Australia’s largest messaging provider, MessageMedia has acquired text messaging app, Smooth Messenger, which integrates with customer relationship management platform, Zoho.

The Smooth Messenger SMS integration allows businesses to send two-way messages to their contacts via SMS and MMS. It is currently the second most installed SMS extension application on the Zoho platform.

With Smooth Messenger, businesses can send and respond to messages in real-time with all interactions recorded on their Zoho CRM account. It’s ideal for businesses that want to acquire new leads, set up appointments and provide timely updates to customers.

Through highly-customisable automation settings, users can build tailored workflows to deliver timely and relevant communications to customers and prospects following specific actions such as visiting a web page or opening an email.

As part of the integration, the Smooth Messenger team will join MessageMedia and be rebranded to ‘SMS for Zoho CRM by MessageMedia’.

MessageMedia CEO, Paul Perrett said, “With more than 20 years’ experience in serving small and medium businesses as Australia’s largest messaging provider, we have always been focused on expanding our customer messaging solutions.

“We seek to do this across a broad range of business platforms and technologies, so the acquisition of Smooth Messenger presented a natural fit for our business. We have no doubt the acquisition will extend our commitment in delivering exceptional customer engagement and strengthen our ecosystem integration.”

Smooth Messenger founder, Jeremy Nagel added, “I am excited about the additional value that we can bring to customers on Zoho CRM through leveraging MessageMedia’s technology and global expertise. Apart from offering enhanced product features, we are also able to tap into the MessageMedia’s 24/7 support resources, which will allow us to serve our customers’ needs anytime, anywhere in the world.”