Edgility

What Edgility does

Edgility, operated by FONELiNC Pty Ltd (ACN 092 285 955), is an Australian business SMS platform provider founded in 1999 and headquartered in Pyrmont, NSW. The company operates MessagePort, a cloud-based SMS gateway platform that enables businesses to send and receive SMS messages via an online web portal, REST API, email-to-SMS gateway, virtual mobile numbers, and native integrations with Microsoft Teams, Outlook, Excel, Power Automate, HubSpot, ActiveCampaign, Zapier, and property management software platforms including MRI Software. The platform supports multi-user hierarchical accounts with permissions, two-way messaging, automated opt-out handling, real-time delivery status tracking, and inbound workflow automation with keyword-based routing and AI-assisted urgency detection. Edgility operates as an ACMA certified telco, authorizing it to submit Sender ID registrations to ACMA on behalf of customers ahead of the mandatory July 2026 Telecommunications (SMS Sender ID Register) Industry Standard 2025 compliance deadline.

The company's customer base is anchored in the Australian real estate sector, with named enterprise customers spanning every major franchise (Ray White, Century 21, McGrath, LJ Hooker, Raine and Horne, Elders, Harcourts, Barry Plant, First National, The Agency, One Agency, Professionals, Property West), and extends into retail (Bunnings, Myer, Worthington BMW), government (Cardinia Council, OLG NSW), healthcare (Cancer Council Australia, St Basils), property technology (CoreLogic, Console), and technology (Unisys). A documented real estate case study demonstrated 60% reduction in manual admin tasks, 90% faster enquiry response times (45 minutes to 4.5 minutes), 31% improvement in follow-up completion rates, and 83% reduction in missed maintenance requests.

Revenue is generated on a usage-based per-message model with monthly billing on 14-day payment terms, optional prepaid annual packages, and a freemium entry point of 25 free messages. Edgility supplements direct platform revenue with three partner programs: Integration Partners (white-label embedded SMS with hierarchical account structures and centralized billing), Referral Partners (recurring commission on referred client usage), and White Label Resellers (full product rebrand). The company is bootstrapped, founder-owned, operates with 1-10 employees, and has maintained continuous operations for 25 years without disclosed external investment.

Name

Edgility

Legal name

FONELiNC Pty Ltd

Website

https://edgility.com.au

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

Edgility is an Australian business SMS platform provider operating the MessagePort gateway with API, email-to-SMS, and Microsoft/CRM integrations, serving real estate, retail, government, and healthcare clients across Australia and New Zealand.

Ownership category

akta.pro rank

Product category

Business SMS Messaging Platform

NAICS

Telecommunications (517)

SIC

Telegraph & Other Message Communications (4822), Services-Computer Programming Services (7371)

akta.pro primary industry

SMS/MMS & Messaging Marketing Services (Text, RCS, WhatsApp/OTT) (MPAAAIAB)

Keywords

• Business SMS platform
• SMS gateway API
• Email to SMS
• Virtual SMS numbers
• Enterprise SMS messaging

Headquarters

HQ city

Pyrmont

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SMS Messaging Services: Usage-based billing per SMS message sent. Customers are charged per message per intended recipient, regardless of successful delivery. Monthly billing with invoices issued at end of each calendar month, payable within 14 days. Optional prepaid packages available.
2. SMS API Integration: Revenue from API access for developers integrating SMS into their software applications. Flexible APIs with total freedom to create customer experiences.
3. Integration Partner Services: White-label branding, account management, and support services for integration partners who embed SMS into their products. Includes hierarchical account structures with custom billing options.
4. Referral Partner Program: Commission-based revenue sharing with referral partners who direct clients to Edgility. Partners earn a tailored rebate structure per message sent for the life of referred accounts.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels7 records

Core offering

Edgility operates MessagePort, a cloud-based SMS gateway platform that enables Australian and New Zealand businesses to send and receive SMS messages via a web portal, REST API, email-to-SMS gateway, and dedicated virtual numbers. The platform supports bulk messaging, two-way SMS chat, automated inbound workflows with keyword triggers and AI-powered routing, multi-user hierarchical accounts, and native integrations with Microsoft Teams, Outlook, Excel, HubSpot, ActiveCampaign, Zapier, and property management software.

Product overview

Edgility operates as a cloud-based Business SMS platform provider serving Australian and New Zealand markets. The core offering is MessagePort, a unified SMS gateway platform that provides Online SMS sending via web interface, SMS Gateway API for developer integration, Email SMS for email-to-text functionality, and Virtual Numbers for two-way messaging. The product portfolio centers on this core platform with specialized add-on modules including Edgility for Microsoft Excel, Edgility for Microsoft Outlook, and SMS Chat for Microsoft Teams for enterprise workflow integration. The company also offers dedicated partner programs (Integration Partner, Referral Partner, White Label Reseller) and compliance services such as ACMA Sender ID Registry registration. The platform supports enterprise features including SSO authentication, multi-user partitioned access, hierarchical account structures, and real-time reporting dashboards.

Differentiator

Problem solved

Functional benefit

Products and services

• MessagePort Online SMS Gateway Cloud-based online SMS gateway enabling businesses to send and receive SMS via web interface. Supports single and bulk messaging, multi-user hierarchy with permissions, online address book, SMS templates, web inbox for inbound messages, real-time chat, comprehensive reporting, automated opt-out, and live delivery status tracking. Targeted at Australian and New Zealand businesses across real estate, retail, government, healthcare, and other sectors.
• SMS Gateway API REST API enabling developers to integrate SMS sending, receiving, real-time delivery receipts, and reporting into existing software, CRM, or applications. Documentation available via Postman. Supports single and bulk message sending with always-available, secure, scalable connectivity. Targeted at software developers and ISVs.
• Email SMS Email-to-SMS gateway allowing users to send SMS messages directly from their email inbox without leaving the email platform. Messages submitted via email to Edgility server are redirected as SMS to recipients. Supports both open reply paths and defined Sender IDs including alphanumeric sender IDs and virtual numbers.
• Virtual Numbers Australian mobile numbers establishing business mobile identity for two-way SMS campaigns. Allows sending and receiving messages to and from the same number, customer text-in capability, automatic replies, and keyword trigger campaigns.
• Edgility for Microsoft Excel Microsoft Office add-in enabling SMS sending directly from Excel spreadsheets. Supports sending to handful or thousands of contacts, message preview before sending, campaign cost calculation, immediate or scheduled sending, and live delivery status tracking. Designed for businesses managing contact lists in Excel, such as accounts receivable reminders.
• Edgility for Microsoft Outlook Microsoft Outlook integration allowing SMS sending and receiving within Outlook interface. SMS messages appear alongside email conversations in a unified interface for streamlined communication management.
• SMS Chat for Microsoft Teams Microsoft Teams integration enabling SMS sending and receiving directly within Teams channels. Supports Active Cards for initiating SMS conversations within specific channels. Designed for customer support, sales follow-ups, and internal notifications in enterprises using Microsoft 365.
• Integration Partner Program Program for software companies to integrate SMS functionality into their products. Offers tailored communication solutions, plug-and-play or custom API development, account management, white-label branding, hierarchical account structures, and direct or centralized billing options. Targeted at software vendors and ISVs.
• Referral Partner Program Partner program for consultants, agencies, and businesses referring Edgility SMS services to their existing client base. Provides custom application forms, partner dashboard for viewing accounts and monitoring usage, customer management tools, billing options, and recurring commission on client invoices for the life of referred accounts.
• White Label Reseller Program Reseller program allowing partners to white-label Edgility SMS services under their own brand. Includes branded login, interface, and communications; full product support; billing management; and branding options for partners looking to add SMS to their product offering.
• ACMA Sender ID Registry Service Registration service for the ACMA-mandated Sender ID Register (effective July 2026 under Telecommunications (SMS Sender ID Register) Industry Standard 2025). Edgility manages the registration process as a certified telco, submitting business details and proof of ID to ACMA on behalf of customers using Alpha Sender IDs. Centralized dashboard for managing registrations across multiple users, teams, and business units.

Quantifiable outcome

• 90% reduction in enquiry response times (45 min to 4.5 min)
• +6 more outcomes

Named customers33 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

AI capability5 records

Feature10 records

Partnerships

Five partnerships are on record, tiered core and minor.

• MRI SoftwarecoreTechnology or Integration20-year integration partnership with MRI Software (formerly Rockend Technology). Edgility provides SMS functionality integrated via iframe, branded according to client specifications. Services include account and user management, direct customer support, product website, marketing collateral, and direct billing to customers. Industry-first solution enabling real estate clients to send SMS individually and in bulk, receive replies, and record communication to their database.
• ZapiercoreTechnology or IntegrationZapier integration connecting Edgility SMS to over 5,000 applications. Enables automation workflows without coding. Users can connect Edgility SMS Account to apps like Gmail, Slack, Mailchimp, and more for automated repetitive tasks.
• MicrosoftcoreTechnology or IntegrationNative integrations with Microsoft Teams (SMS Chat), Microsoft Outlook (SMS Chat), Microsoft Excel (Edgility for Excel add-in), and Microsoft Power Automate. Also includes Single Sign-On (SSO) capability for Microsoft 365 users.
• HubSpotcoreTechnology or IntegrationCRM integration partnership with HubSpot enabling SMS functionality within HubSpot workflows and customer management.
• Computer TroubleshootersminorChannel Partner/ Reseller/ DistributorChannel partnership with Computer Troubleshooters franchise network for reselling SMS services to their business clients.

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Plivo: Cloud communications platform providing SMS APIs, voice, and number management for developers and enterprises. Competes with Edgility's SMS API on price and global coverage for application-to-person messaging.
• ClickSend: Australia-headquartered cloud communications platform offering SMS, MMS, voice, email, and direct mail APIs with a self-serve portal. Closest direct competitor to Edgility in the ANZ business SMS market with overlapping SMB and enterprise customers.
• Burst SMS: Australian and New Zealand-focused business SMS platform offering web-based sending, two-way messaging, and API access. Direct regional peer with overlapping target segments in SMB marketing and operations messaging.
• MessageMedia: Australia-founded business SMS and messaging platform, now owned by Sinch. Competes head-to-head with Edgility across bulk SMS, two-way messaging, and integrations, particularly in Australian real estate and SMB verticals.
• Soprano Design: Australia-based CPaaS provider offering SMS, WhatsApp, RCS, voice, and identity verification to enterprises globally. Comparable in product breadth and enterprise focus, with much larger scale than Edgility.

Broad incumbents

• Twilio: Global CPaaS leader offering SMS APIs alongside voice, video, email, and WhatsApp at massive scale. Represents the dominant incumbent against which Edgility positions on local Australian routes, compliance, and vertical depth.
• Bird (formerly MessageBird): Amsterdam-based omnichannel CPaaS offering SMS, WhatsApp, email, and voice APIs. Broader incumbent with global reach overlapping Edgility's API-driven developer and enterprise use cases.
• Vonage (Ericsson): Global CPaaS provider owned by Ericsson offering SMS, voice, video, and communications APIs. Represents a broader incumbent that competes with Edgility for mid-market and enterprise SMS workloads in ANZ and beyond.
• Telstra: Australia's largest telecommunications carrier offering bulk SMS, messaging APIs, and managed enterprise communication services as part of a broad telco portfolio. A competitor only at the carrier or enterprise tier, but with substantially greater scale and brand.
• Sinch: Swedish-headquartered global CPaaS provider owning MessageMedia and other regional messaging brands. Competes with Edgility in Australia and globally through carrier-direct SMS APIs and conversational messaging.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/edgilitynews
• LinkedInlinkedin.com/company/edgility

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Edgility