September 2026 Edition, published · The permanent record of that edition, superseded since. The current standing is on the category page →
Index › GTM › Customer › Helpdesk › Small business · September 2026 Edition

Customer support and helpdesk for small business buyers

Asked as “customer support and helpdesk platform”, and as “helpdesk and customer support software”, on behalf of a small B2B company. 50 first choices recorded across the direct, paraphrase, budget and scale prompts, twelve models each.
Standing · first-choice share
36%
Contested · Zoho Desk 26%
36Freshdesk26Zoho Desk24Help Scout14others

36% of first choices, contested.

By buyer segment

The same question asked on behalf of a different buyer. Each standing is computed within its segment; they sit side by side and are never added together.

The standing

Share is the count of first choices across the direct, paraphrase, budget and scale prompts, over all twelve models, for a small B2B company. Ordered by share.
ProductFirst-choice shareNegative rateLabelsQuadrant
01Freshdesk36%3%64endorsed leader
02Zoho Desk26%2%52accepted challenger
03Help Scout24%4%56accepted challenger
04HubSpot Service Hub4%9%35accepted challenger
05Zendesk Support Suite2%65%46criticized challenger
Show the five products at 0%, ordered by negative rate
10Intercom0%55%31criticized challenger
09Gorgias0%32%19criticized challenger
08Tidio0%7%15accepted challenger
07Front0%0%16accepted challenger
06Hiver0%0%15accepted challenger
Bars are the share of first choices, 0 to 100Every product with at least 10 labels here. Every product name links to its product page.
Head to headHead-to-head pages are published for mid-market buyers, so these open on mid-market figures, not small business.
All ten head-to-head pages: the top five products, each against each

Recommended versus criticized

Every product with at least 10 labels here, on both axes. The 30% line names a quadrant, not the verdict above: that one needs more than 40%.

Criticized challengerCriticized default
Negative label rate →
01
02
03
04
05
06
07
08
09
10
Accepted challengerEndorsed leader
0%First-choice share → · lines at 30% share and 25% negative50%
Key
01Freshdesk36%
02Zoho Desk26%
03Help Scout24%
04HubSpot Service Hub4%
05Zendesk Support Suite2%
06Hiver0%
07Front0%
08Tidio0%
09Gorgias0%
10Intercom0%

What they warned about

Two of twelve models held their first choice under the paraphrase. Claude Haiku 4.5, GPT-5.4 mini, Gemini 3.5 Flash, Perplexity Sonar, Mistral Small, Llama 4 Maverick, Qwen 3.7 Flash, Kimi K2, GLM 4.7 FlashX and MiniMax M2.5 changed. A high negative share on a product with few labels is a warning. A low share on a product with many labels is salience, not sentiment.
Zendesk Support Suite
65%
30 of 46 labels negative · 12 of 12 models · 6 hard negative
“genuinely over-tooled and overpriced for a small or simple team. Only consider it for enterprise-level volume and complexity.” DeepSeek V4 Flash, negative prompt
Intercom
55%
17 of 31 labels negative · 10 of 12 models · 5 hard negative
“Best suited for SaaS/digital-product companies at scale, not resource-constrained small businesses. Predictable budgeting is essentially impossible.” DeepSeek V4 Flash, negative prompt
Salesforce Service Cloud
100%
9 of 9 labels negative · 8 of 12 models · 7 hard negative
“Generally way over-tooled and expensive for small businesses (Enterprise at $175/user/month)” DeepSeek V4 Flash, negative prompt
Kustomer
100%
4 of 4 labels negative · 4 of 12 models · 3 hard negative
“Recommended against for small businesses in favor of simpler tools; one source says to avoid it at this stage” Perplexity Sonar, negative prompt

What they cite

Four of the twelve models returned a source list in this edition: four return the pages they cited.

Sites the answers cite

22 of 72 answers in this category came back with a source list, from 4 of 12 models: citations where the model returns them, or the search results it consulted. 282 links across 111 sites, every framing counted. Ranked by the number of answers carrying the site or page. The other 8 models searched through a gateway that returned no source list on this edition.

vendor site · Hiver9 answers · 9 citations · 3 models
vendor site · Capterra7 answers · 10 citations · 4 models
7 answers · 9 citations · 3 models
vendor site · Freshworks7 answers · 8 citations · 4 models
vendor site · Featurebase7 answers · 7 citations · 3 models
vendor site · Reddit6 answers · 10 citations · 2 models
vendor site · HappyFox6 answers · 7 citations · 3 models
vendor site · Intercom6 answers · 6 citations · 2 models
vendor site · Monday.com6 answers · 6 citations · 3 models
vendor site · Salesforce6 answers · 6 citations · 3 models
vendor site · Plain5 answers · 9 citations · 3 models
vendor site · Enjo5 answers · 6 citations · 3 models

Pages the answers cite

The ten pages named in the most answers, by full address. A page here is one the models returned with a recommendation, not one the index endorses.

Search against answers

Each company's standing in the answers beside its site's footprint in Google search, one row a site: the products the models named on it with their shares, and the share they add up to; monthly searches on Google, and DataForSEO's estimate of AI search demand (modeled from search signals, directional, not a count of queries to any assistant), for the most-searched of the company's and its products' names (the name is in each row's hover text); estimated monthly organic visits to the site; and its best position in Google's top ten for “best customer support and helpdesk platform”, “customer support and helpdesk platform”. US estimates from DataForSEO and Google's Ads Transparency Center. A small company's site, or a mid-sized company's site for its flagship, is marked company; a product on a large parent's site (Google, Microsoft) has no site figures. A column with no figures for this category is left out, and an empty cell means none were seen, not none exist. Two measurements side by side: neither is read as the cause of the other.
Company and productsShareOwn site citedName searches, GoogleAI search demand, est.Organic visitsPaid search a month, est.Google ads, last 30 daysBest Google position
Freshworks freshworks.com
Freshdesk 36%, Freshservice 0%
36%29112,100391111,586 company$14,486113
Zoho parent site
Zoho Desk 26%
26%1678,100105
Help Scout helpscout.com24%1208,10017337,8991410
HubSpot parent site
HubSpot Service Hub 4%
4%285368,0009,776
Pylon usepylon.com4%3640,5003,11829,726$16621
TeamSupport teamsupport.com4%401,000119,0526
Zendesk Support Suite zendesk.com2%1823025,365,445$16,18163
Hiver hiverhq.com0%122,90032546,41229
Front front.com0%3290,500304,67663,585$1,62668
Tidio tidio.com0%2366,60010279,12864

Google's top ten for the two searches hold 18 sites; 3 of them are among the sites the models cited here (enjo.ai, featurebase.app, monday.com). The first result for “best customer support and helpdesk platform” is proprofsdesk.com.

How they answered

Six framings of the same buying question, each sent to every model in a fresh session with search on. One row per model, so a row shows whether it held its answer under rewording, what it named when cost was the constraint, and what it argued against. Computed from the raw judge labels.
ShowHide
ModelDirect“What is the best customer support and helpdesk platform for a small B2B company?”Paraphrase“Which helpdesk and customer support software would you recommend to a small business that sells to other businesses?”Comparative“What are the top customer support and helpdesk platforms for a small team and how do they differ?”Budget-constrained“What is the best customer support and helpdesk platform for a small company with a tight budget?”Scale-constrained“We are a 30 person company evaluating a customer support and helpdesk platform. What should we look at?”Negative“Which customer support and helpdesk platforms should a small business avoid or be cautious about?”
Claude Haiku 4.5Help Scout
Three alternativesFreshdesk, Plain, TeamSupport
TeamSupportChanged
Three alternativesFreshdesk, Pylon, Zoho Desk
Hiver
Four alternativesFreshdesk, Help Scout, Intercom, Zoho Desk
Zoho Desk
Two alternativesFreshdesk, Hiver
no first choiceagainst: LiveChat, Zendesk Support Suite
GPT-5.4 miniHelp Scout
Three alternativesFreshdesk, Intercom, Zendesk Support Suite
Zendesk Support SuiteChanged
Three alternativesFreshdesk, Help Scout, HubSpot Service Hub
against: Intercom
Help Scout
Five alternativesFreshdesk, Gorgias, HubSpot Service Hub, Intercom, Zendesk Support Suite
Freshdesk
Four alternativesCrisp, LiveAgent, Tidio, Zoho Desk
against: HelpDesk by LiveChat
no first choiceagainst: Zendesk Support Suite
Gemini 3.5 FlashHelp Scout, Pylon
Five alternativesFreshdesk, Front, HubSpot Service Hub, Plain, Zoho Desk
Help ScoutChanged
Three alternativesFreshdesk, Front, HubSpot Service Hub
against: Zendesk Support Suite
Help Scout
Four alternativesFreshdesk, Front, Gorgias, Zoho Desk
Zoho Desk
Five alternativesDesk365, FreeScout, Freshdesk, Hiver, HubSpot Service Hub
against: Zendesk Support Suite
Help Scout
Eight alternativesFreshdesk, Freshservice, Front, Gorgias, Halp, HubSpot Service Hub, Jira Service Management, Suptask
against: Intercom, Zendesk Support Suite
against: HubSpot Service Hub, Intercom, Jira Service Management, Salesforce Service Cloud, ServiceNow, Zendesk Support Suite
Perplexity SonarHelp Scout
Four alternativesFreshdesk, HubSpot Service Hub, Pylon, SupportBee
Freshdesk, Help ScoutChanged
Two alternativesPylon, Zoho Desk
against: Zendesk Support Suite
Help Scout
Three alternativesFreshdesk, Hiver, Zoho Desk
against: Intercom, Zendesk Support Suite
Zoho Desk
One alternativeFreshdesk
against: Help Scout, Spiceworks Help Desk
no first choiceagainst: Kustomer, Salesforce Service Cloud, Sprinklr, Zendesk Support Suite
Grok 4.20Freshdesk
Three alternativesHelp Scout, HelpDesk by LiveChat, Zoho Desk
against: Intercom, Zendesk Support Suite
FreshdeskHeld
Two alternativesHelp Scout, Zoho Desk
against: Intercom, TeamSupport, Zendesk Support Suite
Freshdesk, Zoho Desk
Three alternativesGorgias, Help Scout, HubSpot Service Hub
against: Zendesk Support Suite
Zoho Desk
Six alternativesFreshdesk, Help Scout, Helply, HubSpot Service Hub, LiveAgent, Spiceworks Help Desk
against: Zendesk Support Suite
Freshdesk, Zoho Desk
Two alternativesHappyFox, HubSpot Service Hub
against: HubSpot Service Hub, Intercom, Kustomer, Salesforce Service Cloud, ServiceTitan, Zendesk Support Suite
Mistral SmallFreshdesk
Three alternativesHelp Scout, Zendesk Support Suite, Zoho Desk
TeamSupportChanged
Four alternativesFreshdesk, Help Scout, Zendesk Support Suite, Zoho Desk
Help Scout
Seven alternativesFreshdesk, Front, Hiver, HubSpot Service Hub, SupportBee, Tidio, Zoho Desk
HubSpot Service Hub, Zoho Desk
Four alternativesFreshdesk, FyneDesk, Gorgias, Hiver
no first choice
Seven alternativesFreshdesk, Gorgias, HappyFox, HubSpot Service Hub, Intercom, Zendesk Support Suite, Zoho Desk
against: Freshdesk, Gorgias, Intercom, Kustomer, Salesforce Service Cloud, Zendesk Support Suite, Zoho Desk
DeepSeek V4 FlashFreshdesk
Two alternativesHelp Scout, Zoho Desk
against: Intercom, Zendesk Support Suite
FreshdeskHeld
Four alternativesHelp Scout, HubSpot Service Hub, TeamSupport, Zoho Desk
against: Gorgias, Helply
Freshdesk, Help Scout
Five alternativesFront, Gorgias, Hiver, Tidio, Zoho Desk
against: Intercom, Zendesk Support Suite
Zoho Desk
One alternativeFreshdesk
Freshdesk, Zoho Desk
Three alternativesHelp Scout, HubSpot Service Hub, Intercom
against: Gorgias, Zendesk Support Suite
against: Gorgias, Help Scout, Intercom, Salesforce Service Cloud, Zendesk Support Suite
Llama 4 MaverickPylon
Three alternativesHelp Scout, Intercom, Kayako
no first choiceChangedHelp Scout
Two alternativesFreshdesk, Zoho Desk
against: Intercom, Zendesk Support Suite
Zoho Desk
Three alternativesFreshdesk, Help Scout, Hiver
Freshdesk
Four alternativesDesk365, Intercom, Zendesk Support Suite, Zoho Desk
against: Gorgias, Intercom, Zendesk Support Suite
Qwen 3.7 FlashFreshdesk
Three alternativesHelp Scout, HubSpot Service Hub, Zoho Desk
Freshdesk, Help ScoutChanged
Three alternativesHubSpot Service Hub, Intercom, Zoho Desk
against: Zendesk Support Suite
Help Scout
Two alternativesFreshdesk, HubSpot Service Hub
HubSpot Service Hub
Four alternativesFreshdesk, Jira Service Management, Zoho Desk, tawk.to
Help Scout
Three alternativesFreshdesk, HubSpot Service Hub, Zendesk Support Suite
against: Intercom
against: HelpDesk by LiveChat, Intercom, Salesforce Service Cloud, Zendesk Support Suite
Kimi K2Freshdesk
Two alternativesHelp Scout, Zoho Desk
against: Zendesk Support Suite
Help ScoutChanged
Two alternativesFreshdesk, TeamSupport
Zoho Desk
Four alternativesFreshdesk, Help Scout, HelpDesk by LiveChat, Mojo Helpdesk
Freshdesk, Zoho Desk
Three alternativesFreeScout, HubSpot Service Hub, Zammad
no first choiceagainst: Salesforce Service Cloudagainst: Freshdesk, HubSpot Service Hub, Kayako, Salesforce Service Cloud, ServiceNow, Zendesk Support Suite
GLM 4.7 FlashXFreshdesk, Help Scout
Two alternativesHubSpot Service Hub, Zoho Desk
against: Zendesk Support Suite
FreshdeskChanged
Three alternativesHelp Scout, Intercom, Zendesk Support Suite
Help Scout
Nine alternativesFreshdesk, Front, Gorgias, Hiver, HubSpot Service Hub, Intercom, SupportBee, Tidio, Zoho Desk
Zoho Desk
Five alternativesFreshdesk, Groove, Help Scout, Helply, Mojo Helpdesk
no first choiceagainst: Intercom, Kayako, Salesforce Service Cloud, ServiceNow, Zendesk Support Suite
MiniMax M2.5Freshdesk
Two alternativesHubSpot Service Hub, Zoho Desk
Help Scout, Zoho DeskChanged
Two alternativesFreshdesk, TeamSupport
against: Zendesk Support Suite
Help Scout
Six alternativesCrisp, Freshdesk, Hiver, HubSpot Service Hub, Tidio, Zoho Desk
against: Zendesk Support Suite
Zoho Desk
Three alternativesFreshdesk, Help Scout, Spiceworks Help Desk
Freshdesk
Four alternativesHelp Scout, Intercom, Zendesk Support Suite, Zoho Desk
against: Gorgias, Intercom, Kustomer, Tidio, Zendesk Support Suite
Bold is the first choiceAlternatives are counted; the count opens them.What the answer argued against

The record

One row per call: the version string exactly as returned, whether the model searched, sources cited, and latency.
Seventy-two rows: every prompt, every model, every answer.
PromptModelVersion stringTime (UTC)SearchedSourcesLatency
Direct recommendationClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 00:21yes77 s
Direct recommendationGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 03:39yes35 s
Direct recommendationGemini 3.5 Flashgemini-3.5-flash2026-09-15 03:30yes1522 s
Direct recommendationPerplexity Sonarsonar2026-09-15 00:36yes206 s
Direct recommendationGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-15 01:54yes010 s
Direct recommendationMistral Smallmistral/mistral-small via mistral2026-09-15 03:39yes09 s
Direct recommendationDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 03:58yes018 s
Direct recommendationLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 05:07yes02 s
Direct recommendationQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 01:10yes060 s
Direct recommendationKimi K2moonshotai/kimi-k2 via novita2026-09-15 04:43yes026 s
Direct recommendationGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 03:45yes0129 s
Direct recommendationMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 03:16yes014 s
ParaphraseClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 02:13yes710 s
ParaphraseGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-14 22:59yes45 s
ParaphraseGemini 3.5 Flashgemini-3.5-flash2026-09-15 02:26yes520 s
ParaphrasePerplexity Sonarsonar2026-09-15 02:37yes204 s
ParaphraseGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-15 00:42yes07 s
ParaphraseMistral Smallmistral/mistral-small via mistral2026-09-14 22:54yes09 s
ParaphraseDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-15 00:41yes046 s
ParaphraseLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 00:47yes01 s
ParaphraseQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 03:11no043 s
ParaphraseKimi K2moonshotai/kimi-k2 via novita2026-09-14 23:17yes028 s
ParaphraseGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 04:59yes037 s
ParaphraseMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 00:55yes015 s
ComparativeClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 03:39yes1310 s
ComparativeGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-14 23:33yes48 s
ComparativeGemini 3.5 Flashgemini-3.5-flash2026-09-15 02:09yes2321 s
ComparativePerplexity Sonarsonar2026-09-15 01:18yes179 s
ComparativeGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-15 03:02yes07 s
ComparativeMistral Smallmistral/mistral-small via mistral2026-09-15 03:48yes07 s
ComparativeDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-15 04:10yes047 s
ComparativeLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 02:59yes02 s
ComparativeQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-14 23:32yes034 s
ComparativeKimi K2moonshotai/kimi-k2 via novita2026-09-15 00:38yes022 s
ComparativeGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-14 23:21yes060 s
ComparativeMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 00:59yes010 s
Budget constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 04:13yes67 s
Budget constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 02:07yes14 s
Budget constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-15 03:44yes1321 s
Budget constrainedPerplexity Sonarsonar2026-09-15 02:08yes208 s
Budget constrainedGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-15 03:57yes06 s
Budget constrainedMistral Smallmistral/mistral-small via mistral2026-09-15 02:22yes07 s
Budget constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 01:19yes013 s
Budget constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-14 23:31yes02 s
Budget constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 04:58no036 s
Budget constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-15 01:35yes051 s
Budget constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-14 23:27yes073 s
Budget constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 04:46yes08 s
Scale constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 00:49no06 s
Scale constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 05:05no012 s
Scale constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-15 00:11yes1323 s
Scale constrainedPerplexity Sonarsonar2026-09-15 03:15yes207 s
Scale constrainedGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-15 00:47yes08 s
Scale constrainedMistral Smallmistral/mistral-small via mistral2026-09-15 01:30no08 s
Scale constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-15 00:02yes029 s
Scale constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 04:50yes02 s
Scale constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 02:47no035 s
Scale constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-14 23:10no031 s
Scale constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 01:47yes022 s
Scale constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-14 23:02yes012 s
Negative framingClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 03:18yes2913 s
Negative framingGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-14 23:15yes48 s
Negative framingGemini 3.5 Flashgemini-3.5-flash2026-09-15 04:34yes1828 s
Negative framingPerplexity Sonarsonar2026-09-15 00:28yes208 s
Negative framingGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-15 03:47yes08 s
Negative framingMistral Smallmistral/mistral-small via mistral2026-09-14 23:35yes014 s
Negative framingDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-15 04:33yes047 s
Negative framingLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 01:52yes02 s
Negative framingQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-14 23:19yes029 s
Negative framingKimi K2moonshotai/kimi-k2 via novita2026-09-15 01:48yes081 s
Negative framingGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-14 23:20yes0121 s
Negative framingMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 02:48yes030 s

Normalization in this category

Every judgment call made between the raw labels and the numbers above, listed so it is visible and reversible.

ShowHide
Category-scoped readings
HubSpot read as HubSpot Service Hub
Zendesk read as Zendesk Support Suite
Zendesk Suite read as Zendesk Support Suite
Unresolved, counted raw
FyneDesk
Halp
HelpWise
Keeping
OpenSupports
Suptask
UVdesk
Discontinued, still offered
No shut-down product was recommended here.
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