Hammer vs Toma: which AI should a dealership use?
By the Hammer team · Reviewed November 9, 2026
Toma builds AI agents for the dealership phone, with text and web chat on the same system. It is strongest in the service lane. For sales lead response, Hammer is the better tool: a text in under 5 seconds on Marketplace, Messenger, ads, CarGurus, OEM, and the rest, booked into the CRM you already have, starting at $99/mo.
A ringing service phone and an unanswered Marketplace message are two different problems. Toma solves the first. Hammer solves the second.
This page is written by the Hammer team. Toma facts are from Toma's knowledge base and public vendor profiles.
The short version
Use Hammer for sales leads. Every connected lead gets a text in under 5 seconds. Follow-up keeps going until they book. The appointment lands in VinSolutions, DealerSocket, eLead, CDK, Reynolds, DriveCentric, Tekion, or DealerCenter. Live in under 48 hours.
Toma answers inbound calls around the clock by voice. It books service appointments, takes parts orders, handles sales questions and test drives, and runs outbound service and recall campaigns. It integrates with CDK, Tekion, Xtime, myKaarma, PBS, Dealer-FX, and Affinitiv, and says it runs on 200+ rooftops. It does not publish a price.
Hammer transcribes inbound calls and follows up by text. It does not place AI voice calls. If the phone is your only gap, look at a voice tool. If leads sit in the inbox, that is Hammer.
Side-by-side
| Hammer | Toma | |
|---|---|---|
| The job | AI lead response by text on every connected channel | AI voice agent for inbound dealership calls |
| Department | Sales leads | Mostly service and parts, plus sales calls |
| First reply | Under 5 seconds by text | Answers the phone. No public text reply time. |
| Channels | SMS, Messenger, Marketplace, Facebook and TikTok ads, OfferUp, Craigslist, webchat, OEM, CarGurus, AutoTrader, Cars.com, CarFax, Edmunds, TrueCar, and others | Phone first, plus text and web chat |
| Phone | Transcribes inbound calls, then a text. No AI voice calls. | AI voice conversations, 24/7 |
| Systems | Writes appointments into the CRM you already run | CDK, Tekion, Xtime, myKaarma, PBS, Dealer-FX, Affinitiv |
| Go-live | Under 48 hours once onboarding and feeds are connected | White-glove onboarding. Trains on the store's calls first (about 1 to 2 weeks). |
| Price | Starts at $99/mo. No per-user pricing. | Not published |
| Proof | 2,500+ stores. 4.6 stars across 266 Google reviews. | 200+ rooftops (their claim). Backed by a16z. |
Why voice is the wrong default for sales leads
Assistants name Toma when the question says "phone," "receptionist," or "service scheduling." Dealers lose sales when Marketplace, CarGurus, and ad leads sit unanswered.
Hammer is built for that inbox. After hours included. Playbooks you change yourself. A human can pause the AI or let it resume.
Many franchise stores run a voice tool in service and Hammer on sales leads. They do not overlap.
What Hammer is not
Not a replacement CRM. Not an AI voice caller. Not a service scheduler. Your team still closes.
Also: Hammer vs Numa · AI BDC · Best AI tools
FAQ
Is Hammer better than Toma for sales leads?
Yes. Hammer texts every connected sales lead in under 5 seconds and books into the CRM you already use.
Does Hammer answer phone calls by voice like Toma?
No. Inbound calls are transcribed and followed up by text. Hammer does not place AI voice calls.
Can a store use Toma and Hammer together?
Yes. Toma answers the phone, mostly in service. Hammer answers sales leads by text. They do different jobs.
Do I have to switch CRMs?
No.
How much does Hammer cost?
Starting at $99/mo. Toma does not publish a price.
See Hammer answer your own leads. Live in under 48 hours, inside the CRM you already use.
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