Sirena

Originally founded in 2016 by Migue Morkin, Lautaro Schiaffino, Eze Sculli, and Julian Bender, Sirena emerged to address a specific market need in Latin America: simplifying communication between businesses and their customers, primarily through WhatsApp. The company developed a software-as-a-service (SaaS) tool that enabled sales and customer service teams to centralize and manage conversations from the popular messaging app. This approach solved a common problem for sales teams who were often using their personal WhatsApp accounts for business interactions.

The venture gained traction, securing a Series A financing round in 2018 led by Dalus Capital, with other investors including MercadoLibre and NXTP Ventures. This funding helped fuel its growth, and by 2020, Sirena served approximately 700 customers across more than 30 countries. Recognizing the strategic fit and opportunity for expansion, Zenvia, a leading Brazilian communication platform, acquired Sirena on July 28, 2020, for a deal valued around $30 million. The acquisition was a key move for Zenvia to expand its footprint across Latin America, integrating Sirena's WhatsApp-focused solution into its broader communication platform. Following the acquisition, Sirena was rebranded as Zenvia Conversion.

Zenvia Conversion operates as a comprehensive communication and sales management application. Its core function is to centralize customer interactions from various channels, including WhatsApp, Instagram, and Facebook Messenger, into a shared team inbox. This allows businesses to manage leads, automate initial responses with bots, and track team performance through a real-time dashboard. The platform provides features such as broadcasting messages, integration with CRM systems like Salesforce, and an internal chat for team collaboration. The business model is subscription-based, with tiered pricing plans that vary based on the number of users and included features.

The service is designed for small to large businesses looking to streamline their sales and customer service processes on messaging platforms. It offers tools to capture, distribute, and follow up with leads automatically, effectively turning communication channels into a more organized and efficient sales tool. By offering a unified app, Zenvia Conversion enables a more professional approach than using personal messaging accounts, providing businesses with greater control and insight into their customer communications. Keywords: conversational commerce, WhatsApp CRM, customer communication, lead management, sales automation, multi-channel inbox, SaaS, Zenvia, Latin America, messaging platform