What EZ Texting does

EZ Texting, operated by CallFire, Inc. and headquartered in San Francisco, is a self-serve SaaS SMS and MMS marketing platform founded in 2004 that serves more than 230,000 businesses across the United States and Canada. The core product is a cloud-hosted messaging engine (built on AWS, with SOC 2 Type II and ISO 27001-aligned infrastructure) that supports bulk one-to-many SMS and MMS campaigns, two-way conversational texting, dedicated short codes, keywords, contact management, opt-in tooling, automated workflows, and TCPA/CTIA-compliant consent capture. Around this core, EZ Texting has assembled a portfolio of optional paid add-ons — AI Compose, AI Reply, Workflows, Text-to-Pay (Stripe-powered), Text-to-Give, Multilingual Texting (six character sets), RCS, Contact Cards, and Call Forwarding — plus an SMS API and developer documentation at developers.eztexting.com for programmatic integrations. Distribution is product-led and self-serve through the EZ Texting website, complemented by the Shopify App Store, a WordPress/Gravity Forms plugin built with CHRS Interactive, and an Impact-based affiliate program. The company monetizes through monthly subscriptions that include a credit allotment, with SMS at 1 credit and MMS at 3 credits, plus usage-based credit purchases as volume grows; AI features are billed as optional add-on AI Services under the platform's terms of service. In 2024–2026 EZ Texting added a CFO, a VP of Customer Success, and an SVP of Marketing to lead an Agentic Marketing Transformation, expanded toll-free SMS into Canada, launched on the Shopify App Store, and saw its CEO elected to the CTIA Board.

Name

EZ Texting

Legal name

CallFire, Inc.

Website

https://eztexting.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

EZ Texting is a self-serve SaaS SMS and MMS marketing platform, serving 230,000+ businesses across the US and Canada with mass texting, automated workflows, AI composition and reply tools, and a developer API.

Ownership category

akta.pro rank

Product category

SMS Marketing Software

NAICS

Telecommunications (517), Direct Mail Advertising (541860)

SIC

Telegraph & Other Message Communications (4822), Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

SMS/MMS & Messaging Marketing Services (Text, RCS, WhatsApp/OTT) (MPAAAIAB)

akta.pro secondary industries

SMS/RCS Messaging Platforms (BPAMACAF), Conversational Marketing & Chat Lead Capture (Chatbots, Live Chat) (BPAFAKAJ)

Keywords

• SMS marketing platform
• Mass text messaging
• Text message automation
• Business texting services
• MMS marketing software

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Subscription Plans with Credits: Customers pay a monthly subscription fee that includes a set number of credits. SMS messages cost 1 credit each and MMS messages cost 3 credits each. Additional credits can be purchased as usage increases, creating an upsell dynamic within the subscription model.
2. Usage-Based Credit Purchases: Beyond included monthly credits, customers purchase additional credits based on their messaging volume. This creates a usage-based revenue component layered on top of the base subscription.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

EZ Texting operates a self-service, SaaS-based SMS marketing platform that enables businesses to send mass SMS and MMS messages, run automated two-way conversational campaigns, and manage contact lists at scale. The platform layers AI-powered composition and reply tools, drag-and-drop workflow automation, multilingual messaging, text-to-pay, text-to-give, RCS messaging, and a developer SMS API on top of a core messaging engine, serving more than 230,000 businesses across the United States and Canada.

Product overview

EZ Texting is a unified SMS marketing SaaS platform built around a core messaging engine, with the product portfolio organized into three tiers: (1) the core SMS Marketing Platform providing mass texting, MMS, two-way texting, contact management, and campaign scheduling; (2) optional add-on modules including AI Compose, AI Reply, Workflows automation, Text-to-Pay (Stripe-powered), Text-to-Give, Multilingual Texting (6 languages), RCS, SMS Short Codes (dedicated), Keywords, Contact Cards, and Call Forwarding; and (3) a developer-facing SMS API for programmatic access and third-party integrations. The platform serves over 230,000 customers across 25+ industries including ecommerce, retail, nonprofits, legal, hospitality, healthcare, and higher education.

Differentiator

Problem solved

Functional benefit

Products and services

• SMS Marketing Platform SaaS SMS marketing platform enabling businesses to send mass SMS and MMS messages, manage contacts, run promotional and transactional campaigns, schedule sends, capture opt-ins, and automate compliance. The platform serves SMBs and mid-market organizations across ecommerce, retail, real estate, healthcare, nonprofits, hospitality, and other industries in the US and Canada.
• SMS API REST API for developers that programmatically sends and receives SMS and MMS messages, manages contacts, and automates messaging workflows for integration into third-party applications. Targeted at developers and technical teams embedding SMS into their own products or internal systems.

Quantifiable outcome

• 98% SMS open rate - messages are typically read within minutes of receipt
• +3 more outcomes

Named customers3 records

Segments7 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability7 records

Feature6 records

Partnerships

Two partnerships are on record, tiered core and minor.

• ShopifycoreTechnology or IntegrationEZ Texting is available in the Shopify App Store as an integrated SMS marketing solution for Shopify merchants. This marketplace partnership allows ecommerce businesses to easily install and use EZ Texting's messaging platform.
• ImpactminorGTM or Marketing PartnerEZ Texting participates in Impact's affiliate partnership platform, using affiliate marketing to drive customer acquisition through a network of affiliate partners.

Scale indicators4 records

Recent moves7 records

Expansion highlights7 records

Direct peers

• Sakari: Sakari is a cloud messaging platform for SMS, MMS, and WhatsApp business messaging with a self-serve interface aimed at SMBs and agencies. It overlaps EZ Texting in core SMS marketing, two-way messaging, and contact management, and competes for similar customers.
• Klaviyo: Klaviyo is a data-driven marketing automation platform for e-commerce with deep SMS and email capabilities. It competes with EZ Texting for the same Shopify and DTC marketing wallet, particularly for customers who want unified email + SMS segmentation.
• SlickText: SlickText is an SMB-oriented SMS marketing platform offering mass texting, automation, list growth, and integrations. Its product scope, target customer profile, and self-serve GTM closely mirror EZ Texting's positioning.
• Textedly: Textedly provides mass SMS and MMS marketing software targeted at SMBs, with keyword opt-ins, short codes, and workflow automation. It competes with EZ Texting for the same self-serve SMB and mid-market buyer with comparable credit-based subscription pricing.
• Postscript: Postscript is an SMS marketing platform built specifically for Shopify and e-commerce brands, with automated flows, segmentation, and AI-driven campaigns. It competes with EZ Texting directly in the Shopify app ecosystem and for the same e-commerce marketing budget.
• SimpleTexting: SimpleTexting is a direct SMB-focused SMS marketing platform offering mass texting, two-way messaging, and automation features to small businesses across the U.S. Its self-serve positioning, credit-based pricing, and vertical coverage overlap almost one-for-one with EZ Texting, making it the closest head-to-head competitor.
• Attentive: Attentive is a leading SMS and email marketing platform purpose-built for retail and e-commerce brands. It overlaps with EZ Texting's e-commerce and SMS workflows but skews toward enterprise and mid-market retailers with higher ACVs.

Emerging players

• Salesmsg: Salesmsg is a two-way SMS and calling platform focused on sales and customer success teams inside SMBs and mid-market companies. It overlaps EZ Texting in conversational texting and contact management but emphasizes sales-rep workflows over pure marketing campaigns.

Broad incumbents

• Brevo (formerly Sendinblue): Brevo is an all-in-one marketing platform combining email, SMS, WhatsApp, and CRM for SMBs. It competes with EZ Texting on SMS specifically, but offers a much broader marketing stack and competes for the same overall marketing budget of SMB customers.
• Twilio: Twilio is the dominant CPaaS platform providing messaging APIs (SMS, MMS, WhatsApp) that underpins many SMS marketing vendors. While not a direct SMB self-serve competitor, Twilio's Segment and Engage products overlap with EZ Texting's developer API and omnichannel ambitions at the mid-market and enterprise tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@eztexting
• LinkedInlinkedin.com/company/eztexting
• Xx.com/EZTexting
• Facebookfacebook.com/EZTexting

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds4 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about EZ Texting