The verdict in three sentences
SMS opens at 95% but carries only text, while WhatsApp opens at 78% with images, video and buttons — and converts three times better (12% vs 4%). On cost, WhatsApp is also cheaper (XOF 15 vs XOF 25 per message). The winning strategy doesn't pit them against each other: it segments by RFM and assigns each channel to its best use, with a win-back push from 45 days of inactivity.
SMS or WhatsApp: the channel matchup
Each channel has a distinct strength. SMS is universal and needs no app; WhatsApp is richer, cheaper and more engaging, but requires opt-in and an equipped audience. The table below settles it on the numbers (2026 ballpark).
| Criterion | SMS | |
|---|---|---|
| Open rate | 95% | 78% |
| Content | plain text | photo, video, buttons |
| Cost per message | XOF 25 | XOF 15 |
| Click-through rate | 4% | 12% |
| Opt-in required | no (but advised) | yes |
| Best for | short alerts, OTP | catalog, visual promo |
| Win-back reactivation | moderate | strong |
How to segment and combine both channels
RFM segmentation (Recency, Frequency, Monetary) lets you send the right message to the right customer on the right channel. A recent big spender deserves a polished WhatsApp offer; a customer dormant for 45 days gets a win-back push. The table below sums up the logic.
| RFM segment | Recommended channel | Message type |
|---|---|---|
| Recent and frequent | new arrivals, private sales | |
| High average basket | VIP offer, cashback | |
| Rare but loyal | SMS + WhatsApp | reminder + product visual |
| Inactive 45 days | WhatsApp (win-back) | reactivation promo code |
| SMS contact only | SMS | short promo alert |
| New opt-in prospect | welcome + catalog |
The win-back at 45 days of inactivity is the most profitable: with a visual WhatsApp message and a promo code, you reactivate about 8% of dormant customers, at a trivial cost compared with acquiring a new one.
Mini case study
Seynabou runs an online fashion store in Thiès, with 2,000 customers in her base. She spots 400 customers inactive for 45 days and sends them a WhatsApp win-back with a -10% code: cost 400 × 15 = 6,000 FCFA. At 8% reactivation, 32 customers order again at 20,000 FCFA, i.e. 640,000 FCFA generated for 6,000 FCFA of campaign. The same message as plain SMS would have cost 10,000 FCFA and converted three times less.
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FAQ
Is SMS dead against WhatsApp?
No. Its 95% open rate and universal reach stay unbeatable for a short alert or an OTP code. It complements WhatsApp rather than replacing it.
Why does WhatsApp convert better?
Because it carries visuals, video and clickable buttons. Click-through hits 12% versus 4% for SMS, because the customer sees the product before deciding.
Do I need opt-in for WhatsApp?
Yes, opt-in is mandatory and protects your account from being blocked. Collect it at checkout or sign-up, with a clear benefit (offers, order tracking).
When should I launch a win-back?
From 45 days of inactivity, before the customer forgets your store. A visual WhatsApp message with a promo code reactivates about 8% of the dormant target.
Let's talk about your project. We set up your SMS and WhatsApp campaigns segmented by RFM. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
