Sinch has launched its implementation of the Model Context Protocol (MCP), allowing artificial intelligence agents to initiate compliant, real-time telecommunications activities across messaging, voice, email, and verification channels via standardised interfaces.
The MCP is an emerging protocol intended to standardise how AI agents interact with various systems and services. Sinch’s deployment of the protocol is designed to give AI agents the ability to carry out communications tasks directly through its platform. These tasks range from orchestrating marketing campaigns to client notifications, identity verification processes, and customer service handling.
AI-driven communications
According to Sinch, MCP is engineered to manage AI-scale communication volumes, suitable for tasks demanding rapid, automated interaction rather than the slower cadence typically associated with human-initiated communications. The implementation supports integration with AI tools, including OpenAI SDK, Claude, and Microsoft’s Azure AI, and is delivered with compliance and security protocols incorporated as standard.
The company states that MCP helps support a broad transition away from traditional brand-centric applications to direct communication channels between enterprises and their customers. Sinch currently manages over 900 billion customer interactions each year for 175,000 businesses in more than 60 countries, providing messaging, voice, email, and verification services, and drawing upon its local compliance and routing expertise.
Global scale and expertise
Sinch customers have already begun to report outcomes claimed to result from the shift towards AI-assisted engagement. For example, a global insurer has been able to autonomously process 80% of customer enquiries across 125 languages, while a retail client achieved tripled engagement by integrating conversational AI with Rich Communication Services (RCS).
The company issued data from its State of Customer Communications Report suggesting that 95% of businesses are currently using or planning to utilise AI in customer communications. Research from IDC projects that the global AI platforms market will reach USD $153.0 billion by 2028.
MCP implementation details
Through its new MCP server, now available in developer preview with Claude, Sinch is providing a mechanism for AI agents to understand the requirements of different communication actions. The server allows agents to determine which channel should be used, how messages should be formatted for different jurisdictions, which regulatory rules apply, and how to ensure successful delivery. Sinch notes that these capabilities are accessible via a range of tools, including development environments like Cursor and frameworks such as OpenAI Agents SDK, as well as platforms like AgenticFlow and Microsoft Azure AI Foundry.
“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.”
Strategic partnerships
The MCP protocol is part of Sinch’s broader strategic approach to AI communications. Alongside established integrations with OpenAI and Anthropic, Sinch also provides routing systems and conversational AI functionality, intending to offer enterprises a comprehensive platform for deploying AI-assisted communication strategies.
Sinch’s partnerships span a variety of major technology companies. It is an Adobe Platinum Partner and has links with Salesforce Agentforce and Microsoft Dynamics Customer Insights, which the company reports strengthens its position within the enterprise AI communications landscape.
“At Sinch we are pioneering the way the world communicates, and our MCP implementation represents the next evolution of that mission,” said Laurinda Pang, CEO of Sinch. “Through the expansion of native AI capabilities and partnerships, we’re equipping organizations with unprecedented capabilities to connect with customers anywhere, anytime, through any channel. We envision a world where every business, regardless of size or technical sophistication, can harness the power of intelligent communications to keep their customers engaged, informed, safe, and happy.”