Stockholm — Sinch says Adobe has named it the 2026 Customer Experience Orchestration Technology Partner of the Year, a badge that matters less for the trophy cabinet and more for what it signals: messaging is steadily turning into a first-class channel inside the marketing stack.
The company, best known for its cloud communications APIs, is positioning itself as the glue between customer data and the moment a brand actually talks to you — via SMS and, increasingly, Rich Communication Services (RCS). The pitch is simple: if your customer journey lives in Adobe Experience Cloud, Sinch wants to be the pipe that makes those journeys feel real-time and two-way.
In Adobe’s words, Sinch stood out for collaboration and innovation that extends Experience Cloud. Sinch, for its part, frames the partnership as a way to make communications “an integral part” of orchestration across touchpoints — a familiar PR line, but one that matches what consumers already see: more brands are moving customer support, order updates, and even marketing into chat-like mobile experiences.
The most interesting detail isn’t the award itself — it’s where Sinch is trying to take messaging next. At Adobe Summit 2026, the company is highlighting RCS as a path to branded, interactive, and more secure messages on mobile, a step up from plain-text SMS. Think verified senders, richer layouts, and buttons that can actually complete actions, instead of sending you to a clunky link.
Why this matters
For consumers, better messaging can mean fewer mystery numbers and more useful interactions when something goes wrong. For brands, it’s a chance to pull customer engagement closer to the systems that already decide what message to send and when — and to measure it like any other channel. The skepticism: richer messaging only works if it doesn’t become a fancier way to spam people, and if carriers and platforms keep the experience consistent.
Sinch is a Stockholm-based communications platform provider that sells tools for enterprises to send and manage messaging across channels, including SMS and RCS.
Source: Adobe partner award winners
