Engaging users with in-app messages shows great success in increasing retention rates, repeat purchases, etc. But the challenge lies in crafting compelling messages and ensuring that they resonate with users, keeping them engaged, and preventing drop-offs. This can be a daunting task to do in-house.

Hence, opting for an in-app messaging platform can be the best solution. In this blog, we cover the best in-app messaging platform to help improve the activation metrics, retain more users, and what makes each special.

What is an in-app messaging platform?

An in-app messaging platform is a tool empowering growth and marketing folks to deliver impactful messages inside the app that drive user engagement.

With them, you can efficiently interact with users, tailoring messages based on their demographic and in-app behavior. These platforms enable personalized nudging in various formats, like stories, in-app videos, tooltips, spotlight, coachmark, bottom sheets, etc

A few benefits of using these platforms:

• Save engineering hours by streamlining the implementation of UI pattern
• Enable swift experimentation without long app release cycles
• Equipped with user segmentation and guardrails, eliminating the need for additional capabilities and ensuring a seamless user experience.

The present landscape offers a plethora of in-app messaging platform software options. Read on to find the best option for your company.

Best in-app messaging platforms

Plotline

Choose if: You are a mobile-first consumer tech company. By far, Plotline provides the best omni-channel capabilities especially if in-app is a crucial focus for you.

1. Features: It enables curating personalized in-app messages using different UI elements like stories, tooltips, coachmarks, animations, spotlights, in-app videos, and many more. Also, aids in omnichannel engagement (In-app, push, SMS, email, Whatsapp).
2. Unique aspect: Extensive UI template library (stories, scratch cards, widgets, spotlights, tooltips, etc.) meant for in-app user journey, journey builder to automate the message flow, and real-time delivery (<100ms) of the in-app messages
3. Main geography of operations: India, US, UK, South East Asia, Middle East
4. Pricing: The Starter plan starts at $499. If you are an enterprise, you can request detailed pricing by reaching out to them
5. Compatibility: Plotline is compatible with Android Native, iOS Native, Flutter, React Native, Jetpack Compose, mobile web and has a web SDK as well

Pendo

Choose if: You are a SaaS business first, and you have a mobile app which is not a priority. You are looking for an in-app message + analytics solution

1. Features: Pendo’s personalized in-app guides help to create better app experiences with in-app web and mobile communication
2. Unique aspect: Pendo Mobile to assist mobile-first brands do product adoption and analytics. It offers more robust analytics and insights capabilities with more advanced reporting tools and data visualization
3. Main geography of operations: Most of its customers are from US, UK, and Canada
4. Pricing: Pendo offers free usage for up to 1000 monthly active users. When you're prepared to scale, you can reach out to them to inquire about pricing for their premium plans
5. Compatibility: Pendo is not compatible with Flutter or React Native

CleverTap

Choose if: You need a customer engagement platform. However, in-app messaging capabilities are limited to half-screen modals and in-app surveys.

1. Features: Helps curate content-rich in-app messages to onboard new users, drive new feature adoption, and send promotional offers or personalized recommendations
2. Unique aspect: It specializes in omnichannel communication like push notifications, SMS, and email
3. Main geography of operations: India and APAC regions
4. Pricing: Offer MAU-based or event-based pricing. Typically have a startup package as well
5. Compatibility: Compatible with Android, iOS, React Native, Flutter, Unity, and Cordova SDK. Has mobile web as well as web SDK

Braze

Choose if: You are a mobile-first mid-market or enterprise business looking for a comprehensive Customer Engagement Platform with basic in-app messaging capabilities.

1. Features: It provides basic in-app messaging capabilities (modals, carousels, in-app surveys, slide-up)
2. Unique aspect: Braze's in-app messaging editor is strong but may take time to learn. It also aids in personalized messaging across multiple channels like email, SMS, etc
3. Main geography of operations: Braze has most of its customers in the US
4. Pricing: Braze's pricing is tied to data consumption, which can be advantageous for businesses that have predictable data usage patterns. In general, Braze will be much more expensive. Suitable for large teams with larger budgets
5. Compatibility: Compatible with Android Native, iOS Native, Flutter, and React Native. Provides bother mobile SDK and web SDK

Iterable

Choose if: You are a mobile-first mid-market or enterprise business looking for a comprehensive Customer Engagement Platform with basic in-app messaging capabilities.

1. Features: Has the basic functionality of in-app messages and mobile inboxes, which can be used to deliver messages to users of your mobile apps and websites
2. Unique aspect: A comprehensive cross-channel marketing platform that allows you to send personalized messages across push, emails, SMS, and in-app messages
3. Main geography of operations: Iterable has most of its customers in the US
4. Pricing: Iterable is priced similarly to Braze and is expensive for smaller companies
5. Compatibility: Not compatible with Flutter

OneSignal

Choose if: You are a startup or SMB in need of a self-serve CEP with limited in-app UI elements

1. Features: Referrals, carousels, surveys, and permission prompts are provided but there's no comprehensive library available for in-app communication
2. Unique aspect: A comprehensive cross-channel marketing platform that allows you to send personalized messages across push, emails, SMS, and in-app messages
3. Main geography of operations: OneSignal has most of its customers in the US
4. Pricing: Its freemium model makes it an easily accessible self-serve solution, particularly advantageous for smaller businesses seeking a seamless start without any hindrances
5. Compatibility: Compatible with Android, iOS, React Native, Flutter, Unity, and Cordova SDK. Has mobile web as well as web SDK

How to choose the best mobile in-app messaging platform

Here is a larger comparison for choosing the best mobile in-app messaging platform for your business:

• Plotline is a recommended choice if you are a mobile-first consumer tech company because of its abundant UI library (animations, stories, videos, quizzes, tooltips, coach marks, spotlights, and more) and additionally for outside app communication
• Pendo is suitable if you are a SaaS business first, and your mobile app is second in priority
• Choose CleverTap, Braze, Iterable, or OneSignal if you need a comprehensive cross-channel marketing platform that allows you to send personalized messages across push, emails, SMS, and basic in-app messages

Final thoughts

By thoroughly researching and comparing the above options, you can make a well-informed choice that aligns with your mobile app in-app messaging strategy in 2024 and beyond.

If you're interested in learning more about how to use Plotline’s in-app messaging platform to curate personalized in-app communication for different target segments, start a free trial with us.