Sinch Engage is a global, multi-channel messaging platform from a Swedish CPaaS that, per its HubSpot Marketplace listing, powers "70,000 businesses and 650M+ messages every month"1. Flowella is a HubSpot-first WhatsApp Flows app that converts your existing HubSpot Forms into in-chat experiences and returns submissions as native HubSpot form events. Here is where each one fits, with sources.
"HubSpot Forms turned into WhatsApp Flows — submissions return as native form submissions."
"The easiest way to send SMS, MMS, WhatsApp, and RCS in HubSpot." (Sinch's own HubSpot Marketplace listing copy)
| CapabilityFor HubSpot users | HubSpot-native Flowella | Enterprise CPaaS multi-channel platform Sinch Engage |
|---|---|---|
| HubSpot Form to WhatsApp FlowConvert a standard HubSpot Form into an in-chat Meta WhatsApp Flow without code |
★
Yes, by design. Flowella's core feature is one-click conversion of a HubSpot Form into a Meta WhatsApp Flow. The fields, validation, required/optional logic and branching of the HubSpot Form are mirrored into the Flow JSON automatically5. |
✕
No. Sinch Engage does not surface a "convert HubSpot Form to WhatsApp Flow" option. WhatsApp messaging in Sinch is built around Meta-approved |
| Submissions return as native HubSpot form submissionsTriggers HubSpot's standard Form submission enrolment, not just a property update |
★
Yes. A completed WhatsApp Flow writes back into HubSpot as a native |
✕
No. Sinch Engage syncs inbound WhatsApp messages to the contact timeline as a |
| HubSpot-native workflow action that sends a FlowDeliver a structured Flow, not just a static WhatsApp template |
✓
Yes. The "Send WhatsApp via Flowella" workflow action sends a full WhatsApp Flow with screens, dropdowns, date pickers and branching. |
~
Partial. Sinch Engage exposes a |
| Branch HubSpot workflow on structured WhatsApp replyUse a typed field value, not free-text parsing |
✓
Yes. Because the reply is a HubSpot form submission with typed fields, workflows can branch on dropdown values, numeric scores and dates as first-class properties. |
~
Partial. Sinch supports a WhatsApp Message Received trigger and lets you branch on message content or Workflow ID4. That works for keyword routing, but it is still free-text matching. |
| Bi-directional contact syncTwo-way sync of contact properties between platforms |
~
Partial. Flowella reads and writes HubSpot contact properties via the Flow submission path; it is HubSpot-centric and does not require a parallel contact store. |
~
Partial. Sinch's HubSpot sync is documented as one-way from HubSpot to Sinch Engage, with inbound and outbound messages written back to the contact timeline4. |
| Team inbox for WhatsAppMulti-agent assignment, internal notes, statuses |
✕
No, by design. Flowella is a Flows-and-forms product, not a team inbox. Day-to-day conversations live in HubSpot's native Conversations Inbox via HubSpot's WhatsApp channel. |
✓
Yes. Sinch Engage operates its own multi-agent inbox at |
| Multi-channel beyond WhatsAppSMS, MMS, RCS, Apple Messages for Business, Viber, Telegram, Webchat, Email, Voice |
✕
No. Flowella is WhatsApp-only by design. Use HubSpot for email, calling and chat; use SMS providers where SMS is genuinely needed. |
★
Yes, and this is a Sinch strength. Sinch Engage covers SMS, MMS, RCS Business Messaging and WhatsApp from one platform, with Apple Messages for Business, Telegram, Viber and Webchat available in the wider Sinch portfolio1. |
| WhatsApp CoexistenceUse the consumer WhatsApp Business app alongside the API on the same number |
✓
Yes. Flowella supports Meta Embedded Signup and the Coexistence model, so your team can keep using the consumer WhatsApp Business app on the same number as the API3. |
~
Partial. Sinch's WhatsApp onboarding uses Embedded Signup via the Meta Business Account flow3. Coexistence is not advertised as a first-class HubSpot feature in their public docs. |
| WhatsApp Catalogues, Shop and paymentsNative Meta commerce surfaces |
✕
No. Flowella focuses on data collection, not commerce surfaces. Catalogues and payments can be combined with Flowella via Meta's native tooling. |
~
Partial. Sinch publishes WhatsApp marketing guides referencing rich media, buttons and product carousels, plus interactive list and reply buttons within templates5. |
| Cloud hosting region for UK/EU buyersChoose EU data residency for WhatsApp message data |
✓
Yes. Flowella is UK-based and operates within UK and EU data centres for European customers, suited to UK GDPR. |
★
Yes, and strongly. Sinch is a Swedish company with EU data residency for new European customers and ISO/IEC 27001:2022 certification1. |
| HubSpot Marketplace listing maturityTime on Marketplace and number of installs/reviews |
~
Partial. Flowella is a newer HubSpot Early Build-listed app from Discover Digital, a HubSpot Solutions Partner. Review volume is still building. |
✓
Yes. Sinch Engage SMS is HubSpot Certified, listed as a HubSpot Essential App, and on 11 May 2026 shows 2,000 installs with a 4.4 average across 66 ratings2. |
Sinch is a broad CPaaS and messaging platform. Flowella is a narrow HubSpot Forms to WhatsApp Flows product. That difference explains the scorecard.
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.
Sinch Engage is the SMB/mid-market messaging product of Sinch AB, a publicly listed Swedish CPaaS founded in 2008 (originally as CLX Communications). The brand was rebranded as Sinch on 13 February 2019, with shares starting to trade under ticker SINCH on 14 February 2019 and the formal legal name change ratified at AGM on 17 May 2019. The Engage product line absorbed MessengerPeople GmbH of Munich and MessageMedia of Melbourne, giving Sinch a strong global SMS and messaging footprint.1
For HubSpot SMB and mid-market teams collecting structured WhatsApp data, Flowella is the simpler fit. For enterprise omnichannel programmes across SMS, RCS and WhatsApp, Sinch is built for the bigger brief.
You already use HubSpot Forms and Workflows. You want WhatsApp to capture clean, structured answers that trigger the workflows you've already built.
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 practical questions, answered through the lens of HubSpot workflows, inboxes and monthly cost.
Yes, natively. When a customer completes a Flowella WhatsApp Flow, HubSpot records a standard Form submission event on the contact timeline. That fires HubSpot's stock form-submission enrolment trigger and works with Delay until form submission event actions.
Partly. Sinch Engage exposes a Sinch SMS & MMS: WhatsApp Message Received trigger for enrolment and branching on message content or workflow ID4. That fires on a raw inbound message, not a typed form submission.
Yes. Flowella is built around HubSpot's native WhatsApp channel and Conversations Inbox. Flowella focuses on the structured form interaction; ongoing chats sit in HubSpot's own inbox.
WhatsApp messages typically live in the Sinch inbox at app.sinch.com. Sinch's Custom Channels material describes HubSpot inbox support for Sinch-powered SMS and MMS conversations4. Messages are written back to the HubSpot contact timeline, but day-to-day WhatsApp handling tends to be in Sinch.
No. Flowella supports Meta's Embedded Signup and Coexistence model, so you can keep the consumer WhatsApp Business app on the same number as the API3.
Sinch onboards WhatsApp via Embedded Signup, with the option to use a Sinch-provisioned dedicated number or bring your own company number into the WhatsApp Business Account3. Coexistence is not advertised as a first-class feature in their public HubSpot docs.
Flat $79 Starter or $159 Pro/month, with no per-user fees. Meta's WhatsApp delivery costs are billed directly to your own Meta account at Meta rates, with no Flowella markup. Setup is usually hours, not weeks, because the integration sits inside HubSpot Forms and Workflows your team already uses.
Realistically the Sinch Pro plan at $249/month, plus per-user uplift for the four extra agents beyond the three included, plus a WhatsApp channel add-on of ~$10/month, plus Meta conversation fees. If you want NLU automation, Sinch Chatlayer is a standalone product starting at $499/month5.
Sinch pricing is SMS-led and tiered; Flowella pricing is a flat HubSpot app subscription with Meta delivery billed separately at Meta rates.
Sinch Engage publishes five SMS-led tiers from $49 to $799/month, with allowances calibrated to SMS volume rather than WhatsApp conversations. WhatsApp requires an add-on at ~$10/month above the SMS base plan, and Meta per-conversation fees are passed through6. Sinch Chatlayer starts at $499/month as a standalone product with its own contract5.
Sinch Engage's published $49 starting price covers a single user, 1,000 SMS and 3 automations. WhatsApp requires an add-on at ~$10/month above the SMS base.
Each additional team member or sub-account is reported at roughly $20/month by third-party analysis.
Meta's per-WhatsApp-conversation fees sit on top of Sinch's platform fee on both products.
Sinch's NLU bot capability is delivered through Chatlayer, sold separately from $499/month.
Flowella's $79 Starter and $159 Pro plans are flat platform fees with no per-user charges and no markup on Meta delivery.
Only the recurring base subscription is shown. Meta delivery is paid on top, and that's where the markup matters.
Sinch has a mature Marketplace footprint. Flowella is newer, so we keep the Flowella review slot conservative until a third-party quote is available.
"we are having issues with the having to search the contact instead of being able to click into the contact we recieve a notifaction of a sms from a client. There has been so much back and forth with sinch to get this fixed"
"Works really good. There are a few features that are not available in HubSpot but are great in Sinch Engage, such as scheduled send."
Verbatim quotes captured from the public HubSpot App Marketplace listing for "Sinch Engage SMS" on 11 May 2026, which shows a 4.4 average across 66 ratings and 2,000 installs2.
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. In the meantime, see the live listing on the HubSpot App Marketplace.
Flowella's parent company Discover Digital is a Reading, UK-based HubSpot Solutions Partner.
Straight answers for teams comparing Flowella with Sinch Engage for HubSpot.
It is meant to be honest. Sinch Engage is a serious enterprise CPaaS product from a publicly listed Swedish company1, and on multi-channel scale, EU residency and NLU bots, Sinch genuinely outclasses any pure WhatsApp BSP. Flowella's claim is narrower: HubSpot Form to WhatsApp Flow conversion with native HubSpot form-submission events.
No, not as of May 2026. Sinch Engage's WhatsApp send action in HubSpot is template-based, with body fields and buttons5. Conversational bots are built separately in Sinch's Chatlayer NLU product. There is no documented HubSpot Form to Meta WhatsApp Flow converter inside Sinch Engage.
For WhatsApp, effectively yes. Sinch operates its own multi-agent inbox at app.sinch.com. Its HubSpot Custom Channels announcement describes Sinch-powered SMS and MMS conversations inside HubSpot4. Day-to-day WhatsApp agent work tends to live in Sinch's UI.
Flowella supports Meta's Coexistence pattern via Embedded Signup, so you can keep the consumer WhatsApp Business app on the same number as the API3. Sinch Engage's documented onboarding is Embedded Signup, but Coexistence is not explicitly advertised by Sinch as a feature in public HubSpot articles.
Flowella publishes $79 Starter and $159 Pro flat platform fees, no per-user uplift, with Meta fees billed directly by Meta. Sinch Engage publishes SMS-led tiers from $49 to $799/month; WhatsApp requires an add-on at ~$10/month above the SMS base6, and Chatlayer NLU is a standalone product at $499/month5.
Honestly, Sinch is strong here. Sinch is a Swedish company with ISO/IEC 27001:2022 certification, a public Trust Center, and explicit EU data storage for new European customers1. Flowella is UK-based with UK and EU hosting suited to UK GDPR.
Sinch is best when your real job is omnichannel at scale: SMS to a global address book, RCS Business Messaging, Apple Messages for Business, Viber, plus WhatsApp, all running off one BSP relationship with direct mobile-operator connections and enterprise support1.
Yes. They solve different jobs. Many teams use Sinch or a similar CPaaS for outbound SMS and broad multi-channel campaigns, and Flowella specifically when they need a HubSpot Form completed as a WhatsApp Flow that fires HubSpot's standard form-submission workflows.
Free 14-day trial. No credit card. Convert your first HubSpot Form into a WhatsApp Flow in minutes.
Sinch AB (publ) is a Swedish CPaaS founded in 2008 (originally as CLX Communications). Sinch Engage is the SMB/mid-market messaging product that absorbed MessengerPeople GmbH and MessageMedia. The HubSpot Marketplace listing for Sinch Engage SMS states the platform powers "70,000 businesses and 650M+ messages every month".
Sources: investors.sinch.com/acquisitions, Sinch investor material, and HubSpot Marketplace.
On 11 May 2026 the HubSpot App Marketplace listing "Sinch Engage SMS" shows 2,000 installs and a 4.4 average rating from 66 ratings. The listing is marked HubSpot Certified and a HubSpot Essential App.
Source: ecosystem.hubspot.com/marketplace/listing/sinch-engage-sms.
Meta's WhatsApp Coexistence model lets a business use the consumer WhatsApp Business app on the same phone number that is also connected to the WhatsApp Business Platform API, via Meta Embedded Signup. Flowella supports this pattern.
Sinch Engage's documentation describes WhatsApp onboarding through Meta Facebook login, offering either a Sinch-provisioned dedicated number or a customer-supplied company number. Coexistence as a first-class feature is not explicitly advertised in Sinch's public HubSpot help articles.
Source: Meta WhatsApp Business Platform documentation and Sinch Engage Help Centre.
HubSpot's own WhatsApp channel supports Conversations Inbox and template-message workflow actions, but does not expose WhatsApp message received as a workflow enrolment trigger.
Sinch closes part of that gap with a Sinch SMS & MMS: WhatsApp Message Received Properties trigger that can branch on message contents or Workflow ID. It is useful, but it is not a typed HubSpot form submission.
Sources: Sinch help article "HubSpot - Trigger actions and workflows using inbound WhatsApp replies" and Sinch's HubSpot Essential App announcement.
Sinch Engage's WhatsApp send action is template-based: Meta-approved templates with body fields and Quick Reply or Call-to-Action buttons. As of 11 May 2026, Sinch's public help articles do not document an in-product builder that converts HubSpot Forms into Meta WhatsApp Flows.
For advanced NLU bots, Sinch offers Chatlayer as a separate product. Chatarmin's 2026 pricing analysis cites Sinch Chatlayer as starting at $499/month as a standalone product.
Sources: Sinch investor acquisitions page, Sinch Chatlayer materials, and Chatarmin's Sinch Engage pricing analysis.
Sinch is a Meta Premier Partner and Business Solution Provider. Sinch's pricing page states that US carrier pass-through fees are passed directly on to customers by Sinch Engage with no markup. On WhatsApp specifically, Chatarmin's 2026 analysis reports that WhatsApp requires an add-on at ~$10/month on top of Sinch Engage's SMS-based plan. Meta conversation fees sit on top.
Flowella's published policy is that the customer's own Meta account is billed by Meta directly at Meta's published rates, with no Flowella markup.
Sinch publishes five US Sinch Engage tiers on sinch.com/engage/pricing/: Basics $49/mo, Conversations $99/mo, Pro $249/mo, Pro Plus $450/mo and Advanced $799/mo. Sinch states prices exclude tax and additional carrier fees may apply. WhatsApp messaging is configured as an additional channel on top of the SMS base; public per-WhatsApp-conversation rate cards are not surfaced on the pricing page.
Source: sinch.com/engage/pricing/.
This page is a UK comparative-advertising piece and is written to comply with the CAP Code and the Business Protection from Misleading Marketing Regulations 2008. Every Sinch Engage claim is sourced to Sinch's own public material, Sinch's HubSpot App Marketplace listing, or named third-party reviews and analyses. We do not denigrate Sinch; we describe a different product shape with cited evidence.