Subtext
Subtext is a New York-based SMS platform enabling media organizations, music labels, brands, sports, and creators to build direct, algorithm-free two-way relationships with their audiences through subscription, sponsorship, and membership monetization.
- Company typePrivate
- Founded2019
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Subtext does
Subtext is a New York-based SMS marketing and two-way text messaging platform founded in 2019 and operated by Advance Local Media LLC (the parent incubated it through its Alpha Group tech incubator). The platform enables media organizations, music labels and artists, sports properties, brands, creators, and political/advocacy groups to build direct, algorithm-free audience relationships via SMS and MMS, supporting broadcast messaging, drip sequences, auto-replies, surveys, templated replies, and custom welcomes. The technical foundation is a REST API (Version 3) with HMAC-SHA256 signature verification, webhooks for real-time event notifications (subscribe, unsubscribe, message received, link clicks), E.164 phone number compliance, and 10DLC registration for verified U.S. A2P messaging. Feature modules include subscriber growth tools (landing pages, QR codes, keyword sign-ups, embeddable forms, CSV imports), audience segmentation by tags and first-party data, and real-time analytics with monthly reporting.
The company monetizes through recurring revenue streams tied to SMS subscriptions, sponsorships, and membership bundles, with Stripe integration enabling paid subscription management. Go-to-market combines a self-serve product-led motion (most teams launch in under a week with no engineering required) with an enterprise 'Schedule a Demo' sales motion targeting large media and entertainment buyers. By 2025 the platform had grown to 28 million+ subscribers, 10 billion+ messages sent, 105% YoY revenue growth, and churn held below 1%. Named enterprise customers include The Washington Post, New York Post, News Corp, Gannett, Condé Nast, Vox, BuzzFeed, Sony Music, BMG, Penguin Random House, IRONMAN, and others, with the company operating globally across an estimated 200 countries. Leadership comprises co-founder and CEO Mike Donoghue, co-founder and CTO Harris Novick, and SVP of Sales Eric Reisch.
Subtext firmographics
Firmographics- Name
- Subtext
- Legal name
- Subtext (operated by Advance Local Media LLC)
- Website
- https://joinsubtext.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Subtext is a New York-based SMS platform enabling media organizations, music labels, brands, sports, and creators to build direct, algorithm-free two-way relationships with their audiences through subscription, sponsorship, and membership monetization.
- Ownership category
- akta.pro rank
Subtext industry classification
Industry- Product category
- SMS Marketing Platform
- NAICS
- All Other Telecommunications (517810), Advertising, Public Relations, and Related Services (5418)
- SIC
- Telegraph & Other Message Communications (4822), Communications Services, Nec (4899)
- akta.pro primary industry
- SMS/RCS Messaging Platforms (BPAMACAF)
- akta.pro secondary industry
- Messaging-Led Community Platforms (Chat/Group Communities) (MPACAJAE)
Keywords
Where Subtext is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Subtext business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Operations, Marketing or Sales, Others
Revenue model
- SMS Subscriptions: Stand-alone subscriptions allowing creators, publishers, and brands to monetize their audience through direct text messaging. Monopoly through exclusive content and VIP experiences.
- Sponsorships: Monetization through sponsorship deals within the SMS platform.
- Membership Bundles: Bundled offerings combining subscriptions with additional perks and exclusive content.
- Stripe Integration: Conversion of paid Stripe subscriptions to external subscriptions for payment management flexibility.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Subtext product offering
Product offeringCore offering
Subtext provides an SMS marketing platform that enables media organizations, brands, creators, sports properties, and political entities to send and manage two-way text messaging with their audiences. The platform combines a broadcast composer, subscriber inbox, audience segmentation, subscriber growth tools, real-time analytics, and a REST API with webhooks for integrations. Customers use it to build owned audience channels, drive engagement with 98% open rates, and monetize through stand-alone subscriptions, sponsorships, and membership bundles.
Product overview
Subtext is a unified SMS marketing and text messaging platform designed for audience connection. The core product is the Subtext Platform, which provides broadcast messaging, subscriber inbox, and campaign management capabilities. The platform is modular with integrated add-on modules including Subscriber Growth Tools (landing pages, QR codes, keyword sign-ups, embeddable forms), Engagement Tools (auto-replies, SMS surveys, drip sequences), Audience Segmentation (audience tags, segments, personalization), Analytics and Reporting (monthly reports, live analytics, first-party data), and Security/Compliance features (10DLC registration, audit logs). Technical extensions include a REST-based API (Version 3) for programmatic management and Webhooks for real-time event notifications. The platform targets media organizations, brands, creators, sports teams, and political entities seeking direct, algorithm-free audience communication.
Differentiator
Problem solved
Functional benefit
Products and services
- Subtext Platform The central SMS marketing and two-way text messaging platform that enables media organizations, brands, and creators to build direct, owned audience relationships. Features include a broadcast composer, subscriber inbox, real-time messaging, campaign management, audience segmentation, subscriber growth tools, engagement automation, analytics, and 10DLC/TCPA/CTIA compliance, with 98% open rates and most messages read in under ten minutes.
- Subtext API A REST-based API (Version 3) that exposes resource-oriented endpoints for the full Subtext platform. It supports subscriber lifecycle management (subscribe, list, retrieve, update, unsubscribe, resubscribe, add/remove tags), message operations (send SMS/MMS, retrieve messages, list messages for subscribers), broadcast management (list, create, schedule, publish, retrieve links and replies), tag management, link management, and migration tools. Authentication uses HTTP Basic Auth with campaign secret keys.
Quantifiable outcome
- 98% SMS open rate
- +5 more outcomes
Companies that use Subtext
Customer profileNamed customers16 records
Segments6 records
Ideal customer profiles4 records
Subtext technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability3 records
Feature9 records
Subtext partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Rolling Stone FilmscoreSubtext acquired rights to the Gregg Allman documentary 'Music of My Soul' in association with Rolling Stone Films. This partnership expands Subtext's content offerings in the music and entertainment vertical, demonstrating strategic content acquisition capabilities.
Scale indicators10 records
Recent moves5 records
Expansion highlights5 records
Subtext competitors and assessment
Company assessmentDirect peers
- Attentive: Attentive is a leading SMS marketing platform focused on two-way text messaging for retailers and consumer brands. It competes directly with Subtext in the A2P SMS messaging space, targeting enterprise customers with similar two-way conversational capabilities.
- Klaviyo: Klaviyo is a marketing automation platform combining email, SMS, and customer data for e-commerce and direct-to-consumer brands. It overlaps with Subtext's SMS and audience segmentation capabilities and competes for similar enterprise marketing budgets.
- Postscript: Postscript is a dedicated SMS marketing platform for Shopify-based merchants, offering two-way messaging, automation, and segmentation. It competes with Subtext for the same brand-and-creator audience targeting direct consumer communication via SMS.
- Iterable: Iterable is a cross-channel marketing platform that includes SMS alongside email, push, and in-app messaging. It is comparable to Subtext in serving enterprise marketing teams that need multi-channel audience engagement.
- Sailthru (Zeta Global): Sailthru, part of Zeta Global, provides email and SMS personalization for publishers, retailers, and media companies. It is highly comparable to Subtext's media-and-publisher focus and personalization-driven audience engagement model.
- OneSignal: OneSignal is a customer messaging platform supporting push, email, SMS, and in-app channels with a self-serve and developer-friendly product. It overlaps with Subtext in providing omnichannel messaging infrastructure to growth and product teams.
Broad incumbents
- Twilio: Twilio is the dominant CPaaS provider exposing SMS APIs and messaging infrastructure globally. Subtext builds on top of similar underlying carrier connectivity and competes for enterprise messaging workloads, though Twilio operates as infrastructure rather than an end-user marketing product.
- MessageBird: MessageBird (now Bird) is an omnichannel communications platform offering SMS, WhatsApp, and email APIs alongside marketing automation. It competes with Subtext for enterprise messaging and customer engagement workloads across global markets.
- Mailchimp: Mailchimp is an established marketing platform adding SMS to its email-led marketing suite for SMBs and mid-market customers. It competes with Subtext for marketing-budget share, particularly with creators and small brands.
Emerging players
- Sendbird: Sendbird provides in-app messaging, chat, and SMS APIs enabling two-way conversations at scale. While Sendbird's core focus is in-app chat, its SMS and notification products overlap with Subtext's two-way messaging and community capabilities.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Subtext social profiles
Digital presenceSubtext compliance and trust
Trust signalCompliance3 records
Subtext financial estimates
Financial estimateRevenue estimate
Valuation estimate
Subtext leadership team
Management profileNumber of profiles
Profiles3 records
Subtext funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Subtext M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Subtext
What does Subtext do?
Subtext provides an SMS marketing platform that enables media organizations, brands, creators, sports properties, and political entities to send and manage two-way text messaging with their audiences. The platform combines a broadcast composer, subscriber inbox, audience segmentation, subscriber growth tools, real-time analytics, and a REST API with webhooks for integrations. Customers use it to build owned audience channels, drive engagement with 98% open rates, and monetize through stand-alone subscriptions, sponsorships, and membership bundles.
Is Subtext a public or private company?
Subtext is a private company. It is classified as corporate owned and is currently operating.
When was Subtext founded?
Subtext was founded in 2019. It employs 11 to 50 people.
Where is Subtext based?
Subtext is headquartered in New York, United States, in the North America region.
How does Subtext make money?
Four revenue lines are on record. SMS Subscriptions are the primary driver. The others are sponsorships, membership Bundles and stripe Integration.
Who are Subtext's main competitors?
Direct peers on record are Attentive, Klaviyo, Postscript, Iterable, Sailthru (Zeta Global) and OneSignal. Broad incumbents are Twilio, MessageBird and Mailchimp. Sendbird is listed as an emerging player.
Does Subtext have an API?
Yes. Subtext offers a REST-based API (Version 3) with predictable resource-oriented URLs, accepts form-encoded request bodies, returns JSON-encoded responses, and uses standard HTTP response codes, authentication, and verbs. The API provides endpoints for: Subscriber management (subscribe, list, retrieve, update, unsubscribe, resubscribe, add/remove tags, metadata management), Message operations (send SMS/MMS, retrieve messages, list messages for subscribers), Broadcast management (list published broadcasts, create/schedule/publish broadcasts, retrieve links and replies), Tag management (list, search, create tags), Link management (list shortened links), and Migration tools (map ExternalSubscriber to Subscriber). Authentication is via HTTP Basic Auth using campaign secret keys. The API is available for both free and paid campaigns with all features accessible. Webhooks are supported for real-time notifications on events including subscriber.message.received, subscriber.subscribed, subscriber.unsubscribed, subscriber.resubscribed, shortlink.direct_message_clicked, and webhook_endpoint.edited. Developer documentation is at joinsubtext.com/docs/api.
What industry is Subtext in?
Subtext's product category is SMS Marketing Platform. Its primary akta.pro industry code is BPAMACAF, SMS/RCS Messaging Platforms, with a secondary code of MPACAJAE, Messaging-Led Community Platforms (Chat/Group Communities). Its NAICS code is 517810 and its SIC code is 4822.