Both are Meta WhatsApp Business Platform tools that connect to HubSpot. They solve different jobs. Flowella turns HubSpot Forms into native WhatsApp Flows and writes submissions back as native HubSpot form submissions. Superchat is a multi-channel messaging platform with a team inbox, broadcasts, AI features and a HubSpot template-send workflow action. Honest scoreline: 7 Flowella wins, 3 Superchat wins, 1 tie out of 11. Both products are valid choices for different buyers.
"HubSpot Forms turned into WhatsApp Flows — submissions return as native form submissions."
Multi-channel messaging platform
"All-in-one messaging software for your business" (superchat.com)
| CapabilityFor HubSpot users | HubSpot-native Flowella |
Multi-channel messaging platform
|
|---|---|---|
| HubSpot Form to WhatsApp Flow (one-click conversion)Convert an existing HubSpot Form schema into a Meta WhatsApp Flow without rebuilding it. |
✓
One-click conversion. Flowella reads the HubSpot Form definition and creates the corresponding Meta WhatsApp Flow, then keeps them in sync. |
✕
Not offered. Superchat's HubSpot integration covers contact sync, template sends from workflows and message timeline, but does not convert HubSpot Forms into WhatsApp Flows.5 |
| Submissions return as native HubSpot form submissionsWhatsApp Flow replies appear in HubSpot as form-submission events, enabling form-submission enrolment triggers and Delay-until-form-submission. |
✓
Yes. WhatsApp Flow submissions are written back to HubSpot as native form-submission events, so HubSpot workflows enrol on them exactly as they enrol on web-form submissions. |
✕
Superchat writes messages to Contacts and to the contact Timeline, and surfaces Conversations on CRM Cards. It does not create native HubSpot form-submission events.5 |
| HubSpot-native workflow action that sends a FlowA workflow action that sends a structured WhatsApp Flow to a contact, not just a template. |
✓
Yes. The HubSpot workflow action Send WhatsApp via Flowella sends a full WhatsApp Flow, not only a one-off template. |
~
Superchat exposes a HubSpot workflow action that sends WhatsApp template messages, but not a WhatsApp Flow. Marketing-page wording is unambiguous: "Send WhatsApp templates automatically through Superchat directly from your HubSpot workflows."5 |
| Branch HubSpot workflows on a structured WhatsApp replyUse the structured answer fields from a WhatsApp Flow as branch conditions in HubSpot workflows. |
✓
Yes. Because Flow submissions land as native HubSpot form submissions, the structured fields are first-class HubSpot properties and can be used as if-then branch conditions in workflows. |
✕
Superchat replies arrive as message-timeline events and contact-attribute changes (read-only, nightly batch plus on-change for standard attributes). They are not first-class form-submission properties for HubSpot branching.5 |
| Bi-directional contact syncTwo-way mirror between platform and HubSpot contacts. |
✓
Yes. Bi-directional sync on contact properties relevant to WhatsApp engagement. |
~
HubSpot to Superchat is supported via the native integration as read-only, nightly batch plus on-change for standard attributes. Superchat to HubSpot in the reverse direction is typically built in Zapier per Superchat's own help centre.5 |
| Team inbox for WhatsAppMulti-agent shared inbox with assignment, internal notes, AI summary. |
~
Conversations are visible in HubSpot's Conversations Inbox via Meta's WhatsApp Business channel, but Flowella is not itself an inbox product. For inbox-first teams, HubSpot's native inbox or a partner inbox is the route.4 |
✓
Yes. Superchat's universal inbox with assignment, internal notes, @mentions, AI summaries and team chat is a core product strength. |
| Multi-channel beyond WhatsAppCoverage of Instagram, Messenger, Telegram, SMS, email, web chat, Google Business Messages. |
✕
No. Flowella is WhatsApp-only by design; multi-channel is HubSpot's job. |
✓
Yes. Superchat's universal inbox spans WhatsApp, Instagram, Facebook Messenger, Telegram, SMS, email, Google Business Messages and a customisable web widget.1 |
| WhatsApp CoexistenceBusiness App and Cloud API in parallel on the same number via Meta Embedded Signup. |
✓
Yes. Flowella supports Coexistence via Meta Embedded Signup on the Business Platform. |
✓
Yes. Superchat published Coexistence onboarding via Meta Embedded Signup; available in DACH from November.3 Honest tie. |
| WhatsApp Catalog / ShopNative WhatsApp commerce surfaces. |
✕
No. Out of scope for Flowella's wedge. |
✕
Not supported. Independent reviewer Erwin van Ginkel: "Superchat does not support WhatsApp catalogs, making it impossible to directly showcase or sell products via WhatsApp." |
| UK / EU data residencyCustomer-conversation data hosted in EU regions. |
✓
Meta delivery runs on the customer's own WhatsApp Business Account, so the buyer chooses the Meta Cloud API region. Flowella's HubSpot app data sits in HubSpot's EU region for EU-resident portals. |
✓
Yes. Superchat activates Meta Cloud API Local Storage in Germany; data is stored in Frankfurt am Main. SuperX GmbH is German and subject to GDPR; SCCs cover all sub-processors outside the EEA.1 Honest tie for UK/EU buyers. |
| HubSpot Marketplace maturityInstall count, rating, listing age. |
~
Listed in December 2025 in the Early Build programme. Install count is small and growing; reviews accrue from December 2025 onwards. |
~
400+ installs. Rated 2.7/5 from 3 reviews on the HubSpot Marketplace; both visible reviews are critical of the integration specifically, not the broader Superchat platform. The broader product scores 4.6 on G2, 4.8 on Capterra, 4.4 on Trustpilot.2 |
Superchat is a multi-channel messaging platform built on Meta's WhatsApp Business Cloud API (resold via 360dialog). Flowella is a HubSpot-first WhatsApp Flows app on the HubSpot Marketplace. Both have a place; the difference is what each is best at.
Built in Reading, UK by Discover Digital, a HubSpot Solutions Partner. Flowella converts HubSpot Forms into WhatsApp Flows and writes answers back as native form submissions.
About Superchat
Superchat is a competent product solving a broader job. Multi-channel inbox across WhatsApp, Instagram, Messenger, Telegram, SMS, email, Google Business Messages and a web widget. AI agents, newsletters, reviews. Superchat is the trading name of SuperX GmbH, founded 2020 in Berlin by Yilmaz Köknar (CEO) and Mika Hally (CPO). Total raised approximately $19M; Series A January 2022 ($15.6M) led by Blossom Capital with 468 Capital participating. ~90 staff. 9,000+ companies cited on superchat.com marketing; 4,000+ on the HubSpot listing.1
If your operating system is HubSpot and you need WhatsApp to feed structured data into HubSpot workflows, Flowella is the closer fit. If you need a multi-channel team inbox spanning WhatsApp, Instagram, Messenger, email and more with broadcasts and AI features, Superchat is a fair shortlist entry.
You already use HubSpot Forms and Workflows. You want WhatsApp to capture clean, structured answers that trigger the workflows you've already built.
Choose Superchat if…
You have a team that lives in a shared WhatsApp inbox, runs broadcast campaigns, builds rule-based chatbots, and handles Instagram and Messenger too.
You want shared inbox replies and outbound templates from your HubSpot record, and don't need WhatsApp Flows, branching automation, or coexistence with the Business App.4
Four questions HubSpot teams ask when comparing a HubSpot-native WhatsApp Flows app with a full multi-channel messaging platform.
Yes. Submissions from a Flowella WhatsApp Flow are written back to HubSpot as a native form-submission event. That means in HubSpot Workflows you can choose Form submission as the enrolment trigger and pick the specific Flow, exactly as you would a web form, and you can use Delay until form submission as a workflow step. The answers map to HubSpot properties and are available as if/then branch conditions.
Partially. Superchat exposes HubSpot workflow actions to send WhatsApp template messages from automations, and contact properties can sync HubSpot to Superchat on a nightly batch plus on-change basis. However, WhatsApp replies do not arrive in HubSpot as form-submission events. They appear as message-timeline entries and on the CRM Card. Enrolling a workflow on the answer to a WhatsApp question requires a custom property-change trigger, not a form-submission trigger.5
Yes, where the buyer wants that. Flowella is WhatsApp-only and HubSpot-first by design. WhatsApp conversations can sit in HubSpot's Conversations Inbox via Meta's WhatsApp channel, and Flow submissions sit on the contact record as native form submissions. The benefit for HubSpot-centric teams is that WhatsApp behaves like email or web forms inside HubSpot, rather than being managed in a separate inbox.4
Conversations are loaded into HubSpot via a CRM Card on the contact view, and message events flow to the contact timeline. The primary inbox surface, however, remains Superchat's universal inbox app, not HubSpot's Conversations Inbox. Multiple HubSpot Marketplace reviewers note this trade-off explicitly: "Have left it, you then have to control everything from Superchat."25
No. Flowella supports WhatsApp Coexistence via Meta Embedded Signup on the Business Platform, so the WhatsApp Business App and the Cloud API can run on the same number in parallel.
No. Superchat also supports Coexistence via Meta Embedded Signup. Available in DACH from November and published in the help centre as "How to set up Superchat via WhatsApp Coexistence." This is one row where both products tie.3
Flowella Pro at $159/month flat. No per-user fee, so 7 agents pay the same as 1. No markup on Meta delivery, so 25,000 templated UK marketing messages at roughly £0.05 each pass through at approximately £1,250 on the customer's own Meta invoice. Standard month-to-month.
The minimum viable Superchat configuration for the HubSpot integration is the Professional plan at €149/month, which covers up to 10 users (7 fits) and 3 WhatsApp numbers. On Professional, the HubSpot integration requires the Integrations Add-On at +€49/month, disclosed on the pricing page itself. Total Superchat invoice: €198/month. Meta delivery is passed through 1:1 with no surcharge, so 25,000 templated UK marketing messages pass through at approximately £1,250 on the customer's own 360dialog/Meta invoice. The 12-month minimum term is widely documented across G2, Capterra and Trustpilot. The Advanced plan at €299/month bundles the Integrations Add-On and lifts seat and number caps.67
Both vendors pass Meta delivery through at cost. The base subscriptions and the contract terms are where the picture differs: Superchat is per-plan with seat caps, a separate Integrations Add-On and a 12-month minimum; Flowella is flat per workspace, no per-user fees, standard month-to-month.
tiered
Superchat charges per plan with seat caps. The HubSpot integration requires Professional, Advanced or Premium; on Professional it adds a €49/month Integrations Add-On, included on Advanced and above. Meta delivery is passed through 1:1 at cost. Plans carry a 12-month minimum term widely documented across G2, Capterra and Trustpilot.67 Flowella for comparison: Starter $79, Pro $159 per month flat, no per-user fees, no markup on Meta delivery, no minimum term beyond standard month-to-month.
12-month minimum term widely reported across G2 (clause 14.2), Capterra and Trustpilot reviews.7
Meta delivery passed through 1:1 with no markup. Superchat's own pricing blog: "Additional business-initiated conversations do not include a price surcharge and are based 1:1 on Meta's prices."6
HubSpot integration requires Professional, Advanced or Premium. On Professional it adds a €49/month Integrations Add-On disclosed on the pricing card.
Flowella Pro is $159/mo flat, with no per-user fees, no Meta delivery markup, and no minimum term beyond standard month-to-month.
Only the recurring base subscription is shown. Meta delivery is paid on top, and that's where the markup matters.
Superchat's HubSpot Marketplace listing currently shows 400+ installs and a 2.7 rating from 3 reviews. The broader Superchat product scores higher elsewhere (G2 4.6 from 112 reviews; Capterra 4.8 from 282; Trustpilot 4.4 from 444), so the 2.7 here reflects the HubSpot integration specifically, not the platform overall.2
★★★★★
Superchat · HubSpot Marketplace · 2.7 / 5 (3 reviews)2
"Unhandy, everything has to be controlled via it, makes little sense. Have left it, you then have to control everything from Superchat and that makes little sense." (translated from German by HubSpot)
"Synchro does not work as advertised. A connection can be established, but the syncho does not work in both directions… The chat history is also not reflected in the contact. The support teams of both companies are blaming each other." (translated from German by HubSpot)
Both reviews verbatim from the Superchat HubSpot Marketplace listing accessed 12 May 2026. Superchat scores 4.6 on G2 (112 reviews), 4.8 on Capterra (282) and 4.4 on Trustpilot (444) for the broader product; the 2.7 here reflects the HubSpot integration specifically, not the platform overall.2
Flowella is a HubSpot Early Build app launched in late 2025 by Discover Digital, a HubSpot Solutions Partner based in Reading, UK. We are accumulating Marketplace reviews through 2026 and will publish a third-party customer quote here as soon as one is available.
Flowella's parent company Discover Digital is a Reading, UK-based HubSpot Solutions Partner.
Straight answers for HubSpot teams comparing Flowella with Superchat.
It's an honest comparison. Superchat is a competent product with $19 million in funding, 9,000+ companies cited on its marketing pages and strong G2 (4.6), Capterra (4.8) and Trustpilot (4.4) scores.1 It solves a broader job than Flowella: multi-channel customer messaging with a team inbox, broadcasts, AI and reviews. Flowella solves a narrower, HubSpot-specific job. The seven Flowella wins on this page sit in HubSpot-form-to-Flow conversion, native form-submission write-back and HubSpot workflow action design. The three Superchat wins sit in multi-channel coverage, team inbox depth and the broader feature surface area. Both can be the right answer.
No. Superchat's HubSpot integration covers contact sync, template-send workflow actions and message-timeline write-through.5 It does not read HubSpot Form schemas to generate Meta WhatsApp Flows. That is Flowella's specific wedge.
In practice, Superchat becomes the primary inbox surface for teams that adopt it. Conversations are loaded into HubSpot via a CRM Card on the contact view, and message events flow to the contact timeline, but agents work in Superchat's universal inbox app. As one HubSpot Marketplace reviewer put it: "you then have to control everything from Superchat."2 If keeping HubSpot's native Conversations Inbox as the single agent surface matters, Flowella plus the HubSpot WhatsApp channel is the closer fit.
No, on either product. Both Superchat and Flowella support WhatsApp Coexistence via Meta Embedded Signup, so the Business App and the Cloud API run on the same number in parallel.3 This is one row where the two products tie.
For a 7-agent team sending 25,000 templated UK marketing messages a month: Superchat Professional €149 plus the Integrations Add-On €49 totals €198 a month on a 12-month minimum.67 Flowella Pro is $159 a month flat, with no per-user fees and no minimum term beyond standard monthly. Meta delivery is passed through 1:1 by both vendors, so the ~£1,250 in Meta conversation fees is identical and sits on your own Meta/360dialog invoice.
Both vendors are strong here. Superchat is SuperX GmbH (Berlin) and activates Meta Cloud API Local Storage in Germany, storing customer-conversation data in Frankfurt am Main.1 Flowella's Meta delivery runs on the customer's own WhatsApp Business Account, so the Meta Cloud API region is the customer's choice; the HubSpot app data sits in HubSpot's EU region for EU portals. A practical tie.
Three things. First, multi-channel coverage: a single inbox for WhatsApp, Instagram, Messenger, Telegram, SMS, email, Google Business Messages and a web widget.1 Second, team inbox features: assignment, internal notes, @mentions, AI agent and summaries. Third, broadcasts and AI: WhatsApp newsletters to up to 10,000 recipients per plan, AI translation, AI chatbots. If those are the buyer's core requirements, Superchat is a fair shortlist entry.
No. Superchat's own pricing documentation states explicitly: "Additional business-initiated conversations do not include a price surcharge and are based 1:1 on Meta's prices."6 Flowella is the same: Meta delivery passes through at cost on the customer's own Meta account. This is a tie.
If you need a multi-channel messaging platform with a team inbox and broadcasts, Superchat is a fair choice. If you specifically need to convert HubSpot Forms into WhatsApp Flows and have submissions write back to HubSpot as native form submissions, install Flowella from the HubSpot Marketplace.
Superchat is the trading name of SuperX GmbH, founded in 2020 in Berlin by Yilmaz Köknar (CEO) and Mika Hally (CPO). Seed round closed 20 January 2021. Series A closed 12 January 2022, raising $15.6M (€13.6M) led by Blossom Capital with 468 Capital participating. Total raised approximately $19M across two rounds. Headcount approximately 90 staff (Tracxn 98 as of Feb 2026; BounceWatch ~90; Superchat's own 2023 press release ~60). Registered office Oranienburger Straße 91, 10178 Berlin. Universal inbox covers WhatsApp, Instagram, Facebook Messenger, Telegram, SMS, email, Google Business Messages and a customisable web widget. Sources: TechCrunch 12 January 2022, EU-Startups Jan 2022, Tracxn company profile, Blossom Capital portfolio, Superchat press release. Accessed 12 May 2026.
The Superchat HubSpot Marketplace listing currently reports 400+ installs and a 2.7 average rating from 3 reviews. Pricing on the listing was last updated 08 November 2025. Both visible reviews are critical: M. Ellsperger 3/5, 1 December 2025: "Unhandy, everything has to be controlled via it, makes little sense." M. Humbert 1/5, 23 October 2025: "Synchro does not work as advertised… The chat history is also not reflected in the contact." Both translated from German by HubSpot. The broader Superchat product scores higher on third-party platforms: G2 4.6 (112 reviews), Capterra 4.8 (282), Trustpilot 4.4 (444). Source: HubSpot Marketplace listing for Superchat, accessed 12 May 2026.
Superchat resells the WhatsApp Business Cloud API via 360dialog GmbH, an official Meta WhatsApp Business Solution Partner. Superchat operates Meta Cloud API Local Storage in Germany, storing customer-conversation data in Frankfurt am Main. Coexistence (WhatsApp Business App and Cloud API in parallel on the same number) is supported via Meta Embedded Signup. Sources: Superchat Privacy FAQs, Superchat Help Centre: WhatsApp Coexistence, Superchat blog: WhatsApp Business Pricing. Accessed 12 May 2026.
HubSpot's native WhatsApp channel requires Marketing Hub or Service Hub Professional or Enterprise, lives in the Conversations Inbox, and supports template messages from workflows. HubSpot's own documentation notes that once a WhatsApp number is connected to HubSpot, messages no longer appear in the WhatsApp mobile or web app and only appear in the HubSpot inbox; only new messages after connection sync; historical conversations do not sync; up to 25 phone numbers per WhatsApp Business Account; 1,000 template messages per month shared across all connected WhatsApp business accounts on the standard tier. Source: HubSpot Knowledge Base: Connect a WhatsApp channel to the conversations inbox, accessed 12 May 2026.
The Superchat HubSpot Marketplace listing's Shared Data table maps Conversations → CRM Cards, Messages → Contacts, and Messages → Timeline. There is no row mapping Superchat data to HubSpot Form Submissions. Synchronised HubSpot attributes are read-only on the Superchat side and refresh nightly plus on-change of standard attributes. The marketing-page wording for the workflow action reads verbatim: "Send WhatsApp templates automatically through Superchat directly from your HubSpot workflows." Sources: HubSpot Marketplace listing for Superchat, Superchat HubSpot integration page, Superchat Help Centre: Syncing HubSpot Contact Attributes, Superchat Help Centre: Connect Superchat and HubSpot. Accessed 12 May 2026.
Superchat plans cap user seats per tier (Free 1, Basic 3, Professional 10, Advanced 25) and gate the HubSpot integration to Professional plus a €49 Integrations Add-On, or Advanced where the add-on is bundled. Meta WhatsApp conversation fees are passed through 1:1 with no surcharge, confirmed by Superchat's own pricing blog: "Additional business-initiated conversations do not include a price surcharge and are based 1:1 on Meta's prices." Sources: Superchat pricing page, Superchat blog: WhatsApp Business Pricing. Accessed 12 May 2026.
Plans accessed 12 May 2026 on superchat.com/pricing (English locale): Free €0 (1 user, 1 number); Basic €89 monthly or €79 annual (3 users, 1 number); Professional €149 monthly or €129 annual (10 users, 3 numbers, +€49 Integrations Add-On); Advanced €299 monthly or €249 annual (25 users, 5 numbers, Integrations Add-On included); Custom on request. Currency: EUR. USD conversion at €1 = $1.08 puts Professional at ~$161 (€149) without the integrations add-on; with the €49 add-on, ~$214 (€198). The 12-month minimum term is widely documented across G2 (clause 14.2 referenced in reviews), Capterra and Trustpilot. Source: superchat.com/pricing, accessed 12 May 2026.
This page complies with the UK CAP Code rule 3.33 ("Marketing communications that include a comparison with an identifiable competitor must not mislead, or be likely to mislead, consumers about either the advertised product or the competing product") and the Business Protection from Misleading Marketing Regulations 2008 (BPMMR). Every claim about Superchat is sourced from Superchat's own marketing pages, HubSpot Marketplace listing, help centre, privacy FAQs, public press releases, or named third-party review platforms, with access date 12 May 2026. Sources: CAP Code section 3, BPMMR 2008.