MSG91
SMS marketing software
Transactional email software
Communication platform as a Service (cPaaS) platforms
WhatsApp marketing software
RCS business messaging software
- Features
- Ease of use
- Ease of management
- Quality of support
- Affordability
- Market presence
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₹500 (India) / $5 (international) minimum prepaid purchase / top-up
Free TrialFree version
Small
Medium
Large
- Retail and wholesale
- Accommodation and food services
- Education and training
What is MSG91
MSG91 is a communications platform that provides APIs and web tools for sending and managing customer messaging across channels such as SMS, email, WhatsApp, and RCS. It is used by product teams, developers, and operations teams to deliver transactional notifications, OTP/verification flows, and marketing broadcasts. The platform combines programmable messaging APIs with templates, routing, and delivery reporting features. It also offers add-on modules for identity/verification and campaign-style messaging depending on channel and region.
Multi-channel messaging coverage
MSG91 supports multiple messaging channels including SMS, WhatsApp, email, and RCS, which helps teams consolidate vendor management for outbound communications. This is useful for organizations that need both transactional and promotional messaging from one provider. Channel options also allow fallback strategies (for example, using SMS when richer channels are unavailable). Coverage varies by country and channel regulations, but the product is positioned as a cross-channel messaging layer.
API-first for developers
The product provides APIs intended for application-driven messaging such as OTPs, alerts, and event-triggered notifications. This fits engineering-led teams that want to embed messaging into workflows rather than rely only on a marketing UI. Typical capabilities include template-based sending, delivery status callbacks, and reporting. Compared with CRM-centric tools in the reference set, this approach aligns more with product and platform engineering use cases.
Operational controls and reporting
MSG91 includes delivery reporting and message tracking features that help teams monitor throughput and delivery outcomes. These controls support operational use cases such as incident troubleshooting and compliance checks (for example, template usage and sender configuration). Centralized dashboards can reduce the need to build custom monitoring for basic messaging KPIs. The platform focus is on messaging operations rather than full-funnel sales automation.
Less CRM-style automation
MSG91 is primarily a messaging infrastructure platform rather than a full marketing automation or sales engagement suite. Organizations looking for deep lead management, pipeline workflows, and multi-step campaign automation may need additional systems. Some campaign features exist by channel, but they typically do not replace a dedicated CRM/marketing automation stack. This can increase integration work for teams that want end-to-end lifecycle marketing in one product.
Channel availability varies by region
Capabilities such as WhatsApp and RCS depend on country coverage, carrier policies, and required business verification processes. This can affect rollout timelines and the consistency of features across markets. Teams operating globally often need to validate sender types, templates, and compliance requirements per region. As a result, implementation planning may be more complex than email-only tools.
Deliverability depends on setup
Outcomes for SMS, email, and WhatsApp messaging depend heavily on sender configuration, template approvals, opt-in practices, and content policies. Organizations may need to invest time in domain/DNS setup for email, sender registration for SMS, and WhatsApp business verification. Without careful configuration and list hygiene, performance can be inconsistent. This is a common constraint for cPaaS products where customers control much of the sending behavior.
Plan & Pricing
MSG91 pricing summary (official site sources)
WhatsApp (usage-based)
Pricing model: Pay-as-you-go (per-template / per-conversation rates vary by country and message category). Examples (United States, listed on MSG91 US pricing page): Marketing – $0.02250 per message; Utility – $0.00306 per message; Authentication – $0.00306 per message. Notes: Platform subscription fee applies (MSG91 help: ₹500 per month per WhatsApp number; first two months not charged). Country-wise rates available via MSG91 pricing calculator.
SMS (usage-based / credits)
Pricing model: Pay-as-you-go (credits consumed per message; per-credit price varies by destination country). Notes & limits: Minimum purchase/top-up: INR 500 (India) / USD 5 (international). Country-specific credit counts and sender-ID rules available in knowledgebase; per-country prices require selecting source/destination on the SMS pricing page or contacting sales.
Email (tiered plans) — (India pricing page)
| Plan | Price | Key features & notes |
|---|---|---|
| Free | ₹0 per month | 5,000 Emails/month; 50 Email Validations/month |
| Starter | ₹2,000 per month | 100,000 Emails/month; 500 Email Validations/month; overage: ₹0.02/email; ₹0.15/validation |
| Basic | ₹4,600 per month | 250,000 Emails/month; 5,000 Email Validations/month; overage: ₹0.015/email; ₹0.12/validation |
| Alpha | ₹7,500 per month | 500,000 Emails/month; 8,000 Email Validations/month; overage: ₹0.01/email; ₹0.10/validation |
(Email page notes: prices exclusive of 18% GST; includes a pricing calculator on the official page.)
Hello (chat/contact center) — (US pricing page)
| Plan | Price | Key features & notes |
|---|---|---|
| Free / Live Chat | $0 per month | Limited inboxes/tickets; basic features (Free option listed on US Hello pricing) |
| Basic | $40 per month | 2 Inboxes; 1,000 tickets/month; additional inbox/invoice charges listed on page |
| Premium | $80 per month | 3 Inboxes; 2,000 tickets/month; expanded analytics & features |
Voice, RCS, Numbers
- Voice: Number subscription required; yearly virtual-number rental: ₹20,000 (help page). Call/voice charges vary by destination.
- RCS: Charges depend on templates sent; see RCS pricing page/help for country/template-specific rates.
Purchasing & minimums
- Minimum prepaid/top-up: INR 500 for Indian users; USD 5 / GBP 5 for international users (official FAQ).
- Some services have permanently free tiers (Email free plan, Hello free tier, Campaign free usage); other channels (SMS/WhatsApp) are usage-based and require prepaid credits or subscriptions.
Free plan / Free trial
- Permanently free tiers available for several MSG91 services (Email free plan, Hello free tier, Campaign free usage).
- Time-limited free trials: MSG91 marketing/WhatsApp pages reference a free trial call-to-action ("Start Free Trial").
Employer/Source constraint: All information above was taken only from MSG91 official pages (pricing/help/knowledgebase on msg91.com and country-specific pricing pages).
Seller details
Walkover Web Solutions Pvt. Ltd.
Bhopal, Madhya Pradesh, India
2017
Private
https://msg91.com/
https://x.com/msg91
https://www.linkedin.com/company/msg91
