Quick Overview
- 1#1: Intercom - Powers personalized in-app messaging, live chat, and user engagement for web and mobile apps.
- 2#2: Braze - Delivers cross-channel customer engagement with advanced segmentation for in-app messages.
- 3#3: Iterable - Enables data-driven personalized in-app messaging and journeys for growth marketing.
- 4#4: Customer.io - Automates behavioral in-app messaging using customer data for targeted communications.
- 5#5: OneSignal - Provides free, scalable in-app messaging and push notifications for mobile and web apps.
- 6#6: AI rship - Offers rich in-app messaging and mobile engagement with real-time personalization.
- 7#7: CleverTap - Drives mobile growth through AI-powered in-app messaging and user segmentation.
- 8#8: MoEngage - Creates hyper-personalized in-app experiences across channels for customer retention.
- 9#9: WebEngage - Facilitates omnichannel in-app messaging for web and mobile user journeys.
- 10#10: Appcues - Builds no-code in-app messages, tours, and checklists for product adoption.
These platforms were selected based on features (such as personalization and cross-channel support), usability, scalability, and overall value, ensuring they excel in delivering impactful, efficient engagement.
Comparison Table
This comparison table examines popular in-app messaging software tools, featuring Intercom, Braze, Iterable, Customer.io, OneSignal, and more. It compares key features, use cases, and performance to help readers find the right solution for their engagement needs. Whether for customer support, retention, or personalization, it simplifies identifying tools that align with specific goals.
| # | Tool | Category | Overall | Features | Ease of Use | Value |
|---|---|---|---|---|---|---|
| 1 | Intercom Powers personalized in-app messaging, live chat, and user engagement for web and mobile apps. | enterprise | 9.5/10 | 9.8/10 | 8.7/10 | 8.4/10 |
| 2 | Braze Delivers cross-channel customer engagement with advanced segmentation for in-app messages. | enterprise | 9.2/10 | 9.7/10 | 8.1/10 | 8.4/10 |
| 3 | Iterable Enables data-driven personalized in-app messaging and journeys for growth marketing. | enterprise | 8.7/10 | 9.2/10 | 7.8/10 | 8.0/10 |
| 4 | Customer.io Automates behavioral in-app messaging using customer data for targeted communications. | specialized | 8.4/10 | 9.2/10 | 7.6/10 | 8.0/10 |
| 5 | OneSignal Provides free, scalable in-app messaging and push notifications for mobile and web apps. | specialized | 8.8/10 | 9.0/10 | 9.2/10 | 9.5/10 |
| 6 | AI rship Offers rich in-app messaging and mobile engagement with real-time personalization. | enterprise | 8.7/10 | 9.3/10 | 8.0/10 | 8.2/10 |
| 7 | CleverTap Drives mobile growth through AI-powered in-app messaging and user segmentation. | enterprise | 8.2/10 | 8.8/10 | 7.9/10 | 7.5/10 |
| 8 | MoEngage Creates hyper-personalized in-app experiences across channels for customer retention. | enterprise | 8.2/10 | 8.7/10 | 7.6/10 | 7.9/10 |
| 9 | WebEngage Facilitates omnichannel in-app messaging for web and mobile user journeys. | enterprise | 8.4/10 | 8.7/10 | 7.9/10 | 8.2/10 |
| 10 | Appcues Builds no-code in-app messages, tours, and checklists for product adoption. | specialized | 8.6/10 | 8.8/10 | 9.2/10 | 7.9/10 |
Powers personalized in-app messaging, live chat, and user engagement for web and mobile apps.
Delivers cross-channel customer engagement with advanced segmentation for in-app messages.
Enables data-driven personalized in-app messaging and journeys for growth marketing.
Automates behavioral in-app messaging using customer data for targeted communications.
Provides free, scalable in-app messaging and push notifications for mobile and web apps.
Offers rich in-app messaging and mobile engagement with real-time personalization.
Drives mobile growth through AI-powered in-app messaging and user segmentation.
Creates hyper-personalized in-app experiences across channels for customer retention.
Facilitates omnichannel in-app messaging for web and mobile user journeys.
Builds no-code in-app messages, tours, and checklists for product adoption.
Intercom
enterprisePowers personalized in-app messaging, live chat, and user engagement for web and mobile apps.
AI-powered Fin and Resolution Bots that provide hyper-personalized, context-aware in-app messaging and support automation
Intercom is a leading customer messaging platform that excels in in-app messaging, enabling businesses to deliver personalized, targeted messages, product tours, and proactive notifications directly within mobile and web apps. It combines live chat, AI-powered bots, and automation to drive user engagement, reduce churn, and boost conversions. With deep segmentation based on user behavior and data, Intercom helps teams scale customer support and growth efforts seamlessly.
Pros
- Exceptional targeting and personalization for in-app messages based on user behavior and data
- AI-driven Resolution Bot handles up to 50% of queries autonomously
- Robust integrations with CRMs, analytics tools, and product platforms like Segment
Cons
- High pricing that scales quickly with usage and active users
- Steep learning curve for advanced features and custom workflows
- Limited free tier, making it less accessible for very small teams
Best For
Scaling SaaS and tech companies seeking sophisticated, data-driven in-app engagement and support at enterprise levels.
Pricing
Starts at $74/month for Starter plan (billed annually); scales to custom Enterprise pricing based on active users and features.
Braze
enterpriseDelivers cross-channel customer engagement with advanced segmentation for in-app messages.
Canvas visual flow builder for creating hyper-personalized, multi-step in-app message journeys without coding
Braze is a leading customer engagement platform specializing in multichannel messaging, with robust in-app messaging capabilities that deliver personalized notifications, modals, carousels, and full-screen experiences directly within mobile apps. It leverages real-time user data, segmentation, and automation to trigger contextually relevant messages based on behavior, location, or custom events. Ideal for scaling personalized in-app interactions, Braze integrates seamlessly with CRMs, analytics tools, and app frameworks for a unified customer view.
Pros
- Exceptional personalization and dynamic content using real-time customer data
- Advanced A/B testing and optimization for in-app messages
- Seamless cross-channel orchestration including push, email, and SMS alongside in-app
Cons
- Steep learning curve for non-technical users due to complex dashboard
- High cost structure not ideal for startups or small teams
- Setup requires significant integration effort for full potential
Best For
Mid-to-large enterprises seeking scalable, data-driven in-app messaging for personalized customer journeys.
Pricing
Custom enterprise pricing based on monthly active users (MAU) and engagement volume; typically starts at $1,000+/month with annual contracts often exceeding $100K.
Iterable
enterpriseEnables data-driven personalized in-app messaging and journeys for growth marketing.
Iterably Intelligent Composing, an AI tool that auto-generates and optimizes personalized in-app message content in real-time
Iterable is a powerful cross-channel customer engagement platform that includes robust in-app messaging capabilities, enabling real-time, personalized notifications and interactive experiences directly within mobile apps. It leverages user behavior data, AI-driven optimization, and behavioral triggers to deliver highly targeted in-app messages that drive engagement and conversions. With seamless integration across email, SMS, push, and web, it provides a unified view of the customer journey for cohesive messaging strategies.
Pros
- Advanced AI-powered personalization and real-time behavioral triggers for in-app messages
- Seamless omnichannel orchestration integrating in-app with push, email, and SMS
- Comprehensive analytics and A/B testing for optimizing in-app engagement
Cons
- Steep learning curve and complex setup requiring developer resources
- Enterprise-level pricing that may not suit small businesses or startups
- Limited out-of-the-box templates for in-app creative design
Best For
Mid-to-large enterprises and scaling SaaS/e-commerce teams needing sophisticated, data-driven in-app messaging at scale.
Pricing
Custom enterprise pricing based on active users and volume, typically starting at $10,000–$20,000 annually with pay-as-you-grow options.
Customer.io
specializedAutomates behavioral in-app messaging using customer data for targeted communications.
Real-time behavioral journey builder that triggers hyper-personalized in-app messages based on live customer data metrics
Customer.io is a customer data platform that powers personalized messaging across multiple channels, including robust in-app messaging for web and mobile apps. It enables teams to deliver targeted banners, tooltips, modals, and surveys triggered by real-time user behavior and segmentation data. The platform integrates deeply with customer data for automated, data-driven journeys that enhance user engagement without coding for basic setups.
Pros
- Highly advanced segmentation and personalization for precise in-app targeting
- Multi-channel support including seamless integration with email, SMS, and push
- Powerful behavioral triggers and journey automation for dynamic messaging
Cons
- Steep learning curve due to complex data model and Liquid templating
- Pricing scales rapidly with contact volume, less ideal for small teams
- Limited out-of-the-box templates compared to simpler in-app tools
Best For
Mid-sized SaaS and e-commerce companies seeking data-driven, multi-channel in-app messaging at scale.
Pricing
Starts at $150/month (Essentials plan for up to 500 monthly tracked users), scales to $1100+/month for higher volumes; custom Enterprise pricing available.
OneSignal
specializedProvides free, scalable in-app messaging and push notifications for mobile and web apps.
Journeys automation for multi-step, outcome-driven in-app message sequences
OneSignal is a versatile customer engagement platform specializing in push notifications, emails, SMS, and in-app messaging to re-engage users effectively. Its in-app messaging features include customizable banners, modals, carousels, and blocks that deliver personalized content based on user behavior and segments without leaving the app. The platform supports A/B testing, automation via Journeys, and outcome-based triggers to optimize message delivery and conversion rates.
Pros
- Generous free plan with unlimited in-app messages for up to 10K subscribers
- Advanced segmentation and personalization for targeted messaging
- Seamless SDK integration across iOS, Android, web, and Unity
Cons
- Design customization options are somewhat limited compared to dedicated in-app tools
- Advanced automation and analytics require paid upgrades
- Dashboard can feel overwhelming for absolute beginners
Best For
Mobile app developers and growth marketers needing scalable in-app messaging integrated with push notifications and other channels.
Pricing
Free for up to 10K subscribers with unlimited messages; Growth plan at $99/month (up to 30K subs), Pro at $599/month (up to 100K), with enterprise custom pricing.
AI rship
enterpriseOffers rich in-app messaging and mobile engagement with real-time personalization.
Real-time behavioral orchestration via 'Signals' for hyper-contextual in-app messages
AI rship is a robust customer engagement platform that excels in delivering personalized in-app messaging within mobile applications to boost user engagement and retention. It supports contextual, triggered messages like modals, carousels, and banners, powered by advanced segmentation, real-time data, and automation journeys. Businesses use it to send behaviorally relevant content, A/B test variations, and analyze performance for optimized conversions.
Pros
- Advanced personalization and real-time contextual triggers for in-app messages
- Rich media support including interactive elements and A/B testing
- Seamless integration with mobile SDKs and comprehensive analytics
Cons
- Steep learning curve for setup and advanced automations
- Enterprise pricing can be prohibitive for small businesses
- Primarily mobile-focused, with less emphasis on web in-app messaging
Best For
Mid-to-large enterprises with mobile apps needing sophisticated, data-driven in-app messaging at scale.
Pricing
Custom quote-based pricing starting at ~$5,000-$10,000/month based on monthly active users (MAU) and features.
CleverTap
enterpriseDrives mobile growth through AI-powered in-app messaging and user segmentation.
Real-time behavioral triggers for hyper-personalized in-app experiences
CleverTap is a customer engagement platform specializing in mobile marketing, with robust in-app messaging tools that deliver personalized notifications, banners, carousels, and full-screen experiences. It leverages user behavior data for real-time segmentation and automation, helping apps boost retention and conversions. Advanced A/B testing and analytics enable optimization of messaging strategies across the user lifecycle.
Pros
- Deep personalization using behavioral data
- Rich message formats and automation workflows
- Integrated analytics and A/B testing
Cons
- Steeper learning curve for non-technical users
- Pricing scales quickly with user volume
- Less focus on non-mobile channels
Best For
Mid-to-large mobile app teams needing advanced, data-driven in-app personalization at scale.
Pricing
Custom enterprise pricing based on monthly active users; growth plans start around $1,000/month, with free trial available.
MoEngage
enterpriseCreates hyper-personalized in-app experiences across channels for customer retention.
Visual Canvas Editor for creating highly interactive, drag-and-drop in-app message experiences
MoEngage is a comprehensive customer engagement platform specializing in in-app messaging, enabling businesses to deliver personalized, interactive notifications directly within mobile apps to boost user retention and conversions. It offers a variety of message formats including modals, carousels, full-screen experiences, and bottom sheets, all triggered by user behavior, segments, or events. The platform integrates with analytics for A/B testing and optimization, making it suitable for data-driven engagement strategies.
Pros
- Rich variety of in-app message templates and formats
- Advanced segmentation and personalization capabilities
- Seamless integration with omnichannel marketing tools
Cons
- Steep learning curve for complex setups
- Enterprise pricing not ideal for small teams
- Limited self-service options for beginners
Best For
Mid-sized to enterprise businesses seeking scalable, personalized in-app messaging integrated with broader customer engagement.
Pricing
Custom enterprise pricing starting at around $1,000/month, scaled by MAU, features, and usage; contact sales for quotes.
WebEngage
enterpriseFacilitates omnichannel in-app messaging for web and mobile user journeys.
Hyper-personalization engine that dynamically tailors in-app messages using real-time user behavior and journey data
WebEngage is a comprehensive customer engagement platform that excels in in-app messaging, allowing businesses to deliver personalized nudges, surveys, and notifications directly within mobile apps. It leverages user data for real-time segmentation and hyper-personalization, supporting features like behavioral triggers, A/B testing, and journey orchestration. With seamless SDK integration for iOS and Android, it helps boost retention, conversions, and user satisfaction through contextual messaging.
Pros
- Advanced real-time personalization and behavioral triggers
- Robust analytics and A/B testing for optimization
- Omnichannel support including seamless mobile SDK integration
Cons
- Steeper learning curve for complex setups
- Pricing scales quickly with user volume
- Limited no-code options for non-technical users
Best For
Mid-sized mobile apps and e-commerce businesses focused on data-driven user retention and personalized in-app experiences.
Pricing
Custom pricing based on monthly active users (MAU); entry-level plans start around $500/month, with enterprise tiers requiring sales quotes.
Appcues
specializedBuilds no-code in-app messages, tours, and checklists for product adoption.
Visual Flow Builder for creating multi-step, conditional user journeys without code
Appcues is a no-code platform that enables product teams to deliver personalized in-app messaging, onboarding tours, tooltips, modals, and surveys to improve user engagement and adoption. It supports advanced user segmentation, A/B testing, and analytics to measure the impact of experiences across web and mobile apps. Designed for non-technical users, it integrates seamlessly with tools like Segment, Intercom, and analytics platforms for a comprehensive user activation strategy.
Pros
- Intuitive drag-and-drop no-code builder for quick experience creation
- Powerful segmentation and personalization targeting specific user behaviors
- Comprehensive analytics and A/B testing for optimizing messaging impact
Cons
- Pricing scales quickly for larger user bases, reducing value for startups
- Limited advanced customization options in templates without CSS tweaks
- Mobile app support lags behind web capabilities in complexity
Best For
Mid-sized SaaS companies with product-led growth strategies seeking developer-free in-app onboarding and messaging.
Pricing
Starts at $249/month (billed annually) for Starter plan (up to 5k MAU), with Pro at $829/month, Enterprise custom; free trial available.
Conclusion
The top 10 tools highlight a range of innovative in-app messaging solutions, from hyper-personalization to cross-channel engagement. Intercom leads as the top choice, excelling in seamless, personalized user interaction. Braze and Iterable follow as strong alternatives—Braze for advanced segmentation, Iterable for data-driven growth—each designed to meet distinct business needs. Together, these tools empower meaningful user connections and drive better results.
Take the next step in enhancing your user engagement—start exploring Intercom today and discover why it’s the best-in-class for impactful in-app communication.
Tools Reviewed
All tools were independently evaluated for this comparison