edna

Overview

edna, renamed from mfms in 2020, has sold business messaging since 2005, starting with A2P SMS for banks and insurers. It reports 250 employees, 2,500+ customers and over 4 billion messages a month. Its channel pages cover the WhatsApp Business Platform, Viber for Business, Apple Messages for Business, push and SMS, with a Chat Center for agents, chatbots and the edna Pulse campaign tool.

Key features

• Apple Messages product lists, Message Suggest, in-chat authentication, Apple Pay and Time Picker
• WhatsApp templates, flows, calling and coexistence with the WhatsApp Business app
• Viber business messages
• SMS for time-sensitive messages
• edna Pulse broadcasts, cross-channel cascades and a send API with status callbacks
• Bitrix24 integration

Pricing

Public plans cover WhatsApp in edna Pulse: Quick start $10 a month (50 monthly active users), Business $55 (500), Pro $145 (3,000) and custom Prime, plus Meta's per-message fees. Apple Messages for Business is priced on inquiry.

How it compares to Linq

Apple Messages for Business is Apple's business chat channel in the Messages app, not iMessage from a phone number: customers chat with a verified brand and usually start the conversation. Linq sends iMessage, RCS and SMS from real phone numbers through an API, for a flat fee from $260 a month. edna's public pricing is built around WhatsApp.

Best for

Brands running WhatsApp and Viber campaigns that also want Apple Messages for Business.

Sources

• edna.io/channels-apple-messages-for-business
• edna.io/company
• edna.io
• docs-pulse.edna.io/docs/channel