Sinch Implements MCP to Power AI Agents
Through the Sinch MCP server, AI agents learn the specific requirements for each communication task: which channel to use, how to format messages for different regions, what compliance rules apply, and how to ensure delivery.
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Sinch AB has announced its implementation of the Model Context Protocol (MCP), ensuring AI agents can successfully execute communication actions through Sinch’s global platform.
As MCP emerges as a standard for how AI agents perform various actions – from database queries to API calls, Sinch’s implementation specifically enables these agents to handle the communication components of their tasks effectively. The announcement reflects the shift toward AI-powered customer engagement.
With operations in over 60 countries, Sinch brings local compliance knowledge and routing capabilities to deliver reliable customer communications. Its experience with large-scale enterprise deployments has built strong technical foundations.
Through MCP, these capabilities are now accessible to AI agents, helping them operate reliably across markets and channels. Model Context Protocol provides a standardised way for AI agents to discover and execute actions across various systems and services.
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When those actions involve communicating with customers – orchestrating marketing campaigns, sending customer notifications, managing identity and verification processes, or handling customer service interactions – Sinch’s MCP implementation ensures agents understand exactly how to execute these communications successfully.
Through the Sinch MCP server, now live in developer preview with Claude, AI agents learn the specific requirements for each communication task: which channel to use, how to format messages for different regions, what compliance rules apply, and how to ensure delivery.
This knowledge is accessible across the expanding AI ecosystem: from IDEs like Cursor, to agent frameworks including OpenAI Agents SDK, AI workflow platforms such as AgenticFlow, and enterprise solutions through Microsoft Azure AI Foundry and Copilot Studio.
“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.”
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Robert Gerstmann added, “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.”
This MCP implementation is one part of Sinch’s broader approach to AI-powered communications. With existing integrations for OpenAI and Anthropic, as well as conversational AI features and intelligent routing systems, Sinch is laying the groundwork for enterprises to adopt AI-driven communication strategies.
These elements work together to help businesses find new ways to engage customers while maintaining the necessary reliability and scale.
“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 organisations 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.”
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