LINK in Short

  • LINK has 714 employees and 30 offices across 19 countries in Europe and the U.S.

  • Pro forma 2021 revenue NOK 4.6 billion, pro forma adjusted EBITDA NOK 619 million => EBITDA margin 13%

  • LINK’s 47 200 customers worldwide last year sent 14.4 billion messages

LINK has been operating in the digital messaging industry for two decades. When the company was founded in Norway more than 20 years ago, short message service (SMS) from person-toperson (P2P) was well established, while application-to-person (A2P) SMS was just emerging. LINK was instrumental in driving the development of the A2P market in Norway throughout the 2000s, which today is the most penetrated and mature A2P SMS messaging market in the world. From its foothold in Norway, LINK first expanded in Scandinavia, then throughout Europe from 2016, and to the U.S. in 2021. LINK is now the clear market leader for enterprise mobile digital messaging in Europe with a foothold in the U.S. for further growth. 

Check out LINK’s history and acquisitions here.

A2P messaging

A2P messaging is any type of messaging traffic sent by an application rather than another person. With enterprises and governments sending billions of A2P messaging traffic in Europe alone, mobile users will recognize both notifications and marketing types of messages.

A2P messaging includes but is not limited to marketing communication, notifications, reminders, chatbots, and one-time-passwords (OTP). The importance of digital messaging has naturally and exponentially grown with the increased penetration of mobile phones.

A2P SMS messaging traffic utilizes local and global telecommunications networks. To deliver A2P SMS messages, LINK orchestrates these SMS messages sent by enterprises or governments through relevant telecom operator networks to the end users. Therefore, the telecom operators are channel suppliers to LINK.

CPaaS Evolution

Until the shift from mobile phones to smart phones about 10 years ago, telecom networks were the only mobile digital messaging channel. However, with the rise of new internet-based mobile third-party messaging apps a multitude of new digital messaging possibilities have arisen. WhatsApp, Facebook Messenger, WeChat, Viber and many other over-the-top (OTT) channels are now the preferred way to communicate for many people. OTT refers to internet streamed content, historically devices that go “over-the-top” of the cable TV box

These new channels provide vast new opportunities for digital communication, but also greatly increase complexity for enterprises and governments. Orchestration is no longer just between telecom operators, but in addition the multitude of new internet-based, third-party messaging app companies. This emerging market landscape over the past 10 years has given rise to a new industry, communication-platform-as-a-service (CPaaS), to manage the complexity and facilitate the opportunities these new technologies present.

Without doubt, the emerging CPaaS technologies will allow for seamless digital messaging communication, establishing two-way conversational messaging over the end users’ preferred channels and will become the de facto standard for enterprise and government interactions with customers and citizens.

For more information, please refer to LINK’s 2021 Annual Report here and 2021 Highlights here.