SMS Global
SMSGlobal is a Melbourne-headquartered CPaaS provider offering business SMS, MMS, WhatsApp, and Voice messaging through its MXT web platform and multi-protocol APIs, serving SMBs, non-profits, and mid-market customers across retail, healthcare, education, government, and financial services in 190+ countries.
- Company typePrivate
- Founded2007
- HeadquartersDubai, United Arab Emirates
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What SMS Global does
SMSGlobal, operating as SMSGlobal Pty Ltd, is a privately held Communications Platform as a Service (CPaaS) provider founded in 2007 in Melbourne, Australia, with a founder/CEO (Carl Krumins) and a headcount of 11-50 employees. The company delivers business messaging infrastructure through its proprietary MXT (Message Xtreme) web platform, which exposes a multi-protocol API layer (REST, HTTP, SOAP, and SMPP) backed by SDKs for .NET, PHP, and Node.js, plus specialized APIs for OTP/2FA, MMS, Email-to-SMS, and WhatsApp Business. The platform reaches 190+ countries with regional offices in Melbourne (HQ), San Diego, Dubai, and Auckland, and offers US-specific number types including 10DLC, toll-free, and short codes.
The customer base spans six primary verticals - Retail and eCommerce (primary), Education, Healthcare, Government, Financial Services, and Media/Entertainment - with most publicly named logos being SMBs, non-profits, and mid-market organizations (Taco Bill, Doof Store, Rural Aid, Share the Dignity, Scouts Victoria, ReachOut.com, Primary Health Care, Kaplan & Crew). Distribution is hybrid: a self-serve product-led funnel through the MXT web platform (with a 25-credit free trial) supplemented by enterprise direct sales and a White Label Reseller/Network Integrator partner program. The company monetizes primarily through usage-based per-message pricing on SMS/MMS/WhatsApp volumes, with recurring fees for dedicated virtual numbers, the platform subscription, and the reseller program.
The company is bootstrapped with no disclosed funding rounds, owns no disclosed patents, and reports no certifications, awards, or regulatory actions in the available data. Its product roadmap emphasis is on multi-channel expansion (adding Voice and WhatsApp to the SMS core), US and MENA regional scaling, and ecosystem integrations with HubSpot, Salesforce, Zapier, Magento, Shopify, Xero, and Zoho, rather than on AI/ML differentiation, which is absent from disclosed material.
SMS Global firmographics
Firmographics- Name
- SMS Global
- Legal name
- SMSGlobal Pty Ltd
- Website
- https://smsglobal.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SMSGlobal is a Melbourne-headquartered CPaaS provider offering business SMS, MMS, WhatsApp, and Voice messaging through its MXT web platform and multi-protocol APIs, serving SMBs, non-profits, and mid-market customers across retail, healthcare, education, government, and financial services in 190+ countries.
- Ownership category
- akta.pro rank
SMS Global industry classification
Industry- Product category
- Communications Platform as a Service (CPaaS)
- NAICS
- Telecommunications Resellers (517121)
- SIC
- Telegraph & Other Message Communications (4822), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Messaging APIs, CPaaS & Programmable Communications (BPAMACAL)
- akta.pro secondary industries
- SMS/RCS Messaging Platforms (BPAMACAF), SMS/MMS & Messaging Marketing Services (Text, RCS, WhatsApp/OTT) (MPAAAIAB), Customer Communications Management (CCM) & Transactional Messaging (MPAAAIAL)
Keywords
Where SMS Global is headquartered
LocationHeadquarters
- HQ city
- Dubai
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Offices4 records
Markets served
SMS Global business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Infrastructure, Supply Chain, Personnel, Marketing or Sales, Operations
Revenue model
- SMS Messaging Services: Usage-based pricing for sending and receiving SMS messages through the platform, API, or email-to-SMS integration. Revenue based on message volume sent.
- Platform Access (MXT): Web-based messaging platform providing campaign management, contact management, and reporting tools for business SMS operations.
- API Access: Developer API access for programmatic SMS integration, including REST, HTTP, SOAP, and SMPP protocols with SDK client libraries.
- Dedicated Numbers: Virtual dedicated phone numbers for business SMS with Australian data sovereignty.
- MMS and WhatsApp: Multimedia messaging and WhatsApp Business API services for rich media business communication.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free Trial - 25 SMS credits |
| Usage-based | Pay-as-you-go | Usage-based SMS pricing |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels6 records
SMS Global product offering
Product offeringCore offering
SMSGlobal is a Communication Platform as a Service (CPaaS) provider that sells cloud-based SMS gateway infrastructure, bulk SMS delivery, and developer-friendly SMS/MMS/WhatsApp APIs through its proprietary MXT (Message Xtreme) web platform. Its core deliverable is programmatic and self-serve business messaging, complemented by dedicated virtual numbers, voice messaging, OTP/2FA, email-to-SMS, and pre-built integrations with major CRM, e-commerce, marketing, and accounting platforms. The company serves organizations across 190+ countries from offices in Australia, the US, UAE, and New Zealand.
Product overview
SMSGlobal offers a comprehensive Communication Platform as a Service (CPaaS) centered around its MXT (Message Xtreme) web platform. The core product portfolio consists of SMS Gateway infrastructure, Bulk SMS for enterprise messaging, and an SMS API for developer integration. Additional products include specialized APIs (OTP API, MMS API, Email to SMS API, WhatsApp Business API), voice messaging, two-way SMS, dedicated numbers, and various SMS solutions (marketing, automation, 2FA, A2P). The platform provides plugins and integrations with CRM systems (HubSpot, Salesforce, Zoho), marketing automation (Zapier), e-commerce platforms (Magento, Shopify), and accounting software (Xero). SMSGlobal also offers reseller and partner programs for white-label deployment.
Differentiator
Problem solved
Functional benefit
Products and services
- MXT (Message Xtreme) Web SMS Platform Browser-based SMS platform for sending and receiving SMS online, including campaign creation, contact management, scheduling, two-way messaging, and reporting dashboards, for businesses managing SMS communications.
- SMS Gateway Cloud-based SMS gateway infrastructure for sending and receiving SMS globally, marketed by the company as Australia's #1 SMS Gateway Service Provider, used by enterprises and developers as the delivery backbone.
- Bulk SMS Enterprise mass text messaging solution for sending large volumes of SMS to customers, with campaign management, contact lists, and delivery tracking.
- SMS API Developer-friendly SMS API and SDK client libraries for integrating SMS functionality into custom applications, supporting REST, HTTP, SOAP, and SMPP protocols with OAuth 2 authentication.
- OTP (One Time Password) API One-Time Password API for sending verification codes via SMS, enabling secure authentication and validation for account verification, password resets, and transaction confirmations.
- MMS API Multimedia Messaging Service API for sending MMS messages including images, audio, and video content via the SMS gateway.
- WhatsApp Business API WhatsApp Business API integration for white-label, media-rich messaging via WhatsApp's OTT channel, supporting template messages, text, images, video, documents, audio, and location messages.
- Email to SMS Service that converts emails to SMS messages, allowing users to send and receive SMS via email clients including Microsoft Outlook and Gmail, supporting individual and bulk messaging.
- Dedicated Number Virtual phone numbers for SMS that provide dedicated lines for two-way communication and consistent brand presence, with Australian data sovereignty.
- Virtual Number (US) Short codes, long codes, and toll-free numbers for SMS and voice communications available in the US market with various number types for different use cases.
- Toll-Free Affordable and memorable toll-free messaging numbers for the US market enabling SMS communication with customers.
- Short Codes Premium virtual number solutions using short codes for high-volume SMS communications in the US market.
- 10 DLC 10-digit long code (10DLC) messaging from local dedicated numbers with application-to-person (A2P) capabilities for US carriers.
- SMS Marketing SMS marketing campaign platform for sending custom text messages, promotional campaigns, and marketing communications to customers.
- Two Way SMS Conversational two-way SMS capability allowing businesses to hold dialogue with customers directly in the browser-based MXT platform.
- Two Factor Authentication (2FA) Two-factor authentication service using SMS for securing customer data, adding a security layer to account logins.
- SMS Automation Automated SMS workflows with trigger keywords for direct communication, enabling scheduling, keyword triggers, and automated response sequences.
- Application to Person (A2P) Messaging Automated application-to-person messaging with express delivery for business-to-consumer communications including notifications, alerts, and marketing messages.
- Sender ID Registration Sender ID registration service to protect brand reputation by registering and managing sender identification for SMS campaigns.
- Voice Voice messaging service complementing the SMS gateway for real-time voice communication, expanding business communications beyond text.
- White Label Reseller Program White-label platform option allowing partners to offer SMSGlobal services under their own brand identity, targeting resellers and operators serving end customers.
- Network Integrator Partner Program Network Integrator partner program for resellers and integration partners to white-label or resell SMSGlobal services.
Quantifiable outcome
- 98% SMS open rate compared to 15-22% email open rates
- +5 more outcomes
Companies that use SMS Global
Customer profileNamed customers8 records
Segments6 records
Ideal customer profiles5 records
SMS Global technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature10 records
SMS Global partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core.
- HubSpotcoreNative SMS integration for HubSpot CRM platform, enabling users to send SMS directly from HubSpot workflows and contact management
- SalesforcecoreSalesforce integration enabling SMS messaging within Salesforce CRM, supporting sales and service automation
- ZapiercoreZapier app integration enabling SMS automation with 5,000+ web applications through no-code workflow automation
- Adobe MagentocoreOfficial SMS module available on Magento Marketplace for e-commerce SMS marketing and notifications
- ShopifycoreSMS integration for Shopify e-commerce platform supporting order notifications and marketing campaigns
- WhatsAppcoreWhatsApp Business API provider enabling rich media business messaging to WhatsApp's 2 billion monthly active users
Scale indicators4 records
Recent moves9 records
Expansion highlights6 records
SMS Global competitors and assessment
Company assessmentDirect peers
- Twilio: Twilio is the global leader in CPaaS, offering SMS, voice, and WhatsApp APIs at massive scale. Most directly comparable to SMSGlobal on product (SMS API, WhatsApp Business API, programmable communications) and target market (developers and enterprises sending messaging globally).
- MessageBird (Bird): Bird (formerly MessageBird) is a global CPaaS headquartered in Amsterdam with a strong presence in Europe, the Americas, and APAC. Direct competitor offering SMS, WhatsApp, voice, and omnichannel APIs to mid-market and enterprise customers similar to SMSGlobal.
- Sinch: Sinch is a Swedish-listed global CPaaS provider with deep SMS, voice, and WhatsApp offerings and direct carrier relationships. Comparable to SMSGlobal across SMS API product surface, enterprise focus, and global reach across 200+ countries.
- Infobip: Infobip is a major global CPaaS platform headquartered in Croatia with strong presence in EMEA and APAC. Directly comparable on SMS, WhatsApp, and omnichannel messaging APIs and a similar enterprise and SMB customer base to SMSGlobal.
- Plivo: Plivo is a CPaaS provider offering SMS, voice, and WhatsApp APIs with strong developer focus and global coverage. Closely comparable to SMSGlobal on API-first product positioning, SDK libraries, and SMB/developer target market.
- Clickatell: Clickatell is a South Africa-headquartered CPaaS provider specializing in SMS, WhatsApp Business API, and mobile commerce messaging. Comparable to SMSGlobal on SMS gateway heritage, WhatsApp Business API focus, and mid-market/enterprise customer base.
- Telesign: Telesign provides CPaaS solutions focused on SMS, voice, and identity verification (OTP, 2FA) APIs. Comparable to SMSGlobal on OTP/2FA focus, SMS API offering, and enterprise customer base seeking secure authentication and verification.
- Bandwidth: Bandwidth is a US-headquartered CPaaS provider offering SMS, voice, and 10DLC messaging APIs to enterprises and CPaaS resellers. Directly comparable to SMSGlobal's US business on 10DLC, A2P SMS, and enterprise messaging.
Broad incumbents
- Vonage (Ericsson): Vonage, now owned by Ericsson, offers a broader UCaaS and CPaaS portfolio including SMS, voice, video, and contact center APIs. Comparable to SMSGlobal on the SMS/voice API layer but operates as a broader communications platform rather than a focused messaging CPaaS.
Emerging players
- Telnyx: Telnyx is a developer-focused CPaaS and network provider offering SMS, voice, and WhatsApp APIs with private network infrastructure. Comparable to SMSGlobal on developer-first API positioning and growing global SMS/voice coverage.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
SMS Global social profiles
Digital presenceSMS Global financial estimates
Financial estimateRevenue estimate
Valuation estimate
SMS Global leadership team
Management profileNumber of profiles
Profiles1 record
SMS Global funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SMS Global 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 SMS Global
What does SMS Global do?
SMSGlobal is a Communication Platform as a Service (CPaaS) provider that sells cloud-based SMS gateway infrastructure, bulk SMS delivery, and developer-friendly SMS/MMS/WhatsApp APIs through its proprietary MXT (Message Xtreme) web platform. Its core deliverable is programmatic and self-serve business messaging, complemented by dedicated virtual numbers, voice messaging, OTP/2FA, email-to-SMS, and pre-built integrations with major CRM, e-commerce, marketing, and accounting platforms. The company serves organizations across 190+ countries from offices in Australia, the US, UAE, and New Zealand.
Is SMS Global a public or private company?
SMS Global is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SMS Global founded?
SMS Global was founded in 2007. It employs 11 to 50 people.
Where is SMS Global based?
SMS Global is headquartered in Dubai, United Arab Emirates, in the Middle East region.
How does SMS Global make money?
Five revenue lines are on record. SMS Messaging Services are the primary driver. The others are platform Access (MXT), API Access, dedicated Numbers and MMS and WhatsApp.
Who are SMS Global's main competitors?
Direct peers on record are Twilio, MessageBird (Bird), Sinch, Infobip, Plivo, Clickatell, Telesign and Bandwidth. Vonage (Ericsson) is listed as a broad incumbent. Telnyx is listed as an emerging player.
Does SMS Global have an API?
Yes. SMSGlobal offers multiple APIs for developer integration: REST API, HTTP API, SOAP API, SMPP API, as well as specialized APIs including OTP API, MMS API, Email to SMS API, and WhatsApp Business API. The REST API can be accessed at api.smsglobal.com with OAuth 2 authentication. SDK client libraries are available for .NET, PHP, and Node.js. APIs support sending SMS, MMS, OTP, email-to-SMS conversion, two-way messaging, and WhatsApp messaging with capabilities including delivery receipts, incoming message handling, and opt-in/opt-out management. Developer documentation is at www.smsglobal.com/documentation.
What industry is SMS Global in?
SMS Global's product category is Communications Platform as a Service (CPaaS). Its primary akta.pro industry code is BPAMACAL, Messaging APIs, CPaaS & Programmable Communications, with a secondary code of BPAMACAF, SMS/RCS Messaging Platforms. Its NAICS code is 517121 and its SIC code is 4822.