About MSG91
What is MSG91?
MSG91 is a customer communication platform from India offering the WhatsApp Business API alongside SMS, email, voice and RCS, used by more than 30,000 businesses. In India it passes Meta's WhatsApp messaging rates through with zero markup and charges a flat ₹500 a month per number, with the first two months free.
You create and manage WhatsApp templates and check their approval status inside the MSG91 panel, without going to Facebook. Campaigns can be sent to thousands of contacts from a CSV, personalised, scheduled and targeted with audience segmentation, using interactive templates, carousels and catalogs. MSG91 adds AI-powered chatbots, WhatsApp Flows for bookings and lead forms, and a shared inbox (Hello) where human agents take over from the bot. Integrations include Shopify, Zoho, Freshworks, WebEngage, MoEngage, CleverTap, Wix, Google Sheets, Tally and Giddh, along with WhatsApp payments, multiple numbers in one account, analytics and message logs. It is SOC 2 Type 2 audited.
Who is MSG91 for?
- Indian businesses that want low-cost WhatsApp messaging with no markup on Meta's rates.
- Teams already using MSG91 for SMS or OTPs that want to add WhatsApp.
- Businesses that need WhatsApp connected to Tally, Zoho or Google Sheets.
What type of software is MSG91?
MSG91 is listed under WhatsApp Business API.
What are MSG91's core capabilities?
- Templates: Create and manage templates and check approval status in the MSG91 panel.
- Campaigns: CSV broadcasts with personalisation, scheduling and audience segmentation.
- Rich messages: Interactive templates, carousels, catalogs and WhatsApp payments.
- Automation: AI-powered chatbots and WhatsApp Flows for bookings and lead forms.
- Shared inbox: Human agents take over chats from the bot in MSG91 Hello.
- Integrations: Shopify, Zoho, Freshworks, CleverTap, Google Sheets, Tally, Giddh and a WhatsApp API.
Answers above are based on MSG91's website, read on 29 Oct 2026.
Who makes MSG91?
MSG91 is a customer communication platform based in Indore, Madhya Pradesh, used by more than 30,000 businesses and SOC 2 Type 2 audited.
What CAs are saying about MSG91
MSG91 has no reviews on SoftwaresForCA yet.
Key features
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- ?Template Creation & ApprovalCreate message templates in the platform, submit them to Meta and track their approval status.
- ?Broadcast CampaignsSend an approved template to thousands of opted-in contacts at once, for example from a CSV upload.
- ?Scheduled BroadcastsSchedule a campaign to go out at a set date and time.
- ?Audience SegmentationTarget campaigns using tags, attributes or segments built from contact data.
- ?Rich & Interactive MessagesSend media, documents, quick-reply and CTA buttons, lists or carousels.
- ?Campaign AnalyticsTrack delivered, read, replied and clicked rates for each campaign.
- ?Retargeting & Drip CampaignsFollow up automatically with contacts based on how they responded, or in timed sequences.
- ?No-Code Chatbot BuilderBuild chatbot flows with a drag-and-drop builder, without writing code.
- ?AI AgentsUse AI agents that answer customer questions from your own knowledge base or data.
- ?WhatsApp Flows & FormsCollect details, bookings or lead forms inside WhatsApp using Meta's WhatsApp Flows.
- ?Auto RepliesReply automatically to keywords, FAQs, greetings or messages outside working hours.
- ?Click-to-WhatsApp AdsRun or track Facebook and Instagram ads that open a WhatsApp chat.
- ?Shared Team InboxLet several team members reply from the same WhatsApp number in one inbox.
- ?Chat Assignment & RoutingAssign chats to agents manually, by rules or in round-robin.
- ?Contact Management & CRMStore contacts with tags and attributes, or track leads in a built-in CRM.
- ?Multiple WhatsApp NumbersManage more than one WhatsApp Business number from one account.
- ?Mobile AppReply to chats and manage the account from an Android or iOS app.
- ?Developer API & WebhooksSend messages from your own software through an API and receive events by webhook.
- ?CRM IntegrationsConnect CRMs such as Zoho, HubSpot, Salesforce or LeadSquared.
- ?Google Sheets & ZapierConnect Google Sheets, Zapier, Pabbly or similar no-code automation tools.
- ?Shopify & E-commerceConnect Shopify or WooCommerce for order updates and abandoned-cart messages.
- ?WhatsApp PaymentsCollect payments inside WhatsApp or send payment links by UPI or card.
- ?WhatsApp CatalogShare a product or service catalogue in WhatsApp.
- ?Official Meta Partner (BSP)The provider is an official Meta Business Partner or WhatsApp Business Solution Provider.
- ?Green Tick Verification HelpHelp applying for WhatsApp's verified business badge.
- ?Role-Based AccessControl what owners, managers and agents can see and do.
- ?Free PlanA free plan you can keep using, paying only for WhatsApp messages.
- ?Free TrialTry the paid plans free before buying.
- ?No Markup on Meta ChargesWhatsApp message charges are passed on at Meta's rates without a provider margin.