Sinch Unleashes AI-Powered Customer Communications with Model Context Protocol Integration
Stockholm, Sweden – Sinch AB (XSTO: SINCH), a global leader in customer engagement through its Customer Communications Cloud, has announced the successful implementation of the Model Context Protocol (MCP)—a major leap in enabling AI agents to autonomously execute communications across global channels.
As AI agents evolve from simple assistants into powerful action-taking entities, the Model Context Protocol is rapidly becoming the standard interface for how these agents interact with external systems—from APIs to databases. Sinch’s adoption of MCP ensures that when AI agents need to communicate, they do so efficiently, securely, and compliantly using Sinch’s proven infrastructure.
Empowering AI Agents to Communicate at Scale
With MCP now live in developer preview—and integrated with agents powered by Claude, OpenAI’s Agents SDK, AgenticFlow, and more—Sinch enables AI systems to dynamically:
- Choose the optimal communication channel (SMS, email, RCS, voice, etc.)
- Format messages according to regional requirements and best practices
- Apply compliance and privacy regulations by region and industry
- Ensure reliable delivery, routing, and fraud protection
This elevates AI from conversation-only tools to autonomous agents capable of managing full customer communication flows, such as:
- Marketing campaigns
- Customer support handoffs
- Identity verification
- Proactive service notifications
“MCP lets us expose decades of communications intelligence—routing, compliance, localization—into a protocol AI can understand and trust,” said Robert Gerstmann, Co-Founder and Chief Evangelist at Sinch. “This is what makes intelligent automation reliable and scalable in the real world.”
Proven Platform, Real-World Results
Sinch orchestrates 900 billion interactions annually across 175,000 businesses in over 60 countries. With local compliance expertise, deep routing intelligence, and scalable cloud infrastructure, Sinch provides the operational foundation AI agents need to succeed in production environments.
Real-world impact:
- A global insurer now handles 80% of customer requests autonomously across 125+ languages
- A leading retailer tripled engagement using AI-powered RCS campaigns
According to Sinch’s State of Customer Communications Report, 95% of businesses are either using or planning to use AI in their communications strategies—mirroring IDC’s forecast of a $153B AI platform market by 2028.
Strategic Expansion of AI Capabilities
Sinch’s MCP rollout is just one pillar in a broader AI communications strategy, including:
- Native integrations with OpenAI, Anthropic
- Conversational AI orchestration across all channels
- Enterprise integrations with Microsoft Copilot Studio, Salesforce Agentforce, Adobe, and Dynamics 365
“We’re not just layering AI onto communication—we’re rebuilding the foundation to make AI-native communication possible at scale,” said Laurinda Pang, CEO of Sinch. “This is a critical moment for global engagement, and we’re making it accessible to every business, from startups to the Fortune 500.”
The Future: AI Agents that Truly Communicate
With the MCP implementation, Sinch positions itself as the global AI agent communications layer, enabling any AI system to execute complex, real-time communication workflows without rebuilding infrastructure from scratch.
By bridging the gap between autonomous AI agents and real-world communications infrastructure, Sinch empowers a future where AI not only understands customers—but serves, informs, and engages them seamlessly, globally, and intelligently.
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