Practical guide / by Saúl López
Chatbot platform vs. a custom AI agent
How to decide between a ready-to-configure platform and an AI agent built around your process.
| Question | Platform | Custom |
|---|---|---|
| Time to start | Shorter if the case is standard | Longer because of discovery and testing |
| Flexibility | Within the product | Around your process |
| Ownership | Depends on the provider | Must be defined in the contract and accounts |
| Upkeep | Standardised interface | Agreed responsibility |
A platform buys speed; a custom build buys fit
A chatbot platform has already solved hosting, interface, connectors and administration. That reduces work and can be ideal for frequent questions, data capture or simple campaigns. The limit appears when the business has its own way of quoting, rules that change with context or information spread across several systems.
A custom solution starts from the real flow and chooses components afterwards. It does not mean programming everything from scratch: it can use existing APIs and services. What is custom is the full responsibility, how knowledge is integrated and how the system behaves in exceptions. It also means someone has to maintain that combination.
Three platforms, with their public prices
So the comparison is not abstract, these are three messaging platforms with AI and what their pricing pages show as of October 26, 2026. They are each provider’s own data, with no quality assessment: check their pages before deciding, because prices and plans change.
- Leadsales: Mexican platform. Basic MXN 2,362.92 per month (3 users, no AI agent included); Professional MXN 3,239.88 (4 users, with an AI agent); Advanced MXN 6,016.92 (5 users, with an AI agent).
- respond.io: Starter USD 79 per month (5 users), Growth USD 159 (10 users, with AI agents) and Advanced USD 279 (10 users), on annual billing; charged by active contacts, with WhatsApp fees on top.
- Wati: Growth USD 59 per month (3 users) and Pro USD 119 (5 users, advanced chatbots), on annual billing; Business by quote. Messages are charged separately.
What those numbers tell you
In all three, what you pay for is access to the tool each month, plus whatever Meta charges for messages. That is convenient when the flow is standard and you want to start quickly. What no subscription includes is understanding your process, preparing your knowledge or deciding when a person should step in: you do that work or you hire it.
A custom build charges for exactly that work. As an initial estimate, an AI agent for messages at IA a Domicilio starts from MXN 15,000 + VAT and is quoted by scope. The decision is not cheap versus expensive, but where the effort goes: configuring a platform or building around your process.
A test that avoids a bad purchase
Pick twenty anonymised conversations that represent normal and difficult questions. Configure or prototype the flow and score it: useful answer, correct data, next step and handoff. Include topic changes, incomplete information and out-of-scope requests. A platform or build that cannot explain its failures is not ready.
Do not judge only the customer experience. Ask someone on the team to update an opening time or a policy, find a case and pick a conversation back up. A sustainable system has to work for the person who runs it every day, not only for the person who sold it.
- Fit with the real flow
- Account control and portability
- Quality of integrations
- Testing and versioning
- Total cost over twelve months
- Dependence on a single tool
Frequently asked questions
Does a custom solution avoid all subscriptions?
No. It can use models, messaging, hosting or other services. They should be identified before starting.
Can I start on a platform and switch later?
Yes, if you keep control of your accounts and can export information. Check portability before you sign.
Does custom mean everything belongs to the client?
Not automatically. Code, data, accounts and licences should be described in writing.
Sources and editorial approach
Our own prices come from IA a Domicilio’s catalogue. Third-party conditions and prices change; check the official source when you get a quote. This guide is a summary of the Spanish original, available here.
Updated: October 26, 2026