PicUP

What PicUP does

PicUP is an Israel-based B2B SaaS company, founded in 2017, that operates an AI-powered Digital Calls platform transforming outbound business phone calls by adding personalized, interactive digital layers to the recipient's smartphone before, during, and after the call. The platform combines visualization (brand customization, campaign images, personal messaging), personalization, and AI-driven optimization to improve answer rates, customer experience, and conversion. Core product components include a web-based Campaign Management Console, lightweight mobile SDKs for iOS, Android, and Huawei Mobile Services (integrable in 8-16 hours), and REST APIs with dedicated connectors for CTI, CRM, and marketing automation systems. Security features include two-way authentication, real-time fraud detection, and end-to-end encryption, supported by ISO 27001 certification and GDPR compliance.

PicUP generates revenue primarily through SaaS platform subscriptions and SDK/API licensing, with a quote-based pricing model requiring direct sales engagement. The company targets telecom operators as its primary channel (with 8 of the world's largest telcos as customers, including Vodafone Portugal, Claro, Deutsche Telekom, and Telefonica), and serves banks/financial institutions and insurance companies as direct enterprise customers. Telco operators also act as channel partners reselling PicUP to their business clients, creating a three-way distribution model. Go-to-market combines direct enterprise sales (led by a VP Sales and SDR team), telecom channel partnerships, and technology integrator alliances with Amdocs, CM.com, and NTT DATA. The company operates in 10+ countries with a customer base of 40+ enterprises reaching 240 million end users.

Name

PicUP

Legal name

PicUP Mobile LTD.

Website

https://picup.io

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

PicUP is an Israel-based B2B SaaS company whose AI-powered Digital Calls platform adds personalized, interactive digital layers to outbound business phone calls. It serves telecom operators, banks, and insurance companies across 10+ countries via direct sales and channel partnerships.

Ownership category

akta.pro rank

Product category

Outbound Sales Engagement Software

NAICS

Telemarketing Bureaus and Other Contact Centers (561422), Telephone Call Centers (56142)

SIC

Services-Prepackaged Software (7372), Telephone Communications (No Radiotelephone) (4813)

akta.pro primary industry

Call Center/Telemarketing & Outbound Customer Engagement (MPAAAIAN)

akta.pro secondary industries

Customer Engagement, CRM & Agent/Broker Enablement Platforms (FSAGAGAD), SMS/MMS & Messaging Marketing Services (Text, RCS, WhatsApp/OTT) (MPAAAIAB)

Keywords

• Outbound call optimization
• Digital call personalization
• Contact center integration
• Telecom sales enablement
• Secure phone authentication

Headquarters

HQ city

Tel Aviv

HQ country

Israel

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Platform Subscription: PicUP operates as a SaaS platform providing digital call optimization services to enterprises. The platform is subscription-based with pricing likely aligned to call volume or number of users/agents.
2. SDK and API Licensing: Revenue generated through licensing of mobile SDKs and API access for integration into enterprise applications and contact center systems.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

PicUP sells a patented SaaS "Digital Calls" platform that adds personalized, interactive digital layers to outbound business phone calls, transforming the recipient's smartphone experience before, during, and after the call. The offering is delivered to enterprises through iOS, Android, and HMS SDKs, REST APIs, and dedicated CTI/CRM/marketing automation connectors, and is operated through an AI-powered campaign management console for personalization, A/B testing, and optimization. Customers are telecom operators, banks/financial institutions, and insurance companies that use the platform to drive sales uplifts, reduce transaction times, and secure phone-based interactions.

Product overview

PicUP is a B2B SaaS company offering a Digital Calls platform that transforms outbound business phone calls by adding digital, interactive layers. The platform integrates into contact centers and mobile applications through mobile SDKs (iOS, Android, HMS), REST APIs, and dedicated CTI/CRM/Marketing automation connectors. Key product components include the AI-powered Campaign Management Console for campaign creation and optimization, Mobile SDKs for app integration, and various digital call screen features including Missed Call/Upsale Screens, Call Me Later scheduling, Personalized Call Screens, Secure Calling/Anti-Fraud, Caller Verification, and Call Surveys. The platform serves telecommunications operators, insurance companies, and banks/financial institutions across 10+ countries with 8 major telco partners.

Differentiator

Problem solved

Functional benefit

Products and services

• Digital Calls Platform Patented SaaS platform that adds visualization, personalization, and optimization layers to outbound business calls, transforming the recipient's smartphone experience during calls and driving increases in sales, efficiency, and customer satisfaction. Targeted at enterprise customers such as telecom operators, banks/financial institutions, and insurance companies.
• Mobile SDKs (iOS, Android, Huawei Mobile Services) Lightweight, easy-to-use, and highly secured software development kits for iOS, Android, and Huawei Mobile Services (HMS) that enable integration of PicUP's Digital Calls technology into existing mobile applications. Integration takes 8-16 hours with 24/7 technical support, sold as a standalone integration offering for enterprise apps.
• Campaign Management Console AI-powered web-based console for campaign creation, editing, and management. Marketing teams can upload images and text, run A/B tests, activate AI optimization to improve KPIs, and access live reports aligned to existing campaigns.
• REST APIs and CTI/CRM/Marketing Automation Connectors REST APIs and dedicated connectors for CTI, CRM, and marketing automation systems with JWT-based authentication and authorization, supporting on-premises VM deployment and enabling real-time connection to existing contact center platforms in a few hours of implementation.

Quantifiable outcome

• 59% uplift in sales for customers using PicUP digital calls
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability8 records

Feature7 records

Partnerships

13 partnerships are on record, tiered core, flagship and minor.

• AmdocscoreTechnology or IntegrationAmdocs partnership for integration of PicUP's digital call technology into telecom operator platforms and contact center solutions.
• CM.comcoreTechnology or IntegrationCM.com partnership for technology integration enabling digital call capabilities within CM.com's customer engagement platform.
• Deutsche TelekomflagshipChannel Partner/ Reseller/ DistributorDeutsche Telekom partnership as a major telecom operator customer and channel partner, offering PicUP's technology to business clients across Deutsche Telekom markets.
• Match-Maker VenturescoreGTM or Marketing PartnerMatch-Maker Ventures partnership for business development and partnership facilitation in the telecom ecosystem.
• NTT DATAcoreImplementation/ SI/ Consulting PartnerNTT DATA partnership for system integration and implementation services of PicUP's digital call platform with enterprise clients.
• Telefonica (o2 Germany)flagshipChannel Partner/ Reseller/ DistributorTelefonica partnership as telecom operator customer and channel partner distributing PicUP's technology to business clients in Germany and other Telefonica markets.
• Startup BootcampminorStrategic or Co-development PartnerStartup Bootcamp acceleration program participation for early-stage growth and mentorship.
• Plug and PlayminorStrategic or Co-development PartnerPlug and Play accelerator program participation for technology startup development and corporate innovation connections.
• Google for StartupsminorStrategic or Co-development PartnerGoogle for Startups program support for technology development and growth.
• TM ForumcoreStrategic or Co-development PartnerTM Forum partnership including Excellence Awards recognition and DTW TM Forum event participation as Next20 Startup.
• Reinhold Cohn GroupminorOthersIntellectual property and patent consulting partnership with Reinhold Cohn Group.
• AOTMPminorStrategic or Co-development PartnerAOTMP partnership for telecom management benchmarking and best practices.
• EuresaminorStrategic or Co-development PartnerEuresa network membership for telecom and network industry collaboration.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Hiya: Hiya is a caller-identification, branded calling and spam-protection platform. Both Hiya and PicUP enhance the recipient's phone-call experience with branded, verified information displayed during incoming calls, serving the same telco ecosystem.
• Sinch: Sinch is a cloud communications and customer engagement platform providing messaging, voice and verification APIs. Like PicUP, it focuses on branded and verified calling experiences, making it a relevant emerging peer in the caller-ID and engagement space.

Broad incumbents

• Avaya: Avaya is a long-established contact-center and unified communications vendor serving large telcos and enterprises. It competes in the same overall contact-center modernization category as PicUP, but with a much broader product portfolio and incumbent install base.
• Nice (NICE inContact): NICE is an enterprise contact-center and customer-experience software incumbent with CXone cloud platform. It targets the same large enterprise and BFSI customers as PicUP for outbound sales, compliance and customer engagement use cases.
• Twilio: Twilio is a major cloud communications platform offering programmable voice, messaging, and customer engagement APIs. While far broader in scope, Twilio competes in adjacent programmable-voice and engagement infrastructure layers that PicUP also targets via SDKs and APIs.

Direct peers

• Genesys: Genesys is a leading cloud contact-center platform serving large enterprises and telecom operators. Both PicUP and Genesys target enterprise and telco customers with software that enhances inbound/outbound call experiences, making Genesys a direct peer in the CCaaS + agent enablement space.
• CM.com: CM.com is a customer engagement platform offering messaging, voice and payments, and is a PicUP technology partner. Both serve telecom and enterprise clients with software that improves customer interactions, including branded call and messaging experiences.
• Five9: Five9 is a cloud contact-center-as-a-service provider focused on inbound and outbound customer engagement. Like PicUP, it sells to enterprise sales/service teams via a SaaS subscription model, with comparable use cases in outbound sales, renewals, and customer service.
• Aircall: Aircall is a cloud-based phone system designed for sales and support teams, with workflow integrations for CRM and helpdesk. Aircall competes in the same "modernize the business phone call" category and serves overlapping SMB-to-midmarket enterprise customers.
• Talkdesk: Talkdesk is a cloud contact-center platform that competes in the same SaaS, AI-augmented customer engagement category. Both companies target enterprise and BFSI customers with software to improve outbound call outcomes and agent productivity.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/picup
• Xx.com/picupmobile

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds5 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 PicUP