SAME CATEGORY. YOUR PRIORITIES.
ActiveCampaign vs Brevo
Compare evidence, costs and trade-offs. Adjust the criteria to reflect your own workflow.
MAKE THE SCORE YOURS
What matters most?
Core capabilities carry 32 points; workflow depth carries 68. AI contributes the category-specific weight shown below within those totals. Change group priorities and see every contribution update.
How the score is calculated →Documented fit across available plans · unknowns shown as ranges · no customer ratings
| Features & decision context |  ActiveCampaign35–100/100 documented fit Core capabilities23.2–32 / 32 pts7/10 checks with established status Workflow depth12–68 / 68 pts2/18 checks with established status |  Brevo20–100/100 documented fit Core capabilities14.4–32 / 32 pts5/10 checks with established status Workflow depth5.6–68 / 68 pts1/18 checks with established status |
|---|---|---|
| How AI changes fitSame priorities, with and without AI | 35–100 with AI42–100 without AIFeature-fit points; not measured ROI | 20–100 with AI21–100 without AIFeature-fit points; not measured ROI |
| Supplier website | Visit ActiveCampaign | Visit Brevo |
| Good fit for | Teams with branching customer journeys and someone responsible for customer data and automation design. | Teams that want to combine email with transactional or messaging workflows and compare send-volume tiers carefully. |
| Look more closely when | You want one flat subscription covering every channel, AI action and CRM capability. | You expect WhatsApp or advanced sales/AI features on the least expensive email plan. |
| Pricing snapshotDifferent billing units are not directly comparable | See pricingper month Contact-tier pricing with separate messaging and optional CRM/AI packages. The live comparison did not expose a reliable USD base for the selected contact count. Pricing source | $9.00per month Starter starts at $9/month for 5,000 email sends with up to 500 stored contacts at that tier. Pricing source |
| Official WhatsApp channel 20% base weight | ||
| Core capabilityWhatsApp Business connectionConnect through a documented WhatsApp Business platform channel. | Supported4 / 4 pts WhatsApp package supplies shared inbox and assignment. Official documentation · Oct 15, 2026Source | Supported4 / 4 pts WhatsApp campaigns require eligible plan and credits. Official documentation · Oct 15, 2026Source |
| Core capabilityWhatsApp rich mediaUse images, files or interactive message components. | Not verified0–4 / 4 pts Not established in reviewed evidence; request this specific demonstration. Not verified · Oct 15, 2026Source | Not verified0–4 / 4 pts Not established in reviewed evidence; request this specific demonstration. Not verified · Oct 15, 2026Source |
Depth checkTemplate approval diagnosticsInspect WhatsApp template approval or rejection status and the reason requiring correction.Ask for a demonstrationOpen a rejected or pending template and show its status and corrective information. A scenario to run with the supplier; not a completed product test. | Supported5.6 / 5.6 pts Template guidance documents approval diagnostics and the 24-hour response window. Official documentation · Oct 15, 2026Source | Supported5.6 / 5.6 pts Template status is visible; rejection details are available in Meta Business Manager. Official documentation · Oct 15, 2026Source |
Depth checkMessaging-window eligibilityDistinguish free-form replies inside the customer-service window from template-only sends outside it.Ask for a demonstrationCompare a recent and an expired conversation and show which send options remain available. A scenario to run with the supplier; not a completed product test. | Supported6.4 / 6.4 pts Template guidance documents approval diagnostics and the 24-hour response window. Official documentation · Oct 15, 2026Source | Not verified0–6.4 / 6.4 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source |
| Shared conversation handling 20% base weight | ||
| Core capabilityConversation inbox and historyView and reply to WhatsApp conversations with retained customer context. | Supported4 / 4 pts WhatsApp package supplies shared inbox and assignment. Official documentation · Oct 15, 2026Source | Not verified0–4 / 4 pts Not established in reviewed evidence; request this specific demonstration. Not verified · Oct 15, 2026Source |
| Core capabilityTeam assignment and routingAssign WhatsApp conversations to team members or route them to a team. | Supported4 / 4 pts WhatsApp package supplies shared inbox and assignment. Official documentation · Oct 15, 2026Source | Not verified0–4 / 4 pts Not established in reviewed evidence; request this specific demonstration. Not verified · Oct 15, 2026Source |
Depth checkHuman handoff with conversation contextTransfer or assign an active conversation while retaining the customer’s message history for the receiving person.Ask for a demonstrationTransfer a test conversation and show what the receiving agent can read. A scenario to run with the supplier; not a completed product test. | Not verified0–5.6 / 5.6 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source | Not verified0–5.6 / 5.6 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source |
Depth checkTeam ownership and internal coordinationCombine assigned ownership with internal notes or collaboration that is not sent to the customer.Ask for a demonstrationAssign a conversation, leave an internal note, and show the next agent’s view. A scenario to run with the supplier; not a completed product test. | Not verified0–6.4 / 6.4 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source | Not verified0–6.4 / 6.4 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source |
| Template and workflow automation 16% base weight | ||
| Core capabilityTemplate messagingCreate or send approved WhatsApp templates for eligible use cases. | Supported3.2 / 3.2 pts WhatsApp package supplies shared inbox and assignment. Official documentation · Oct 15, 2026Source | Supported3.2 / 3.2 pts WhatsApp campaigns require eligible plan and credits. Official documentation · Oct 15, 2026Source |
| Core capabilityTriggered WhatsApp workflowsTrigger a WhatsApp message or conversation flow from an event. | Supported3.2 / 3.2 pts WhatsApp package supplies shared inbox and assignment. Official documentation · Oct 15, 2026Source | Not verified0–3.2 / 3.2 pts Not established in reviewed evidence; request this specific demonstration. Not verified · Oct 15, 2026Source |
Depth checkDelivery-aware workflow handlingUse delivery failure or message eligibility to stop, redirect, or recover an automated WhatsApp step.Ask for a demonstrationCause an ineligible or failed send and show how the workflow responds. A scenario to run with the supplier; not a completed product test. | Not verified0–4.8 / 4.8 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source | Not verified0–4.8 / 4.8 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source |
Depth checkEvent-personalized templatesPopulate an approved template from event, order, or business-record properties.Ask for a demonstrationSend a test order event and populate an approved template with its identifier or value. A scenario to run with the supplier; not a completed product test. | Not verified0–4.8 / 4.8 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source | Not verified0–4.8 / 4.8 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source |
| Business-system connections 12% base weight | ||
| Core capabilityCRM, store or support connectorsConnect customer context with an external business application. | Supported2.4 / 2.4 pts Documented; tier and channel package determine access. Official documentation · Oct 15, 2026Source | Supported2.4 / 2.4 pts Shopify/WooCommerce and other plugins supply order/revenue dashboards. Official documentation · Oct 15, 2026Source |
| Core capabilityAPIs or webhooksConnect messaging or customer data through programmable interfaces. | Supported2.4 / 2.4 pts Segment analytics offers table export and API access. Official documentation · Oct 15, 2026Source | Supported2.4 / 2.4 pts Documented; channel credits and plan limits vary. Official documentation · Oct 15, 2026Source |
Depth checkConversation and message event accessRetrieve or subscribe to identifiable inbound/outbound message or conversation events.Ask for a demonstrationRetrieve an inbound reply and its conversation/contact identifiers outside the inbox. A scenario to run with the supplier; not a completed product test. | Not verified0–3.2 / 3.2 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source | Not verified0–3.2 / 3.2 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source |
Depth checkWrite back to a business recordUpdate a connected CRM, order, or customer record from a WhatsApp conversation or workflow.Ask for a demonstrationChange a customer field through the conversation flow and show the changed external record. A scenario to run with the supplier; not a completed product test. | Not verified0–4 / 4 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source | Not verified0–4 / 4 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source |
| AI assistance and agents 17% base weight | ||
| Core capabilityAI WhatsApp content or repliesUse AI specifically in WhatsApp content creation or conversation handling. | Not verified0–2.4 / 2.4 pts Not established in reviewed evidence; request this specific demonstration. Not verified · Oct 15, 2026Source | Supported2.4 / 2.4 pts Aura assists WhatsApp message creation. Official documentation · Oct 15, 2026Source |
| Core capabilityAI WhatsApp actions or agentsUse AI for authorized WhatsApp actions or automated conversational tasks. | Not verified0–2.4 / 2.4 pts Not established in reviewed evidence; request this specific demonstration. Not verified · Oct 15, 2026Source | Not verified0–2.4 / 2.4 pts Not established in reviewed evidence; request this specific demonstration. Not verified · Oct 15, 2026Source |
Depth checkWhatsApp AI grounded in business knowledgeUse an explicit business knowledge source to answer WhatsApp customer questions.Ask for a demonstrationAsk a specific policy question in WhatsApp and show the configured source used by the agent. A scenario to run with the supplier; not a completed product test. | Not verified0–3.2 / 3.2 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source | Not verified0–3.2 / 3.2 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source |
Depth checkAI escalation to a personConfigure a WhatsApp AI assistant or agent to hand an unresolved conversation to a human.Ask for a demonstrationAsk an unanswerable or restricted question and demonstrate the human escalation. A scenario to run with the supplier; not a completed product test. | Not verified0–4 / 4 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source | Not verified0–4 / 4 pts This specific workflow has not been established by the reviewed evidence. Not verified · Oct 15, 2026Source |
Depth checkTranscribe received WhatsApp voice messagesDemonstrate "Transcribe received WhatsApp voice messages" with test data. Show the result, an exception case, and the required plan.Ask for a demonstrationDemonstrate "Transcribe received WhatsApp voice messages" with test data. Show the result, an exception case, and the required plan. A scenario to run with the supplier; not a completed product test. | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source |
Depth checkRevoke an AI connector's WhatsApp sending accessDemonstrate "Revoke an AI connector's WhatsApp sending access" with test data. Show the result, an exception case, and the required plan.Ask for a demonstrationDemonstrate "Revoke an AI connector's WhatsApp sending access" with test data. Show the result, an exception case, and the required plan. A scenario to run with the supplier; not a completed product test. | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source |
| Operational detail 15% base weight | ||
Depth checkCollect structured input with WhatsApp FlowsBuild a test WhatsApp Flow with a required field. Submit valid and incomplete answers and show where results are stored.Ask for a demonstrationBuild a test WhatsApp Flow with a required field. Submit valid and incomplete answers and show where results are stored. A scenario to run with the supplier; not a completed product test. | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source |
Depth checkReassign a WhatsApp conversation from mobileDemonstrate "Reassign a WhatsApp conversation from mobile" with test data. Show the result, an exception case, and the required plan.Ask for a demonstrationDemonstrate "Reassign a WhatsApp conversation from mobile" with test data. Show the result, an exception case, and the required plan. A scenario to run with the supplier; not a completed product test. | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source |
Depth checkHandle business voice calls within WhatsAppDemonstrate "Handle business voice calls within WhatsApp" with test data. Show the result, an exception case, and the required plan.Ask for a demonstrationDemonstrate "Handle business voice calls within WhatsApp" with test data. Show the result, an exception case, and the required plan. A scenario to run with the supplier; not a completed product test. | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source |
Depth checkCancel a scheduled WhatsApp message before dispatchDemonstrate "Cancel a scheduled WhatsApp message before dispatch" with test data. Show the result, an exception case, and the required plan.Ask for a demonstrationDemonstrate "Cancel a scheduled WhatsApp message before dispatch" with test data. Show the result, an exception case, and the required plan. A scenario to run with the supplier; not a completed product test. | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source |
Depth checkValidate WhatsApp webhook signaturesDemonstrate "Validate WhatsApp webhook signatures" with test data. Show the result, an exception case, and the required plan.Ask for a demonstrationDemonstrate "Validate WhatsApp webhook signatures" with test data. Show the result, an exception case, and the required plan. A scenario to run with the supplier; not a completed product test. | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source |
Depth checkHide unavailable products in WhatsApp catalog recommendationsDemonstrate "Hide unavailable products in WhatsApp catalog recommendations" with test data. Show the result, an exception case, and the required plan.Ask for a demonstrationDemonstrate "Hide unavailable products in WhatsApp catalog recommendations" with test data. Show the result, an exception case, and the required plan. A scenario to run with the supplier; not a completed product test. | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source | Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source |
| AI usage and limits | Active Intelligence builds campaigns and suggests audiences; scheduled tasks, image tools and connected AI clients extend the workflow, subject to plan entitlements.
| Aura assists email creation, audience work and other workflows; capabilities vary with the underlying Brevo plan and sales package.
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| Additional costs to ask about |
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| Integration shortlist |
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| Research date | Oct 15, 2026 Full source record → | Oct 15, 2026 Full source record → |