Groove vs Smooch (Sunshine Conversations)
Converge Team
Side-by-side comparison for 2026
| Feature | Groove | Smooch (Sunshine Conversations) |
|---|---|---|
| Starting Price | From $25/seat/mo | From $115/seat/mo |
| Best For | Small teams focused on email-based customer support | Existing Zendesk customers needing omnichannel messaging |
| Standout Feature | Simple, user-friendly help desk interface | Deep integration with Zendesk ecosystem |
| Free Plan | ✗ | ✗ |
| G2 Rating | 4.5 | 4.2 |
Groove and Smooch (now Sunshine Conversations) target different aspects of customer communication. Groove provides a traditional helpdesk experience, while Smooch specializes in omnichannel messaging that unifies conversations across platforms.
The decision hinges on whether you need structured ticket management or seamless cross-platform messaging.
Feature Comparison
Groove delivers robust email management with shared inboxes, automated workflows, and collision detection. It's optimized for teams handling high volumes of email support requests.
Smooch excels at channel unification, connecting WhatsApp, Facebook Messenger, SMS, and web chat into single conversation threads. It's ideal for businesses managing customer conversations across multiple touchpoints.
Groove focuses on support efficiency, while Smooch prioritizes conversation continuity across channels.
Pricing Comparison
Groove's $16-$56 per agent monthly pricing offers straightforward cost planning for support teams. Higher tiers include advanced automation and reporting features.
Smooch charges $19-$99 per agent monthly, positioning itself in a similar range but with different feature emphasis. Pricing varies based on channel integrations and conversation volume.
Both platforms use per-agent pricing, making Groove slightly more affordable at entry level, while Smooch's higher tiers offer more advanced messaging capabilities.
Groove
Pros
- ✓ Clean, intuitive interface
- ✓ Good email management
- ✓ Solid knowledge base features
Cons
- ✗ Per-agent pricing gets expensive
- ✗ Limited social media integration
- ✗ Basic live chat functionality
Smooch (Sunshine Conversations)
Pros
- ✓ Strong Zendesk integration
- ✓ Good channel coverage
- ✓ Mature platform
Cons
- ✗ Per-agent pricing gets expensive
- ✗ Complex setup process
- ✗ Limited customization options
Verdict
Choose Groove for email-focused support with traditional ticketing workflows. Choose Smooch for unified messaging across multiple channels and platforms.
Choose Groove if: Your support is primarily email-based, you need strong ticket management, and want predictable per-agent costs starting at $16/month.
Choose Smooch if: You manage conversations across multiple messaging platforms, need channel unification, and can justify $19-$99 per agent for advanced messaging features.
For teams wanting modern support features without complex per-agent scaling, Converge offers a flat $49/month alternative.
Looking for more options? Browse all 750+ platform comparisons, or see all Groove comparisons and all Smooch (Sunshine Conversations) comparisons.