Custom Salesforce Development: Naxai CPaaS Platform and Salesforce Connector

The Ring Ring Company is a Belgian pioneer in communication technology with over 30 years of experience. With a dedicated team of around 40 professionals, the company focuses on building robust Communications Platform as a Service (CPaaS) solutions that help businesses automate and scale customer interactions across multiple channels.

Beyond its messaging platform Naxai, which covers SMS, RCS, Email, and Voice, Ring Ring has built deep expertise in AI-powered communication. The company develops AI Agents: autonomous assistants that handle customer interactions across both chat and voice without human involvement, using advanced natural language processing to understand intent, respond accurately, and escalate when needed. These AI Agents operate 24/7, across languages, and integrate directly into existing business systems. Ring Ring's custom solutions team builds it in-house, with no outsourcing, and deploys it on secure Belgian infrastructure backed by ISO 27001 certification.

Its flagship platform, Naxai, represents the latest generation of this technology, offering an all-in-one solution for SMS, Rich Communication Services (RCS), voice calls, and emails. SMS remains the dominant channel, with Naxai powers massive global messaging traffic each month for businesses worldwide. Naxai by RingRing primarily focuses on Belgian destinations, while also supporting international customers and local government institutions, and serving large corporations across the healthcare, banking, insurance, and manufacturing sectors.

As RingRing prepared to launch the new generation of Naxai, market feedback from the sales team clearly indicated growing demand for a connector with Salesforce. Many customers relied on Salesforce as their primary CRM and needed an efficient way to select contacts, send targeted SMS campaigns, track delivery statuses, and capture replies without switching platforms or exporting data manually.

Salesforce expertise was limited within the RingRing team, making it essential to partner with specialists who could deliver a reliable Salesforce connector aligned with best practices.

RingRing turned to Twistellar to design and develop a custom Salesforce connector for data synchronization with Naxai.

The solution allows users to select individual contacts or target groups directly within the CRM, send SMS messages through Naxai’s infrastructure, and retrieve real-time statuses and replies — all seamlessly inside the Salesforce interface.

Twistellar provided end-to-end expertise, from technical implementation to strategic recommendations, helping RingRing navigate the Salesforce solution confidently and turn the connector into a marketable product feature.

Objectives: deliver a market-ready Salesforce SMS connector, enable SMS management directly in Salesforce, help strengthen Naxai’s offering.

Deliverables: custom Salesforce–Naxai SMS connector, contact and group selection, SMS sending via Naxai, real-time delivery status retrieval, inbound reply synchronization, comprehensive installation documentation, solution ready for commercialization.

The Salesforce SMS connector has been successfully completed and is now ready for commercialization as a core feature of Naxai. This positions RingRing to target Salesforce-centric prospects more effectively, opening new sales opportunities and strengthening its competitive edge in the CPaaS market.

While long-term metrics such as adoption rates and revenue impact will be tracked post-launch, the integration has already achieved its primary goal: delivering a robust, user-friendly tool that extends Naxai’s value within the Salesforce ecosystem and supports future growth.