Automattic Acquires Texts.com, All-in-One Messaging App, for $50 Million

WordPress.com and Tumblr Owner Automattic Acquires Messaging App Texts.com for $50 Million

Automattic, the owner of WordPress.com and Tumblr, has expanded its portfolio with the acquisition of all-in-one messaging app Texts.com for $50 million. The app consolidates various messaging apps, including iMessage, Slack, WhatsApp, Instagram, and more, into a single dashboard. Texts.com offers unique features such as end-to-end encryption, message scheduling, message marking as unread, and summaries of group chats.

Automattic’s Expansion into the Messaging Market

The acquisition of Texts.com allows Automattic to enter a “fourth market that’s integral to the modern web experience: messaging.” This move complements Automattic’s existing offerings, which include WordPress for online publishing, WooCommerce for e-commerce, Tumblr for blogging, and a suite of ad tools. In 2021, Automattic also acquired journaling app Day One, podcast app Pocket Casts, and an ActivityPub plug-in for WordPress.

Founder Kishan Bagaria Joins Automattic

As part of the acquisition, Texts.com founder Kishan Bagaria will join Automattic as the new head of messaging. The entire distributed Texts.com team will also become part of Automattic’s workforce.

A Solution to Personal Frustration

Automattic owner Matt Mullenweg explained that the desire for the acquisition stemmed from personal frustration with using multiple messaging apps and the difficulty of tracking conversations across platforms. The acquisition of Texts.com ensures a centralized messaging experience for users.

Regulatory Framework and Security

Mullenweg also cited the current regulatory framework as a factor that made the Texts.com deal more viable. The encryption and user-centric nature of Texts.com make it more difficult for larger players like Apple, Google, and Meta to block the app under EU regulations. Texts.com guarantees end-to-end encryption by sending messages directly to the platforms, without ever being stored on its servers.

Automattic’s Advantage as a Non-“Big Tech” Player

Mullenweg believes that placing a messaging app in the hands of a company like Automattic, which is not considered “Big Tech,” will result in faster development and a maintained focus on the Texts.com platform. Unlike larger companies, such as Google, Automattic aims to get messaging right by catering to user-centric values. Additionally, Texts.com’s integration with various platforms appeals to users who utilize multiple messaging apps.

Pricing and Compatibility

Texts.com is available for $15 per month for most users and $30 per month for businesses. The app is compatible with Mac, Windows, and Linux, with iOS and Android apps in development. While iMessage is only supported on Mac, SMS communication is available with iMessage. Other supported platforms include WhatsApp, Telegram, Signal, Messenger, Twitter, Instagram, LinkedIn, IRC, Slack, and Discord DMs.

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