Groove HQ vs Smooch (Sunshine Conversations)
Converge Team
Side-by-side comparison for 2026
| Feature | Groove HQ | Smooch (Sunshine Conversations) |
|---|---|---|
| Starting Price | From $20/seat/mo | From $115/seat/mo |
| Best For | Small businesses needing simple email-based customer support | Existing Zendesk customers needing omnichannel messaging |
| Standout Feature | Collision detection to prevent duplicate responses | Deep integration with Zendesk ecosystem |
| Free Plan | ✗ | ✗ |
| G2 Rating | 4.5 | 4.2 |
Groove HQ and Smooch (now Sunshine Conversations by Zendesk) tackle customer communication from different angles. Groove HQ focuses on email-first help desk functionality, while Smooch specializes in omnichannel messaging that unifies conversations across multiple platforms.
The key distinction is architectural: Groove HQ operates as a standalone help desk solution, whereas Smooch functions as a messaging layer that connects various communication channels into a single interface.
Feature Comparison
Groove HQ shines in email management with features like automatic ticket routing, collision detection, and integrated knowledge base. It's designed for teams that handle most support through email with occasional live chat.
Smooch excels in channel orchestration, connecting WhatsApp Business, Facebook Messenger, SMS, web chat, and mobile messaging into unified conversations. Its strength lies in maintaining context across channel switches.
Integration capabilities differ significantly: Groove HQ offers standard help desk integrations, while Smooch provides extensive APIs for custom messaging workflows and channel partnerships.
Pricing Comparison
Groove HQ uses transparent per-agent pricing starting at $16/month per user, with higher tiers adding advanced features like time tracking and custom fields.
Smooch pricing varies by channel and message volume, typically starting around $50/month for basic messaging capabilities, with additional costs for premium channels like WhatsApp Business API.
Cost predictability favors Groove HQ for traditional support teams, while Smooch costs scale with messaging volume and channel diversity.
Groove HQ
Pros
- ✓ Simple, clean interface
- ✓ Good for small teams
- ✓ Affordable entry-level pricing
Cons
- ✗ Limited advanced features
- ✗ No modern messaging integrations
- ✗ Basic automation capabilities
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 HQ if you prioritize email-based support workflows and want a straightforward help desk solution. Choose Smooch if you need to unify messaging across multiple channels like WhatsApp, Facebook Messenger, and SMS.
Choose Groove HQ if: Your support is primarily email-based, you want simple deployment, and prefer predictable per-agent costs for traditional ticketing workflows.
Choose Smooch if: You need omnichannel messaging, want to unify customer conversations across platforms, or require extensive messaging API capabilities.
For businesses wanting comprehensive customer communication without complex pricing, Converge offers up to 15 agents and channels at a flat $49/month rate.
Looking for more options? Browse all 750+ platform comparisons, or see all Groove HQ comparisons and all Smooch (Sunshine Conversations) comparisons.