Sinch Conversation API: Unify Your Messaging Channels

With the increasing difficulty of managing customer communications globally, due to the proliferation of channels, tools, and network providers, organizations are seeking methods to streamline these interactions. Sinch, a provider of communications APIs, unveiled a new solution today – the Conversation API – created to simplify customer engagement across the globe through various messaging applications.

According to Sinch’s chief product officer, Vikram Khandpur, business interactions now occur across diverse messaging channels like SMS, WhatsApp, and Viber, varying by geographic location. Businesses must be equipped to connect with customers regardless of their location from both a technological and geographical perspective. This requirement has become even more critical during the recent pandemic, as online communication has become essential.

Khandpur explains that Sinch has previously focused on optimizing the SMS experience for functions such as customer acquisition, engagement, delivery notifications, and support. The company now intends to expand into more comprehensive omni-channel messaging capabilities.

The purpose of the Conversation API is to offer a suite of tools that assist marketing teams in communicating across these multiple channels, guiding them through the specific requirements of each platform. “By integrating with our API, we enable our customers to establish a presence on these platforms if they haven’t already,” he stated.

He cited WhatsApp as an example, noting its structured process for brand integration. “WhatsApp requires brands to create pre-approved message templates, which must be reviewed, curated, and ultimately approved by the WhatsApp team. We facilitate this process, and extend the same support to other channels and platforms, thereby alleviating complexity for brands,” Khandpur clarified.

He continued, “When a message is submitted to us, we manage all the underlying processes, including transcoding when necessary. For instance, a rich message containing images and videos may be rendered differently by WhatsApp versus Viber, and we handle those variations.

The Conversation API allows marketers to establish rules, such as prioritizing WhatsApp in India, and automatically switching to SMS if the recipient doesn’t open WhatsApp.

Over the past year, the company has strengthened its global reach through four acquisitions, including ACL Mobile in India and SAP’s Interconnect Messaging business.

Sinch, a competitor to Twilio in the communications API market, has achieved significant success with over $500 million in revenue last year and the processing of more than 110 billion messages, despite remaining relatively unknown.

Founded in Sweden in 2008, Sinch has maintained profitability from its early stages without relying on venture capital. The company is publicly listed on the NASDAQ Exchange in Stockholm and is scheduled to release its earnings report next week.