Sonny vs Support Board: Agency Resale or Multichannel Inbox

Say you run a small web agency and three clients keep asking who is answering their customers’ emails. Or say you run a shop where customers message on WhatsApp more than they write emails. Both problems point at a helpdesk lifetime deal on AppSumo, and these two tools look similar on a comparison page. They aren’t built for the same buyer. We haven’t used either one, so this is a read of the listings, including what they leave out.

Two different jobs

Sonny is a helpdesk you resell. Each client gets a workspace with its own inbox, contacts, channels, team and settings, and you manage them all from one agency account. The listing is aimed at consultants, freelancers and agencies.

Support Board is a helpdesk and chatbot you run for your own business. It’s filed under Chatbots & AI Agents, and the listing is about pulling conversations from many messaging apps into one place. It is aimed at customer support teams, ecommerce shops and small businesses.

That split decides most of this. If you’re a single business, Sonny’s best feature is something you’ll never use. If you’re an agency, Support Board’s listing doesn’t tell you how to separate one client from another.

Channels: Support Board wins easily

Support Board lists Messenger, WhatsApp, Telegram, LINE, Viber, Instagram, Slack, WeChat, SMS and email, plus others. Chatbot journeys, button forms and human handover are said to work across all of them. We’d want to see that claim tested on your two busiest channels, because every platform has its own quirks.

Sonny covers live chat, email and a help center. That’s it. The listing says plainly that native WhatsApp, SMS and social inboxes aren’t included, there’s no native Shopify app, and direct SMTP and IMAP connections aren’t included either. You forward mail from the client’s provider and paste a script snippet onto their site.

We like that Sonny is honest about this. It still means a client who lives on Instagram DMs is a bad fit.

White label: Sonny goes further for agencies

Sonny’s white label is the main reason to buy it. Your name, logo, icon and colors can appear across the dashboard, sign-in, invitations, notification emails, live chat and the help center. Branding is set per workspace, so you can use your own identity or match each client’s. Each workspace gets one custom app domain, such as support.client.com, and clients can install a branded web app on phones and desktops.

There are limits. The Sonny iOS App Store app keeps its own branding, and setup needs DNS access plus email verification records. If a client’s DNS sits with a contractor, expect delays.

Support Board lists white label on all four tiers, but the listing doesn’t say how far it goes. The vendor also mentions that you can edit the full source code and design, which suggests flexibility, though the listing text we have cuts off before the detail. We’d ask for specifics before assuming it matches Sonny’s per-client branding.

The chatbot and AI question

This is where Support Board pulls ahead for a business that wants fewer repetitive replies. You can train the bot on PDFs, CSVs, text files and web pages, and it can retrain daily from your website through a cron job. It also handles custom Q&As, structured data extraction, attachments, audio and images. A TidyCal integration lets the bot create and manage bookings inside a chat.

Sonny’s AI is optional and sold separately. You can buy a managed plan per workspace or bring your own provider key, and the listing gives no price for either. For an agency planning to sell AI answers, that missing number matters more than the $149.

Price and caps

Sonny has one tier at $149, down from a stated $720. It includes unlimited workspaces, agents, team members, conversations and chat history. The deal isn’t stackable, but with nothing capped there’s little to stack for.

Support Board has four tiers: $69, $138, $207 and $276. Agents run 3, 6, 10, then unlimited. The other caps are odd. Messages per month go 200,000, 70,000, 10,000, then 25,000, and training characters go 2.5 million, 3.5 million, 15 million, then 1.5 million. Prices climb while those numbers rise and fall, and the listing doesn’t explain why. Check the plan details on the page and ask the vendor before choosing.

Then there are the costs outside the deal. Support Board says OpenAI and third-party fees aren’t included, and WhatsApp needs the Official Cloud API, 360dialog or Twilio, with extra fees. Neither amount is stated. The $69 headline is a starting point, not a total.

Reviews and staying power

Support Board has 103 reviews averaging 4.5. AppSumo’s summary mentions powerful automation and responsive support, but also a slightly complex setup and an outdated interface. That is a more believable picture than a perfect score.

Sonny has six reviews, all 5.0, and the summary admits it may still be evolving. That reads as a young product with an attentive team. It’s a fair reason to like it and also a reason to be careful, since a lifetime deal only pays off if the company lasts. Neither listing says how old the company is or how it’s funded.

Which one to buy

Buy Sonny if you’re an agency or freelancer with clients whose support lives in email and on a website. Unlimited seats and workspaces for $149 is hard to match, and the channel gaps are clearly stated. Before you promise anything to clients, find out what the AI add-on costs.

Buy Support Board if you run your own business and your customers use WhatsApp, Instagram or Messenger. Start with the $69 tier unless you know you need more agents, confirm the caps on the page, and budget for OpenAI and WhatsApp provider fees. Expect a busier, older-looking interface.

If you fit neither description, use the 60-day guarantee on whichever one matches your main channel. Set up one real domain or one real WhatsApp number, and decide before the window closes.