‘I’m not sure which API to choose for my messaging application’ – it’s a common dilemma among our potential customers who are on a mission to build their own, custom chat application. ‘Are off-the-shelf APIs like Twilio or Sendbird scalable enough for my needs?,’ ‘Are they cost-effective?,’ ‘Which one will give me the level of control my business requires?’
Given the abundance of choice of commercial communications APIs, we understand that choosing the right one is a significant challenge. This article will help you answer the most pressing questions you may have regarding communications APIs and make an informed decision for your business.
If you haver any pressing questions that require answering, don't hesitate to contact us now. In the meantime, let’s start with the basics.
What is a communications API anyway?
A communications API (Application Programming Interface) enables real-time interactions within applications by providing messaging, voice, video, and push notification functionalities. Instead of building these features from scratch, developers can integrate existing APIs to enhance their apps quickly.
How does a communications API work?
A communications API acts as an intermediary between your application and the communication service provider’s infrastructure. Here’s how it functions:
- Your application sends a request (e.g., sending a message or starting a call) to the API.
- The API processes the request and routes it to the appropriate communication channel.
- The recipient receives the message, call, or notification in real time.
Most providers offer SDKs and libraries to facilitate integration for web, mobile, or desktop applications.
What types of communications APIs are out there and how are they used?
There are several types of communications APIs, each designed for specific use cases:
- Messaging API: enables real-time chat, in-app messaging, and SMS communications. Examples include Twilio Messaging API, Sendbird Chat API, and Pusher Chatkit.These APIs are used to implement chat features in applications such as customer support platforms, social networking apps, and team collaboration tools.
- Voice API: facilitates voice calls, VoIP functionalities, and call routing. Examples include Twilio Voice API, Vonage Voice API, and MessageBird Voice API. Businesses use these APIs to power call centers, customer service applications, and VoIP-enabled communication solutions.
- Video API: embeds video conferencing and streaming features into applications. Examples include Agora Video API, Vonage Video API, and Daily.co API. These APIs enable applications like telemedicine platforms, virtual classrooms, and live-streaming services to offer seamless video communication.
- Email API: automates email notifications and transactional emails. Examples include SendGrid API, Postmark API, and Mailgun API. These APIs are essential for businesses sending automated emails for password resets, order confirmations, and marketing campaigns.
- WebRTC API: enables peer-to-peer voice and video communications in browsers without additional plugins. Examples include Google’s WebRTC API, Janus WebRTC API, and Kurento API. WebRTC is widely used for video calling applications, real-time streaming, and gaming communication services.
- Push Notification API: sends timely alerts and updates to users’ devices. Examples include Firebase Cloud Messaging (FCM), Apple Push Notification Service (APNs), and OneSignal API. These APIs are commonly integrated into mobile and web applications to send alerts about new messages, app updates, and promotional offers.
- Social Media API: integrates with platforms like WhatsApp, Facebook Messenger, and Twitter for communication. Examples include the Facebook Graph API, Twitter API, and WhatsApp Business API. Businesses use these APIs to enable chatbot support, direct messaging, and social media engagement within their applications.
A well-designed chat application architecture typically integrates multiple APIs to enhance engagement and productivity and to provide a seamless user experience overall. When building a chat application, you will have to evaluate which APIs you’ll need based on your specific requirements, scalability goals, and budget constraints.
On the bright side, the market offers a number of comprehensive communications APIs that combine different capabilities necessary for modern chat applications, so you won’t have to select a stand-alone communications API for every functionality you want to enable. Let’s take a look at the top best off-the-shelf communications APIs bundles.
Top 5 ready-to-use communications APIs – which one will work best for your business?
Choosing the right communications API isn’t just about integration – it impacts security, scalability, and cost efficiency. Here’s a comparison of the five most popular options:
1. Twilio API
Twilio is one of the most well-known communication API providers, offering a comprehensive suite of services for messaging, voice, video, and email. It’s widely used by enterprises and startups alike due to its robust infrastructure and extensive documentation.
Pros:
- Robust documentation and developer support.
- Scalable for businesses of all sizes.
- Wide range of services, including messaging, voice, video, and email APIs.
Cons:
- Can be expensive as usage scales.
- Limited customization options.
Top Use Cases:
- Customer support chat systems: Twilio’s messaging API supports SMS, chat, and omnichannel communication, making it ideal for businesses needing a reliable support system. Compared to Pusher, Twilio offers more advanced routing and integrations.
- SMS notifications and authentication: Twilio is a leader in SMS-based verification. While Vonage also offers authentication, Twilio has more global carrier coverage.
- Cloud-based call centers: Twilio’s Voice API enables scalable call handling with AI-powered responses, competing with Vonage’s similar service but with more extensive documentation.
2. Sendbird API
Sendbird specializes in real-time chat and messaging solutions with advanced moderation and AI-powered tools. It’s a great choice for companies needing high-quality chat integration.
Pros:
- Feature-rich chat solutions with AI moderation.
- Scalable for enterprise-level applications.
- Strong security and compliance features.
Cons:
- Higher costs for advanced features.
- Limited voice and video support compared to competitors.
Top Use Cases:
- In-app messaging for social and gaming applications: Sendbird excels in high-performance, real-time messaging, surpassing Twilio in chat-specific functionalities.
- Chat features for e-commerce platforms: it supports AI moderation, making it preferable over Pusher for content moderation and engagement.
- AI-powered moderation tools for community management: Sendbird’s moderation tools are more advanced than those included in the MessageBird API, ensuring safer digital communities.
3. Pusher API
Pusher is a real-time communication API focused on WebSockets-based messaging, making it ideal for real-time applications like in-app chat and notifications.
Pros:
- Easy-to-integrate real-time messaging API.
- Affordable pricing for small to medium applications.
- Strong WebSockets-based push notifications.
Cons:
- Less comprehensive than Twilio or Sendbird.
- Limited video and voice capabilities.
Top Use Cases:
- Live chat applications: Pusher’s WebSocket-based architecture is better suited for real-time chat than MessageBird’s SMS-first approach (even though it's a MessageBird's technology).
- Real-time data synchronization: more lightweight than Twilio’s solution, making it a great choice for collaborative applications.
- Push notifications for web and mobile apps: while Firebase handles push notifications well, Pusher provides more control for custom implementations.
4. Vonage APIs (formerly Nexmo)
Vonage provides a strong set of communication APIs for messaging and voice applications, offering competitive pricing and high reliability.
Pros:
- Strong voice and messaging solutions.
- Competitive pricing compared to Twilio.
- High reliability and uptime.
Cons:
- Developer support and documentation not as robust.
- Can require more setup for integrations.
Top Use Cases:
- SMS authentication and verification: more affordable than Twilio but with slightly fewer global integrations.
- Cloud contact center applications: Vonage competes with Twilio but offers more flexible pricing.
- VoIP and telephony services: Vonage’s strong voice network makes it a strong alternative to MessageBird API.
5. MessageBird API
MessageBird is an omnichannel communications API provider, allowing businesses to connect with customers via SMS, WhatsApp, email, and more.
Pros:
- Strong multi-channel messaging support (SMS, WhatsApp, email, etc.).
- Competitive pricing for global messaging.
- Scalable API infrastructure.
Cons:
- Limited video and voice support.
- Not as widely integrated into developer ecosystems as Twilio.
Top Use Cases:
- Omnichannel communication platforms: unlike Pusher’s, MessageBird API is designed for cross-platform engagement.
- Customer support automation: MessageBird’s API integrates seamlessly with WhatsApp, giving it an edge over Twilio in WhatsApp-based customer support.
- SMS and WhatsApp marketing campaigns: unlike Sendbird, which focuses on in-app messaging, MessageBird API is specifically designed for marketing use cases.
So, which communications API is right for you? Here’s a general guideline:
- If you need a versatile, all-in-one solution, Twilio is the best choice.
- For an enterprise-grade chat system, Sendbird offers advanced features.
- If you need an affordable real-time messaging solution, Pusher is ideal.
- For strong voice and messaging capabilities, Vonage API is a good option.
- If you require an omnichannel messaging platform, MessageBird is a solid pick.
Off-the-shelf vs custom communications APIs – what’s the best pick for your business?
Many companies default to solutions like Twilio, Sendbird, Pusher, Vonage API, and MessageBird API. While convenient, they come with trade-offs. These are the most common downsides that may have an impact on your business:
- High costs at scale: many off-the-shelf APIs operate on a pay-per-use model, making them expensive as user volume increases. If you expect high messaging or call volumes can face unsustainable costs over time.
- Limited customization: pre-built APIs often come with a fixed set of features and configurations. This can be restrictive for businesses that need specific functionalities or deep integration with their existing systems.
- Vendor lock-in: relying on a third-party provider means you’re tied to their pricing, infrastructure, and future updates. If they increase prices, change API structures, or discontinue services, you have little control and no other choice but to accept those changes.
- Latency and performance issues: since third-party APIs handle requests on external infrastructure, response times may vary. For applications requiring ultra-low latency (e.g., financial trading platforms, real-time gaming, or healthcare applications), third-party solutions may not be fast enough.
- Data privacy and compliance concerns: using a third-party communications API means sensitive customer data is transmitted through and often stored on external servers. This can pose compliance challenges, especially for industries governed by strict data protection laws (e.g., GDPR, HIPAA).
- Infrastructure and service dependency: if the API provider experiences downtime, businesses using their services are also affected. This loss of control over infrastructure reliability can be critical for applications that demand 24/7 uptime.
- Limited advanced analytics and reporting: while many third-party APIs provide basic reporting, they often lack deep insights into message deliverability, call quality, or real-time analytics, which can be crucial for businesses looking to optimize communication strategies.
When to opt for a custom communications API?
A custom-built communications API may be the better option in the following scenarios:
- High-volume communication needs: if your application requires handling millions of messages, calls, or notifications daily, a custom solution allows for better cost optimization and control over infrastructure expenses.
- Unique or niche functionalities: businesses that need specific features – such as AI-driven moderation, advanced real-time analytics, or deep integration with proprietary systems – can benefit from a tailored API.
- Security and compliance requirements: industries like healthcare, finance, and government often require in-house data storage and stringent compliance standards (HIPAA, GDPR, SOC 2). A custom API allows businesses to enforce their own security policies.
- Performance-critical applications: if ultra-low latency is required (e.g., live trading, IoT device communication, or real-time collaboration tools), hosting your own communication API can ensure optimized speed and reliability.
- Long-term cost savings: while custom development has an initial cost, businesses with large-scale communication needs may save money over time by avoiding the per-transaction fees of third-party providers.
- Complete control over infrastructure: if uptime, data ownership, and service continuity are priorities, building a custom API removes dependency on external providers and allows for greater scalability and reliability.
What’s involved in building a custom communications API?
Building a custom communications API requires careful planning and execution. Here are the key steps:
- Defining requirements: identify the exact communication features needed (messaging, voice, video, notifications, etc.).
- Choosing the technology stack: select appropriate frameworks, programming languages, and cloud services.
- Developing API endpoints: create endpoints for sending and receiving messages, managing calls, and handling notifications.
- Security implementation: ensure encryption, authentication, and compliance with data protection regulations.
- Infrastructure setup: decide whether to host the API on a cloud provider or on-premises for more control.
- Testing and optimization: run extensive testing to ensure low latency, reliability, and scalability.
- Deployment and maintenance: deploy the API and provide ongoing updates and monitoring.
While building a custom API requires an upfront investment, it offers long-term benefits in terms of security, flexibility, and cost control.
Cost and Timeline for Building a Custom Communications API
How much does it cost?
The cost of building a custom communications API varies depending on several factors, including, but not limited to:
- Features and functionality: the more advanced the API (e.g., multi-channel support, AI moderation, end-to-end encryption), the higher the cost and time required.
- Scalability requirements: a solution that needs to handle millions of users will require robust infrastructure, impacting cost.
- Security and compliance: APIs built for industries like healthcare and finance require HIPAA, GDPR, or SOC 2 compliance, increasing development efforts.
- Hosting and infrastructure: self-hosted solutions or cloud-based services (AWS, Azure, GCP) impact both initial and long-term costs.
- Third-party integrations: if the API needs to connect with CRMs, databases, or third-party analytics tools, additional development time is required.
- Testing and deployment: ensuring low latency, scalability, and security involves rigorous testing, adding to the development timeline.
Below is our rough estimate, depending on the different levels of complexity:
Basic communications API (Simple messaging or voice API with limited functionality)
- Estimated cost: $15,000 – $30,000
- Features: one-to-one messaging, SMS notifications, basic authentication
Mid-level communications API (Multiple channels like messaging, voice, and notifications)
- Estimated cost: $40,000 – $100,000
- Features: group messaging, voice calls, push notifications, API integrations
Enterprise-grade communications API (Highly scalable, custom-built API with security and analytics)
- Estimated cost: $100,000 – $500,000+
- Features: multi-channel support (voice, video, messaging), AI-powered features, WebRTC, analytics dashboard
How long does it take to build?
The timeline for building a Communications API depends on the complexity of the features and required integrations:
- Basic API: 2 – 4 months
- Mid-level API: 4 – 8 months
- Enterprise-grade API: 6 – 12+ months
Get expert guidance on your communications API strategy today
The wrong communications API can lead to mounting costs, performance bottlenecks, and security risks. Worse yet, relying on a solution that isn’t built to scale with your business can mean frustrating downtime and poor customer experiences – you’re already aware of all of these risks.
But you don’t have to navigate these challenges alone. Our team has years of expertise in developing custom chat applications that offer the perfect balance of performance, scalability, and security. Whether you need to add a chat to your website, an enterprise-grade integration or a real-time video communication platform, we have the technical know-how to make it happen.
Don’t wait until your communication infrastructure holds your business back. Contact us today through this form and let’s build a solution that truly fits your needs. The future of your business depends on making the right choice now – and you know it!
