Comparisons
HubSpot vs Kommo (formerly amoCRM): which CRM to choose
Kommo is a CRM built for selling over WhatsApp and Instagram. HubSpot brings messaging, marketing, sales and service together on one platform. Here is when each wins.
If your business sells mainly through WhatsApp, Instagram and other messaging channels, Kommo (formerly amoCRM) is a nimble CRM with a strong chat focus. But if you also need to capture leads on your website, run marketing, provide ticket-based support and measure the full revenue cycle on one database, HubSpot is the stronger option and the one that best supports a growing company.
In this comparison we go through both in detail: what each does well, their real limits and when Kommo may be enough.
Quick verdict: Kommo suits small teams that close deals in chat and want bots and a unified inbox from day one. HubSpot wins as soon as messaging is only part of the business: it brings WhatsApp, email, web, marketing, sales and service together on one CRM, with far richer reporting, a huge ecosystem and AI that works across the entire customer lifecycle.
What is Kommo, and how does it relate to amoCRM?
Kommo is the name amoCRM has used in international markets since 2022. It is the same platform, repositioned with the rebrand as a CRM for messaging-based sales: it connects WhatsApp, Instagram, Facebook Messenger, Telegram, TikTok, email and web chat in one inbox and turns each conversation into a pipeline item.
Its best-known components are Salesbot, a no-code bot builder, and the Digital Pipeline, which triggers actions when a lead changes stage. Its typical customer is a B2C business or one with short consultative sales: training providers, clinics, estate agents, e-commerce or services, where the sale is closed in conversation.
What is HubSpot?
HubSpot is a customer platform built on a shared CRM, Smart CRM, with Marketing Hub, Sales Hub, Service Hub, Content Hub, Data Hub and Revenue Hub on top and the Breeze AI layer. They all share the same database.
HubSpot’s conversations inbox brings together email, web chat, forms, Facebook Messenger, calls and WhatsApp, and every message sits on the contact record alongside their website visits, deals and tickets. In other words, messaging is one channel within a complete system, not the centre of everything.
CRM and data model
In Kommo the central object is the lead, which works as a sales opportunity linked to contacts and companies, with custom fields, tags and lists for catalogues. It is a simple model that is quick to grasp, designed so that every conversation becomes a lead in the pipeline. Some reviews point out that certain parts, such as pipeline structure, are less flexible than users would like.
HubSpot separates contacts, companies, deals, tickets, products and quotes, with labelled associations between them, and lets you create custom objects on Enterprise. That separation matters when the same customer buys several times, has several contacts or raises issues: the full history stays organised and can be analysed.
Which is better for selling on WhatsApp?
Kommo is designed for exactly this, and it shows. It connects the official WhatsApp API from the entry plan, assigns conversations to reps, creates leads automatically and supports templates and broadcasts. For a team that lives in chat, getting started is quick.
HubSpot offers a native WhatsApp Business channel in the conversations inbox with Marketing Hub or Service Hub on Professional or Enterprise: routing to teams, templates personalised with CRM data, messages sent from workflows and consent management. On other editions, the alternative is a marketplace app.
- Web chat
- Facebook Messenger
- Forms
- Calls
Sales: pipeline, follow-up and forecasting
Kommo’s pipeline is visual and nimble, with tasks, reminders and stage-based automations. For short sales that close in a handful of messages it works very well.
Sales Hub adds what growing teams need: email follow-up sequences, meeting links, templates and snippets, quotes, forecasting, playbooks, a prospecting workspace and team management with permissions. Once you have several reps, managers and longer sales cycles, that layer makes the difference.
Marketing: beyond broadcasts
Kommo lets you send broadcasts through connected channels and automate message sequences with Salesbot, which is very handy for re-engaging conversations. But it is not a marketing automation suite: it does not natively cover landing pages, advanced email nurturing, lead scoring based on web behaviour or campaign attribution.
In HubSpot, the contact who arrives from an ad, downloads a guide and then messages you on WhatsApp is the same record. Marketing Hub lets you segment on that behaviour, nurture with email and WhatsApp and see which campaigns generate revenue, not just conversations.
Customer service
In Kommo, support is usually handled from the same chat inbox, without a full ticketing system. For small volumes that may be enough. As enquiries grow, you start missing SLAs, queues, a knowledge base and service metrics.
Service Hub provides all of that: tickets with their own pipelines, SLAs, a knowledge base, a customer portal, surveys and the Breeze customer agent, which answers using your content and hands over to a person when needed.
Automation and AI: Breeze vs Kommo’s AI
Kommo includes AI features to suggest replies, summarise conversations and help with writing, and on higher plans you can create AI agents that handle chats, recommend products or book appointments. Usage is measured in credits per user, which can be topped up with extra packs.
HubSpot applies AI across the whole cycle with Breeze: Breeze Assistant helps you write, summarise and prepare for meetings; Breeze agents serve customers, research accounts for prospecting or improve data quality. And workflows automate processes across contacts, companies, deals, tickets and custom objects, with branching and, on higher editions, custom code.
Reporting and analytics
Kommo’s reports cover the essentials for a sales team: activity per user, stage-to-stage conversion and lead sources. Several reviews agree that they fall short for deeper analysis and that you end up turning to external tools.
HubSpot offers custom reports and dashboards that combine marketing, sales and service: cost per channel, WhatsApp response time against conversion, revenue by campaign or post-sale satisfaction. All from the same source, with no exporting.
Integrations and API
Kommo has an integration marketplace and a documented developer API, with connectors for telephony, forms and e-commerce. It covers the usual cases, although its ecosystem is smaller.
HubSpot has one of the largest marketplaces on the market and a very mature API, plus tooling to build custom apps and extensions inside the CRM. ERP, invoicing, payment gateways and BI connect without bending the data model.
Which is easier to use?
Both are easy. Kommo users praise a clean interface and a fast start, especially if the team was already selling on WhatsApp. HubSpot is just as friendly day to day, and its advantage shows as you grow: marketing, sales and service work in the same interface, with role-based permissions and views, without jumping between tools.
Implementation and total cost of ownership
Kommo is sold per user, with several plans (Base, Advanced, Pro and Enterprise), lead and AI credit limits per user, and every user on an account on the same plan. According to its pricing page, billing is for multi-month periods with no monthly option, and there is a free trial. On top of that, WhatsApp has its own per-conversation cost, billed by Meta. Check the details on Kommo’s pricing page.
HubSpot offers free CRM tools and Starter, Professional and Enterprise editions per hub, licensed per seat and, for marketing, by contacts; details are on HubSpot’s official pricing. To compare properly, add to Kommo the email marketing tool, help desk, external analytics and integrations you would need to maintain. Then add admin time to both. More often than not, one platform is cheaper to run.
Support, community and partners
Kommo offers chat support and a partner network in a number of countries. Opinions on its support are mixed: some users are happy, while others complain about long response times.
HubSpot has a free academy, a huge community and a global network of certified partners. Vexco is a HubSpot Diamond Solutions Partner, rated 4.9/5 in HubSpot’s directory, with a team of 19 people across Barcelona and Dubai where consultants and developers work side by side.
Security, GDPR and EU data hosting
When you work with WhatsApp and personal data, consent and data residency matter. If you choose Kommo, review its data processing agreement and where it hosts your account data; advanced security features such as single sign-on sit in its Enterprise plan. HubSpot lets you host your account in its European Union data centre, records WhatsApp consent in subscription preferences and provides team-based permissions and audit logs.
HubSpot vs Kommo comparison table
| Criterion | HubSpot | Kommo |
|---|---|---|
| Focus | Marketing, sales and service platform | Messaging-based sales CRM |
| Data model | Contacts, companies, deals, tickets and custom objects | Leads, contacts and companies |
| WhatsApp and Instagram | Native WhatsApp on Professional and Enterprise | Native from the entry plan |
| Bots | Chatbots and Breeze agents | No-code Salesbot and AI agents |
| Marketing automation | Full suite in Marketing Hub | Chat broadcasts and sequences |
| Customer service | Service Hub with tickets, SLAs and portal | From the chat inbox |
| Reporting | Customisable and cross-functional | Basic, sales-focused |
| Integrations | Very large marketplace and mature API | Smaller marketplace and API |
| Billing | Monthly or annual commitment depending on edition | Multi-month periods |
| Partners | Global network of certified partners | Smaller partner network |
When might Kommo make sense?
- Your team is small and almost all selling happens on WhatsApp or Instagram.
- You need sales bots running within days, without technical help.
- You do not do email marketing and do not need a ticketing system.
- Basic activity and conversion reports are enough for you.
If you are choosing between simpler sales CRMs, you may also find HubSpot vs Pipedrive useful.
Verdict: why HubSpot wins
Kommo is a great tool for selling in chat. But for most companies that want to grow, HubSpot is the better choice, for these reasons:
- Messaging inside a complete system. WhatsApp sits alongside email, web, forms and calls on the same record.
- Real marketing. Lead capture, nurturing, scoring and revenue attribution, not just broadcasts.
- Professional service. Tickets, SLAs, a knowledge base and a portal as enquiries grow.
- Reporting you can run a business on. Dashboards that bring every department together without external tools.
- Ecosystem and scalability. Custom objects, a mature API and thousands of integrations, so you do not have to switch CRM as you grow.
How to migrate from Kommo to HubSpot
HubSpot does not list Kommo among the apps supported by its automatic transfer tool, so the migration is done with exports and Kommo’s API. These are the key points:
- Week 1Audit and mapping
- Week 2Clean-up and setup
- Week 3Test migration
- Week 4Cut-over, WhatsApp and training
- Objects. Kommo leads become deals in a pipeline; contacts and companies map to their standard objects, keeping their associations.
- Properties. Review custom fields and tags: many tags work better as a dropdown property in HubSpot.
- History. Notes, tasks and calls are migrated as activities. Chat history can be kept as notes on the record, although it is not rebuilt as a live thread in the inbox.
- WhatsApp. Plan the move of your number to HubSpot and your Meta-approved templates so open conversations are not cut off.
- Automations. Salesbots and Digital Pipeline rules do not migrate: they are redesigned as HubSpot workflows and chatbots, which is a good opportunity to simplify them.
At Vexco we have migrated companies to HubSpot from Clientify, Salesforce and Odoo and connected WhatsApp through conversation webhooks; we run every CRM migration in phases, with testing before cut-over.
