Sinch Integrates Model Context Protocol to Enhance AI Communication Agents

Sinch, a leader in global customer communications, has announced the implementation of the Model Context Protocol (MCP), a standardized framework that enables AI agents to execute communication tasks seamlessly. This development is part of Sinch's broader strategy to enhance AI-powered customer engagement.

Key Highlights

• MCP Integration: Sinch's MCP implementation allows AI agents to handle communication actions—such as database queries, API calls, and customer interactions—with precision. This ensures compliance, message formatting, and delivery across 125+ languages.
• Proven Results: A global insurer autonomously manages 80% of customer requests, while a leading retailer achieved 3x higher engagement by combining conversational AI with RCS (Rich Communication Services).
• Market Trends: According to Sinch's State of Customer Communications Report, 95% of businesses are either using or planning to adopt AI in customer communications. IDC projects the AI platforms market to reach $153 billion by 2028.

Sinch's Global Reach

Sinch orchestrates 900 billion customer interactions annually across messaging, voice, email, and verification services for 175,000 businesses worldwide. With operations in 60+ countries, the platform leverages local compliance expertise and routing intelligence to ensure reliable, scalable communications.

How MCP Works

MCP provides a standardized way for AI agents to discover and execute actions across systems. For communication tasks—such as marketing campaigns, notifications, or customer service—Sinch's MCP server teaches agents:

• Which channel to use (SMS, email, etc.)
• How to format messages for different regions
• Compliance rules and delivery best practices

Developer and Ecosystem Support

Sinch's MCP server is now in developer preview with Claude, and integrates with:

• IDEs like Cursor
• Agent frameworks (OpenAI Agents SDK)
• AI workflow platforms (AgenticFlow)
• Enterprise solutions (Microsoft Azure AI Foundry, Copilot Studio)

Strategic Partnerships

Sinch strengthens its AI ecosystem through partnerships with:

• Adobe (Platinum Partner)
• Salesforce Agentforce
• Microsoft Dynamics Customer Insights

Executive Insights

Robert Gerstmann, Chief Evangelist and Co-Founder at Sinch: "AI is transforming how businesses communicate. With MCP, we're codifying decades of expertise into protocols AI agents can understand—ensuring compliance, quality, and fraud prevention at scale."

Laurinda Pang, CEO of Sinch: "We envision a world where every business, regardless of size, can harness intelligent communications to keep customers engaged, informed, and happy."

Learn More

For additional details, visit Sinch's MCP implementation.