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Honest comparison · 2026

Karix vs RichAutomate

Quick answer

Karix (Tanla-owned) is an enterprise CPaaS with no public WhatsApp rate card — pricing is account-manager-quoted and onboarding is sales-led with no self-serve trial. RichAutomate publishes its rates, bills in INR with GST, charges ₹0 platform fee with no monthly subscription (usage-only — pay just for messages sent), and ships a 14-day self-serve trial with 100 free credits plus free migration. As of June 2026.

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, included
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 tierIncluded, no tier
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 India per-message rates effective 2026 — Utility ₹0.115 · Marketing ₹0.8631 (post Jan-2026 hike from ₹0.7846) · Authentication ₹0.115 · Service ₹0 inside the 24h customer-service window. These are set by Meta and identical across BSPs. The variable is BSP platform fee + per-message markup. Karix tariff is account-manager-quoted with custom enterprise bundling; RichAutomate has zero platform fee, zero setup and no monthly floor — usage-only billing published on /pricing. Two models: Client Pay (₹0.10/message platform fee + Meta billed direct to your card) or SaaS Pay (one INR+GST invoice, inclusive ₹1.20/marketing message · ₹0.30/utility-auth message, Meta passthrough included). Rates verified as of June 2026.

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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Frequently asked

What does Karix WhatsApp Business API cost per message in India 2026?+
Karix does not publish a public WhatsApp Business API rate card — pricing is account-manager-quoted with custom enterprise bundling that mixes per-message + tier-based commitments. Meta India per-message rates effective 2026 are Utility ₹0.115 · Marketing ₹0.8631 · Authentication ₹0.115 · Service ₹0 (inside 24h window) — these are set by Meta and identical across BSPs. The variable is Karix platform fee + markup, which is custom-quoted. RichAutomate publishes the rate card on richautomate.in/pricing — zero platform fee, zero setup, no monthly floor, usage-only. Either Client Pay (₹0.10/message + Meta billed direct to your card) or SaaS Pay (one INR+GST invoice at an inclusive ₹1.20/marketing · ₹0.30/utility-auth message).
Did Karix pricing change after Tanla acquired them in 2023?+
Yes. After the 2023 Tanla acquisition, Karix customers report account-manager rotations, pricing PoC quotes shifting on contract renewal, and bundling complications with Tata-as-a-Service tiers. Indian SMBs that previously had direct relationships with Karix BFSI / D2C account managers report longer onboarding and ticket cycles. RichAutomate offers founder-direct WhatsApp support (no ticket queue), prepaid Razorpay wallet (no auto-debit), and no annual lock-in — explicit answer to the post-acquisition service drift.
Is there a cheaper alternative to Karix for Indian SMBs?+
For Indian SMBs and D2C brands under 5M messages/month who do not need bundled SMS + voice CPaaS, RichAutomate is typically 25–40% cheaper on effective per-message cost because of self-serve onboarding (no sales-led PoC), zero platform fee with no monthly floor (you pay only for messages sent), and itemised Meta-rate passthrough. A marketing message lands around ₹0.96 effective on Client Pay (₹0.10 platform + ₹0.8631 Meta) or ₹1.20 all-inclusive on SaaS Pay — versus Karix custom enterprise bundling. Above 5M messages/month, the comparison depends on Karix tier-bundling on your overall CPaaS contract — request a side-by-side benchmark on your last 90 days of invoices via richautomate.in/lead-magnets/bsp-switching-kit (free).
How does Karix WhatsApp pricing compare to AiSensy, Wati and Interakt?+
Karix is enterprise-CPaaS-tier — no public price, account-manager-quoted. AiSensy publishes ₹1,500/mo Basic + ₹3,200/mo Pro (May 2026, post-19% hike). Wati publishes $25–$249/mo USD (FX-fluctuating, India billed USD). Interakt publishes ₹2,499–₹2,799/mo + a hidden ₹0.50/AI-message cost beyond 100 messages/mo. RichAutomate charges no monthly subscription at all — ₹0 platform fee, ₹0 setup, no monthly floor, no agent cap, no AI-message meter. You pay only for messages sent: ₹1.20/marketing message all-inclusive on SaaS Pay (or ₹0.10 platform + Meta passthrough on Client Pay), INR-billed with GST. So unlike the four SMB tools above, there is no plan fee to recover before your first message goes out. Karix targets enterprise; AiSensy, Wati and Interakt target SMB/mid-market on monthly plans.
Does Karix offer self-serve signup or only sales-led onboarding?+
Karix is sales-led — onboarding involves a PoC call, custom contract, and procurement-style sign-off. There is no public 14-day trial. RichAutomate is self-serve — 14-day free trial, signup with WhatsApp OTP, no card required, Meta Embedded Signup completes WABA approval in roughly 10 minutes. The sales-led vs self-serve gap is the single biggest delta for Indian SMBs without dedicated comms procurement.
Is RichAutomate cheaper than Karix for Indian D2C brands?+
For brands under 1M messages/month and without a Tanla SMS + voice contract to leverage, RichAutomate is typically 25–40% cheaper on effective per-message cost because of self-serve operations + line-itemed Client Pay routing + zero platform fee with no monthly floor (pay only for messages sent — about ₹0.96 effective per marketing message on Client Pay, or ₹1.20 all-inclusive on SaaS Pay). Above 1M messages/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 (integration guides published). 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. Migration is free for switchers and includes founder-direct WhatsApp support throughout.
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, DPDP)?+
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. RichAutomate ships the four DPDP Act 2023 technical modules by default — explicit opt-in capture, one-click STOP opt-out, 5-year consent audit log, grievance officer field on tenant dashboard. The difference vs Karix is that compliance is included for every account at no extra fee rather than gated to an enterprise tier.
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