SMS Alternative: Viber vs WhatsApp: Which One Is Better (2024)

While SMS has become an integral tool for marketing, the market requires new solutions in the form of instant messaging apps. This shift is due to the limited opportunities to modify the visual appearance of messages and changes in user behavior. Thus, apps like Viber and WhatsApp have become viral for both personal communication and professional marketing strategies. Two of the most notable contenders in this space: Viber vs WhatsApp, have opened a dialogue about which provides a better alternative to SMS messages. Each app offers distinct features and capabilities, making the choice between them dependent on the user’s needs and geographical location. So, in our latest article, let’s take a look at the main criteria to make a decision for your business, whether it will be WhatsApp vs. Viber, or the implementation of both VoIP apps for business simultaneously.

Why Is It Important to Have an Alternative to SMS?

We all know that bulk SMS campaigns are reliable marketing tools with a high delivery rate of almost 99%. So why should WhatsApp or Viber step up? There are several reasons to consider an alternative SMS app for phones:

1. Size Limitation: The limit for regular bulk SMS is 160 characters, which can often be too small to convey the massive amount of promotional information in SMS. On the other hand, Viber and WhatsApp can contain up to 4096 characters.
2. Interactive Content: While using SMS, you can send only text or overpay for the MMS format. Viber and WhatsApp bulk messages include text, emojis, and media attachments like images and videos. Exceeding this limit results in the message being broken into multiple messages and sent as a chain. An additional attractive feature of Viber and WhatsApp is the inclusion of CTA buttons for multiple purposes:

• Call phone number
• Visit website
• Tell me more
• Schedule an appointment
• Not interested

These features provide two-way communication and increase customer satisfaction rates as well as overall conversion rates.

1. SMS OTP Alternative: What if you urgently need to provide a password to confirm an order in areas like logistics, making appointments in the beauty or medical industry, or confirming financial transactions, but the service is unavailable due to lack of mobile service? Or what if the user’s phone is shut down and they want to check the code through a desktop-opened app? Then Viber and WhatsApp come in handy as alternative SMS app for iPhone or Android.

Having an alternative to SMS messages is critical for adaptable businesses, but which one to choose? Let’s compare the WhatsApp Viber apps.

User Base and Geographic Presence

1. Number of Active Monthly Users

• WhatsApp. As of 2024, WhatsApp is the leader with approximately 2.4 billion monthly active users, making it the top messaging platform worldwide.

• Viber. Viber, while not as widespread globally, still boasts a substantial user base of over 1 billion monthly active users, with significant popularity in specific regions.

2. Geography of Users

• WhatsApp. The app has established global dominance with significant user populations in the UK, US, India, Brazil, and Indonesia. Its universal appeal makes it a popular tool for international reach.
• Viber. Particularly strong in Eastern Europe and the CIS region. Countries such as Bulgaria, Greece, and Ukraine exhibit a robust presence of Viber, with Ukraine alone representing 20.19% of its market share. Approximately 110 million people in Eastern Europe use Viber daily, highlighting the significant potential of the European market. Meanwhile, Viber also enjoys widespread usage in Southeast Asia. For example, 66% of smartphones in Vietnam have the Viber app installed, and in the Philippines, this figure rises to 71%.

When it comes to market penetration rate, WhatsApp continues to expand significantly each year, especially in large markets.At the same time, Viber maintains a strong presence in its dominant regions, often outperforming other messaging services. Such perspectives give these apps huge potential to be reliable bulk sms senders.

3. Text Message Types

Both platforms support an array of messaging types including text, voice, video messages, and the ability to share files and links. However, their approaches to business messaging differ:

• WhatsApp. Uses ‘session messages’ and ‘message templates’ for business accounts, which are great for maintaining customer engagement within a regulated framework.
• Viber. Offers greater flexibility with its promotional, transactional messages, and conversational messages, making it more adaptable for varied marketing strategies.

4. Group Conversations and Broadcasts

• WhatsApp. Limits bulk messaging and prioritizes direct contact to prioritize privacy and user experience.
• Viber. Provides ‘Broadcast Lists’ and ‘Communities’, allowing for mass messaging and large public groups, which are invaluable for large-scale marketing efforts.

5. Voice and Video Calls

Both apps allow users to make voice and video calls to others within the same platform. Viber extends this with ‘Viber Out’, facilitating calls to mobile and landlines globally, a significant advantage for users needing broader communication options.

7. Privacy and Security

Although both services use advanced encryption, Viber goes above and above by including features like PIN-protected “Hidden Chats” and “Secret Chats” that allow users to send and receive messages that self-destruct.

8. Marketing Analytics

• WhatsApp. Provides essential metrics and the possibility to extend analytics via APIs through third-party services.
• Viber. Easily connects with customer relationship management systems to provide in-depth analytics, enabling advanced marketing tactics grounded in customer data insights.

Viber Case: Ukrsibbank Success Story

A notable example of Viber’s effectiveness is the case of Ukrsibbank, which utilized Rakuten Viber Business Messages to drive significant engagement and app usage. Their campaign led to a 14% conversion rate, doubling the effectiveness compared to traditional SMS and boosting app downloads and usage by substantial margins.

Conclusion

While WhatsApp offers effective global reach and user engagement, Viber provides unique advantages for specific regional and locally targeted marketing strategies, especially in Eastern Europe and Asia. For businesses focusing on these regions or needing versatile marketing tools, Viber might be the better choice. Conversely, for those aiming for global reach and fast scaling, WhatsApp would stand out. What’s critical is finding a reliable provider to send these bulk campaigns. BSG has extensive experience in the market and is ready to deliver your messages via SMS, Viber, and voice assistant channels. Understanding the specific features and benefits of each tool can guide marketers and users in making informed decisions for your business.