MSG91

· #312 most-used

SMS, OTP, WhatsApp, and voice — one API for every touchpoint

MarketingCommunicationSupportDeveloperAutomation

MSG91 is India's enterprise-grade communications API, built for teams that send millions of transactional SMS, OTP verifications, WhatsApp Business messages, and voice calls at scale. Connect it to Actionist and your agents can deliver OTPs the moment a user signs up, fire WhatsApp flow campaigns when a deal closes, look up phone validity before every bulk send, and monitor delivery status in real time — all without a single manual step inside the MSG91 portal.

Try MSG91 with Actionist Visit MSG91

Average time saved

10 hours

per person · per month

≈ 1 workdays back

Eliminates manual work. Agents eliminate the manual work of composing and dispatching transactional SMS alerts, chasing delivery reports, and managing OTP retries across channels.

Schedule

What your MSG91 agent runs on autopilot

A week of scheduled jobs your Actionist agent will execute on your behalf.

28Scheduled jobs

7Agents at work

24/7Always on

Agents

Wed–Fri

Wed

Thu

Fri

10a

11a

12p

Multi-app workflows

MSG91 × every other app you use

End-to-end automations that span multiple apps — each one a real business outcome.

6Workflows

9Apps spanned

~26 hrsSaved / week

6Personas served

For customer success

Featured4 apps

OTP-verified onboarding in 60 seconds

When a support ticket arrives confirming a user is stuck at the OTP screen, your agent reads the customer's phone number, fires a fresh OTP via MSG91, and texts a confirmation the moment it's delivered — all before the rep has even opened the ticket. The Slack channel gets a real-time thread and the Google Calendar holds a follow-up check if the user still hasn't verified within the hour.

~8 hrs

Time saved for your team — every week, on autopilot

The flow

Trigger·When a Gmail support email arrives with subject containing 'OTP' or 'verification'

Trigger

Step 1

Gmail

Detect OTP support email from customer

read

Step 2

MSG91

Fetch OTP session status for customer number

write

Step 3

MSG91

Resend OTP to customer mobile

write

Step 4

Slack

Post OTP resent thread to #customer-success

write

Step 5

Google Calendar

Block 1-hour follow-up check if unverified

Result

Resend OTP to customer mobilePost OTP resent thread to #customer-successBlock 1-hour follow-up check if unverified

The win

Saved per run

18 min

Runs / week

~25×

Zero manual OTP resends

Driven byCustomer Support Agent

ROI

Savings

What your team gets back — two angles: what you stop doing manually, and what that's worth.

Without Actionist

What you do manually today

With Actionist

What your agent runs for you

Sales
18 min / week
Manual post-close SMS
Rep copies the customer's number, opens MSG91, types a welcome message, and sends — 3–4 minutes per deal, skipped when the rep is busy.
Sales Agent
0 min
Agent texts every closed deal instantly
On Closed Won, the agent fires a personalised MSG91 welcome SMS in under 10 seconds — no rep action needed, zero deals missed.
Marketing
13 min / week
CSV list upload per campaign
Marketer exports contacts, validates numbers manually, uploads the CSV to MSG91, sets the template, and schedules — 10–15 minutes per campaign.
Marketing Agent
0 min
Agent syncs and sends from the source list
Agent reads the live list, runs HLR validation, triggers the MSG91 campaign template, and writes back delivery stats — no portal login required.
Customer Support
18 min / week
OTP resend on every ticket
Rep checks MSG91 portal for OTP status, decides whether to resend, does so manually, then updates the ticket — 3–5 minutes per case.
Customer Support Agent
0 min
Agent resends and closes the loop
Agent detects the OTP ticket, resends via MSG91 API, and posts confirmation to Slack — the rep sees it resolved before they would have opened the portal.
Human Resources
7 min / week
Manual interview reminder SMS
HR coordinator copies each candidate's number and sends a reminder SMS from MSG91 the morning of the interview — time-consuming and error-prone at scale.
Human Resources Agent
0 min
Agent schedules all interview reminders
Agent reads the interview calendar and fires a scheduled MSG91 SMS to each candidate 24 hours before — no coordinator action, no missed reminders.
Finance
13 min / week
Overdue invoice chase by phone
Finance team member identifies overdue invoices, drafts an SMS in MSG91, sends individually — 3–4 minutes per debtor, often deprioritised.
Finance Agent
0 min
Agent sends overdue SMS automatically
When an invoice flips to overdue in Notion, agent dispatches a MSG91 transactional SMS with the amount and payment link — average DSO drops without a single call.
Operations
25 min / week
Bulk number validation before sends
Ops team manually checks phone lists against HLR data, removes invalid numbers in a spreadsheet, then re-uploads to MSG91 — 20–30 minutes per batch.
Operations Agent
0 min
Agent validates and sends in one pass
Agent runs MSG91 HLR lookups on each number, filters rejects, fires the approved template, and writes delivery counts back to Notion automatically.
Legal
6 min / week
Contract signature SMS notification
Legal admin manually sends an SMS via MSG91 each time a contract is ready for signature — tracked in a spreadsheet, easy to miss.
Legal Agent
0 min
Agent texts signatories on doc update
When a contract status changes, agent fires an MSG91 SMS to each signatory with the e-sign link — audit trail written back to the legal tracker automatically.

+ 100s of other MSG91 automations

Average monthly

10 hrs / person / month

Average monthly

10 hrs / person / month

Calculator

Calculate what your team saves

Team size

10 people

Hourly rate

$20 / hr

Hours saved / week

Hours saved / year

1,250

Annual ROI

$25,000

Based on MSG91's typical team usage — the visible tasks plus a few other automations the agent runs: ~2.5 hrs / person / week of admin work automated.

Connect

How to plug MSG91 into Actionist

Pick the connection method that suits your environment.

The fastest path to MSG91: install the MCP server once and your agent can send SMS, fire OTPs, and trigger WhatsApp flows without touching an API key — permissions flow through a single authorised handshake.

Open the Apps tab

Find MSG91 in the Apps library and click Connect. MCP is selected by default.

Authorise with your MSG91 Authkey

Actionist will prompt you to paste your MSG91 Authentication Key (found under the user menu → Authkey in the MSG91 dashboard). This key is stored encrypted and never leaves your Actionist workspace.

Test the connection

Actionist runs a read-only call to verify the handshake. You're ready.

Actions

15 actions your agent can call

Read and write operations available to your Actionist agent.

Triggers

7 events your agent can react to

Events your agent watches for, and the actions it kicks off in response.

Skills

Skills that pair with MSG91

Reusable agent skills that work well alongside this app.

No paired skills curated yet. Add this app to your agent to discover what fits.

MCP servers

MCP servers that work with MSG91

Connect Actionist to MCP servers built for or around this app.

No MCP servers indexed for this app yet.

FAQs

Questions about MSG91 + Actionist

How do I connect MSG91 to Actionist?

Open the Apps tab, find MSG91, and click Connect. You'll be prompted to paste your MSG91 Authentication Key — grab it from the user menu → Authkey inside your MSG91 dashboard. Actionist encrypts it at rest and runs a read-only verification call to confirm the handshake before any sends go out.

What credentials does Actionist need for MSG91?

Just your MSG91 Authentication Key — a single string found under user menu → Authkey in the MSG91 portal. It grants access to SMS, OTP, WhatsApp, voice, and account-balance APIs. If you want to restrict what the agent can do, create a sub-account in MSG91 with a narrowed sender-ID allowlist before generating the key.

Which MSG91 channels can Actionist agents use?

Agents can Send SMS, Send OTP, Verify OTP, Resend OTP, Send WhatsApp messages (template and freeform), Send Voice Call OTPs, Send RCS messages, Send emails, Schedule SMS, run phone number HLR lookups, fetch delivery reports, check account balance, add contacts, and trigger flow campaigns. The full channel suite — SMS, WhatsApp, voice, RCS, and email — is available through a single connected credential.

Can Actionist agents react to inbound MSG91 events?

Yes. MSG91 delivers webhook events to Actionist for SMS delivered, SMS failed, OTP verified, OTP failed, inbound SMS received, WhatsApp message delivered, and voice call completed. Configure the webhook URL from the Actionist Apps tab — no separate ngrok tunnel or server needed. Each event carries enough context (message ID, number, status, timestamp) for the agent to take a meaningful next step.

How can I avoid trigger loops when an agent both sends and listens to SMS events?

Use Actionist's built-in deduplication token: stamp each outbound SMS with a metadata tag (e.g. source:actionist) and add a filter step on the Inbound SMS Received trigger that skips messages carrying that tag. Alternatively, scope the trigger to a dedicated virtual number that only receives customer replies, and use a different sender ID for outbound — keeping the two channels physically separate.

Does Actionist support MSG91's WhatsApp Business template messages?

Yes. The Send WhatsApp Message action supports both approved template sends (required for the first contact or after the 24-hour window) and freeform messages within an active conversation. You supply the template name and variable values; MSG91 renders and dispatches the approved layout. Template approval happens in your MSG91 dashboard — Actionist cannot submit or approve templates on your behalf.

What happens if my MSG91 credit balance runs low mid-campaign?

Use the Get Account Balance action at the start of any campaign workflow with a condition step: if balance is below your minimum threshold, the agent posts a Slack alert and aborts the send rather than burning credits on a partial delivery. You can also schedule a daily balance check as a standalone workflow that alerts the ops team whenever credits drop below 1,000.

How do I disconnect MSG91 from Actionist?

Go to Apps → MSG91 → Connection and click Disconnect. Actionist immediately removes the stored Authentication Key from its encrypted vault; no further API calls are made. To be safe, also regenerate the Authkey inside MSG91 after disconnecting — this invalidates the old credential even if it were cached anywhere outside Actionist.