Customer Story
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How Conversate Built a Custom UCaaS Solution on SignalWire
See how Conversate eliminated conversion-killing latency by unifying voice, video, SMS, and IVR into one hub on SignalWire.
Dani Plicka
Content Marketing Manager
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Messaging (SMS/MMS/10DLC)
Migration
Latency & Performance
SIP Trunking
Video
Contact Center
PUC
A communication hub built on SignalWire
Conversate set out to build a single communication hub with voice, video, screen sharing, SMS, and IVR for businesses that couldn't find the right tools in the market with existing UCaaS. After struggling with latency on other providers, the team moved to SignalWire and found carrier-grade quality of service that eliminated the delay that had been costing their clients' sales teams conversions.
Overview
Conversate started its own company and service to serve its own businesses after running into SaaS and product needs it couldn't find anywhere in the market. What they built with SignalWire turned out to be remarkable: video calling, voice calling, and screen sharing incorporated directly into their web chat module. The result is a central unified communications as a service (UCaaS) platform that interconnects every channel — voice, SMS, IVR — into a single pane of glass, with SignalWire powering the voice calling, the SMS, and the IVR underneath it.
About Conversate
Conversate is a communications platform that unifies voice, video, SMS, and IVR into a single hub, built on SignalWire. The company didn’t start out as a product business. It started as a necessity, when multiple internal businesses struggled to find the right communication tools and the team decided to build a solution themselves. Today the platform serves sales, support, and internal team collaboration use cases, delivering real-time communication designed to feel like it's happening in person
"What we're making, we wanted great quality. And so we really appreciate the carrier-grade quality of service that SignalWire gave us."
Murray Kawchuk
Head of Strategy at Conversate
The Challenge
With other competitors in the industry, Conversate was seeing lots of latency. Their clients' own sales teams reported the real-world cost directly: reps said they couldn't convert a customer when there was a three-second delay while quoting the price of a service. That latency proved to be a massive obstacle. Early on, while debating the switch and evaluating SignalWire, the team flagged it as a core risk on a B2B level and asked what it would take to be confident the switch would succeed.
The Solution
What Conversate built with SignalWire turned out to be quite amazing: video calling, voice calling, and screen sharing incorporated directly into their web chat module, producing a central communication hub that interconnects every channel into one pane of glass. Voice calling is powered by SignalWire, SMS is powered by SignalWire, and their IVR is powered by SignalWire, making SignalWire the backbone of the majority of what Conversate does.
The latency that had been a massive obstacle with other providers has proven to be a thing of the past with SignalWire, thanks to its carrier-grade quality of service. On the business side, the Conversate team also highlights the day-to-day experience of working with SignalWire: a live person answers when they call, and support has been there every time they've needed help — something they say is hard to find with a lot of providers today.
The Results
Latency eliminated | One unified hub | Responsive, human support |
|---|---|---|
The three-second-plus delays that were costing clients sales conversions on other providers have proven to be a thing of the past since moving to SignalWire's carrier-grade infrastructure. | Voice calling, video calls and screen sharing, SMS, and IVR are now interconnected into a single communication hub, “one pane of glass,” instead of several disconnected tools. | The team gets a live person on the phone every time they've needed help: support they say isn't a given with a lot of communications providers today. |
What is a unified communications (UCaaS) platform?
A UCaaS platform combines multiple communication channels — typically voice calling, video, SMS/messaging, and IVR — into a single interface, rather than requiring separate tools for each channel. The goal is a consistent experience for both the business and the customer, regardless of which channel they use.
Why does latency matter so much for B2B sales calls and video?
Even a few seconds of delay between question and response can break the flow of a sales conversation — reps report losing deals when a customer loses confidence during an awkward pause, such as while quoting a price. Low-latency, carrier-grade infrastructure is what prevents that lag in the first place.
What does "carrier-grade" quality of service mean for voice and video APIs?
Carrier-grade generally refers to the reliability, call quality, and uptime standards used by telecom carriers themselves — as opposed to best-effort, over-the-top internet calling. For a business embedding voice or video into its product, carrier-grade infrastructure underneath reduces dropped calls, jitter, and latency compared to less specialized providers.
What should a business evaluate when choosing a provider for voice, video, and messaging APIs?
Common evaluation criteria include latency and call quality, uptime and reliability, support responsiveness, ease of integration, and total cost at scale. Teams that have switched providers often cite real, measurable latency differences and the quality of live support as deciding factors.
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