SMS-Sending

What SMS-Sending does

SMS-Sending (operating entity ООО «НКС» / OOO NKS) is a Russian SMS and MMS marketing platform founded in 2009 and headquartered in Moscow, with a stated 1–10 employee headcount and a claimed base of more than 5,000 business customers. Its core product is a cloud-based bulk messaging gateway (Личный кабинет at lcab.sms-sending.ru) that sends transactional and marketing SMS to subscribers of the four major Russian mobile operators — MTS, Beeline, MegaFon and Tele2 — over direct carrier channels, with throughput up to 6,000 SMS/minute and an average transmission speed of 300 messages/second. The platform supports web self-serve, REST-style GET APIs, SMPP v3.3/v3.4 (host lcab.sms-sending.ru, port 27715), Email2SMS conversion, and an Email-handler service, plus a mobile web UI for iPhone and Android.

The product surface extends well beyond raw SMS into a modular suite: MMS distribution (1.50–0.80 RUB by volume tier), IVR voice broadcasts, inbound SMS via rented 7-902 federal numbers (20 RUB/day), automated birthday/holiday greetings, SMS coupon codes with redemption tracking via kodprover.im, SMS surveys, group SMS chat, and a Jabber-based live-chat module ("На связи") for websites. Distribution combines a self-serve registration flow (50 free SMS on signup) with a dealer/reseller white-label program allowing sub-account management, custom pricing and automated billing through ROBOKASSA and RBK Money, and a set of pre-built e-commerce and ERP integration modules for 1C (7.7/8.x), OpenCart/ocStore, PrestaShop 1.5+, JoomShopping, VirtueMart 2.0/Joomla 2.5, Insales and 1C-Bitrix Marketplace.

Revenue is dominated by usage-based SMS pricing starting at 0.50 RUB per message and dropping to 0.10 RUB at the highest balance tier (90,000+ RUB top-up), with a pay-only-for-delivered surcharge of 0.09 RUB. Secondary recurring revenue comes from SMS-receiving number rental and the online-consultant subscription. The dealer channel introduces a third model: wholesale-to-retail reselling margins of 0.27–0.32 RUB per SMS with claimed 50–200% dealer profitability. The customer mix is a long-tail across roughly a dozen verticals — internet retail, banks, insurance, retail chains, beauty/health, travel, logistics, ISPs, auto, security, entertainment, advertising agencies, fitness and resellers — with no individual enterprise customer concentration disclosed. The company is privately held, with no disclosed funding, M&A or ownership events since founding.

Name

SMS-Sending

Legal name

ООО «НКС»

Website

https://sms-sending.ru

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Russian SMS and MMS messaging platform (OOO NKS) operating since 2009 in Moscow, serving 5,000+ businesses with bulk SMS, MMS, IVR and inbound SMS via direct connections to MTS, Beeline, MegaFon and Tele2, plus APIs, SMPP, and e-commerce integrations for 1C, OpenCart, PrestaShop and others.

Ownership category

akta.pro rank

Product category

SMS Marketing and Bulk Messaging Platform

NAICS

Wired and Wireless Telecommunications (except Satellite) (5171), Telecommunications Resellers (517121), Telemarketing Bureaus and Other Contact Centers (561422), Telecommunications (517)

SIC

Telegraph & Other Message Communications (4822), Communications Services, Nec (4899)

akta.pro industry

PRIMARYMPAAAIAB

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

Media, Entertainment & Sports/Advertising, Marketing & PR Services/Direct Marketing (CRM, Email/SMS, Loyalty)

SECONDARYBPAMACAF

SMS/RCS Messaging Platforms

Business & Public Services/Web, Mobile & Digital Platforms/Messaging, Voice/Video & Communication Apps

SECONDARYBPAFAKAI

SMS & Mobile Direct Marketing Services

Business & Public Services/Marketing, Advertising & PR Services/Direct Marketing & Lead Generation (Email, Telemarketing, Demand Gen)

Keywords

• Bulk SMS messaging
• SMS marketing platform
• MMS messaging service
• SMS API integration
• Transactional notifications

Headquarters

HQ city

Moscow

HQ country

Russia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SMS Message Sending: Usage-based revenue from per-SMS pricing. Prices range from 0.50 rubles to higher rates depending on volume tier and operator. Russian operators have tiered pricing: MTS, Beeline, MegaFon, Tele2 each have separate rate tables. Prices decrease with higher account balance/top-up amounts. Both random digital sender IDs and alphanumeric sender names (up to 11 Latin characters) are supported at different price points.
2. MMS (Multimedia Messaging Service): Per-MMS pricing with volume tiers: from 1.50 RUB (500+), down to 0.80 RUB (100,000+). MMS messages up to 300 KB with up to 48-hour delivery window and 3-day status reporting. Available only to MTS, Beeline, MegaFon, Tele2, and SmartS subscribers.
3. SMS Receiving (Inbound): Federal number rental at 20 RUB/day with free incoming SMS. Customers rent 7-902-XXX-XX-XX format numbers to receive SMS replies from their subscribers.
4. Online Consultant Module (Na svyazi): Subscription-based pricing for the 'Na svyazi' Jabber-based online chat module, charged per operator per day/month. First operator is free, with paid tiers for 2-10 operators ranging from 15 to 45 RUB/day.
5. Dealer/Reseller Program: Partners purchase SMS credits at wholesale rates (starting from 0.18 RUB/SMS) and resell at retail prices (0.45-0.50 RUB/SMS), earning margins of 0.27-0.32 RUB per SMS. Profitability stated at 50-200% for dealers.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

SMS-Sending operates a cloud-based bulk SMS and MMS messaging platform that enables businesses and individuals to send mass text and multimedia messages to subscribers of major Russian mobile operators. Customers access the service via a web-based personal account (lcab.sms-sending.ru), integrate programmatically via REST/HTTPS API, SMPP, Email2SMS, or a PHP class, and install pre-built modules for Russian e-commerce platforms (OpenCart, PrestaShop, JoomShopping, Insales, 1C-Bitrix) and 1C enterprise software. Supplementary services include transactional notifications, MMS sending, IVR voice broadcasts, inbound SMS reception on federal numbers, automated birthday/holiday greetings, SMS coupons, polling, and a dealer/reseller white-label program.

Product overview

SMS-Sending (ООО НКС) is a Russian SMS marketing and bulk messaging platform based in Moscow, operational since 2009. The core product is the SMS рассылка platform - a web-based bulk SMS distribution service accessible via the личный кабинет (personal account) at lcab.sms-sending.ru, enabling mass SMS sending to Russian mobile operators (Beeline, MTS, Megafon, Tele2). The platform operates on a modular architecture where the core SMS sending engine is complemented by specialized add-on services including: ММС рассылка (multimedia messaging), Голосовые рассылки IVR (voice broadcasts), SMS планировщик (scheduled sending), SMS поздравления (automated birthday greetings), SMS уведомления (transactional notifications), SMS купон (mobile coupon/codes), Прием SMS (inbound SMS reception), and Email2SMS conversion. E-commerce integration is a key product line with dedicated modules for OpenCart, PrestaShop, JoomShopping, VirtueMart, Insales, and 1С-Битрикс. Additional platform features include QIWI info advertising, На связи online consultant (Jabber-based live chat), SMS чат (group messaging), and Мобильная реклама (mobile web interface). The platform is complemented by industry-specific Решения для бизнеса covering retail, ISPs, beauty, entertainment, e-commerce, insurance, fitness, auto, banking, and tourism sectors. Pricing is volume-based starting from 0.50 rubles per SMS, with free 50 SMS on registration.

Differentiator

Problem solved

Functional benefit

Brands

• SMS-Sending: Primary brand for mass SMS and MMS messaging services, SMS marketing, and mobile notifications for businesses in Russia.

Products and services

• SMS Sending Platform (Bulk SMS Distribution) Web-based bulk SMS distribution platform enabling mass text message sending to subscribers of Russian mobile operators (MTS, Beeline, MegaFon, Tele2), with sender names (numeric or alphanumeric up to 11 Latin characters), per-recipient personalization, delivery reports, scheduled dispatch up to 6,000 SMS/min, and 50 free SMS on registration.
• Personal Account (Личный кабинет) Web-based personal account interface at lcab.sms-sending.ru providing full control over SMS campaigns, including contact management, sender name requests, campaign creation with template-based personalized messages, delivery report viewing, balance billing, and group-based recipient filtering by gender, age, and other criteria.
• MMS Distribution Service Multimedia messaging service sending MMS messages up to 300 KB to subscribers of MTS, Beeline, MegaFon, Tele2, and SmartS, with tiered pricing from 1.50 RUB (500+ MMS) down to 0.80 RUB (100,000+ MMS), 1 MMS/second throughput, and day-3 delivery status reports.
• IVR Voice Broadcasts Interactive Voice Response (IVR) voice broadcast service delivering pre-recorded audio messages or interactive voice menus to subscribers via automated voice calls, used for event invitations, announcements, and customer outreach.
• Inbound SMS Reception Service Two-way SMS service providing a dedicated inbound federal number (7-902-XXX-XX-XX format) with forwarding to email, custom applications (scripts), or the personal account. Used for SMS voting, feedback collection, lead generation, group chat, and two-way customer communication at 20 RUB/day rental with free incoming SMS.
• SMS Informing (Transactional Notifications) Automated transactional SMS notification service for informing customers about order status, payment confirmations, service completions, and payment reminders, targeted at banks, taxi services, delivery services, payment systems, and e-commerce businesses with free connection, no subscription fee, and free online statistics.
• Na svyazi Online Consultant (Live Chat Module) Website live chat module using Jabber/XMPP protocol for real-time customer communication, including visitor statistics, offline message collection, optional SMS replies when operators are unreachable, and customizable appearance via personal account; first operator is free, with additional operators from 8 RUB/day.
• Dealer and Reseller White-Label Program White-label partner program letting dealers resell the SMS-Sending platform under their own brand, manage sub-accounts, set custom pricing, and earn margins on SMS volume (buy at 0.18 RUB, sell at 0.45–0.50 RUB), with automated billing via ROBOKASSA/RBK Money and stated 50–200% dealer profitability.
• QIWI Info SMS Advertising Targeted SMS advertising service to QIWI terminal users, allowing advertisers to reach customers paying for services via QIWI terminals with messages of 60–300 characters on a per-acquired-customer pricing model (60–300 RUB).
• Industry Solutions (Решения для бизнеса) Industry-specific SMS solution packages covering retail chains, ISPs, beauty/health, entertainment venues, e-commerce, insurance, fitness centers, auto dealerships, banks, advertising agencies, transport companies, and tourism agencies, each including tailored use cases, message templates, and campaign examples.
• Email2SMS Gateway Email-to-SMS sending capability allowing users to send SMS by composing an email with login credentials, recipient phone numbers, sender name, and message text to a designated email address, used for systems without native SMS API access.

Quantifiable outcome

• Average SMS transmission speed of 300 messages per second
• +3 more outcomes

Named customers1 record

Segments14 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature10 records

Partnerships

Six partnerships are on record, tiered core.

• MTS (МТС)coreTechnology or IntegrationDirect carrier partnership for SMS/MMS dispatch to MTS subscribers. SMS pricing varies by balance tier, with rates from 0.10 RUB (90,000+ balance) to 0.30 RUB for digital IDs. Alphanumeric sender IDs available at higher rates. MTS is Russia's largest mobile operator with broad subscriber coverage.
• Beeline (Билайн)coreTechnology or IntegrationDirect carrier partnership for SMS/MMS dispatch to Beeline subscribers. Pricing tiered by balance from 0.10 RUB to 0.30 RUB for digital IDs. Offers 'No Markup' tariff with direct channels guaranteeing 100% delivery. Multi-signature tariff available for free alphanumeric sender names.
• MegaFon (Мегафон)coreTechnology or IntegrationDirect carrier partnership for SMS/MMS dispatch to MegaFon subscribers. Over 30% of Russian mobile users are MegaFon subscribers. Pricing tiered from 0.10 RUB (90,000+ balance) to 0.30 RUB for digital IDs.
• Tele2 RussiacoreTechnology or IntegrationDirect carrier partnership for SMS/MMS dispatch to Tele2 subscribers. Pricing available via direct channel (guaranteed delivery, multi-signature) with rates changing per Tele2 schedule.
• ROBOKASSAcoreTechnology or IntegrationPrimary payment processing partner enabling 16+ payment methods including bank cards, e-wallets (Yandex.Money, WebMoney), mobile billing, internet banking, ATM terminals, and retail chains (Euroset, Svyaznoy). All payments auto-credited to account.
• 1C (1С)coreTechnology or IntegrationDedicated 1C module integration allowing SMS dispatch directly from 1C accounting software. Compatible with 1C 7.7, 8.x including thin client. Supports sending to contacts from any 1C directory, birthday tracking, gender-based personalization.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• SMS Club (smsclub.mobi): SMS Club is a Russian-language SMS marketing service operating in CIS markets, offering bulk SMS, Viber, and WhatsApp campaigns. Competes with SMS-Sending in the SMB segment with similar usage-based pricing and API integrations.
• Prostor-SMS: Prostor-SMS is a Russian SMS service provider offering bulk messaging, short numbers, and integration with popular Russian CMS/e-commerce platforms. Closely comparable to SMS-Sending in product scope, customer segment, and Russian-only geographic focus.
• SMSC.ru: SMSC.ru is a major Russian SMS aggregator providing bulk SMS, HLR lookup, and direct operator connections to MTS, Megafon, Beeline, and Tele2. Competes head-to-head with SMS-Sending on Russian bulk messaging for enterprise and SMB customers.
• Unisender: Unisender is a Russian multi-channel marketing platform combining email, SMS, and push messaging. Overlaps with SMS-Sending on transactional and marketing SMS, and competes for the same Russian SMB customer base with a more modern interface and broader channel mix.
• SMS.ru: SMS.ru is a leading Russian SMS marketing and notification platform offering bulk SMS, Viber, and WhatsApp campaigns to business customers. Directly comparable in product, target market (Russian SMBs and enterprises), and business model (usage-based pricing) to SMS-Sending.

Broad incumbents

• Twilio: Twilio is a global cloud communications platform offering SMS, voice, and messaging APIs at scale. While it does not specialize in the Russian SMB niche, it is the global category leader and sets the technical and pricing benchmark SMS-Sending must respond to.
• Sinch: Sinch is a global mobile messaging and CPaaS provider offering SMS, RCS, and conversational messaging with direct operator connections worldwide. Comparable in product category and operator-relationship model, but at enterprise scale across many geographies.
• Infobip: Infobip is a global CPaaS provider with strong presence in Eastern Europe, offering SMS, RCS, WhatsApp, and omnichannel messaging. Comparable in underlying technology and direct carrier connections, but operates at vastly larger scale and broader channel mix.
• MessageBird: MessageBird is a European cloud communications platform offering SMS, voice, and customer engagement APIs. Comparable as a multi-channel CPaaS alternative, particularly relevant for any Russian SMB customer considering international expansion.

Regional players

• Sendsay: Sendsay is a Russian marketing automation platform specializing in email, SMS, and push messaging with a focus on Russian and CIS markets. Comparable in target customer (Russian SMBs needing multi-channel marketing), though headquartered and operating in Russia.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xvk.com/smssending
• Facebookfacebook.com/pages/%D0%9E%D0%9E%D0%9E-%D0%9D%D0%9A%D0%A1/138014576216162

Revenue estimate

Valuation estimate

Number of profiles

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 SMS-Sending