What Callibri does

Callibri (Колибри), legally ООО «Колибри», is a Russian cloud-based lead-management SaaS platform founded in 2013 in Yekaterinburg. It originated as an in-house call-tracking tool inside a regional digital agency and was spun out as a standalone company in 2014; the company is now a private LLC and, per a Forbes article linked from its About page, was acquired by PAO Vympelkom (Beeline), one of Russia's largest telecom operators. Its core product, МультиТрекинг (MultiTracking), dynamically swaps phone numbers and email addresses to attribute inbound calls, emails and form submissions to specific ads, keywords and campaigns, and includes speech-to-text transcription of recorded calls — all feeding a unified «Единый Журнал Лидов» (Unified Lead Journal). The platform extends with CRM-чат (an omnichannel messenger+CRM bridge for WhatsApp, Telegram, MAX and social channels into Bitrix24 and amoCRM), Сквозная аналитика (end-to-end attribution joining web, CRM and Yandex.Direct/Google Ads spend), and 14 additional modules (MultiChat, SmartSMS, callback, pop-ups, quizzes, Wheel of Fortune, dashboards, mobile apps, free marketing calculators).

Callibri monetises primarily through monthly subscription SaaS (MultiTracking from 1,950 RUB/30 days, CRM-chat from 4,500 RUB/30 days, Сквозная аналитика from 1,000 RUB/30 days) under a single contract and one invoice per client, with a free trial and self-serve signup as the top-of-funnel. It also operates a three-tier channel program — a 15% lifetime referral commission, an agency/web-studio partnership program, and a certified CRM-integrator ("Callibri Experts") track — and a flagship strategic partnership with Beeline to serve large enterprise accounts. Customers span micro-businesses and SMBs (primary), digital agencies (channel), and large enterprise via Beeline, across roughly 10 vertical solutions (auto dealers, real estate, manufacturing, medical centres, e-commerce, B2B, accounting, Avito sellers, special equipment, plus an "anti-crisis" package), with ~6,090–8,887 active clients across all regions of Russia processing ~27,768 calls and chats per day. The company is registered in the official Russian Software Registry (Record No. 8656), maintains 24/7 human support rated 4.9/5, and is led by a founder-Ivan-Shkirya-anchored team that includes a Commercial Director, a Deputy Technical Director, a Head of Sales, a Head of Customer Support and a CMO.

Name

Callibri

Legal name

ООО «Колибри»

Website

https://callibri.ru

Company type

Private

Founded year

2013

Operating status

Acquired

Headcount range

11–50 employees

Short description

Callibri is a Russian cloud-based lead-management SaaS platform that provides integrated call tracking, omnichannel CRM chat, end-to-end analytics and chatbot tools to SMBs, digital agencies and enterprise clients (via Beeline) across Russia, serving 6,000–9,000 active clients.

Ownership category

akta.pro rank

Product category

Marketing & Lead Attribution 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

Conversational Marketing & Chat Lead Capture (Chatbots, Live Chat) (BPAFAKAJ)

akta.pro secondary industries

B2B Appointment Setting & SDR/BDR Outsourcing (BPAAADAA), Telemarketing & Survey/Market Research Calling (BPAAADAD)

Keywords

• Call tracking software
• Lead management platform
• Marketing attribution analytics
• Omnichannel chat platform
• Martech SaaS

Headquarters

HQ city

Ekaterinburg

HQ country

Russia

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription SaaS for marketing services: Recurring monthly subscriptions for individual services (МультиТрекинг from 1,950 ₽, CRM-чат from 4,500 ₽, Сквозная аналитика from 1,000 ₽) and bundled offerings; one contract and one invoice per client. Pricing is presented per 30-day period with a free trial.
2. Referral / affiliate commissions paid to partners (15% of referred-client payments): Outbound commission expense channel, but partner/agency channel drives new subscription revenue: company pays 15% of every payment from clients brought in via referral, partner, and CRM-integrator programs for the lifetime of the referred account.
3. Freemium / free trial onboarding: Self-serve "Попробовать бесплатно" entry point converts prospects to paying subscriptions; tools such as calculators (CPL, LTV, ROMI), UTM generator, and glossary drive top-of-funnel.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels9 records

Core offering

Callibri is a cloud-based lead-management SaaS platform that helps marketers attribute inbound leads (calls, emails, chats, form submissions) to specific ads, keywords, and campaigns, and convert those leads via omnichannel messaging. Its flagship products are MultiTracking (dynamic/static call and email tracking with speech analytics), CRM-Chat (WhatsApp/Telegram/MAX/Avito/VK/Facebook messenger aggregation into Bitrix24 or amoCRM with a no-code chatbot builder), and End-to-end Analytics (attribution connecting site, CRM, and ad-platform spend). Supporting modules (Callback, Pop-ups, Wheel of Fortune, SmartSMS, Marketing Dashboard, Online Chat) and free marketing utilities round out the funnel.

Product overview

Callibri is a single-vendor "lead-management platform" for marketers built as a platform-plus-modules architecture: the МультиТрекинг core handles lead attribution (call tracking, email tracking, speech analytics, virtual 8-800 numbers), while add-on modules (Обратный звонок, Попапы, Колесо фортуны, СмартСМС, Дашборд аналитики, Квиз) generate and warm leads on the site, and the МультиЧат / CRM-чат core (with the no-code Чат-бот and Квиз builders, message aggregator, and online consultant) collects and qualifies conversations from messengers (WhatsApp, Telegram, MAX, Viber, ВКонтакте, Facebook) and classifieds (Avito) before pushing them into CRMs (Bitrix24, amoCRM). Everything feeds a unified Сквозная аналитика layer with end-to-end ROI, attribution modeling and a Unified Lead Journal (Единый Журнал Лидов), complemented by a set of free marketing calculators and iOS/Android operator apps.

Differentiator

Problem solved

Functional benefit

Brands

• gudok.tel: Virtual phone numbers and basic analytics service for micro-businesses, operated as a separate web property under ООО «Колибри» with its own privacy policy.

Products and services

• МультиТрекинг (MultiTracking) Flagship call- and lead-tracking suite that attributes inbound calls, emails, and form submissions to specific ads, keywords, and channels. Includes dynamic/static call tracking, email tracking, virtual 8-800/8-804 numbers, speech analytics, conversation recording, and Yandex.Direct / Google Ads spend integration for end-to-end ROI reporting.
• CRM-чат (CRM Chat) Omnichannel messenger and chat product that aggregates WhatsApp, Telegram, MAX, social and classified-site conversations and routes them into Bitrix24 or amoCRM. Includes an XL tier with unlimited conversations, a no-code chatbot builder, and a free quiz tool, plus full conversation analytics.
• Сквозная аналитика (End-to-end Analytics) Attribution analytics product that joins on-site lead data with CRM deal data and ad-platform spend to calculate advertising ROI, deal conversion, and per-channel return. Supports multiple attribution models and is positioned as simple to configure without an implementation team.
• МультиЧат / Онлайн-чат (MultiChat / Online Chat) Website live-chat widget combined with a messenger aggregator that pulls WhatsApp, Telegram, Viber, VKontakte, Facebook and Avito messages into one inbox. Bundles an online consultant, callback request, quiz builder, and chatbot builder.
• СмартСМС (SmartSMS) Targeted SMS-marketing add-on offering 1,000+ ready-made templates, 200+ targeting segments, smart retargeting, and high open rates, used to drive additional leads from existing site/CRM audiences.
• Обратный звонок (Callback) Website callback widget that prompts visitors to request an immediate phone call back from sales, feeding the captured number and call into the same end-to-end analytics pipeline as MultiTracking.
• Попапы (Pop-ups) Configurable pop-up widget for lead capture, used to convert leaving or idle visitors into contacts and feed them into Callibri's lead journal.
• Колесо фортуны (Wheel of Fortune) Gamified «spin the wheel» widget that converts visitors by offering a prize/discount in exchange for a phone number or email, then routes the contact into the Callibri lead pipeline.
• Дашборд аналитики (Marketing Dashboard) Aggregated marketing-analytics dashboard that visualizes lead, call, and conversion data sourced from Callibri's tracking, chat, and CRM integrations.
• МультиЧат Callibri mobile app (iOS / Android) Companion mobile app «МультиЧат Callibri» published on the Apple App Store and Google Play, enabling operators to handle aggregated messenger and chat conversations from a phone.
• Реферальная программа Callibri (15% lifetime referral program) Three-tier channel program (referral 15% lifetime commission, partnership program, certified CRM-integrator «Callibri Experts») that lets agencies, web studios, freelancers, and CRM integrators resell Callibri and earn recurring commissions.

Quantifiable outcome

• Helps clients obtain +18% more sales on existing budgets (company claim on main page)
• +8 more outcomes

Named customers15 records

Segments11 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

AI capability10 records

Feature6 records

Partnerships

Ten partnerships are on record, tiered flagship and core.

• Vympelkom / Beeline (ПАО Вымпелком / билайн)flagshipStrategic or Co-development PartnerFlagship strategic partner: Beeline co-delivers the "крупный бизнес" (large enterprise) tier, and Forbes reports Beeline acquired Callibri's call-tracking service. The privacy policy and consent form also name Vympelkom as a partner authorised to receive personal data for joint profiling, analytics, and joint offers.
• Bitrix24 (Битрикс24)coreTechnology or IntegrationFirst-class CRM integration inside the CRM-chat product: pre-built connectors "WhatsApp + Битрикс24", "MAX + Битрикс24" and "Telegram + Битрикс24" route customer messages from messengers into Bitrix24.
• amoCRMcoreTechnology or IntegrationFirst-class CRM integration inside the CRM-chat product: pre-built connectors "WhatsApp + amoCRM", "MAX + amoCRM" and "Telegram + amoCRM" route customer messages from messengers into amoCRM.
• WhatsApp (Meta)coreTechnology or IntegrationWhatsApp is one of three primary messenger channels in CRM-chat (WhatsApp + Битрикс24, WhatsApp + amoCRM) and МультиЧат — used to capture leads directly into the client's CRM.
• TelegramcoreTechnology or IntegrationTelegram is one of three primary messenger channels in CRM-chat (Telegram + Битрикс24, Telegram + amoCRM) and МультиЧат.
• MAX (мессенджер MAX)coreTechnology or IntegrationMAX messenger is one of three primary messenger channels in CRM-chat (MAX + Битрикс24, MAX + amoCRM) and МультиЧат — a newer Russian messenger that Callibri has integrated at the same depth as WhatsApp and Telegram.
• Yandex.Direct (Яндекс.Директ)coreTechnology or IntegrationCallibri MultiTracking synchronises with Yandex.Direct: imports spend and click data so that end-to-end analytics can compute conversion, CPL and ROI at keyword level (documented in the Google Ads/Yandex.Direct case study).
• Google AdscoreTechnology or IntegrationCallibri MultiTracking synchronises with Google Ads to import spend and click data; the platform handles conversion upload back into Google Analytics (documented in the autoservice case study).
• AvitocoreTechnology or IntegrationAvito is both an advertising integration (Callibri tracks Avito-sourced calls via dedicated numbers) and a vertical industry solution "Для магазинов на Авито" for Avito-store sellers.
• Digital agencies, web studios, CRM integrators and freelancers (referral / partner channel)coreGTM or Marketing PartnerThree-tier GTM channel — referral program (15% lifetime commission), partnership program for agencies and web studios, and certified CRM-integrator program ("Callibri Experts") with formal certification — drives SMB sales and implementations across Russia.

Scale indicators9 records

Recent moves6 records

Expansion highlights7 records

Others

• Elama: Russian cross-channel advertising management platform (Yandex.Direct, Google Ads, VK); listed as a Callibri integration partner and an adjacent ecosystem player for advertisers that Callibri serves.

Broad incumbents

• amoCRM: Popular Russian sales CRM with messenger and widget features; a first-class integration partner for Callibri and a partial competitor on chat-to-CRM workflows for SMB sales teams.
• Yandex.Metrica: Free Russian web-analytics incumbent owned by Yandex; Callibri integrates with it for behavioural data but it also offers conversion tracking, goals and basic attribution that overlap with Callibri's analytics layer.
• Bitrix24: Major Russian CRM and collaboration platform with built-in telephony, contact-centre and basic marketing tools; a core CRM integration partner for Callibri CRM-chat and a broader-suite alternative.

Emerging players

• Smartis: Russian customer-data platform and marketing-automation tool with segmentation, campaigns and analytics — an emerging competitor in the SMB and mid-market marketing-stack category where Callibri also operates.
• Carrot Quest: Russian marketing platform combining live chat, chatbots, email and product analytics — directly competing with Callibri MultiChat and CRM-chat in the conversational-marketing niche.

Direct peers

• Mango Office: Russian cloud communications and martech vendor offering virtual PBX, call tracking, speech analytics, CRM integration and omnichannel chat — competing head-on with Callibri across almost every module.
• Comagic: Russian call-tracking and lead-management platform with virtual telephony, callback widgets, chat and analytics — overlapping almost 1:1 with Callibri's MultiTracking + MultiChat + Callback bundle for SMB lead generation.
• Roistat: Russian end-to-end marketing-attribution and analytics platform that stitches CRM data with ad spend — the closest direct competitor to Callibri's Сквозная аналитика product for SMB and mid-market clients.
• Calltouch: One of the largest Russian call-tracking and marketing-attribution platforms, directly competing with Callibri MultiTracking on dynamic/static call tracking, end-to-end analytics and ad-spend attribution for Russian SMB and mid-market customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 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 Callibri