For most Brazilian SMEs that sell via WhatsApp, the Kommo is the best CRM: starts at US$15/user/month, natively integrates WhatsApp, and charges only for Meta conversations. The HubSpot wins when you need marketing, data, and enterprise operations integrated into a single platform.
The fundamental difference
Kommo is messenger-first, built around conversation: WhatsApp, Instagram, and Telegram are the core, not plugins. HubSpot is a full revenue platform (CRM + Marketing + Sales + Service). Robust, but with price and curve. For a team of 3 to 8 who live on WhatsApp, it's like buying an excavator to plant a garden.
Prices (2026)
| Criterion | Kommo | HubSpot |
|---|---|---|
| Paid entry | Base US$15/user/month | Starter ~US$20/seat |
| Intermediate | Advanced US$25 | Sales Hub Pro ~US$90/seat |
| Free plan | No (test) | Yes (Limited free CRM) |
| Onboarding | No fee | ~US$1,500 (Pro) |
| Native WhatsApp starting from | All paid | Sales Hub Professional |
HubSpot has truly free options, great for validation. But native WhatsApp only in Professional (~US$90/seat + onboarding). For 5 people, US$450/month just for seats. In Kommo, 5 users on Advanced = US$125/month with Salesbot and WhatsApp included.
WhatsApp and AI
Kommo is a Meta Business Partner, connects via Cloud API, pays only for Meta conversations; Salesbot and AI Agent qualify within the funnel already in Advanced. HubSpot has native WhatsApp only in Professional+, and workflows do not trigger WhatsApp as a native action — requiring extra integration for heavy automation.
Verdict
SMEs that sell via WhatsApp and want controlled costs: Kommo. Single platform for marketing+sales+customer service enterprise: HubSpot. The costly mistake is choosing by brand, not by process. contact me and we structure with data.