupshup combines conversational AI, messaging APIs, AI Agents, campaign automation, customer-support tools, integrations, and omnichannel communication capabilities in one platform. The company says its technology supports more than 50,000 businesses across 130+ countries and handles more than 120 billion conversations annually.

A major part of Gupshup’s offering is its Conversation Cloud, an enterprise platform built around two-way customer conversations. Rather than limiting businesses to one-way notifications, the platform allows organizations to create interactive journeys where customers can ask questions, receive recommendations, complete transactions, obtain support, or be transferred to human agents.

AI Agents

Gupshup provides industry-trained AI Agents that can automate customer conversations across different business functions. Common applications include lead qualification, assisted sales, product enquiries, customer support, shopping assistance, appointment-related interactions, automated invoicing, and account support. AI Agents can operate continuously and can be configured to hand complex conversations over to human support teams.

The platform also supports multimodal AI experiences, allowing businesses to create conversational experiences through text, voice, images, and other supported formats. Gupshup states that its AI Agents can provide multilingual support in 100+ languages, making the platform particularly relevant for businesses serving international or multilingual audiences.

Conversation Cloud

Conversation Cloud brings together several capabilities, including AI Agents, Campaign Manager, Conversation Builder, Agent Assist, Personalize, Advertise, and Enterprise Integration. Businesses can use these tools to create automated journeys, launch conversational campaigns, segment audiences, personalize interactions, and assist human support agents.

Its Conversation Builder provides a low-code/no-code approach for creating conversational journeys. Users can combine structured flows with AI Agents and define business rules, goals, guardrails, and source systems.

Omnichannel Messaging

Gupshup is particularly strong in business messaging. Its platform supports channels such as WhatsApp, Instagram, SMS, RCS, Web & App, and Voice, allowing organizations to manage customer engagement across multiple communication channels.

For WhatsApp specifically, Gupshup provides tools and APIs for businesses to create WhatsApp Business experiences, manage applications, send messages, and build conversational workflows. Its WhatsApp Self-Serve Platform can be set up without a monthly subscription fee, although messaging and platform-related charges can apply depending on the service and usage.

Marketing and Commerce

Gupshup can be used to create interactive marketing campaigns rather than relying solely on traditional promotional messages. Campaigns can be triggered by events such as clicks, reads, customer actions, cart abandonment, or other third-party signals. The platform also supports personalized outreach based on customer behavior, funnel stage, intent, and preferences.

For commerce teams, Gupshup supports conversational shopping and assisted selling. Businesses can use AI-powered conversations to answer product questions, guide customers through purchasing decisions, recover abandoned carts, and provide post-purchase support.

Customer Support

Gupshup is also designed for customer service automation. AI Agents can handle repetitive questions and routine support requests while escalating more complex cases to human agents. Its Agent Assist capabilities can provide suggested responses, conversation summaries, and customer-history context to help support representatives work more efficiently.

Integrations

Integration is another major component of Gupshup. Its Integration Platform allows businesses to connect applications and create automated workflows through a low-code/no-code interface. Gupshup documentation describes integrations with platforms such as Salesforce, HubSpot, Zoho CRM, Microsoft Dynamics 365, and numerous business, AI, analytics, messaging, and IoT applications.

Pricing

Gupshup does not operate around one simple universal subscription price. Pricing depends heavily on the product, channel, messaging volume, geography, and the applicable messaging-provider fees.

For WhatsApp, Gupshup applies WhatsApp/Meta messaging charges alongside applicable Gupshup fees. Meta moved WhatsApp template messaging to a per-message pricing model in July 2025, with rates varying according to message category, market, and volume.

Gupshup’s ISV Partner Program currently advertises a fixed Gupshup fee as low as $0.001 per message, with WhatsApp fees charged at actual cost and no subscription fees or volume commitment for that particular program. This should not be interpreted as a universal price for every Gupshup product.

For enterprise AI, Conversation Cloud, integrations, and other advanced services, businesses may need to contact Gupshup for pricing based on their requirements.

Review

Gupshup is a strong option for businesses that want more than a basic chatbot. Its biggest advantage is the combination of messaging infrastructure, conversational AI, AI Agents, automation, integrations, analytics, and human-agent support in one ecosystem.

The platform is particularly well suited to organizations that rely heavily on WhatsApp and other messaging channels for customer acquisition, sales, commerce, and support. Its extensive integration capabilities also make it useful for larger organizations that need conversational experiences connected to existing CRM, e-commerce, support, and business systems.

The main drawback is that Gupshup’s pricing can be more complicated than straightforward SaaS products. Costs can depend on messaging category, destination country, channel, volume, and the specific Gupshup service being used. Businesses should therefore calculate expected message volume and channel usage before estimating their total cost.

Overall, Gupshup is best suited to medium-sized and enterprise businesses that need scalable conversational engagement rather than a simple standalone chatbot. Its combination of AI Agents, omnichannel messaging, automation, integrations, and enterprise capabilities makes it a comprehensive platform for building customer conversations at scale.