The View from the Office. 

​​I met up with Daniel Vataj, the founder and CEO of Sent and Betsy Winick, head of ops, at the Bulletpitch offices in Tribeca.

Sent solves a problem faced by a growing number of companies: how to help manage text messages being delivered to clients to be reliable and less expensive.

The idea came to Daniel in 2023 when he was traveling in Dubai and his bank tried to text him to authenticate his credit card. It failed, leaving him scrambling to pay. 

I’ve experienced the same. My bank, Google and even the Amazon delivery guy all want to text me as part of two-factor ID. Often it doesn’t work because I’m travelling or fail to answer. 

For the companies paying anywhere from a penny to a dime per text, costs add up.

Sent creates a single API that works across SMS, WhatsApp and RCS so messaging is easier to manage. It competes with Twilio and other communication service providers. 

Sent’s innovation is identifying which messaging app a consumer prefers and routing messages through that channel. This solves deliverability issues and can reduce costs because WhatsApp and iMessage tend to be much cheaper than SMS.

A good way to think about the service is like shipping packages. There are a variety of options from rail to trucks to planes. Sent helps companies find the cheapest alternative while ensuring the box arrives.

The company has about 325 active clients and a wait list of 4,800. Daniel said they are expanding to onboard clients. The expansion includes a move to a new Union Square office. The company’s engineering team is based in Albania. 

Daniel studied at Williams but dropped out in 2022 to start a performance marketing agency before founding Sent. Betsy was his first hire in New York. She graduated from Northwestern last year where she studied journalism. 

Daniel and Betsy can be reached via LinkedIn or DM me for a warm intro.