Sinch unveils AI agent tools for customer engagement

Sinch has added what it calls "agentic conversations" to its communications platform, expanding its push into AI-driven customer engagement across messaging, voice and email.

The Stockholm-based supplier said the offering lets businesses deploy AI agents across multiple channels, with tools to build, manage and monitor them. The launch comes as companies experiment with generative AI for customer service and sales, and look for more consistent handling of interactions across the channels customers already use.

Customer engagement teams are increasingly splitting conversations across messaging apps, rich messaging formats and traditional voice calls. That shift has increased pressure to maintain context between channels and keep service levels consistent during peaks in demand.

Sinch's new suite centres on orchestrating AI agents within its existing communications stack. It is positioned for organisations that want to build their own agents, use Sinch's tools, or integrate third-party agents through partners.

Platform Approach

Sinch framed the release around flexibility and integration, rather than a single AI model or vendor approach. Customers can use Sinch's AI features or connect their own agents, without being tied to a proprietary data layer.

Daniel Morris, chief product officer at Sinch, said the company is focused on giving customers choice in how they deploy AI agents across communications channels.

"Our philosophy is simple: enterprises should be free to build with us or bring their own AI," Morris said. "We do not believe in locking customers into a single agent model, proprietary data layer, or closed ecosystem. Whether businesses use Sinch's AI capabilities, deploy their own agents, or work with trusted partners, we provide the communications and orchestration infrastructure that makes those agents operational across messaging, email, and voice."

Sinch has built its business around APIs for messaging, voice and email. It works with large enterprises and digital-native firms that run customer notifications, authentication messages, marketing outreach and customer support through automated communications flows.

Sinch reported net sales of $3 billion in 2025 and said it handles more than 900 billion customer interactions a year for more than 190,000 customers globally. It also said it has more than 4,000 employees across more than 60 countries and is headquartered in Stockholm.

Tools And Integrations

Agentic conversations includes Sinch Agent Builder, along with tools called Sinch Functions and Sinch Skills. Sinch also highlighted integrations designed to connect agents to enterprise systems.

Agent-based automation is moving beyond chat interfaces. Many companies want AI agents that can perform actions such as checking order status, updating customer records, or triggering follow-up messages. That requires access to back-end systems, along with controls for identity, compliance and data handling.

Sinch said the suite adds observability and controls across channels, with monitoring and routing features intended to manage performance across markets. It linked these capabilities to an expected rise in conversational traffic as organisations shift more interactions from human teams to AI agents.

Trust And Compliance

Communications providers often compete on deliverability, routing, number provisioning and compliance. Those issues have grown in importance as fraud and impersonation risks rise and regulators focus more on consumer protections in messaging and telephony.

In a separate statement, Morris contrasted Sinch's role with AI agent frameworks that do not include a communications layer.

"Unlike standalone AI agent frameworks, Sinch provides the trusted communications layer that agents depend on to operate reliably across channels and markets. Sinch has long experience in carrier-grade routing, global number provisioning, regulatory compliance, identity verification, branded calling, deliverability optimisation, and fraud protection. That experience ensures agent-driven communications are secure, scalable, and ready for real-world deployment," he said.

Wendy Johnstone, executive vice president for Asia Pacific at Sinch, said the company is focusing on the communications layer as AI agents become more widely used in customer engagement.

"The next phase of AI isn't about more hype; it's about real-world execution. An AI agent is only as good as its ability to communicate reliably and securely. We are focused on perfecting that fundamental communication layer, giving businesses the confidence to deploy intelligent agents that not only perform tasks but also build customer trust with every interaction," Johnstone said.

Sinch said the broader shift will depend on infrastructure that maintains continuity across interactions and channels, and provides context and data access at scale. It expects more organisations to move marketing, sales, customer support and notifications towards agent-led engagement across messaging, email and voice.