Every year, industry researchers rank CPaaS providers as part of market evaluations. This is not one of those assessments.
Instead, this rundown spotlights ten of the most differentiative CPaaS brands that two prominent industry experts will be looking out for this year.
These experts are Rob Kurver, Founding Partner of the CPaaS Acceleration Alliance, and Melissa Holtz, a Senior Research Manager at IDC.
In the video below, they discuss what makes these vendors stand out.
Following that is a written breakdown of their key points.
1. Infobip
Infobip has been on an incredible trajectory over two or three years. Before then, it lacked a significant global presence. Now, it has emerged as a leader across various industry evaluations.
The vendor’s consistent focus on key areas like RCS, AI, and network APIs has enabled this, as Infobip demonstrates continuous innovation in these areas.
Another impressive area of innovation is in its headless SaaS portfolio, which is modular and based on microservices.
Moreover, it has worked effectively with telcos and enterprises alongside wholesale players, which is no small feat.
Overall, Infobip seems to cover all the bases while reporting strong year-on-year growth.
2. Vonage
Vonage proved a pioneer in integrating UCaaS, CCaaS, and CPaaS, years ahead of the competition. Its acquisition of Nexmo set the stage for this “triple-play” approach, which is now becoming the industry standard.
Everyone in this space is moving toward a similar model because CPaaS has proven to be a natural addition to UC and contact center solutions, especially as customer experience becomes the focal point for these industries.
Elsewhere, Vonage is going through significant changes due to the Ericsson acquisition. These make sense strategically. Ericsson’s work with telcos and network APIs is critical for bringing mobile operators together. But, it has also led to challenging internal shifts.
Vonage’s position in the A2P (application-to-person) wholesale market has also been tough, as many traditional CPaaS vendors struggle in this area. It’ll be fascinating to see how it adapts.
Also, Ericsson’s joint venture with telcos is expected to be officially named in January. So, a lot is happening. Ericsson and Vonage may even be treated as separate entities moving forward…
3. Twilio
Once considered the poster child of CPaaS and innovation, Twilio has come back to earth in recent years. Ultimately, that was inevitable.
That said, Twilio has made several positive moves over the past 12 months.
First, it has adjusted its go-to-market strategy, focusing more on practical use cases and engaging with channel partners.
Also, its leadership and company culture change has been palpable, with new talent bringing fresh perspectives.
Indeed, a few years ago, Twilio wasn’t known for collaborating within the broader ecosystem. It had a reputation for trying to do everything on its own. Now, its approach seems more open, collaborative, and perhaps more modest.
2025 will be a big year for Twilio in CPaaS and beyond as it strives to evolve and refine its strategy.
4. Cisco Webex
Cisco is a well-established technology leader in networking, security, and collaboration, notably enhancing its CPaaS capabilities with the acquisition of IMImobile some time ago.
Its solution, now branded as Webex Connect includes several standout innovations.
One is the Webex AI Agent Studio, which provides a range of pre-designed templates and tools for building intelligent workflows. These are tailored for specific verticals – such as account-opening processes in banking – delivering personalized, AI-powered engagement.
That ability to design secure, cross-vertical experiences coupled with Cisco’s security strength reinforces Webex’s potential as a leader in delivering not just communication tools but secure, customized customer experience environments.
Lastly, Cisco has a big opportunity in its extensive BroadSoft base. Currently, BroadSoft solutions are used by approximately 600 telecom operators globally, alongside a comparable number of telcos leveraging competing platforms such as Microsoft (MetaSwitch/Alianza).
Many of these operators are shifting from traditional telecommunication stacks to modern, customer-experience-driven solutions that integrate contact centers, CPaaS, and AI-driven tools. That presents a unique growth avenue for Webex.
5. GMS
SMS has been past its peak for a while. As such, many text messaging specialists have been looking to adapt through acquisitions, diversification, or embracing new growth areas.
GMS’s decision to go directly after enterprises by creating a new business unit is bold but also challenging.
Shifting from a wholesale background to working directly with enterprises requires new people, a different approach, and a strong focus on issues like security.
Yet, fraud and inflated traffic are major problems in A2P messaging, and there’s a real need for solutions in the enterprise market.
The big question is whether GMS can succeed in this transition and do so quickly enough to make an impact. It’s a brand worth watching, and it’ll be fascinating to see how its pivot plays out in 2025.
6. Sinch
Like many competitors, Sinch faced challenges in recent years, including slower growth in 2023. However, the appointment of CEO Laurinda Pang last year brought fresh energy and direction.
Now, with a comprehensive range of capabilities, Sinch targets both the telco segment and developers through its CPaaS portfolio.
Its offerings also include SaaS components, and it’s heavily invested in AI advancements, including natural language processing (NLP) in over 100 languages.
Additionally, Sinch has established a robust ecosystem with over 500 prebuilt integrations with third-party vendors.
Sinch provides a sophisticated portfolio in the telco space that extends into security solutions such as SMS firewalls. It has also made notable strides in driving the adoption of RCS.
One final particularly impressive aspect of Sinch’s evolution is how it has unified its acquisitions into a cohesive brand. This maturity has resulted in a stable, integrated technology base that positions Sinch well to capitalize on opportunities in AI and RCS.
While there are still regional challenges to address, the company appears ready to execute effectively in 2025.
7. BICS
What makes BICS interesting is its evolution within the Proximus Group. Originally, it served as the international arm, focusing on the carrier space. Over time, however, it has transitioned further into providing solutions.
In 2023, it acquired TeleSign, which specializes in mobile identity and security. For a while, TeleSign operated independently, but last year, BICS integrated Route Mobile, a prominent CPaaS provider, into its portfolio.
Now, BICS is navigating the challenge of consolidating these assets into a unified strategy.
With its global footprint and strong carrier expertise, it’s increasingly focused on solutions like CPaaS and identity. It’s intriguing to watch how they’re restructuring to better align their offerings, which could lead to significant opportunities.
Of course, this trend isn’t unique to BICS. Many global carriers are exploring similar strategies.
For example, Telenor Enterprise has developed its own CPaaS or cloud communications platform by creating a new business unit. In contrast, BICS is pursuing growth through acquisitions, with the added challenge of integrating and aligning multiple businesses.
Yet, BICS’s global presence gives them a unique advantage. The vendor is active at events worldwide, particularly in emerging markets, which positions it well for growth.
8. Bandwidth
Bandwidth has been active in the CPaaS space for a decade and is widely considered a tier-one networking provider with its own global IP network. This gives them a strong reputation for reliability, performance, and excellent customer service.
The vendor is also known for partnering in UCaaS and CCaaS markets, offering a Bring Your Own Carrier (BYOC) model, which has been quite successful.
Meanwhile, it’s prominent in voice services, thanks to the Voxbone acquisition, as well as in messaging and authentication APIs.
In addition, Bandwidth has focused on expanding its AI capabilities. For instance, it has been working with Google Dialogflow and other platforms to integrate AI into its portfolio. RCS is another high priority in the strategic roadmap.
Another recent highlight is the introduction of their Universal Platform. It’s a global solution featuring a single, unified API for service development and management across 60 countries. This approach streamlines service deployment and management, making it easier for developers and businesses to leverage their offerings.
Bandwidth remains particularly strong in North America, but its presence is also growing in Europe and Asia.
With its extensive network and reputation for customer service, the vendor well-positioned to explore new opportunities and expand its client base globally.
9. CM.com
What stands out about CM is how early it shifted from pure CPaaS APIs to customer segments and journeys. While messaging is a core offering, it added integrated payments, event organization, and marketing into one solution.
That approach to events as a complete lifecycle is particularly notable. Before, CM supports marketing and preparation. During events, it enhances the customer experience through mobile-first tools for purchases and interactions. After, it enables follow-up marketing and engagement.
Finally, its focus on secure, flexible payments ties everything together beautifully.
Such a holistic approach makes CM an excellent example of delivering niche-specific solutions and outcomes – underlined by a strong 2024 in profitability and revenue growth.
Now, it’s handling larger events and is well-positioned for growth in 2025.
CM is also expanding into security with its Safeguard Suite, which includes tools for securing traffic and combating challenges like artificially inflated traffic.
Also, its “Verification as a Service” model is a strength. It only charges when a verification is successful, making it unique and customer-friendly.
Lastly, CM is exploring network APIs, particularly in verification, identity, and SIM swap prevention. These innovations set them apart and demonstrate their commitment to differentiation.
10. Tata Communications
Tata Communications differentiates as a global conglomerate with a diverse portfolio that includes CPaaS, CCaaS, and UCaaS, all underpinned by extensive telecom expertise and international reach.
In 2023, the company acquired Kaleyra, a CPaaS provider with roots in India and Italy. It provides a sophisticated API-driven platform designed for large enterprises and complements Tata’s consulting capabilities, enabling them to deliver integrated, enterprise-grade solutions.
Also, Tata’s omnichannel portfolio, DIGO, spans voice, messaging, and more, providing customer engagement supported by AI-driven innovations.
Yet, it’s the provider’s combination of telecom infrastructure and network APIs that is particularly noteworthy.
Once seen as a niche concept, network APIs have become essential for programmable communications, enabling services like rich messaging, verification, and identification.
For instance, age verification, commonly embedded into customer journeys, highlights the potential of network APIs in enhancing customer experience.
Tata’s ability to integrate these capabilities into cohesive solutions positions them as a strong contender in this evolving landscape.
Beyond their technical strengths, Tata’s global reach and focus on emerging markets set them apart. While much attention is on Europe and North America, markets like India and Asia-Pacific boast CPaaS players larger than many Western counterparts. Tata is uniquely positioned to bridge these regions, expanding into the Middle East, Africa, and eventually North America.
To unpack more top ten provider lists from across the CX stack, check out our articles:
- 10 CCaaS Providers to Watch Out for in 2025
- 10 CRM Platform Providers to Watch Out for in 2025
- 10 Conversational AI Providers to Watch Out for in 2025