SMS Online

Name

SMS Online

Legal name

OOO «СМС ОНЛАЙН»

Website

https://ru.sms-online.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

SMS Online is a Russian-headquartered B2B SMS aggregation platform that provides premium SMS billing, bulk SMS/Viber mailing, mobile commerce, and interactive media services to several thousand partner websites, broadcasters, and SMBs across 70+ countries via a unified API gateway.

Ownership category

akta.pro rank

Product category

SMS Aggregation and Mobile Messaging Platform

NAICS

Telecommunications Resellers and Agents for Wireless Telecommunication Services (51712)

SIC

Telegraph & Other Message Communications (4822), Radiotelephone Communications (4812)

akta.pro industry

PRIMARYBPAMACAF

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)

SECONDARYMPAAAIAB

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

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

SECONDARYFSAMAEAD

Carrier Billing & Telco Mobile Money

Financial & Insurance/Payments & Transaction Processing/Digital Wallets & Mobile Payments

Keywords

• SMS billing platform
• Premium SMS payments
• Bulk SMS messaging
• Mobile commerce services
• Interactive SMS services

Headquarters

HQ city

Moscow

HQ country

Russia

HQ region

Europe

Offices5 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 Billing / Premium SMS Payments: One-time or subscription-based billing via premium short SMS numbers. Revenue is generated from the price difference between operator charges and partner payouts. Includes MO (Mobile Originated) and MT (Mobile Terminated) tariff models. The company retains a commission of up to 1% of SMS cost, with operator share reaching up to 50%.
2. Subscription Services: Periodic billing of subscribers with pre-confirmed consent — daily, weekly, monthly or custom intervals. Suitable for access to premium content, VIP accounts, and regular information delivery. Revenue per transaction minus operator and company commissions.
3. Pay-per-Click: One-click payment service where subscribers verify their mobile number once and then pay for services by pressing 'Buy' without sending SMS each time. Funds are debited from the verified number's account.
4. Mobile Commerce: Payment for goods and services from mobile phone account balance. Allows larger payment amounts with enhanced security (confirmation SMS required). Available for Russian operators (Beeline, MTS, Megafon, Tele2, SmartS). Operators receive lower commissions than standard SMS payments, resulting in higher partner payouts.
5. SMS Mailing / Bulk SMS: Outbound SMS advertising and informational broadcasts. Partners pay for SMS messages sent through the platform. Also includes Viber mailing with messages up to 1000 characters, pay-per-delivery model.
6. Content Services (Horoscopes, Erotic Content): Sale of premium mobile content including personalized astrological web services, erotic TV shows, and interactive chat services. Content is delivered via WAP/mobile web and billed per use or subscription.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

SMS Online operates a multi-functional SMS gateway platform offering SMS billing (premium SMS payments), bulk SMS mailing, interactive SMS services (voting, quizzes, chats), mobile commerce, and phone number intelligence to B2B partners. The company aggregates connections to 800+ mobile operator networks across 70+ countries, enabling partners (website owners, radio/TV stations, e-commerce businesses) to monetize digital content, accept mobile payments, and run communications campaigns via API integration or self-serve web interface (SendEx.ru).

Product overview

SMS Online operates as a unified SMS services platform combining billing, messaging, and content delivery. The core offerings consist of SMS Billing (SMS-платежи) as the primary payment gateway and SMS Mailing as the bulk messaging platform, with SendEx.ru serving as the proprietary web interface for campaign management. The portfolio includes interactive services (SMS-FM for radio, SMS Voting, SMS Quiz, SMS Chat), subscriber intelligence via Phone Info, and proprietary content offerings such as Horoscopes, Astro Show, and Ero Show. Additional payment methods include Pay-per-Click, Mobile Commerce, and Subscription Services. The platform covers 70+ countries with dedicated short numbers and processes up to 1.8 million SMS/hour for billing and 3 million SMS/hour for mailing.

Differentiator

Problem solved

Functional benefit

Brands

• SendEx.ru: Web-interface for organizing SMS mailings, a proprietary development of SMS Online allowing contact list management, synchronization, delivery reports, and scheduled sending.
• SMS-FM
• SMS-викторина
• SMS-голосование
• SMS-чат
• Phone Info
• Гороскопы
• Эро Шоу
• Астро Шоу

Products and services

• SMS Billing (SMS-платежи / SMS-Шлюз) Core SMS billing and gateway platform enabling payment for services via premium SMS messages. Supports one-time billing, subscriptions, phone number binding to user accounts, and direct mobile operator connections with shared short number formats across Russia and CIS countries. Provides MO (Mobile Originated) and MT (Mobile Terminated) tariff models.
• SMS Mailing (SMS-рассылки) SMS bulk messaging service available via web interface or mailing script, with intelligent phone number format correction and global geographic coverage across 800+ operator networks in 200+ countries. Throughput of up to 3 million messages per hour (850 SMS/sec).
• SendEx.ru SMS Online's proprietary web interface for organizing SMS campaigns, enabling contact list uploads, synchronization, delivery reports, scheduled sending, and campaign management without requiring programming skills. Also supports Viber mailing with messages up to 1000 characters, interactive buttons, and read receipts.
• SMS-FM B2B software package for radio stations to manage SMS message flows, conduct SMS contests and quizzes, receive SMS requests on-air, provide feedback, and includes built-in CRM for tracking listener history and status.
• SMS Voting (SMS-голосование) Interactive SMS voting service enabling audiences to vote for preferred content, artists, or participants with results displayed online on TV screens or websites in real-time.
• SMS Quiz (SMS-викторина) Ready-made service for conducting SMS quizzes where subscribers answer questions via SMS, earning points for correct answers, with winners determined by highest scores.
• SMS Chat (SMS-чат) Service allowing users to exchange messages, share ideas, and express opinions via SMS with radio station websites, TV chat rooms, and private chat capabilities.
• Phone Info Service providing subscriber data by mobile phone number including country, operator, region, short numbers and tariffs, and other parameters. Also checks number validity and converts numbers to international format.
• Horoscopes (Гороскопы) Fully personalized astrological web services based on user personal data analysis, with over 100 promotional banners, customizable design, and payment via SMS.
• Astro Show Interactive TV project with astrological theme providing professional astrologer answers to viewer questions live, with 24/7 call center for astrology/psychology consultations, using IVR and SMS technologies.
• Ero Show Mobile TV project in 18+ category combining erotic HD video content with interactive services including voice services, erotic SMS chat, video ordering, and MT subscriptions.
• Pay-per-Click Service enabling one-click payment for services via verified mobile phone number without sending SMS. Users press 'Buy' button on website with payment deducted from verified phone account.
• Mobile Commerce (Мобильная коммерция) Payment method from mobile phone account with larger payment amounts, enhanced security via confirmation SMS, and no fraud. Implemented for Russian operators: Beeline, MTS, Megafon, Tele2, and Smarts.
• Subscription Services (Подписочные сервисы) Periodic billing service for regularly provided content or services (daily, weekly, monthly), activated via web form or SMS with automatic renewal.

Quantifiable outcome

• Partner revenue increases by 8-12% on average due to error correction system
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability2 records

Feature8 records

Partnerships

One partnership is on record.

• Russian and CIS Mobile Operators (Beeline, MTS, Megafon, Tele2, SmartS)coreTechnology or IntegrationSMS Online maintains direct connections with major Russian and CIS mobile operators including Beeline, MTS, Megafon, Tele2, and SmartS. These relationships enable the company to offer SMS-billing, premium SMS numbers, mobile commerce, and subscription services through a unified 'through' short number format across the region. Operators provide the billing infrastructure while SMS Online provides the aggregation and gateway layer.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Regional players

• MTT (Multi-Region Telecom): Russian telecommunications operator providing messaging, SMS aggregation, and carrier services. Operates in the same Russian market as SMS Online with overlapping SMS gateway and enterprise messaging offerings.

Direct peers

• Sinch: Global messaging API provider offering SMS, WhatsApp, RCS, and mobile identity services to enterprises. Comparable SMS gateway / aggregator business model to SMS Online, with similar carrier billing heritage via the CLX Communications acquisition.
• Infobip: Global cloud communications platform providing SMS, RCS, mobile commerce carrier billing, and interactive messaging APIs. Overlaps with SMS Online's premium SMS billing and bulk messaging offerings with similar operator aggregator model, but at global scale.
• MessageBird (Bird): Cloud communications platform offering SMS, Voice, and WhatsApp Business APIs globally. Direct comparator to SMS Online's SMS API/aggregator business, particularly for the partner and SMB segments.
• SMSReg: Russian/CIS SMS verification and rental service provider for online accounts. Comparable market positioning in the Russian SMS ecosystem, focused on a narrower use case than SMS Online's broader billing platform.
• ByteHand: Russian mobile commerce and carrier billing aggregator offering SMS billing, mobile payments, and one-click pay services across CIS operators. Comparable to SMS Online's mobile commerce and pay-per-click product lines.
• SMSC.ru: Russian SMS service provider offering bulk SMS, SMS mailing, and integration services. Direct peer to SMS Online in the Russian SMB and enterprise SMS market with comparable API/SMPP integration model.
• TeleSign: Communications platform specializing in SMS messaging, phone number intelligence, and fraud prevention. Highly comparable to SMS Online's Phone Info subscriber-intelligence product alongside bulk SMS delivery.
• Devino Telecom: Russian SMS aggregator and messaging platform providing SMS, mobile commerce, and carrier billing services to enterprises across CIS. Closest direct competitor to SMS Online given similar product portfolio (bulk SMS, premium billing, mobile commerce) and overlapping Russian operator connections.

Broad incumbents

• Twilio: Global cloud communications platform offering SMS, voice, video, and customer engagement APIs at scale. Much broader portfolio than SMS Online but overlaps directly on bulk SMS and messaging API capabilities; a credible alternative for large partners.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/sms-online

Compliance1 record

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 Online