Phrase vs Smartling:Which is more popular?
In September 2026, Smartling had more branded searches than Phrase among localisation management platforms worldwide. Smartling had about 8,100 branded searches, while Phrase had 180. Smartling made up 17.4% of all localisation management platform searches we track, and Phrase accounted for 0.39%. When we asked ChatGPT and Google AI Overviews about localisation management platforms, Phrase appeared in all five answers and Smartling in three. Phrase was mentioned before Smartling in four out of five answers.
Who do people search for more?
Smartling, about 45 searches for every 1 for Phrase
Who does AI mention more?
Phrase, mentioned in every answer we collected
Who does AI recommend more?
Phrase, named ahead of Smartling in 4 of 5 answers
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Top localisation management platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Phrase appeared in all five answers. Smartling was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Phrase was listed before Smartling in four out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Crowdin5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Lokalise5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Phrase5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Tolgee4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Smartling3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Transifex3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
POEditor2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about localisation management platforms
5 answers
Asked ChatGPT
“Which localisation management platform should I use?”
Asked ChatGPT
“What are the best localisation management platforms?”
Asked ChatGPT
“What's the best localisation management platform for app translation?”
Searched Google, AI Overview
“translation management software”
Searched Google, AI Overview
“localisation tools”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Phrase or Smartling more popular in search?
This chart shows how often people search Google for Phrase and Smartling by name. Each line represents a brand's share of searches for all seven localisation management platforms we track, month by month, from English-language searches worldwide.
Share of searches by month for Smartling, Phrase. The figures are in the table below the chart.
View monthly share of searches table
| Month | Crowdin | Lokalise | Smartling | POEditor | Tolgee | Transifex | Phrase |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 29.7% | 20.1% | 15.8% | 19.4% | 8.6% | 5.8% | 0.59% |
| Nov 2025 | 31.9% | 21.5% | 13.8% | 16.9% | 9.2% | 6.2% | 0.44% |
| Dec 2025 | 28.9% | 19.4% | 15.4% | 18.8% | 10.3% | 6.8% | 0.36% |
| Jan 2026 | 35.4% | 19.3% | 15.4% | 15.4% | 8.4% | 5.6% | 0.44% |
| Feb 2026 | 31.9% | 21.3% | 13.9% | 17% | 9.3% | 6.2% | 0.48% |
| Mar 2026 | 28.1% | 22.9% | 15% | 18.3% | 10% | 5.4% | 0.39% |
| Apr 2026 | 32.7% | 21.6% | 14.2% | 14.2% | 11.6% | 5.1% | 0.49% |
| May 2026 | 34.9% | 19% | 15.3% | 12.5% | 12.5% | 5.5% | 0.45% |
| Jun 2026 | 30.6% | 20.2% | 16.3% | 13.3% | 13.3% | 5.8% | 0.38% |
| Jul 2026 | 32.1% | 17.4% | 17.1% | 14% | 14% | 5.1% | 0.38% |
| Aug 2026 | 35.1% | 18.9% | 15.2% | 12.5% | 12.5% | 5.5% | 0.28% |
| Sep 2026 | 32.8% | 17.6% | 17.4% | 14.1% | 11.6% | 6.2% | 0.39% |
How has the Phrase and Smartling comparison changed over the last 12 months?
3 findings
- Smartling was ahead of Phrase in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Phrase’s share of searches among localisation management platforms worldwide moved from 0.59% to 0.39%, and its estimated monthly branded searches moved from 370 to 180.
- Across the 12 months ending September 2026, Smartling’s share of searches among localisation management platforms worldwide moved from 15.8% to 17.4%, and its estimated monthly branded searches moved from 9.9K to 8.1K.
How did search popularity change for localisation management platforms worldwide in September 2026?
2 changes
In September 2026, Smartling gained share of searches among localisation management platforms worldwide, from 15.2% to 17.4%.
Estimated monthly branded searches for Phrase worldwide fell 51.4% over 12 measured months, from 370 to 180 in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Phrase’s and Smartling’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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