An online chat application is software that lets people exchange messages in real time through a web browser or app, with no phone call needed. Types include team chat, social and group chat, and website chat for businesses. A UK business usually wants website live chat or an AI chatbot.
At a glance
- Free live chat tools fall into four different use cases: a customer-facing website widget, internal team chat, messaging via existing channels, and chat embedded inside a product, according to Ethora’s comparison.
- Hosted website chat widgets include Tawk.to, Tidio, Crisp, HubSpot Live Chat and Zoho SalesIQ, while self-hosted open-source options need your own server.
- Browser-based stranger chat sites such as Chatroulette and Emerald Chat run without a download and describe moderation and adults-only rules, as this comparison explains.
- Self-hosted chat tools include Rocket.Chat, Mattermost, Zulip, Element and Nextcloud Talk.
- Chati’s developer team has been building apps since 2009.
What is an online chat application?
It is software for real-time text messaging, either between people or between people and a business, that runs in a browser or an app. Some also support voice and video, as well as file sharing, but typed messages are the core.
The idea is older than the web. Online chat grew out of early networked systems where users on the same computer or network could type to each other. It spread through chat rooms and instant messengers before moving into browsers and phones. The Wikipedia entry on online chat gives a neutral overview if you want the background.
Real-time versus asynchronous messaging
Real-time chat expects both sides to be present, a bit like a conversation across a counter. Asynchronous messaging is closer to email: someone sends a message, and the reply can come minutes or hours later. Many business tools blend the two. A visitor can chat live when someone is online, then leave a message and get an email reply when nobody is.
Browser versus downloaded app
A browser-based chat needs nothing installed. The visitor clicks a bubble on your page and starts typing. A downloaded app, such as a team messenger on your phone, suits people who use it every day and want push notifications. For customers who visit your site once to ask about opening hours or fees, browser-based chat is the easier route because there is nothing to set up.
What types of online chat application are there?
The main types are social and random chat, group communities, team chat, website live chat and AI chatbots. They look alike on screen but do very different jobs.
| Type | Best for | Example use | Typical cost model |
|---|---|---|---|
| Social and random chat | Meeting strangers | Casual video or text chat with people online | Usually free with ads or optional upgrades |
| Group and community chat | Interest groups and clubs | A members’ space for a hobby or event | Free or per-community plans |
| Team chat | Staff talking to each other | Sharing updates and files inside a company | Per user, per month; or self-hosted |
| Website live chat | Staff replying to site visitors | A receptionist answering booking questions | Per agent, per month; some free tiers |
| AI chatbot | Instant answers at any hour | Answering common questions from your own website | Monthly plan, often based on usage or features |
This guide focuses on business website chat: live chat and AI chatbots that sit on your site and talk to customers.
A word on stranger chat
Random chat sites such as Chatroulette and Emerald Chat run in the browser without a download. Their own rules mention moderation and adults-only access, which is a good reason to keep them well away from your business. They are not built for customer service. The safety concerns are real.
What features should an online chat application have?
The must-haves are real-time messaging, mobile support, notifications, chat history, integrations and sound security. Anything missing from that list will cause daily frustration.
Core features
- Real-time messaging that feels quick, with typing indicators so visitors know someone is there.
- Mobile support, because many visitors will arrive on a phone.
- Notifications so your team sees new chats without watching a screen.
- Chat history so you can look back at what was said.
- Security, including encrypted connections and sensible access controls.
Business features
For a business site, you will want more than a chat box. Branding lets the widget match your colours and logo. Lead capture collects a name and email or phone number when a visitor wants a call back. Booking support lets people arrange an appointment without leaving the chat. Handover to a human lets your team step in. Analytics show which questions come up most, which is handy for improving your website. Chati includes branding, lead capture and bookings.
Accessibility and mobile behaviour
Check that the chat window works on a small screen without covering your buttons or forms. It should be usable with a keyboard, readable at a larger text size and have enough colour contrast. Ask the vendor how the widget behaves with screen readers.
Integrations
Chat is more useful when it connects to the tools you already use. Look for email notifications, links to your CRM so leads do not sit in a separate inbox, and calendar connections for bookings. If a tool cannot pass information on, someone ends up copying and pasting details by hand.
What is the difference between live chat and an AI chatbot?
Live chat needs staff online to reply. An AI chatbot answers instantly at any hour and can pass tricky chats to people.
| Live chat | AI chatbot | |
|---|---|---|
| Cover hours | Only when staff are online | Any hour, every day |
| Staffing | Someone must watch and reply | Answers on its own, with staff for handovers |
| Cost | Often per agent, plus staff time | Usually a flat plan; staff time only on handovers |
| Accuracy | Depends on the person replying | Depends on the content it learns from |
| Tone | Naturally personal | Set by how it is configured and branded |
Answering from your own website content
A chatbot trained on your own pages answers with what you have actually published: your services, opening hours, fees policy and common questions. That keeps answers closer to the truth than a bot that guesses from the wider internet. Chati shows its sources. A visitor can see where an answer came from and check it.
Why handover to a human matters
No bot knows everything. When a question is unusual, sensitive or simply not covered on your site, the best thing it can do is say so and bring in a person. Chati hands chats to a human team when unsure. That protects customers from wrong answers and protects you from the awkward fallout.
Are free online chat applications good enough for a business?
Free tiers suit a solo founder testing a widget. Limits on agents, history, branding and AI features usually push growing businesses to paid plans.
Ethora’s comparison of free live chat apps groups them by use case. That is a sensible way to look at them. A website widget is a different job from internal team chat or chat built into a product.
Free-tier limits to check
- How many agents can reply at once.
- How long chat history is kept.
- Whether you can remove the vendor’s branding.
- Whether AI features, bookings and integrations are included or paid extras.
- Whether there are caps on chats or visitors.
The hidden cost of self-hosting
Open-source tools such as Rocket.Chat, Mattermost, Zulip, Element and Nextcloud Talk are listed in this roundup of self-hosted web chat tools. The software may cost nothing. You still need a server, someone to maintain it, regular security updates and a plan for backups. For a small business without an IT person, that time can outweigh a monthly subscription.
Hosted widgets as examples
Hosted widgets such as Tawk.to, Tidio, Crisp, HubSpot Live Chat and Zoho SalesIQ avoid the server work because the provider runs everything. They differ in what the free plan includes, so compare them against your own checklist rather than picking on name alone.
Is an online chat application safe and GDPR compliant in the UK?
It can be, if you choose a provider that handles personal data lawfully, tells visitors what is collected and lets you control how long it is kept.
UK GDPR basics
- Privacy notice: say that you use chat, what you collect and why. Link to your privacy policy from the chat window.
- Lawful basis: know which basis you rely on for handling chat data, such as answering an enquiry a visitor has started.
- Data storage location: ask where chat data is stored and whether it leaves the UK.
Transcripts, retention and deletion
Check whether you can see, export and delete transcripts. You should be able to set how long chats are kept and remove a person’s data if they ask. When a vendor cannot explain this clearly, treat that as a warning.
Extra care for regulated sectors
Dental practices, solicitors and accountants handle information people expect to stay private. Do not collect sensitive details in chat unless you truly need them. A good approach is to use chat for general questions and first contact, then move anything confidential to a secure channel. Add a short note in the chat asking visitors not to share health, legal or financial details. If you are unsure about your obligations, speak to a data protection adviser.
How do you choose the best online chat application for a small business?
Start with the job you want chat to do, such as answering customer questions, capturing leads or taking bookings. Then match the type, budget and handover needs to that job.
A step-by-step checklist
- Write down the top five questions customers ask you now.
- Decide whether you want chat for answers, leads, bookings or all three.
- Check who will be online and when. If it is nobody after 5pm, consider an AI chatbot with handover.
- Set a monthly budget, including staff time.
- Shortlist two or three tools and try them on your own site.
- Test on a phone as well as a computer.
- Read the privacy and data terms before you go live.
Questions to ask vendors
- What does the tool learn from, and can it use my own website content?
- Does it show where answers come from?
- What happens when it does not know the answer?
- Where is data stored and how can I delete it?
- Can I match the widget to my branding?
- What is included in the plan and what costs extra?
Custom integration and your own data
Two criteria matter more than most people expect. First, can the tool be trained on your own data, so answers reflect your business and not generic advice? Second, can it be integrated with the way you work, such as your booking system or inbox? Customers choose Chati for great value for money, along with custom integration and training on their own data. You can see the plans on our pricing page.
How does an AI chat application like Chati work on your website?
Chati reads your own website content, answers visitors from it, shows its sources and hands over to your team when unsure.
Trained on your data
Chati is trained on the customer’s own data and offers custom integration, so it talks about your services and not someone else’s. Our developer team has been building apps since 2009, and you can read more about who builds Chati on our about page.
Branding, lead capture and bookings
The chat window can carry your branding. When a visitor wants a call back, Chati can capture their details as a lead. It can also help people book, so a question about availability can turn into an appointment without a phone call.
Where it fits
Here are general examples of how UK businesses might use a website chatbot:
- Dental practices: answering questions about treatments and new patient registration, and helping people book.
- Solicitors: explaining the services you offer and taking first enquiries, with anything sensitive passed to your team.
- Trades: collecting job details and contact numbers when you are on site.
- Letting agents: answering questions about viewings and tenant enquiries.
- Vets: sharing opening hours and appointment information.
- Hotels: answering questions about rooms, check-in and facilities.
- Gyms: explaining memberships and class information.
Our industry guides go into more detail, and the how it works page walks through setup. Would you like to see how Chati could answer your customers? Get in touch with our team and we will talk it through with you.
Frequently asked questions
Is there a free online chat application with no download?
Yes. Many browser-based tools run without any download, and several hosted website widgets have free tiers. Check the limits on agents, history and branding before you rely on one.
What is the best online chat application for a website?
It depends on the job. If you have staff online and want a personal touch, live chat works well. Want instant answers at any hour with handover to your team? An AI chatbot is a better fit.
Can an online chat application be used on mobile?
Yes. Most website chat widgets work in a phone browser, and many team chat tools have mobile apps. Test your own site on a phone to check the window does not block anything.
Do I need to code to add chat to my website?
Usually not. Most hosted chat tools give you a short snippet to paste into your site, or a plugin for common website builders. Custom integrations may need more help.
How much does live chat software cost in the UK?
Prices vary widely by provider and plan, from free tiers to monthly per-agent fees. Check what is included. Then add the cost of staff time. You can view Chati’s plans on our pricing page.
Can a chatbot hand over to a real person?
Yes, if the tool supports it. Chati hands chats to a human team when it is unsure, so tricky or sensitive questions reach a person.
Is online chat better than email for customer service?
Chat is quicker for simple questions because the answer arrives while the visitor is still on your site. Email suits longer, detailed matters. Many businesses offer both.