Sinch Launches Model Context Protocol to Supercharge AI-Powered Communications

Sinch AB (publ), a global leader in customer communication, has unveiled its implementation of the Model Context Protocol (MCP) a groundbreaking move that empowers AI agents to seamlessly execute communication tasks across Sinch’s trusted global platform. As the Model Context Protocol (MCP) continues to gain traction as the go-to standard for enabling AI agents to handle tasks like API calls and database queries, Sinch is taking it a step further fine-tuning the way these agents manage and scale customer communications across its global platform.

With this implementation, Sinch is reinforcing the rapid transition toward AI-powered customer engagement. The real-world impact is already evident: one global insurance provider now automates 80% of customer interactions in over 125 languages, while a major retail brand has achieved a 3x increase in engagement through the combination of conversational AI and RCS messaging.

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According to Sinch’s latest State of Customer Communications Report, a staggering 95% of companies are either using or planning to implement AI for customer interactions. In parallel, IDC forecasts the AI platforms market will skyrocket to $153 billion by 2028 highlighting the immense potential for intelligent communications.

MCP Unlocks Scalable and Compliant AI Communications

Sinch’s integration of MCP ensures AI agents understand the intricacies of executing communication-related tasks whether it’s launching marketing campaigns, managing identity verifications, or handling customer service inquiries. This is especially crucial as enterprises strive to ensure message delivery, comply with regional regulations, and tailor content by channel.

The Sinch MCP server, now available in developer preview with Claude, enables AI agents to learn how to execute each task effectively understanding formatting rules, channel requirements, and compliance obligations. These capabilities are also accessible to developers and enterprises via tools like OpenAI Agents SDK, AgenticFlow, Microsoft Azure AI Foundry, and Copilot Studio.

Robert Gerstmann, Co-Founder and Chief Evangelist at Sinch, stated: “AI is reshaping enterprise communication. Through MCP, we’re teaching AI agents the core principles delivery assurance, regulatory compliance, and fraud prevention that we’ve refined over decades.”

Building the Future of AI-Powered Communications

This MCP rollout marks a major step in Sinch’s broader strategy to build a comprehensive, enterprise-grade platform for AI-powered communications. Sinch continues to deepen its AI integration through partnerships with OpenAI and Anthropic, enhanced conversational capabilities, and advanced routing logic.

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Additionally, alliances with platforms such as Adobe (as a Platinum Partner), Salesforce Agentforce, and Microsoft Dynamics Customer Insights further cement Sinch’s role in the evolving AI communications ecosystem.

Laurinda Pang, CEO of Sinch, emphasized: “We’re laying the foundation for a world where every organization can connect with customers in intelligent, real-time, and meaningful ways regardless of size or technical ability.”

FAQs

1. What is AI-powered communications?

AI-powered communications refer to the use of artificial intelligence to automate, personalize, and optimize interactions between businesses and customers across channels like messaging, email, and voice. It enhances customer engagement, reduces response time, and improves overall service efficiency.

2. How does Model Context Protocol (MCP) benefit AI agents?

Model Context Protocol (MCP) standardizes how AI agents understand and execute tasks across different platforms. In the context of communication, MCP enables AI to identify the right channels, format messages correctly, comply with regulations, and ensure delivery success.

3. Why is Sinch’s implementation of MCP important for businesses?

Sinch’s MCP implementation equips businesses with scalable, compliant, and intelligent communication capabilities. By integrating years of communication expertise into AI workflows, companies can deliver impactful customer experiences across languages, regions, and industries.

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