Messente logo

Business considerations with omnichannel messaging

Last week brought about a big milestone for us as we launched a brand new supercharged messaging API.

The reason we did this is to give all our customers access to more ways to reach out to their clients. Right out of the box, the new API enables sending Viber messages, as well as SMS. However, having Viber is only the first step in our roadmap –new platforms will be added as we go along.

By the way, we're very interested in hearing your thoughts. If you have a suggestion on which platforms you would want us to enable next, drop me an e-mail at

What omnichannel messaging means to businesses

When comparing different forms of messaging, like iMessage, WhatsApp, Facebook Messenger or SMS, the spotlight is often on the features and the technical aspects.

Here are a few business-related aspects to consider in messaging:

1. Every messaging channel has its pros and cons.

It might be easy to just compare features of different messaging channels and automatically think of rich messaging as a better option.

In reality, it depends on:

  • Your specific context. When you primarily need reach and uniformity, SMS is better. If you definitely need rich communication features, go with Viber.
  • Which channel your clients prefer to use?

2. People use different channels for different kinds of communication.

Take me for example. I call my parents, I use Viber to talk to my friends, I e-mail my business partners, and I Skype chat with my colleagues.

Brands need to reach out to people using the channel people want to use for that specific type of communication.  

Getting this right gives you a better chance of having extended inbox hospitality. Get this wrong and you'll be perceived as a visitor trying to climb in from a window instead of knocking on the front door.

3. People have different expectations towards different channels.

While SMS is often a one-way street for notifications, people might expect Viber messages to be a start of a conversation. For businesses sending Viber messages, this means they must be ready for those conversations.

If you consider these three aspects carefully before choosing your mix of messaging channels, the results will be much better than making decisions purely based on features.

Messente is committed to keep adding different platforms and channels to the menu a la carte.

If you want to hear more about the new API and what it can do for your business, check out our recorded webinar, which goes into more details.

Lauri Kinkar
2018-06-19 00:00:00 UTC