HubSpot Service Hub vs Smooch (Sunshine Conversations)
Converge Team
Side-by-side comparison for 2026
| Feature | HubSpot Service Hub | Smooch (Sunshine Conversations) |
|---|---|---|
| Starting Price | From $90/seat/mo | From $115/seat/mo |
| Best For | Mid to large enterprises already using HubSpot's ecosystem who need comprehensive customer service management with deep CRM integration | Existing Zendesk customers needing omnichannel messaging |
| Standout Feature | Deep integration with HubSpot's full marketing, sales, and service ecosystem provides unmatched customer lifecycle visibility | Deep integration with Zendesk ecosystem |
| Free Plan | ✓ | ✗ |
| G2 Rating | 4.4/5 | 4.2 |
HubSpot Service Hub and Smooch (now Sunshine Conversations) represent different approaches to customer messaging. HubSpot Service Hub (G2 4.4/5) offers integrated CRM and service tools with pricing from free to $130/agent/month, while Smooch (G2 4.2/5) provides conversation management APIs with plans ranging from $19-$99/agent/month.
The key difference is implementation: HubSpot provides a complete customer service platform, while Smooch focuses on unifying conversations across multiple messaging channels through APIs.
Feature Comparison
HubSpot Service Hub delivers ticketing, live chat, knowledge base management, customer feedback tools, and automated workflows within a unified CRM system. It excels at connecting customer service interactions with sales and marketing data, providing complete customer lifecycle visibility and cross-team collaboration tools.
Smooch specializes in conversation orchestration across messaging channels like WhatsApp, Facebook Messenger, SMS, and web chat. Its Sunshine Conversations platform provides a unified inbox for agents, conversation routing, and APIs for custom integrations, focusing specifically on messaging rather than broader customer service functionality.
HubSpot wins for businesses needing full customer service capabilities, while Smooch leads for teams prioritizing messaging channel consolidation and API flexibility.
Pricing Comparison
HubSpot Service Hub uses tiered pricing: free for basic features, $45/month for Starter (2 users), $450/month for Professional (5 users), and $1,200/month for Enterprise (10 users). Additional agents cost $45-$130 each based on the plan level.
Smooch pricing starts at $19/agent/month for the Starter plan (basic messaging), $49/agent/month for Team (advanced routing and analytics), and $99/agent/month for Business (custom integrations and priority support). Enterprise plans with custom features require individual quotes.
Smooch offers more affordable entry-level pricing for small teams focused on messaging, while HubSpot provides better value for organizations needing comprehensive customer service and CRM functionality.
HubSpot Service Hub
Pros
- ✓ Seamless integration with HubSpot CRM and marketing tools
- ✓ Comprehensive automation and workflow capabilities
- ✓ Robust reporting and analytics features
Cons
- ✗ Expensive per-agent pricing model can become costly
- ✗ Complex setup and learning curve for new users
- ✗ Many advanced features locked behind higher-tier plans
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 HubSpot Service Hub if you need comprehensive customer service tools with CRM integration and marketing automation. Choose Smooch if you want to centralize conversations from multiple messaging apps and prefer developer-friendly integration options.
Choose HubSpot Service Hub if: You need integrated customer service and CRM functionality, want marketing automation capabilities, and prefer comprehensive customer lifecycle management.
Choose Smooch if: You prioritize messaging channel unification, need flexible API integrations, and want cost-effective conversation management without full CRM overhead.
For teams seeking streamlined customer communication without complex integrations or escalating per-agent costs, Converge provides an effective solution at $49/month flat rate.
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