UK SOFTWARE PROFILE
ActiveCampaign
Automation-led marketing platform with contact journeys, sales extensions and an integrated WhatsApp offering.
One product. Different jobs.
Each score uses that category's criteria. Compare products within a category, rather than comparing scores across unrelated tasks.
Marketing automation ↗
56–100/100 documented fit56% evidence coverageCompare in this category ↗WhatsApp Business platforms ↗
22–100/100 documented fit22% evidence coverageCompare in this category ↗Pricing & practicalities
Model your total cost ↗Published starting point
Email marketing
Request pricingConfigured plans · contact band and channel package · quote billing
VAT basis not stated
The public configuration rendered no stable amount; price the required contact band and add-ons.
Check current price ↗Marketing automation
Request pricingConfigured plans · contact band and channel package · quote billing
VAT basis not stated
The public configuration rendered no stable amount; price the required contact band and add-ons.
Check current price ↗WhatsApp Business platforms
Request pricingConfigured plans · contact band and channel package · quote billing
VAT basis not stated
The public configuration rendered no stable amount; price the required contact band and add-ons.
Check current price ↗Consider before choosing
- CRM and AI extensions can add to the base subscription.
- Contact bands, send multipliers and WhatsApp lines affect capacity.
Connected workflows
- Salesforce
- Shopify
- WooCommerce
- Slack
- Webhooks
Confirm the integration's direction, permissions, plan and sync behaviour with the supplier.
BEHIND THE AI CLAIM
AI capabilities
Active Intelligence can generate editable automation structures and assist with campaigns, segments and reporting.
Documented capabilities
- Automation generation
- Predictive sending
- AI content and segment assistance
Plans, limits & questions
- Review generated logic before activation.
- Usage limits and AI Activities add-ons depend on the contract.
Feature-by-feature evidence
Email marketing — 20 scored checks
| Capability & demo question | ActiveCampaign35–100/100 documented fit |
|---|---|
Core workflowReusable email design7.0 points availableAsk in the demoBuild a branded newsletter and reuse a content block. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–7.0 / 7.0 points |
Core workflowDynamic behavioural segments7.0 points availableAsk in the demoBuild a group that clicked a named email within 30 days but has not purchased; show it updates. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–7.0 / 7.0 points |
Core workflowTriggered welcome sequence7.0 points availableAsk in the demoSubscribe a test contact and start a timed welcome sequence. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–7.0 / 7.0 points |
Core workflowContact-level campaign results7.0 points availableAsk in the demoIdentify who clicked, bounced or unsubscribed, rather than only a campaign total. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–7.0 / 7.0 points |
Core workflowUnsubscribe and suppression handling7.0 points availableAsk in the demoUnsubscribe a test contact and show they cannot receive the next marketing send. | ✓ Supported Automated campaign recipients must retain an eligible list subscription. 7.0 / 7.0 pointsEvidence ↗ |
Workflow depthCustom sending-domain authentication4.0 points availableAsk in the demoShow how a customer-owned sending domain is authenticated. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–4.0 / 4.0 points |
Workflow depthA/B campaign tests4.0 points availableAsk in the demoCompare two subject lines with a defined winning measure. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–4.0 / 4.0 points |
Workflow depthConditional content blocks4.0 points availableAsk in the demoShow different offers within the same campaign based on a contact field. | ✓ Supported Conditional message content is listed on eligible plans. 4.0 / 4.0 pointsEvidence ↗ |
Workflow depthClick and purchase branches4.0 points availableAsk in the demoWait two days and send different follow-ups to clickers and purchasers. | ✓ Supported Wait and If/Else actions branch on engagement or tracked events. 4.0 / 4.0 pointsEvidence ↗ |
Workflow depthTopic-level preferences4.0 points availableAsk in the demoLet a contact stop one topic while retaining another. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–4.0 / 4.0 points |
Workflow depthControlled imports4.0 points availableAsk in the demoImport an existing list with custom fields and identify duplicate records. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–4.0 / 4.0 points |
Workflow depthAPI access to reporting4.0 points availableAsk in the demoRetrieve campaign results or recipient events through an API. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–4.0 / 4.0 points |
Workflow depthOrder or product data in emails4.0 points availableAsk in the demoInsert a relevant product or order detail from a connected store. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–4.0 / 4.0 points |
Workflow depthRe-entry and exit rules4.0 points availableAsk in the demoStop a sequence after conversion and define if a contact may re-enter. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–4.0 / 4.0 points |
Workflow depthSending permissions4.0 points availableAsk in the demoSeparate the person drafting a campaign from someone allowed to send it. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–4.0 / 4.0 points |
Workflow depthPreview and test-send workflow5.0 points availableAsk in the demoReview desktop and mobile rendering and send a test before publication. | ✓ Supported Inbox previews and testing have plan allowances. 5.0 / 5.0 pointsEvidence ↗ |
Workflow depthPortable contacts and events5.0 points availableAsk in the demoExport a segment and its relevant engagement records in a usable format. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–5.0 / 5.0 points |
AIEditable AI campaign content5.0 points availableAsk in the demoGenerate a subject or email from a brief, then edit it before sending. | ✓ Supported AI assists campaign creation. 5.0 / 5.0 pointsEvidence ↗ |
AIBehaviour-based send-time optimisation5.0 points availableAsk in the demoShow how historic engagement changes an individual contact's send time. | ✓ Supported Predictive sending is listed. 5.0 / 5.0 pointsEvidence ↗ |
AIAI audience or campaign analysis5.0 points availableAsk in the demoCreate an audience or explain campaign performance through a natural-language prompt. | ✓ Supported AI can suggest segments and support reporting. 5.0 / 5.0 pointsEvidence ↗ |
“Not verified” means the recorded evidence does not settle this specific check. It does not mean the feature is absent. Read the scoring method.
Marketing automation — 20 scored checks
| Capability & demo question | ActiveCampaign56–100/100 documented fit |
|---|---|
Core workflowEvent-triggered entry7.0 points availableAsk in the demoEnter a journey when a form, purchase or named event occurs. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–7.0 / 7.0 points |
Core workflowConditional journey branches7.0 points availableAsk in the demoRoute contacts differently according to behaviour and profile data. | ✓ Supported If/Else branches evaluate behaviour, custom fields, tags and tracked events. 7.0 / 7.0 pointsEvidence ↗ |
Core workflowTimed waits7.0 points availableAsk in the demoPause a journey for a defined period before the next action. | ✓ Supported Wait by duration, date, time or condition, with optional timeout. 7.0 / 7.0 pointsEvidence ↗ |
Core workflowMultiple messaging channels7.0 points availableAsk in the demoSend email and another channel within one coordinated journey. | ✓ Supported Cross-channel packages combine marketing channels. 7.0 / 7.0 pointsEvidence ↗ |
Core workflowJourney performance reporting7.0 points availableAsk in the demoSee how many contacts reached each step and where they stopped. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–7.0 / 7.0 points |
Workflow depthConversion exit rules4.0 points availableAsk in the demoRemove a contact from a sales reminder after purchase. | ✓ Supported Jump To and end-automation actions let conversion conditions stop earlier nurturing. 4.0 / 4.0 pointsEvidence ↗ |
Workflow depthRe-entry control4.0 points availableAsk in the demoSet whether and when a contact can repeat the same journey. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–4.0 / 4.0 points |
Workflow depthContinuously updated audiences4.0 points availableAsk in the demoChange a contact's eligibility when their behaviour changes. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–4.0 / 4.0 points |
Workflow depthLead or engagement scoring4.0 points availableAsk in the demoIncrease and decrease a score based on different actions. | ✓ Supported Automation can increase, decrease, reset or replace a contact score. 4.0 / 4.0 pointsEvidence ↗ |
Workflow depthCRM handover4.0 points availableAsk in the demoAssign a qualified lead and preserve the triggering context. | ✓ Supported CRM add-ons create deals, change owner and preserve contact/deal notes. 4.0 / 4.0 pointsEvidence ↗ |
Workflow depthExternal actions and webhooks4.0 points availableAsk in the demoTrigger an external system and show the event payload. | ✓ Supported Automation supports API/webhook connections. 4.0 / 4.0 pointsEvidence ↗ |
Workflow depthRandomised journey split4.0 points availableAsk in the demoTest two paths and compare the chosen outcome. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–4.0 / 4.0 points |
Workflow depthControlled send windows4.0 points availableAsk in the demoHold messages outside selected days or time windows. | ✓ Supported Wait-until day/time conditions control when the next action runs. 4.0 / 4.0 pointsEvidence ↗ |
Workflow depthChannel consent enforcement4.0 points availableAsk in the demoBlock one channel after permission changes while preserving allowed actions. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–4.0 / 4.0 points |
Workflow depthContact-frequency controls4.0 points availableAsk in the demoShow how overlapping journeys avoid excessive messages. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–4.0 / 4.0 points |
Workflow depthTest and execution history5.0 points availableAsk in the demoRun a test contact and inspect the sequence of steps taken. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–5.0 / 5.0 points |
Workflow depthJourney editing permissions5.0 points availableAsk in the demoRestrict who can alter or activate a live journey. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–5.0 / 5.0 points |
AIAI-assisted journey drafting5.0 points availableAsk in the demoDescribe a journey and inspect the generated steps before activation. | ✓ Supported Prompts generate editable journeys. 5.0 / 5.0 pointsEvidence ↗ |
AIPredictive timing or audience decisions5.0 points availableAsk in the demoDemonstrate a predictive recommendation based on engagement or purchase data. | ✓ Supported Predictive sending supports engagement-led timing. 5.0 / 5.0 pointsEvidence ↗ |
AIAI-assisted performance analysis5.0 points availableAsk in the demoAsk which journey step needs attention and inspect the supporting data. | ✓ Supported Custom AI agents can assist reporting. 5.0 / 5.0 pointsEvidence ↗ |
“Not verified” means the recorded evidence does not settle this specific check. It does not mean the feature is absent. Read the scoring method.
WhatsApp Business platforms — 20 scored checks
| Capability & demo question | ActiveCampaign22–100/100 documented fit |
|---|---|
Core workflowBusiness account onboarding7.0 points availableAsk in the demoShow how the business account and number are connected. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–7.0 / 7.0 points |
Core workflowApproved-template management7.0 points availableAsk in the demoCreate or select a template and show its approval state. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–7.0 / 7.0 points |
Core workflowTargeted broadcasts7.0 points availableAsk in the demoSend an approved message to a selected audience. | ✓ Supported Broadcast messaging is included in WhatsApp packages. 7.0 / 7.0 pointsEvidence ↗ |
Core workflowShared conversation inbox7.0 points availableAsk in the demoLet two staff members see a customer's conversation history. | ✓ Supported Packages provide shared team inboxes. 7.0 / 7.0 pointsEvidence ↗ |
Core workflowInteractive and rich messages7.0 points availableAsk in the demoSend media and response buttons in an eligible template. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–7.0 / 7.0 points |
Workflow depthAssignment and conversation status4.0 points availableAsk in the demoAssign a conversation, tag it and close it without losing history. | ✓ Supported Team assignments are listed. 4.0 / 4.0 pointsEvidence ↗ |
Workflow depthEvent-based messaging4.0 points availableAsk in the demoTrigger a WhatsApp message after an enquiry or purchase event. | ✓ Supported Automated messaging and advanced flows are listed. 4.0 / 4.0 pointsEvidence ↗ |
Workflow depthConditional workflow paths4.0 points availableAsk in the demoRoute different incoming requests to separate workflows. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–4.0 / 4.0 points |
Workflow depthService-window handling4.0 points availableAsk in the demoShow what staff can send when the customer-service window has expired. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–4.0 / 4.0 points |
Workflow depthChannel consent and suppression4.0 points availableAsk in the demoRecord WhatsApp permission and prevent a later broadcast after withdrawal. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–4.0 / 4.0 points |
Workflow depthCRM context or synchronisation4.0 points availableAsk in the demoShow customer or order details alongside a conversation. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–4.0 / 4.0 points |
Workflow depthMessage or conversation API4.0 points availableAsk in the demoSend or retrieve messages programmatically. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–4.0 / 4.0 points |
Workflow depthMessage-status webhooks4.0 points availableAsk in the demoDeliver a message or reply event to another system. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–4.0 / 4.0 points |
Workflow depthAutomation-to-human handover4.0 points availableAsk in the demoMove a conversation to a person with the previous context. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–4.0 / 4.0 points |
Workflow depthDelivery and conversation reporting4.0 points availableAsk in the demoSeparate failed delivery, responses and team response times. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–4.0 / 4.0 points |
Workflow depthTeam access controls5.0 points availableAsk in the demoRestrict agent access to another team's conversations. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–5.0 / 5.0 points |
Workflow depthConversation or event export5.0 points availableAsk in the demoExport a customer's relevant conversation records. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–5.0 / 5.0 points |
AIAI-assisted message writing5.0 points availableAsk in the demoGenerate an editable WhatsApp template or reply. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–5.0 / 5.0 points |
AIGrounded AI answers5.0 points availableAsk in the demoAnswer a customer question from approved business knowledge. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–5.0 / 5.0 points |
AIAI qualification or summarisation5.0 points availableAsk in the demoQualify an enquiry or summarise it before a human handover. | ? Not verified Exact workflow not verified in the reviewed material; request a demonstration. 0.0–5.0 / 5.0 points |
“Not verified” means the recorded evidence does not settle this specific check. It does not mean the feature is absent. Read the scoring method.