Close (close.com) is a popular sales CRM with a strong focus on calling and email – much like AM CRM. So where are the differences? Here is an honest comparison.
What they have in common
Both are real sales CRMs (not bloated enterprise tools): pipelines, built-in calling, email, call logs and a focus on speed. If you come from spreadsheets, you'll feel at home in either one quickly.
The difference: WhatsApp & funnel automation
- AM CRM: WhatsApp is fully integrated – including 24-hour window logic, approved templates and an AI scheduling funnel (inbound message → qualification → automatic appointment booking).
- Close: strong at phone & email, but WhatsApp/funnel automation is not its core.
For markets where customers communicate over WhatsApp (Europe, coaching, high-ticket), this is a major advantage.
Language, region & price
- AM CRM: German-speaking support, GDPR-minded and built in Europe, plans from €12/month, −40% yearly, 14 days free.
- Close: US product, primarily English, pricing in USD and tends to be higher per seat.
Everything included
With AM CRM the full feature set is included in every plan – calling, WhatsApp, SMS, email, automations, booking and reporting. No per-module upsell.
Bottom line
- Close is a very good choice for phone- and email-heavy US teams.
- AM CRM is the stronger choice if you want WhatsApp + funnel automation, German-speaking support and transparent pricing – all in one tool.
Want to compare? Try AM CRM free for 14 days – no risk.