What SMSup does

SMSup is a Swiss-based SaaS platform that provides professional SMS messaging services to businesses, operated by F24 Suisse SA, the Swiss subsidiary of Munich-headquartered F24 Group. The platform (app.smsup.ch) enables users to send SMS marketing campaigns, transactional notifications, and bulk messages through both a self-serve web interface and a REST API (api.smsup.ch) with documentation in German, English, French, and Italian. The core technology stack is a cloud-hosted SaaS messaging platform with an API-first design supporting webhooks, HLR lookup, sub-account management, and customizable data retention, differentiated by Swiss-hosted infrastructure and proprietary nLPD security technology.

The product portfolio spans SMS marketing, SMS notifications, mass SMS, a developer SMS API, and a growing set of add-ons including appointment reminders (integrated with Google/Outlook Calendar), Email-to-SMS, birthday SMS, WhatsApp Business, virtual reception numbers (VLN), SMS surveys, online contests, and HLR lookup. Prepaid SMS credit packs (1,000 to 25,000 credits with volume-based discounting) and postpaid monthly invoicing with spending ceilings serve both SMB self-serve customers and larger recurring accounts. Distribution combines direct self-serve signup, a reseller and business referrer program, and integrations with HubSpot and Zapier to reach enterprise and mid-market buyers.

The business serves a heterogeneous customer base across Switzerland, including named enterprise logos such as Alain Afflelou, Baloise Assurance, Nestlé Waters, and Groupe AFH (Volvo & Toyota), alongside SMBs in retail, healthcare, tourism, and IT. Marketing is executed via content/SEO, an educational blog, partner referrals, and limited organic social. The company is privately held with 1-10 employees, no disclosed external funding, and Swiss/GDPR regulatory compliance as a stated differentiator for data-sensitive verticals.

Name

SMSup

Legal name

F24 Suisse SA

Website

https://smsup.ch

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

SMSup is a Swiss SaaS platform operated by F24 Suisse SA that provides businesses with professional SMS marketing, notifications, and bulk messaging via a self-serve web app and a multi-language REST API, serving both SMBs and enterprise clients.

Ownership category

akta.pro rank

Product category

Cloud Communications / Business SMS Messaging

NAICS

Advertising Agencies (54181)

SIC

Services-Advertising (7310), Telegraph & Other Message Communications (4822)

akta.pro primary industry

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

akta.pro secondary industries

SMS & Mobile Direct Marketing Services (BPAFAKAI), SMS/RCS Messaging Platforms (BPAMACAF), Direct Marketing, CRM & Lifecycle (Email, SMS, Loyalty) (BPAFAAAJ)

Keywords

• Bulk SMS marketing
• SMS API platform
• Transactional notifications
• Appointment reminder SMS
• Virtual SMS number

Headquarters

HQ city

Fribourg

HQ country

Switzerland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SMS Credit Sales (Prepaid): Customers purchase SMS credits in packs (1000, 5000, 10000, 25000) with no expiration date. Prices are in CHF with volume-based discounts. Payment via credit card, PayPal, or bank transfer.
2. SMS Credit Sales (Postpaid): Monthly invoicing for regular SMS senders with consumption-based billing. Customers have a spending ceiling limit. Payment due within 30 days via bank transfer.
3. Appointment Reminder Subscription: Paid subscription service for appointment reminder functionality. Pricing depends on number of calendars and payment frequency (monthly or annual). Includes free trial period.
4. Virtual Number (VLN) Service: Virtual reception number service with setup fees and annual subscription per number
5. International SMS: International SMS sending with country-specific pricing and additional registration requirements per destination country

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

SMSup is a Swiss-hosted, nLPD-compliant SMS communication platform that enables businesses to send mass marketing campaigns, transactional notifications, appointment reminders and surveys via a self-serve web console or a programmable HTTP API. The product suite bundles SMS marketing, SMS notifications, a Virtual Long Number service, an email-to-SMS gateway, WhatsApp Business messaging, HLR lookup, online contests and a Zapier connector into a single vendor catalogue. Pricing combines pay-as-you-go SMS credits with monthly subscriptions for value-added services.

Product overview

SMSup is a Swiss SMS professional services platform operated by F24 Suisse SA. The core offering is a SaaS platform (https://app.smsup.ch) that enables businesses to send SMS marketing campaigns, notifications, and mass messages. The product portfolio comprises the main SMS Platform for online campaign management, the SMS API for developer integration, and multiple specialized modules including Appointment Reminder (requiring Google/Outlook Calendar integration), Email to SMS, Birthday SMS, WhatsApp Business, Virtual Number (VLN), SMS Survey, Online Contests, and HLR Lookup. SMS are sold in prepaid packs (1000, 5000, 10,000, or 25,000 credits) with declining volume-based pricing, plus a Post-Paid option for regular senders and an appointment reminder subscription.

Differentiator

Problem solved

Functional benefit

Products and services

• Mass SMS Marketing Self-serve web console and API endpoint that lets businesses design, personalise, schedule and send bulk SMS marketing campaigns to opted-in contact lists. Targets SMBs through enterprise marketers needing one-off or recurring promotional sends.
• SMS Notification Transactional and alert SMS service for sending one-to-one or one-to-few notifications such as confirmations, alerts, security codes and operational messages. Used by businesses and developers to notify end-users in real time via the SMSup console or API.
• SMS API Programmatic SMS gateway with REST/HTTP endpoints, multi-language technical documentation (English, French, German, Italian), webhook callbacks, sub-account support and free integration assistance. Targets developers, software vendors and enterprise integrators embedding SMS into their own applications.
• Appointment Reminder Subscription-based service that automatically sends SMS confirmations and reminders to clients with scheduled appointments, with monthly pricing tailored to appointment volume. Targets healthcare practices, beauty salons, service businesses and any organisation managing client bookings.
• Virtual Long Number (VLN) Subscription-based virtual mobile number that allows businesses to receive SMS replies and present a fixed, branded sender identity instead of a short code. Targets businesses that need two-way SMS dialogues and a consistent sender presentation.
• WhatsApp Business WhatsApp Business messaging channel offered through the SMSup console and API, allowing businesses to reach end-users on WhatsApp alongside SMS using a unified platform. Targets businesses looking to combine WhatsApp and SMS in their customer communications.
• SMS Survey Service for designing, distributing and collecting responses to short customer satisfaction or feedback surveys delivered via SMS, with results aggregated in the SMSup console. Targets businesses running NPS-style or post-interaction feedback programmes.
• Online Contests Service for running SMS-based prize draws and marketing contests, with keyword-driven opt-in, participant tracking and winner selection managed from the SMSup console. Targets brands and agencies running promotional games.
• HLR Lookup Real-time mobile number validation service that checks reachability, operator and portability status before SMS is sent, helping customers clean contact lists and reduce wasted or undeliverable sends. Targets senders with high volumes who need to optimise deliverability.
• Email-to-SMS Email-to-SMS gateway that converts outgoing emails into SMS messages, allowing users to send SMS from any standard email client or application without using the SMSup console or API. Targets occasional senders and developers who prefer email-triggered messaging.

Quantifiable outcome

• SMS achieves 5x higher response rate compared to email marketing
• +2 more outcomes

Named customers6 records

Segments7 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature8 records

Partnerships

Two partnerships are on record, tiered core.

• ZapiercoreTechnology or IntegrationIntegration with Zapier automation platform enabling users to connect SMSup to thousands of applications without coding. Automates SMS sending based on triggers from other software.
• F24 GroupcoreStrategic or Co-development PartnerSMSup is a brand of F24 Suisse SA, part of the F24 Group headquartered in Munich, Germany. F24 is a provider of critical notification and alerting solutions.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Vonage (Ericsson): Communications Platform-as-a-Service now part of Ericsson, offering SMS, voice, and video APIs. Comparable API-first SMS/communications platform but with broader unified communications portfolio.
• Twilio: Global CPaaS leader offering SMS APIs, WhatsApp Business, and email-to-SMS workflows. Comparable as a direct API-first SMS platform serving enterprise developers, but operates at vastly larger scale and across all geographies.

Direct peers

• MessageBird (Bird): Amsterdam-based omnichannel communication platform offering SMS, WhatsApp, email, and voice APIs. Directly comparable SaaS-based messaging platform serving SMBs and enterprises across Europe.
• Sinch: Swedish-headquartered CPaaS provider offering SMS, WhatsApp, and conversational messaging APIs with strong European presence. Closely comparable to SMSup in product breadth (SMS + WhatsApp + voice) and target enterprise customers.
• CM.com: Dutch CPaaS provider offering SMS marketing, WhatsApp Business, and conversational AI tools. Closely comparable in product offering (SMS + WhatsApp + chat) and European SMB-to-enterprise focus.
• Infobip: Global cloud communications platform offering SMS marketing, notifications, and WhatsApp Business APIs. Comparable as a full-stack CPaaS with similar SMB-to-enterprise messaging products and EU regulatory positioning.
• Plivo: Cloud communications platform offering SMS and voice APIs with developer-first documentation. Comparable in API-first GTM motion and usage-based pricing model targeting SMB developers and enterprise integrators.
• TextMagic: SMS marketing and notification SaaS with API and integrations for SMBs and enterprises. Comparable in product offering (mass SMS + API + reminders) and SMB-led GTM motion.

Regional players

• SMSAPI: European (Polish) SMS marketing and notification platform with similar SaaS interface, API, and WhatsApp offering. Closely comparable in product positioning to SMSup, but serves Central/Eastern Europe rather than Switzerland.
• Mobyt: Italian SMS marketing and WhatsApp Business platform offering mass SMS, APIs, and appointment reminders. Comparable product set (SMS marketing + reminders + WhatsApp) but focused on the Italian market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SMSup-101505992189139
• Instagraminstagram.com/smsup_ch
• Xx.com/smsupch

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 SMSup