What MSG91 does

MSG91 is a cloud communication platform-as-a-service (CPaaS) provider headquartered in Indore, India, operating under the legal entity Walkover Web Solutions Pvt Ltd since its founding in 2008. The company offers multi-channel communication APIs spanning SMS, WhatsApp, Voice, Email, RCS, Push Notifications, OTP verification, and virtual numbers, serving over 30,000 businesses across 210+ countries. Its portfolio is organized around four core applications (Hello, Campaign, Segmento, OTP) layered over seven communication channels and utility tools (URL Shortener, KnowledgeBase). At reported monthly scale of 2.5 billion+ API calls, 1.6 billion+ SMS, and 1 billion+ OTP verifications, the platform is built on a distributed carrier network with intelligent routing, automatic failover, and a proprietary SMS retry algorithm.

The company monetizes through a hybrid revenue model combining usage-based API pricing (per message, per verification), tiered subscriptions for engagement software products, and freemium entry points (KnowledgeBase free tier, OTP plug-and-play widget). Distribution blends a self-serve product-led growth motion for SMBs and developers with direct enterprise sales, supplemented by 100+ third-party integrations (Shopify, Zoho, MoEngage, CleverTap, Freshworks, Tally) and a Meta Business Platform partnership for WhatsApp Business API distribution. Geographically, MSG91 operates dedicated localized websites for India, the United States, Brazil, the UAE, the Philippines, Singapore, Spain, and the United Kingdom, signaling a deliberate internationalization beyond its home market.

MSG91 has no disclosed institutional funding rounds or M&A activity in available sources, suggesting a bootstrapped or profitable growth posture. The company maintains GDPR compliance, an active social and developer relations presence, and a customer base that includes Xiaomi, Unacademy, Indeed, Razorpay, Mahindra, Bajaj Finserve, Apollo 24X7, NTPC, Marico, Dream11, and Milkbasket, spanning technology, financial services, healthcare, energy, automotive, and consumer goods verticals.

Name

MSG91

Legal name

Walkover Web Solutions Pvt Ltd

Website

https://msg91.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Short description

MSG91 is an India-headquartered CPaaS provider offering multi-channel communication APIs (SMS, WhatsApp, Email, Voice, RCS, OTP) to over 30,000 businesses across 210+ countries.

Ownership category

akta.pro rank

Product category

Cloud Communications Platform as a Service (CPaaS)

NAICS

Custom Computer Programming Services (541511), Computer Systems Design and Related Services (54151)

SIC

Communications Services, Nec (4899), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Messaging APIs, CPaaS & Programmable Communications (BPAMACAL)

akta.pro secondary industry

CPaaS (Programmable Voice, SMS, Video APIs) (HDAIAHAG)

Keywords

• Cloud communication platform
• Communication APIs
• OTP verification service
• WhatsApp business API
• Multi-channel messaging

Headquarters

HQ city

Indore

HQ country

India

HQ region

Asia

Offices9 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. API Usage-based Revenue: Revenue generated from API calls across SMS, WhatsApp, Voice, Email, and OTP channels. Customers pay based on volume of messages sent and API calls made per month.
2. Subscription Plans: Tiered subscription plans for contact center (Hello), campaign automation, customer data platform (Segmento), and other products with personalized plans for enterprise needs.
3. Campaign Automation: Event-based automation platform with multi-channel support for targeted marketing and customer engagement campaigns.
4. OTP Verification Services: Multi-channel OTP verification with plug-and-play widget integration, generating revenue per verification attempt across SMS, WhatsApp, email, and voice channels.
5. KnowledgeBase: Self-service knowledge base platform with freemium tier and paid plans at nominal price for help documentation and articles.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

MSG91 operates a Cloud Communication Platform as a Service (CPaaS) that enables developers and businesses to add multi-channel communication to their applications via APIs. The platform supports SMS, WhatsApp, RCS, Email, Voice, Push Notification, virtual Numbers, and OTP/Magic Link authentication, and extends into a contact center (Hello), event-based automation (Campaign), and customer data platform (Segmento). It serves 30,000+ global businesses across 210+ countries, processing 2.5+ billion API calls and 1.6+ billion SMS per month.

Product overview

MSG91 is a cloud communication platform as a service (CPaaS) offering a comprehensive suite of products organized around customer engagement and multi-channel communication. The platform consists of four core applications: Hello (AI-fueled conversational hub for ticketing and chat), Campaign (event-based automation platform), Segmento (customer data platform for contact management), and OTP (multi-channel verification service). These core products are supported by communication channels including SMS, RCS, Email, WhatsApp, Voice, Numbers, and Push Notifications, along with utilities such as URL Shortener and KnowledgeBase. The platform serves businesses of all sizes across 210+ countries, processing over 2.5 billion API calls per month and enabling engagement through customers' preferred communication channels.

Differentiator

Problem solved

Functional benefit

Brands

• Hello: AI-fueled conversational hub for customer support, combining chat, email, call and video to resolve customer queries.
• Campaign
• Segmento
• OTP

Products and services

• Hello AI-fueled conversational hub that merges chat, email, call, and video to resolve customer queries; includes AI-powered chatbot, unlimited agents, workflow management, video call with screen sharing, and analytics. Targeted at businesses needing unified customer support.
• Campaign Event-based automation platform enabling multi-channel customer engagement through a drag-and-drop workflow builder with time-based, API-based, and country-based conditions for personalized messaging. Used by marketing and growth teams to orchestrate SMS, email, and messaging journeys.
• Segmento Customer data platform for contact management that segments audiences by demographics, behavior, interests, and other characteristics, with filter creation, automation triggers, and an open API. Designed for marketing and engagement teams.
• OTP Simplified OTP verification platform with multi-channel delivery via SMS, WhatsApp, email, and voice; includes Magic Links for password-free authentication, failover mechanism, plug-and-play integration, real-time analytics, and inbuilt IP security. Used by apps and websites needing secure user verification.
• SMS Global SMS messaging service with a programmable API covering 210+ countries, intelligent retry algorithm, multi-lingual support, personalized messaging, link shortener, and analytics. Targeted at developers and businesses sending transactional and promotional SMS worldwide.
• RCS Rich Communication Services channel for branded two-way messaging with multimedia interactions (images, videos, carousels), interactive action buttons, and Google-verified sender IDs. Used by brands seeking richer mobile messaging than SMS.
• Email Email marketing automation platform with AI email generator, dynamic personalization via Intellisend, DMARC compliance, smart email validation, drag-and-drop editor, AMP emails, pre-designed templates, and detailed analytics. Targeted at marketers sending transactional and bulk email.
• WhatsApp WhatsApp Business solution for marketing, support, and sales including promotional bulk messaging, transactional messaging, customer support chatbots, Click-to-WhatsApp ads, product catalogs, payments, template management, and two-way communication. Used by businesses on Meta Business Platform.
• Voice Voice communication API offering call monitoring, direct browser calling, modern IVR, bulk voice broadcasting, multiple file upload methods, and real-time agent connection. Used for customer engagement calls, IVR, and voice OTP.
• Numbers Virtual numbers service enabling global market entry with local US numbers, missed call services, keyword messaging, surveys, auto responses, and web application integration. Targeted at businesses needing local presence and inbound call handling.
• Push Notification Web and mobile push notification service for real-time alerts directly to user devices, supporting behavior-triggered notifications, dynamic user segmentation, automated drip campaigns, personalization, A/B testing, and offline delivery. Used by apps and SaaS platforms for engagement and retention.
• KnowledgeBase Self-service customer knowledgebase platform with WYSIWYG editor, SEO-friendly configuration, and whitelabel support for help documents and articles. Offered with a free forever tier and paid plans at nominal price.
• URL Shortener Link customization and tracking tool that shortens URLs with number-wise tracking to monitor hit performance and traffic sources. Used by marketers to brand and measure link clicks across campaigns.

Quantifiable outcome

• 2.5+ billion API calls processed per month
• +5 more outcomes

Named customers13 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

AI capability11 records

Feature12 records

Partnerships

Four partnerships are on record, tiered core.

• ShopifycoreTechnology or IntegrationNative integration with Shopify for e-commerce automation including abandoned checkout recovery, order and delivery updates, and refund/cancellation alerts.
• WooCommercecoreTechnology or IntegrationIntegration with WooCommerce for new order notifications, delivery tracking, and post-delivery promotional offers.
• Zoho CRMcoreTechnology or IntegrationCRM integration for alerting sales on new leads, deal stage updates, and automated welcome messages through WhatsApp.
• Meta Business PlatformcoreGTM or Marketing PartnerListed Meta Business Partner providing WhatsApp Business API solutions. Listed in Meta Business Partner Directory driving visibility and referrals for enterprise WhatsApp solutions.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Gupshup: Conversational messaging and CPaaS platform with strong WhatsApp Business API focus; comparable to MSG91 on conversational commerce, chatbots, and India/emerging-market messaging.
• Twilio: The dominant global CPaaS provider offering programmable SMS, voice, email, WhatsApp and verification APIs - the benchmark direct competitor for MSG91's core messaging and OTP business across enterprise and SMB segments.
• Sinch: Global CPaaS leader with strong messaging, voice, and WhatsApp Business API offerings; overlaps directly with MSG91 on multi-channel APIs and enterprise customer engagement use cases.
• Infobip: Major CPaaS and omnichannel messaging platform with global carrier relationships and WhatsApp Business solutions; competes head-to-head with MSG91 for enterprise messaging and conversational engagement deals.
• Vonage (Ericsson): Provides CPaaS APIs for messaging, voice, and verification alongside UCaaS; directly comparable to MSG91 on programmable communications, particularly for global enterprise customers.
• Plivo: Cloud communications platform offering SMS, voice, and WhatsApp APIs with PLG-friendly self-serve onboarding; a near-direct competitor to MSG91 for SMB and developer messaging use cases.
• MessageBird (Bird): Omnichannel CPaaS provider spanning SMS, WhatsApp, voice and email with strong European roots; comparable to MSG91 across multi-channel APIs and customer engagement automation.
• Bandwidth: Communications platform offering messaging APIs, voice, and 911/verification services; competes with MSG91 particularly in programmable voice and SMS for North American enterprises.
• Karix (Now part of NTT): India-headquartered CPaaS and messaging platform offering SMS, voice, WhatsApp and email APIs; one of MSG91's closest domestic peers in the Indian enterprise messaging market.

Regional players

• Exotel: India-based cloud telephony and contact-center platform offering voice, SMS and WhatsApp APIs; overlaps with MSG91's core APIs and the Hello contact-center product, primarily within the Indian market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/msg91com
• YouTubeyoutube.com/@WalkoverWS
• Facebookfacebook.com/msg91
• LinkedInlinkedin.com/company/msg91

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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 MSG91