In mid-2023, Salesmsg, a lean, fast-growing team on a mission to help businesses connect through two-way text messaging, faced a high-stakes opportunity.
Their product, a powerful telecommunications and SMS marketing platform, was helping thousands of teams start real conversations with customers. However, one thing stood in the way of scaling to the next level: a fully native Salesforce integration.
They had the vision. They had the product. What they needed was the right technical partner to bring it to life inside the Salesforce ecosystem. That’s where Routine Automation stepped in. Over the course of a year, from mid-2023 through 2024, we worked side by side with Salesmsg as their dedicated Salesforce development team, building, refining, and launching a robust AppExchange package that works flawlessly in both Salesforce Classic and Lightning environments.
Challenge ➤ Goal
Salesmsg knew that to truly embed themselves in the daily workflows of sales and support teams, they needed to be inside Salesforce.
Why? Because Salesforce isn’t just another CRM. It’s the operational heart for 150,000 companies worldwide. For Salesmsg’s users, switching tabs between platforms created friction, disrupted workflows, and sometimes meant conversations were lost or forgotten altogether.
The company wanted to create a custom Salesmsg integration that would insert its solution directly into Salesforce, removing the context switching conundrum.
But this wasn’t a simple plug-and-play situation.
Salesmsg needed:
The opportunity was clear: tap into Salesforce’s massive user base and improve customer experiences. But to do that, Salesmsg needed a partner who could build the bridge.
Fortunately, RA was ready to jump in.
Solution ➤ Tools & Implementation
Routine Automation joined the project as Salesmsg’s outsourced Salesforce development tea, handling everything from initial analysis to AppExchange certification and ongoing version upgrades for the custom Salesmsg integration.
We didn’t just build an integration. We built a product inside Salesforce.
Here’s how we did it:
1. Custom AppExchange Package
The foundation of this project was a custom-built AppExchange package that brought the full power of Salesmsg’s two-way messaging into the Salesforce interface.
Instead of jumping between browser tabs or copy-pasting conversations, users could:
For Salesmsg customers, it meant less friction, faster replies, and better visibility into their customer conversations.
For Salesmsg customers, it meant less friction, faster replies, and better visibility into their customer conversations.
For Salesmsg as a company, it meant one thing: they were now embedded in their customers’ daily workflows. That’s a powerful retention driver.
2. Salesforce Compatibility: Classic and Lightning
Salesforce Classic may be the legacy UI, but a significant slice of users still rely on it. Many others have upgraded to Lightning Experience.
To ensure no one was left behind, we built the integration to be fully compatible with both interfaces. That included:
Salesmsg didn’t have to pick a lane. Their AppExchange package worked across the board.
3. Versioning & Continuous Updates
The first major milestone was the launch of version 2.0 in 2023: an MVP-level package that passed Salesforce’s security review and delivered core functionality.
But we didn’t stop there.
In early 2024, we rolled out version 2.63, which introduced:
This wasn’t just about feature creep. Every update made Salesmsg easier to use, and more sticky for customers.
4. Behind-the-Scenes Tech That Makes It Work
Under the hood, this wasn’t a “just get it working” job.
We worked with Salesforce’s native APIs to ensure reliable message delivery and syncing. We optimized performance to avoid delays or timeouts. And we future-proofed the package to accommodate new feature rollouts down the line.
The outcome was a technically sound, scalable Salesmessage integration that just works, every time.
The Results
With their new AppExchange presence live and humming, Salesmsg unlocked a new phase of business growth. Our partnership led to some truly outstanding results, such as:
For Salesmsg, the project wasn’t just about building an integration. It was about becoming a first-class citizen in the Salesforce ecosystem and creating a better experience for their users.
For us at Routine Automation, it was about showcasing our full AppExchange expertise: deep Salesforce knowledge, product thinking, and a commitment to making things work smoothly for everyone. Today, Salesmsg has a scalable, modern, and fully supported Salesforce integration that’s helping them grow faster, retain more customers, and elevate their brand.
