edna
edna is a private Cyprus-based digital communication solutions provider founded in 2005 that delivers an omnichannel messaging platform unifying WhatsApp, Viber, Apple Messages, SMS, and push notifications for 2,500+ enterprise customers across BFSI, retail, healthcare, and other verticals via subscription and usage-based pricing.
- Company typePrivate
- Founded2005
- HeadquartersLimassol, Cyprus
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What edna does
edna is a privately held digital customer communication solutions provider operating under the legal entity MF Management Ltd. in Limassol, Cyprus, since 2005. The company delivers an omnichannel messaging platform that unifies WhatsApp Business, Viber, Apple Messages for Business, SMS, push notifications, and web/mobile in-app chat behind a single interface, with deployment options covering cloud, on-premise, and hybrid configurations. Its product portfolio comprises two core platforms — Unified Cloud Messaging (campaign orchestration) and Chat Center (multichannel agent workspace) — plus an Intelligent Virtual Agent (chatbot) module, a Chat SDK for embedded web/mobile chat, and the edna Pulse self-serve WhatsApp Business management platform launched in 2024 with connections to 800+ CRM/CDP services. Free tools (WhatsApp Widget, Link Generator, QR Code Generator) drive top-of-funnel product-led adoption.
The company monetizes through a hybrid model: monthly subscription license fees (fixed plus variable usage components) on WhatsApp Business, Viber, SMS, Push, and Virtual Bot licenses, layered with usage-based per-message routing fees varying by channel and recipient country, plus minimum monthly commitments on certain Viber service tiers. Customer balance auto-replenishes via Stripe at a $50 threshold. edna sells via enterprise field sales targeting BFSI, retail, healthcare, education, FMCG, real estate, automotive, and HoReCa verticals, supplemented by self-serve channels (Pulse platform and free tools) and channel/CRM partner distribution. Anchor enterprise customers include Alfa-Bank (since 2008), Tanuki, and Qiwi Bank.
At ~250 employees edna reports serving 2,500+ customers and processing 4 billion+ messages per month. Official WABA partner status, GDPR compliance (Cyprus/EU jurisdiction), and 800+ CRM/CDP integrations form the core of its distribution and ecosystem position. The company has no disclosed institutional funding rounds, operates a Russian LLC subsidiary (LLC EDNA, registration 1057746705631) for data processing, and markets globally with multilingual website presence in English, Indonesian, Portuguese, and Spanish.
edna firmographics
Firmographics- Name
- edna
- Legal name
- MF Management Ltd.
- Website
- https://edna.io
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- edna is a private Cyprus-based digital communication solutions provider founded in 2005 that delivers an omnichannel messaging platform unifying WhatsApp, Viber, Apple Messages, SMS, and push notifications for 2,500+ enterprise customers across BFSI, retail, healthcare, and other verticals via subscription and usage-based pricing.
- Ownership category
- akta.pro rank
edna industry classification
Industry- Product category
- Omnichannel Customer Communication Platform
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821), Custom Computer Programming Services (541511)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370), Telegraph & Other Message Communications (4822)
- akta.pro primary industry
- Messaging APIs, CPaaS & Programmable Communications (BPAMACAL)
- akta.pro secondary industries
- Customer Experience (CX) QA, Analytics & Voice-of-Customer Operations (BPAAABAN), SMS/MMS & Messaging Marketing Services (Text, RCS, WhatsApp/OTT) (MPAAAIAB)
Keywords
Where edna is headquartered
LocationHeadquarters
- HQ city
- Limassol
- HQ country
- Cyprus
- HQ region
- Europe
Offices3 records
Markets served
edna business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations
Revenue model
- Software License Fees: Monthly subscription-based licensing model with fixed and variable components. License fees are charged per user account (WhatsApp Business, Viber) or per installation (Push, SMS, Virtual Bot). Fixed fees cover base functionality; variable fees apply based on usage (e.g., additional active users beyond package limits, message volumes). Licenses auto-renew monthly unless cancelled.
- Message Routing/Delivery Fees: Per-message pricing based on channel (WhatsApp, Viber, SMS, Push) and recipient country. Promotional and service/transactional messages have different rate cards. Minimum monthly fees apply for Viber services ensuring minimum spend commitments per account.
- Account Connection/Subscription Fees: One-time and recurring fees for connecting messaging service accounts (WhatsApp Business, Viber, Push). Subscription fees for message routing services, SMS subscription fees, and Viber minimum fees. Fees are deducted from customer balance in priority order.
- edna Pulse Platform Access: Web-based platform access for managing WhatsApp Business campaigns, analytics, and chatbot automation. Integrated with CRM/CDP systems for enhanced customer profile management.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Monthly | Viber Business Messages - Per message pricing with country-specific rates |
| Hybrid | Monthly | WhatsApp Business Platform - License with fixed and variable components |
| Subscription | Monthly | SMS, Push, Virtual Bot Licenses - Fixed monthly subscription |
| Freemium | Pay-as-you-go | edna Pulse - Free tool access with premium platform features |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
edna product offering
Product offeringCore offering
edna sells an omnichannel digital customer communication platform that unifies messaging across WhatsApp Business, Viber, Apple Messages for Business, SMS, push notifications, and web/mobile in-app chat. Its core products include Unified Cloud Messaging for campaign management, Chat Center for agent-led customer service, an Intelligent Virtual Agent (chatbot) for automation, Chat SDK for embedding chat, and the edna Pulse platform for WhatsApp Business marketing with CRM/CDP integrations. Customers buy monthly software licenses plus usage-based message delivery fees, with deployment available as cloud, on-premise, or hybrid.
Product overview
edna is a digital customer communication solutions provider offering a platform-plus-modules architecture. The core platform includes Unified Cloud Messaging for omnichannel campaign management and Chat Center for multichannel customer service. These are complemented by AI-powered modules including the Intelligent Virtual Agent (chatbot) for automation and Chat SDK for web/mobile integration. Communication channels span WhatsApp Business, Viber, Apple Messages for Business, Push Notifications, and SMS. The edna Pulse marketing platform enables WhatsApp Business campaign management with CRM integration to 800+ services. Free tools include WhatsApp Widget, Link Generator, and QR Code Generator. Solutions serve industries including Retail, Healthcare, Banking, Education, FMCG, Real Estate, Automotive, and HoReCa.
Differentiator
Problem solved
Functional benefit
Brands
- edna Pulse: A platform for WhatsApp Business marketing, sales, and customer service automation with CRM integration and chatbot capabilities.
Products and services
- Unified Cloud Messaging Centralized omnichannel messaging platform that lets businesses manage and run personalized product recommendations, promotional campaigns, and transactional alerts across WhatsApp, Viber, Apple Messages for Business, SMS, push notifications, and web/mobile chat from a single interface. Targeted at enterprise and mid-market marketing and customer engagement teams.
- Chat Center Contact center solution that enables customer service agents to manage multichannel communication (web live chat, mobile in-app chat, messengers) from a single dashboard with integration into legacy CRM and ERP systems. Used by enterprise customer support teams.
- Intelligent Virtual Agent AI-powered chatbot software that automates customer conversations 24/7, pre-qualifies leads, handles routine inquiries, sends reminders, and escalates complex issues to human agents. Supports up to 10 chat buttons per messaging template and external-trigger message sequences.
- Chat SDK Embeddable web and in-app chat widgets/modules that businesses can integrate into their websites and mobile applications for real-time customer communication, managed through the edna platform.
- WhatsApp Business Platform Official WhatsApp Business API offering that enables businesses to communicate with customers via WhatsApp, including template messages, rich media, two-way conversations, and preferential verification as an official WABA partner.
- Viber for Business Viber two-way rich messaging channel for customer conversations, notifications, and promotional campaigns, with country-specific per-message rates and minimum monthly commitments.
- Apple Messages for Business Native messaging channel for Apple/iOS users that delivers rich, interactive customer support experiences integrated with edna's unified platform.
- Push Messaging Web and mobile push notification channel that delivers timely, personalized messages to drive app engagement and desired user actions.
- SMS SMS messaging channel for time-sensitive communications reaching all mobile devices, ensuring delivery even without internet connectivity.
- edna Pulse Self-serve WhatsApp Business management platform enabling campaign sending, analytics, chatbot deployment, and integration with 800+ CRM/CDP services (Bitrix24, Jivo, Mindbox, Carrot Quest). Drives product-led growth with freemium access.
- WhatsApp Widget Free customizable WhatsApp chat button for websites with design, color, and call-to-action customization, enabling Click-to-Chat conversations with businesses.
- WhatsApp Link Generator Free tool to generate WhatsApp click-to-chat links that direct users to start conversations with businesses.
- WhatsApp QR Code Generator Free tool that generates QR codes enabling leads and customers to start chatting with businesses on WhatsApp with a single scan.
Quantifiable outcome
- 40% increase in conversion rates using edna Pulse WhatsApp Business solution
- +3 more outcomes
Companies that use edna
Customer profileNamed customers3 records
Segments8 records
Ideal customer profiles4 records
edna technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability5 records
Feature8 records
edna partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and supporting.
- Bitrix24coreCRM integration partnership enabling edna Pulse users to send WABA template messages directly from Bitrix24 deal cards, track interaction history, connect multiple WhatsApp numbers to dedicated open lines, and launch automated campaigns from Bitrix24 funnels. Includes 20 ready-made templates and verification assistance.
- JivosupportingCRM integration partnership with ready-made connection available for edna Pulse users to leverage Jivo's customer communication capabilities.
- MindboxsupportingCRM/CDP integration partnership with ready-made connection enabling edna Pulse users to integrate Mindbox's customer data platform capabilities.
- Carrot QuestsupportingReady-made integration partnership with Carrot Quest for edna Pulse users to combine customer engagement and messaging capabilities.
- DigitalOcean LLCsupportingCloud infrastructure provider used by edna for hosting and data storage services. Referenced in Privacy Policy as third-party data processing service provider.
- Limited Liability Company EDNA (1057746705631)supportingRussian subsidiary entity used for data processing operations. Referenced in Privacy Policy section 9.1(a)(ii) as third-party organization providing applications, data processing, or IT services.
- WABA (WhatsApp Business API)coreOfficial WhatsApp Business API partner status. Being an official WABA partner means edna is first to hear about messenger plans and can offer preferential access to WhatsApp API features and faster business account verification for customers.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
edna competitors and assessment
Company assessmentMarket position
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
edna social profiles
Digital presenceedna compliance and trust
Trust signalCompliance2 records
edna financial estimates
Financial estimateRevenue estimate
Valuation estimate
edna leadership team
Management profileNumber of profiles
Profiles1 record
edna subsidiaries and ownership
Company hierarchySubsidiaries1 record
edna funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
edna 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 edna
What does edna do?
edna sells an omnichannel digital customer communication platform that unifies messaging across WhatsApp Business, Viber, Apple Messages for Business, SMS, push notifications, and web/mobile in-app chat. Its core products include Unified Cloud Messaging for campaign management, Chat Center for agent-led customer service, an Intelligent Virtual Agent (chatbot) for automation, Chat SDK for embedding chat, and the edna Pulse platform for WhatsApp Business marketing with CRM/CDP integrations. Customers buy monthly software licenses plus usage-based message delivery fees, with deployment available as cloud, on-premise, or hybrid.
Is edna a public or private company?
edna is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was edna founded?
edna was founded in 2005. It employs 251 to 500 people.
Where is edna based?
edna is headquartered in Limassol, Cyprus, in the Europe region.
How does edna make money?
Four revenue lines are on record. Software License Fees are the primary driver. The others are message Routing/Delivery Fees, account Connection/Subscription Fees and edna Pulse Platform Access.
Does edna have an API?
Yes. edna provides open APIs that enable clients to receive statuses of sent messages and incoming messages from clients, register and receive templates from the platform, and upload the audience into the system. Clients can use edna's product even without using the edna interface through these open APIs. Developer documentation is at docs.edna.io.
What industry is edna in?
edna's product category is Omnichannel Customer Communication Platform. Its primary akta.pro industry code is BPAMACAL, Messaging APIs, CPaaS & Programmable Communications, with a secondary code of BPAAABAN, Customer Experience (CX) QA, Analytics & Voice-of-Customer Operations. Its NAICS code is 5182 and its SIC code is 7372.