Sinch AB, a global leader in cloud-based customer communications, announced the integration of the Model Context Protocol (MCP) into its platform. This move enables AI agents to reliably perform communication-related actions-such as messaging, notifications, and verifications-using Sinch’s robust, globally scaled infrastructure.
As MCP becomes a recognized standard for enabling AI agents to carry out tasks such as database queries and API calls, Sinch’s implementation focuses on communication-specific actions. The integration ensures that AI agents can intelligently and effectively manage customer interactions through Sinch’s industry-leading platform.
This milestone aligns with the growing momentum behind AI-driven customer engagement. Sinch clients are already experiencing measurable impact: a global insurer now autonomously manages 80% of customer requests across more than 125 languages, while a major retailer tripled engagement rates by pairing conversational AI with rich communication services (RCS). The trend is clear-95% of businesses are using or planning to use AI in their customer communication strategies, according to the Sinch State of Customer Communications Report. IDC further projects the AI platforms market will surge to $153 billion by 2028.
Sinch enables over 900 billion customer interactions annually-spanning messaging, voice, email, and verification—for more than 175,000 businesses worldwide. With operations in 60+ countries and deep local compliance and routing expertise, the company delivers mission-critical communications at scale. By integrating MCP, Sinch now extends these trusted capabilities to the rapidly evolving ecosystem of AI agents.
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Enabling AI Agents to Communicate with Precision
MCP provides a standardized way for AI agents to discover, interpret, and execute tasks across various platforms. When these tasks involve customer communications—such as launching marketing campaigns, sending time-sensitive alerts, or managing authentication processes—Sinch’s MCP implementation ensures AI agents can navigate the complexities of channel selection, message formatting, and regional compliance.
Through the Sinch MCP server, now available in developer preview with Claude, AI agents can access detailed communication requirements. These include determining the appropriate messaging channels, formatting for localized delivery, complying with regional regulations, and optimizing for deliverability. This intelligence is accessible via leading AI development tools and platforms such as Cursor, OpenAI Agents SDK, AgenticFlow, Microsoft Azure AI Foundry, and Copilot Studio.
“AI is transforming how businesses communicate, and Sinch has the proven infrastructure to make it work at scale,” said Robert Gerstmann, Chief Evangelist and Co-Founder at Sinch. “With MCP, we’re codifying decades of communications expertise into protocols that AI agents can understand, teaching them the specific requirements, compliance rules, and best practices needed for each use case and region. What matters most happens behind the scenes; guaranteeing delivery, maintaining quality, navigating compliance, and preventing fraud. We’ve spent decades perfecting these operational fundamentals that make AI-powered communications actually work.”