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Clickatell: The Chat Commerce Gamble
Can a legacy SMS player pivot fast enough to own the chat commerce revolution?
Clickatell is betting the house that the future of commerce isn't in emails or apps, but in the chat bubbles we use to text our friends. With $109M in funding and a legacy in SMS, they are aggressively pivoting from a simple messaging API to a full-blown Chat Commerce platform, challenging the status quo of customer engagement.
"They aren't just sending messages; they are trying to turn the chat window into a Point of Sale."
The Pivot to Chat Commerce
Clickatell's narrative is a classic scale-up story facing a market shift. Originally a powerhouse in SMS and A2P (Application-to-Person) messaging, they realized that simple notification APIs are a low-margin commodity. Their response? A hard pivot into 'Chat Commerce'—enabling transactions directly within WhatsApp, Apple Messages, and SMS. It's a high-stakes move to capture higher-value enterprise clients looking for conversational revenue streams.
The Identity Crisis
Despite claiming 80,000+ monthly visits, the traffic data reveals a fractured identity. A massive 42% of traffic is 'undefined' (likely direct or dark social), and 42% comes from organic search. The top keyword is simply their brand name. This suggests they have strong brand recall among existing users but are struggling to capture new market mindshare through non-branded search terms. They are a known entity to insiders, but opaque to the broader market.
- The 'Chat Commerce' pivot is strategically sound but executionally difficult, requiring deep integration into legacy enterprise systems.
- The 1.9/5 Trustpilot rating is a glaring red flag, indicating potential friction in customer support or product reliability that could derail enterprise sales.
- Heavy reliance on direct traffic (42%) suggests a mature customer base, but a lack of inbound growth channels limits scalability.
For investors and founders, Clickatell is a case study in necessary evolution. They are navigating the treacherous waters of moving up the value chain—from infrastructure utility to a revenue-driving platform. However, the friction is visible. The low Trustpilot score suggests that while the technology might be robust, the user experience or support infrastructure may not be keeping pace with their ambitious roadmap.
The Verdict: High Risk, High Reward
Clickatell is a sleeping giant waking up, but it needs to fix its customer experience to survive the chat commerce wars.
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Clickatell: Global Leader in Chat Commerce, SMS APIs & More | Clickatell
Be part of the Chat Commerce & customer engagement mobile revolution with Clickatell's range of products & solutions. Build revenue and customer engagement now!
Clickatell: Global Leader in Chat Commerce, SMS APIs & More
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Reviews (20)
Reliable company
There was a glitch in campaign management and I couldn't manage it. I reported the issue to the Clickatell support team. Turnaround times were very fast. They solved my problem in a short time. A reliable company.
Sağlık Merkezi, thank you for the 5-star review! We're delighted to hear our support team swiftly assisted with your campaign management. Your satisfaction is our priority, and we're committed to delivering dependable service whenever you need us. Thanks for using Clickatell!
Amazing Customer Service
Fabian Rensburg has been looking after our corporate account for many years. It has been an absolute pleasure dealing with Fabian. He has been fantastic in answering questions, sorting out problems, and generally being my 'go to' guy. I hope Clickatell appreciates him as much as I do.
Experience with Clickatell
For few weeks working with Clickatell (Bradley Cyster), Navan Medical Care has been so grateful. We have received remarkable professional services always on time. He (Bradley Cyster) is the great character with positive attitude in the company. Dr Albert Robert
Thank you so much for the positive feedback and recommendation, Dr Albert Robert! We're really happy to hear about the great experience with us! We look forward to providing you with the same high service levels for many more years to come :) Chat soon! Team Clickatell
Satisfied Customer
I recently registered my WhatsApp Business account via Clickatell and received excellent support from the team. With myself that is not a social media expert, Clickatell assisted me step-by-step throughout the entire process. Clickatell is a pleasure to work with and their staff is extremely helpful and knowledgeable. I can without a doubt recommend Clickatell to anyone.
Thank you so much for the positive feedback and recommendation, Kevin! We're really happy to hear about the great onboarding experience you had with us. We look forward to providing you with the same high service levels for many more years to come :) Chat soon! Team Clickatell
WhatsApp application migration...
We migrated a WhatsApp application recently and because this is not a standard request it took a bit longer than anticipated and was also not as smooth. The Clickatell team rallied together and got it sorted Friday evening at 6PM. Good sailors are not made in calm seas and therefore a big thank you to the team and a special shoutout to Fabian and Dominic for the updates and Kelvin and Johannes for your technical expertise.
Hi Sean, Thanks so much for taking the time to leave us your feedback. We're really happy to hear that team were able to provide you with great service and support that you required. Team Clickatell
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About clickatell.com
Be part of the Chat Commerce & customer engagement mobile revolution with Clickatell's range of products & solutions. Build revenue and customer engagement now!
Company Overview
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clickatell.com uses 27 technologies across their website including Wistia, Google Fonts, Okta, and more.
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Wistia
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Google Fonts
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Okta
Security
HSTS, reCAPTCHA
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Contentful
Cloud & Hosting
Amazon Web Services, Netlify
Traffic & Audience
clickatell.com receives approximately 80.1K monthly visitors and ranks #269,716 globally. The website has a bounce rate of 31% with visitors viewing an average of 8.1 pages per visit. Users spend an average of 12:52 on the site.
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