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Honest comparison · 2026

Karix vs RichAutomate

Karix (acquired by Tanla) serves enterprise CPaaS at scale — DLT-registered SMS, voice, and WhatsApp under one roof. For Indian D2C brands without dedicated comms ops, the enterprise-tier sales motion and lack of self-serve onboarding usually outweighs the breadth.

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Side-by-side

Where Karix and RichAutomate differ on what actually matters for Indian D2C brands.

FeatureKarixRichAutomate
Meta WhatsApp Cloud API
 Yes Yes
BFSI-grade audit + retention
 Yes Yes
Self-serve onboarding (no sales call)
 No Yes
Visual flow builder
Available, enterprise-tierGraph-based, base plan
Shared team inbox
AvailableBuilt in
AI agent / GenAI replies
Custom integrationBuilt-in OpenAI + Gemini
Dual billing (Client Pay / SaaS Pay)
 No Yes
Per-message itemisation
Tier-bundled invoicingItemised at Meta rates
Wallet ledger + CSV export
Account-managedSelf-serve real-time
INR billing + GST invoicing
 Yes Yes
Public REST API + webhooks
AvailableFull REST + scoped keys + billing webhooks
Multi-tenant agency dashboard
Enterprise tierBase plan
Calling API (data-only voice)
On roadmapLive in 2026
Free migration support
Sales-ledIncluded for switchers
14-day free trial
 No Yes
DPDP Act 2023 + India residency defaults
Generic enterpriseIndia-specific defaults

Meta per-message rates (utility, marketing, authentication, service) are set by Meta and identical across BSPs. The variable is BSP platform fee + per-message markup. Karix tariff is account-manager-quoted; RichAutomate publishes the rate card.

Our take

When Karix is the right call — and when it isn't.

Pick Karix if you are a large Indian enterprise that already routes SMS + voice through Tanla, want a single CPaaS vendor across all comms channels, and have dedicated procurement for sales-led onboarding. Pick RichAutomate if you are an Indian D2C brand or agency that wants self-serve onboarding in a 14-day trial, line-itemed per-message billing transparency, true Client-Pay multi-tenant flexibility, or to ship Calling API in production today. Migration is free and takes 7 days with zero downtime.

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Still on Karix? Send us your last invoice.

We line-item your current BSP costs against Meta's published rates and benchmark against 3 competitors. You get the report on WhatsApp within 24 hours. No commitment.

Frequently asked

Is RichAutomate cheaper than Karix for Indian D2C brands?+
For brands under 1M messages a month and without a Tanla SMS + voice contract to leverage, RichAutomate is typically 15–30% cheaper on effective per-conversation cost because of self-serve operations + line-itemed Client Pay routing. Above 1M messages a month, the comparison depends on how Karix bundles your other CPaaS lines — request a benchmark on your last 90 days of invoices.
Does Karix or RichAutomate support DLT registration for SMS fallback?+
Karix is a primary SMS aggregator and handles DLT registrations natively as part of their platform. RichAutomate focuses on WhatsApp Business API; SMS-fallback is recommended via a partner aggregator (we publish integration guides). For brands shifting most volume off SMS to WhatsApp (the 2026 trend), this difference becomes less relevant — see our SMS-to-WhatsApp migration ROI guide.
How long does migration from Karix to RichAutomate take?+
Standard 7-day cutover. Templates port because they live with Meta. WhatsApp number transfers with a Meta-mandated 7-day cool-down. Flows are rebuilt in our visual builder by our migration team. Zero downtime — we ramp the WhatsApp share over the 30-day window so production traffic stays on Karix until cutover is verified.
Can I keep Karix for SMS and use RichAutomate just for WhatsApp?+
Yes. Many Indian D2C brands run RichAutomate for WhatsApp + Karix or another aggregator for SMS-fallback. Use the brand-side orchestration layer (your CRM or marketing-automation tool) to route WhatsApp-first then SMS-fallback. Saves 50–70% on cost-per-converted-customer vs SMS-only.
Does RichAutomate match Karix on enterprise compliance (audit logs, retention)?+
Yes. RichAutomate persists Indian-region audit logs with at-rest encryption + 5–7 year retention per regulator category. BFSI-authorised WABAs are supported with the same compliance posture. The difference is that compliance is included in the base plan rather than gated to enterprise tier.

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14-day free trial. ₹0 setup. Migration support included for teams switching from Karix.

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