Zendesk, a maker of customer service and engagement products, has acquired Smooch, a platform which connects businesses and customers through a customized messaging service. Zendesk will use the new collaboration to expand its omnichannel leadership and provide clients with more integrations, including WhatsApp and Slack.

“We live in a messaging-centric world, and customers expect the convenience and interactivity of messaging to be part of their experiences,” said Mikkel Svane, Zendesk founder, CEO and chairman. “As long-time partners with Smooch, we know first-hand how much they have advanced the conversational experience to bring together all forms of messaging and create a continuous conversation between customers and businesses.”

Combined, Zendesk and Smooch will be able to be used messaging services such as WhatsApp, Facebook Messenger, LINE, WeChat, Telegram, Twitter DM, Viber, Kakao Talk, SMS text, RCS, and also through native web iOS and Android apps.

“With their launch of Sunshine last year, Zendesk took the bold and disruptive step required to compete for and win the future of CRM,” said Warren Levitan, co-founder and CEO of Smooch “The decision to combine forces with Zendesk and help further their CRM strategy will allow us to supercharge our existing mission for building the best customer experiences. We are thrilled to be joining the entire Zendesk team, so many of whom we have had the pleasure to work with over the past three-and-a-half years.”