As digital platforms scale across new regions, the operational burden of managing customer communications becomes a serious obstacle to sustainable growth.
Viktoriia Yefimenko, Chief Product Officer at CommsHub, has outlined how unifying SMS, messaging apps and voice channels into one environment can strip away administrative friction and accelerate business performance.
The core problem, according to Yefimenko, is fragmentation that compounds silently as businesses expand into new markets and onboard new communication channels.
“When a company expands into new markets or launches new channels, they end up signing individual contracts with dozens of regional vendors,” Yefimenko explained in a recent interview.
Each of those vendor relationships brings its own technical requirements, billing terms, support portals and reporting formats, creating compounding overhead across finance, marketing and engineering teams.
Yefimenko described the downstream effect bluntly: marketing teams manually cross-checking delivery reports while finance teams are buried under vendor invoices, and growth stalls because adding a single new messaging route can require weeks of procurement.
CommsHub’s answer to this problem was to build a single platform consolidating SMS, flash calls and messaging apps, so marketing leaders can execute campaigns without needing engineering support for each new route or channel.
“A Head of Marketing should be thinking about retention strategies, user engagement and message relevance, not worrying about route degradation or whether a specific carrier in a target market is down,” Yefimenko said.
For finance teams, CommsHub built real-time financial tracking directly into its dashboard, giving CFOs immediate visibility into campaign costs, route performance and spend allocations across all channels simultaneously.
Flexible routing automatically shifts traffic toward the most cost-effective paths without sacrificing delivery speed, while built-in number validation prevents companies from paying for messages sent to invalid recipients.
Yefimenko also identified legacy telecom infrastructure as a major pain point, noting that traditional providers operate on timelines where resolving a single delivery issue can involve days of back-and-forth through impersonal support tickets.
CommsHub replaces that model with a marketplace of verified providers and dedicated account managers who understand each client’s infrastructure and help optimise setup as the business grows.
“Instead of dealing with ten different support desks, every client works with a single account manager who understands their infrastructure,” Yefimenko noted, framing it as a structural advantage for fast-scaling businesses.
For iGaming operators in particular, who depend on high-volume player communications across multiple markets, the ability to switch or test new messaging routes instantly through an API or web dashboard has obvious competitive value.
Yefimenko’s overarching message to C-level executives currently reviewing their messaging infrastructure is direct and clear: if teams are wasting time on vendor contracts and manual reporting, the existing stack is actively limiting growth.
“Messaging should be an accelerator for business growth, not an operational burden,” she said, arguing that unifying communication streams into one transparent system lowers costs and restores strategic focus to marketing and product teams.
Global expansion does not need to produce operational chaos, and moving from dozens of fragmented vendors to a single unified platform is increasingly how high-growth companies are choosing to compete.
