Adding Texting Functionality to a CRM: Is it Better to Buy or DIY?

A young businessman looks at a whiteboard with team to decide their next move

Zipwhip spent millions creating Texting for Business software with advanced features so that you don’t have to.

Before you spend time (and money) programming text messages and automation features into your software from scratch, ask yourself this question: should I build off an API and do it myself, or buy an API and software platform to integrate programmatic and two-way texting?

Raine Bergstrom, Zipwhip’s senior vice president of product, is here to help you determine the best API development path for your business.

In this video, he talks about:

  • How texting offers value to customers (and potential profit for businesses)
  • How an independent software vendor can start small and then scale up our API
  • What developers should consider when thinking about the future of texting

Click play to watch this episode of ZipTV (and see Raine rock a cowboy hat) below!


At the end of the day, we’re here to help you connect to your customers. That’s why we made sure to have options that you can tailor to fit your needs and your strategy.

You can build off our API or bundle it with Zipwhip’s software. So, whether you’re just looking to integrate high throughput, programmatic text messages or you want to include conversational, two-way A2P texting–we’ve got you covered!

Check out our API page for more information, including a comparison list of features, developer documentation and pricing.

Further Reading:

Raine mentioned that three out of four customers report frustration when they can’t respond to an automated text. A good user experience is key to customer satisfaction, and their shifting preferences will determine whether they respond to a company’s message. Take a look at some consumer texting trends in our 2019 State of Texting Report.

Are you a developer? Check out how you can integrate a Texting for Business software and API to boost your team’s productivity.

Pairing Zipwhip’s software with the API can be a serious advantage for businesses that require a high throughput for messages, but still need to track communications for compliance, legal and customer service reasons. Insurance carriers, for example, could use Texting for Business software and an API to help claims adjusters follow up on outstanding claims and send an automated payment notification through their CRM. All from the same number, and all synced across platforms.

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