- Founded
- 2017-01-01 in Tel Aviv, Israel
- Headquarters
- Tel Aviv, Israel
- hello@smsedge.io
- Phone
- +44 20-8123-2113
SMSEdge is a data-driven, multi-channel messaging platform founded in May 2017 in Tel Aviv, Israel. Originally focused on SMS marketing, it has expanded into an omnichannel solution supporting SMS, Email, Voice, and WhatsApp. The platform serves performance marketers, affiliates, and enterprises, leveraging a proprietary routing engine that optimizes message deliverability across 195+ countries. Its intelligent route optimization and real-time A/B testing are designed to lower cost per acquisition by up to 45%. SMSEdge integrates with existing CRM and tracking systems via a REST API and provides campaign management, contact segmentation, and advanced analytics. The company is privately held with a lean team of 11–50 employees, headquartered in Tel Aviv. As of 2025, it continues to expand its channel offerings and automation capabilities, competing with other cloud-based CPaaS and messaging providers.
Detailed Review
History
SMSEdge was founded in May 2017 by Slain Willey in Tel Aviv, Israel. The company started as a dedicated SMS marketing platform, gradually evolving into a full omnichannel messaging solution. It now supports SMS, Email, Voice, and WhatsApp, with a strong emphasis on performance optimization for marketers.
Business Model
SMSEdge operates as a platform-as-a-service, charging clients based on message volumes and premium features such as A/B testing and route optimization. The platform targets performance marketers, affiliate networks, and enterprises seeking to maximize conversion rates. Its core value proposition lies in intelligent routing, which automatically tests multiple carrier paths in real time to select the most reliable and cost-effective route.
Products
The flagship SMSEdge Platform offers multi-channel messaging including bulk and transactional SMS, email campaign creation and delivery, automated voice calls, and two-way WhatsApp messaging via the Business API. Key features include a drag-and-drop campaign builder, contact segmentation by demographics and behavior, conversion tracking, and a REST API for custom integrations. The platform also provides real-time analytics and a 24/7 support team of mobile marketing experts.
Market Position
SMSEdge positions itself as a performance-focused alternative to broader CPaaS platforms like Twilio or MessageBird. Its claim of reducing CPA by up to 45% through intelligent route optimization is a key differentiator. The company serves clients in affiliate marketing, iGaming, e-commerce, and customer retention, though specific client names are not publicly disclosed. It operates across 195+ countries but is not known to have any public licensing or regulatory certifications such as SOC-2 or ISO.
Recent Developments
As of 2025, SMSEdge continues to expand its channel offerings and automation features. The platform integrates with tools like Make (formerly Integromat) for workflow automation, and its website highlights case studies from various verticals. No recent news about funding, acquisitions, or major partnerships was found in the available research.
Key Products
SMSEdge Platform
Core multi‑channel messaging platform supporting SMS, Email, Voice, and WhatsApp. Includes A/B testing, intelligent route optimisation, conversion tracking, contact segmentation, and a REST API.
Offices & Headcount
30 employees (approx.)