CleverTap
6.3/10CleverTap is a customer engagement and retention platform that combines behavioral analytics, segmentation and omnichannel messaging for app-first consumer brands.
Data last updated November 2026 · Our methodology
Overview
CleverTap is a customer engagement platform built mainly around mobile apps. It collects user events in real time, uses them for behavioral and predictive segmentation, and runs campaigns over push notifications, in-app messages, web messaging, email, SMS, WhatsApp and RCS. The CleverAI layer handles predictions, recommendations and decisioning agents. The company was founded in 2013 as WizRocket, is headquartered in San Francisco, and bought Leanplum in 2022. Its typical customers are consumer apps in fintech, gaming, media and e-commerce. Pricing depends on monthly active users or data points. In India, the Core plan is listed at 8,000 rupees a month, discounted to 2,000 rupees during promotions, and comes with a 30-day free trial and three years of data retention. The Pro and Ultimate plans are quoted only after a demo, and Ultimate raises data retention to 10 years. Many channels are paid add-ons. SMS is available only on Pro and Ultimate, and Email, WhatsApp, Product Experiences and Reminders also cost extra. CleverAI tokens and Blocks put caps on AI and recommendation usage. Security is a strength: CleverTap reports SOC 2 Type II, ISO 27001, HIPAA, GDPR and CCPA compliance, and it hosts data on AWS in regional data centers. The main limitation is cost and focus. Reviewers say the price climbs as data volume grows, and that the product suits mobile apps better than web-centric or B2B email marketing. It also has no landing page builder or webinar tools.
Our Rating
Marketing6.3/10
AI Software6.3/10
Who CleverTap is best for
Good fit
The Ultimate tier adds 10-year data retention, approval workflows and AI decisioning, and the compliance credentials include SOC 2 and HIPAA.
Fintech apps are named customers and it holds SOC 2 and ISO 27001.
Lifecycle and retention marketers at consumer apps are the core users of its segmentation and campaign tools.
E-commerce apps are typical customers.
Pro is aimed at expanding businesses, but pricing grows with MAU and paid add-ons.
Less suited
- Healthcare5/10
It reports HIPAA compliance.
Core has a trial and a discounted entry price, but reviewers say the platform gets expensive for smaller teams.
It favors consumer mobile apps over web-centric businesses.
The cost and the mobile-app focus make it a poor fit for small web or email-only businesses.
It is expensive and priced by monthly active users.
Pros & Cons
Pros
- Real-time behavioral analytics and segmentation are built into the same tool that sends campaigns, and reviewers cite this as a key strength.
- It covers many channels from one platform, including push, in-app, web, email, SMS, WhatsApp and RCS.
- Its compliance credentials are strong for regulated apps: SOC 2 Type II, ISO 27001, HIPAA, GDPR and CCPA.
- The Core plan offers a 30-day free trial and a published entry price, which is unusual in this category.
- Ultimate retains data for up to 10 years.
Cons
- Reviewers on G2 and Tekpon say it is expensive, and costs rise with MAU and data volume.
- Many channels, including email, SMS and WhatsApp, are paid add-ons, and SMS is not available on Core.
- Users say it favors mobile apps over web-centric businesses.
- Reviewers report slow data uploads and exports, and bugs in some reports.
- Pro and Ultimate prices are not public.
Key Features
CleverTap Pricing
Core
- No SMS
- 30-day free trial
- 3-year data retention
- 600+ starting CleverAI tokens
- Real-time behavioral segmentation
- MAU tiers from up to 5,000 to over 100,000
- List price 8,000 rupees a month, promoted at 2,000 rupees a month (50% off for 6 months or 75% off for 12 months)
Pro
- 3-year data retention
- 3,000+ CleverAI tokens
- Automated segmentation
- Price on request after a demo
- SMS, RCS, Product Experiences and Reminders available as add-ons
Ultimate
- 10-year data retention
- Advanced AI decisioning
- Decisioning Agents add-on
- Price on request after a demo
- 6,000+ CleverAI tokens with priority allocation
Frequently Asked Questions
Yes. The Core plan includes a 30-day free trial. Pro and Ultimate require a demo instead.
Pricing is based on monthly active users or data points, depending on the commercial model. Channels such as email, SMS and WhatsApp are add-ons, and AI usage is metered with CleverAI tokens.
No. SMS Direct is an add-on that is only available on the Pro and Ultimate plans.
CleverTap states it is compliant with SOC 2 Type II, ISO 27001, HIPAA, GDPR and CCPA. It hosts data on AWS in regional data centers and encrypts data at rest.
Core and Pro retain data for 3 years, and Ultimate retains it for 10 years.
Neither appears on its pricing or feature lists. The platform focuses on in-product and messaging engagement.
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