WebEngage vs MoEngage - Which is better for you in 2025?

You have product, traffic, and some data, but growth has slowed. You know you need better customer engagement, and two names keep popping up in demos and LinkedIn posts: WebEngage and MoEngage. Both talk about CDPs, AI, omnichannel, and both want you to “book a demo”. So which one actually fits your needs in 2025?

As a WhatsApp Business API provider that connects with WebEngage and works with MoEngage users, we at Heltar see this question a lot. In this blog, we will keep things simple, share what is actually on their sites, and show how WhatsApp and Heltar fit into the stack.

Quick summary

If you are short on time, here is the short version.

Pick WebEngage if you want a full retention stack built around a Customer Data Platform, strong segmentation, and an omnichannel campaign manager in one system. WebEngage positions itself as a full stack engagement suite with CDP, Omnichannel Campaign Manager, and Web & App Personalization engines.

Pick MoEngage if you want an “insights first” customer engagement platform with strong analytics, cross channel campaigns, and AI features under the Merlin AI and Sherpa AI umbrellas, grouped into clear Growth and Enterprise plans for marketing automation. 

Now let us go deeper.

What WebEngage and MoEngage actually do

WebEngage in simple terms

WebEngage describes itself as a full stack customer engagement platform built around three pillars:

• Customer Data Platform (CDP) to bring data from web, apps, offline and other sources into unified profiles.

• Omnichannel Campaign Manager to send campaigns across channels like web push, mobile push, onsite messaging, email, SMS, and more.

• Web & App Personalization to adapt content and in app experiences based on user behavior with templates and rules powered by machine learning.

On top of this, WebEngage adds WebEngage AI, RFM analysis, journey-style builders, and analytics so you can see funnels, cohorts, and revenue impact inside one system.

Think of it as: bring all data in, slice users into segments, design flows, push campaigns out across channels, and measure the effect on retention and revenue.

MoEngage in simple terms

MoEngage is a cross channel, insights led customer engagement platform. Their product pages group the platform into:

• Analytics & Insights to uncover patterns in user behavior.

• Cross Channel Marketing to run campaigns across push, email, SMS, WhatsApp, in app, onsite, and more.

• Web & App Personalization to adapt web and app content.

• Real time transactional alerts through MoEngage Inform.

AI sits under Merlin AI and Sherpa AI, which help with insights, content testing, send time, best channel, and multivariate experiments for campaigns. 

So at a high level, both tools solve for “connect data, segment users, send cross channel campaigns, and learn from the results”. The difference is how they package modules, how they present pricing, and how they treat channels like WhatsApp.

Plans and pricing in 2025

WebEngage plans and pricing style

WebEngage does not list public per MAU pricing on its main site. Instead, you typically:

• Pick modules such as CDP, Omnichannel Engagement, Web Personalization, App Personalization, and WebEngage AI.

• Request a demo and get a quote based on your region, scale, and channel mix.

For young companies, WebEngage also runs REV, a startup program that offers a cohort based setup with partner deals, discounts on tools, and community perks for early stage teams. In short, WebEngage is fully quote based. You mix and match modules, and pricing is shaped around that package.

MoEngage plans and pricing style

MoEngage shows its structure more clearly on the pricing page: 

• MoEngage Inform

  • Focused on real time transactional alerts across channels.

  • Promises savings on SMS and email spends, fallback between channels, unified reporting, and support for many service providers.

• Cross Channel Marketing & Analytics

  • Has two main plans:

    • Growth

      • For growing teams.

      • Includes behavior based communication, an easy visual editor for flows, AI for send time and content, and access to MoEngage experts.

    • Enterprise

      • For large, multi team setups.

      • Adds catalog sync for product content, advanced recommendations, tighter access controls, local data servers, IP whitelisting, and quarterly business reviews.

• MoEngage Personalize

  • A web personalisation and A/B testing module, again on a quote basis.

All MoEngage plans are “let’s talk” for price, so you will still end up in a sales conversation, but the Growth vs Enterprise split helps you match plan names to your stage.

How this feels in practice

• WebEngage is module driven and quote based, with extra relief for startups via REV.

• MoEngage is plan driven, with clear Growth and Enterprise labels, plus add ons like WhatsApp Native and Personalize.

In both cases, serious mid market and enterprise brands end up on custom contracts. The real work is matching features and long term volume to your budget, not chasing a list price.

WhatsApp and Channel Coverage

For many Indian and emerging market brands, WhatsApp is not a side channel. It is the main path for sales, support, and COD confirmations. So your choice here affects both your engagement platform and your WhatsApp Business API provider.

WebEngage and WhatsApp

WebEngage lets you create and analyze WhatsApp campaigns inside its interface, but actual delivery goes through a WhatsApp Service Provider (WSP).

Key points from their docs:

• You configure one or more WSPs inside WebEngage.

• WebEngage passes campaign requests to the WSP; the WSP talks to WhatsApp and sends messages.

• You can plug in known providers like Kaleyra and Times Internet, or set up a private WSP proxy for extra control over PII and encryption.

This means any compliant WhatsApp BSP, including Heltar, can integrate through the WSP framework that WebEngage exposes.

MoEngage and WhatsApp

MoEngage offers WhatsApp Native, a module that lets you send WhatsApp messages as part of your flows, sync templates, use images, GIFs and videos, and see analytics.

Under the hood, MoEngage connects to a set of WhatsApp providers through its partner marketplace and WhatsApp Providers section, including:

• Gupshup, Karix, AiSensy, Infobip, Route Mobile, Airtel IQ, Sinch India, Unifonic, Yellow.ai and others, including Heltar.

Partners integrate using standard payload formats and callback formats defined by MoEngage, so delivery status and read receipts flow back into MoEngage analytics. 

So the pattern is similar on both sides:

• WebEngage uses WSPs.

• MoEngage uses WhatsApp Native plus certified providers.

In both cases, you still need a solid BSP to keep WhatsApp costs and operations in check.

Where Heltar fits into a WebEngage or MoEngage stack?

Whichever engagement platform you choose, you will still need to solve three WhatsApp basics:

1. Reliable WhatsApp Business API access that does not go down mid campaign.

2. Predictable pricing that finance can understand, tied back to Meta conversation pricing.

3. Automation and chatbots that do not need a full dev team to maintain.

Comparison table: WebEngage vs MoEngage in 2025

Heltar’s role here is very clear - Heltar is a WhatsApp Business API provider built for these needs.

• Shared inbox, roles, and assignments so sales can work from one place.

• Automation inside the inbox, plus quick setup for keywords, menus, and forms. You can create a WhatsApp chatbot using a drag-and-drop, no-code chatbot builder. Just one AI prompt, and you have your automation ready to be deployed. You can't get this luxury on Zapier.

• Template workflows for approval, variables, and safe bulk sends. You create templates and get them approved within seconds, ready to be launched as part of bulk messaging campaigns.

• Campaigns and segments with schedules and rate control. Schedule and Fire any campaign in less than a minute, marketing made simple!

• Live reports for delivery, reads, failures, leads, and outcomes.