Broadchat vs Gupshup: enterprise messaging APIs or a ready white-label panel?

Build or brand?

Broadchat vs Gupshup is mostly a question of how much you want to build. Gupshup gives you messaging infrastructure: WhatsApp APIs, no-code tools and AI agents, with self-serve pay-as-you-go pricing and an enterprise sales team. Broadchat gives you a finished application: client panels with campaigns, inbox, chatbots and CRM, plus a partner panel that lets an agency sell all of it under its own brand.

We make Broadchat. We checked Gupshup's home, pricing and partners pages on 12 Oct 2026 and describe them as written. Figures such as customer counts are Gupshup's own claims.

Where Gupshup is the better fit

• You are a developer or SaaS company. If you run a school-management app or a clinic-booking product and want WhatsApp inside it, Gupshup's APIs and ISV programme are designed for that, with what Gupshup calls access to two Meta BSP licences.
• You want Meta's fees at cost. The self-serve page says WhatsApp charges are billed at actuals, with a fixed Gupshup fee on top of each message and no subscription. That is easy to model at high volume.
• You need voice. Gupshup bills WhatsApp voice calls per second. Broadchat has no WhatsApp calling.
• You are a large enterprise. Gupshup names global brands as customers, says it works in 100+ countries and has been Meta's partner of the year several times.

Where Broadchat is the better fit

Most agencies do not want to build a product. They want to open a panel on Monday and onboard a client by Friday. On Broadchat, a partner sets its logo and domain, creates plans with its own prices, sets its markup over Meta's base rate by country and category, and collects payment through its own gateway. Clients then log into a branded panel with:

• campaigns that can be scheduled, repeated, retargeted by delivery status or split across several numbers;
• a shared inbox that shows whether the 24-hour customer service window is open;
• a visual chatbot builder with 12 triggers, AI steps and WhatsApp Flows;
• a CRM with tags, custom fields, segments and Kanban boards;
• coexistence for numbers that stay on the WhatsApp Business app.

Building that on raw APIs is months of engineering. If your business is selling and supporting clients rather than writing software, the finished panel is usually cheaper. Read how to start a WhatsApp reseller business to see the economics.

Developers can still use Broadchat's API

Broadchat is not API-free. Each channel has an access token and a Graph-compatible proxy endpoint, so code written for Meta's Cloud API can send through Broadchat, with template sends billed to the channel wallet. Campaigns can be triggered from your system with an API call, and incoming messages and statuses can be forwarded to your webhook. What Broadchat lacks is Gupshup's breadth: calling, many-country enterprise support and a large ISV ecosystem.

How the money flows

On both, Meta charges per delivered template message by category and country, and since 1 Oct 2026 charges service replies beyond 1,000 free per number each month. On Gupshup, those charges pass at actuals plus Gupshup's fee. On Broadchat, the client prepays a wallet at the partner's rate, and the partner's margin is settled to it weekly. Neither model is cheaper by definition; compare your monthly volume against each. See WhatsApp API pricing explained.