seven (sms77)

seven, formerly known as sms77, is a German SMS gateway and communication API provider founded in 2003 in Hamburg (now headquartered in Kiel, Germany). With over two decades in the messaging industry, seven is one of the longest-established SMS API providers in Europe, predating many of the better-known players in the CPaaS space. The company has built a reputation for reliability, transparent pricing, and developer-friendly APIs that make it straightforward to integrate SMS, voice, and related communication services into applications and business workflows.

The company rebranded from sms77 to seven to reflect its expanded service offering beyond SMS, though the sms77 name remains widely recognized in the German and European developer community. Despite the rebrand, the core philosophy remains unchanged: provide a simple, reliable, and affordable messaging API with transparent pricing and German data protection standards. For developers and businesses that need a no-frills European SMS gateway without the complexity of larger platforms like Twilio, seven offers a compelling alternative with genuine "Made in Germany" credentials.

SMS API and Core Messaging

At its heart, seven's SMS API allows developers to send and receive text messages programmatically using a simple REST API. The API supports both standard SMS and flash messages, with delivery to mobile networks in countries worldwide. Messages can be sent individually or in bulk, and the API provides real-time delivery status reports through webhooks and callback URLs. The API is designed for simplicity: sending an SMS requires just a few lines of code, with clear documentation and examples available in multiple programming languages including PHP, Python, Java, Node.js, and Ruby.

Two-way SMS is a key feature that allows businesses to receive incoming messages from customers, enabling use cases like customer surveys, opt-in/opt-out management, and conversational support flows. The platform also supports scheduled messages, allowing businesses to queue messages for delivery at specific times. For marketing use cases, seven provides sender ID customization, enabling businesses to display their company name or a dedicated number as the message sender rather than a generic short code.

Voice API and Text-to-Speech

Beyond SMS, seven offers a Voice API that enables businesses to make automated phone calls and implement text-to-speech (TTS) functionality. The TTS feature converts written text into natural-sounding speech, which is read aloud during an automated phone call. This is useful for delivering time-sensitive notifications, appointment reminders, or authentication codes to users who may not have access to SMS. The Voice API supports multiple languages and voice options, making it suitable for businesses operating across different European markets.

The Voice API also supports interactive call flows where recipients can respond by pressing keys on their phone (DTMF tones), enabling use cases like automated surveys, appointment confirmation systems, and basic customer service routing. While the Voice API is not as feature-rich as those offered by larger platforms like Sinch or Twilio, it covers the most common voice automation use cases that small and medium-sized businesses need.

Number Lookup and Validation

seven provides a number lookup service that allows businesses to validate phone numbers before sending messages. This service checks whether a phone number is valid, identifies the carrier, determines whether the number is mobile or landline, and provides information about the number's home network. Number validation is essential for maintaining clean contact databases, reducing undeliverable messages (and associated costs), and improving overall SMS campaign performance. The lookup API returns results in real-time, making it suitable for integration into registration forms, CRM systems, and data cleansing workflows.

For businesses that handle large databases of phone numbers, the ability to validate numbers in bulk can result in significant cost savings by eliminating messages sent to invalid or deactivated numbers. The lookup service also helps prevent fraud by identifying numbers associated with virtual or VoIP services that may be used for abusive purposes.

Analytics and Reporting

seven provides comprehensive analytics and reporting tools that give businesses visibility into their messaging activity. The dashboard displays message delivery statistics, success rates, and cost breakdowns, allowing businesses to monitor the performance of their SMS campaigns and API usage in real time. Detailed delivery reports are available for individual messages, showing timestamps, delivery status, and any error codes. This level of transparency is important for businesses that need to audit their messaging activity or troubleshoot delivery issues.

The analytics capabilities extend to webhook-based event notifications, where businesses can receive real-time updates about message delivery, failed deliveries, and incoming messages. This enables automated monitoring and alerting workflows, ensuring that critical messages are tracked and any delivery failures are addressed promptly.

Developer Experience

seven has invested heavily in its developer experience, providing clear, well-structured API documentation with code examples in multiple programming languages. The REST API follows standard conventions, making it intuitive for developers familiar with web APIs. Official client libraries are available for popular languages and frameworks, and the API is also accessible through integration platforms like Zapier, Make (formerly Integromat), and n8n, enabling no-code and low-code automation workflows. A dedicated sandbox environment allows developers to test their integrations without incurring messaging costs.

The company also maintains open-source plugins and integrations for popular platforms including ChatGPT, Groundhogg, HostBill, and various CRM systems. This ecosystem of integrations makes it possible to add SMS capabilities to existing business tools without custom development. For developers who prefer working with API marketplaces, seven's API is also available through RapidAPI, providing an additional access point and billing option.

Pricing and Transparency

One of seven's most distinctive qualities is its transparent pricing model. SMS messages start at 0.075 EUR per message for German numbers, with international rates varying by destination country. There are no monthly fees, no setup costs, and no minimum commitments. Businesses pay only for the messages they send, with credits purchased in advance. This pay-as-you-go approach makes seven particularly attractive for startups, small businesses, and developers who want predictable costs without being locked into subscription plans. Volume discounts are available for businesses with higher messaging needs, and pricing for all destinations is published openly on the website.

The transparent pricing stands in contrast to some larger CPaaS providers that hide their per-message rates behind contact forms and sales calls. For businesses that value clarity in their vendor relationships, seven's upfront pricing model is a significant advantage. The cost per SMS is competitive with European alternatives and often lower than US-based providers for European destinations.

GDPR Compliance and German Data Protection

As a German company, seven operates under some of the strictest data protection regulations in the world. Germany's implementation of GDPR, combined with the country's additional national data protection laws (BDSG), creates a regulatory environment that provides maximum assurance for businesses handling personal data. All message data processed by seven is handled within European infrastructure, and the company does not transfer data to non-European jurisdictions. For businesses that need to demonstrate GDPR compliance to their own customers and regulators, seven's German headquarters and European data processing provide strong documentation evidence.

seven also provides data processing agreements (DPAs) for business customers, as required by GDPR for companies that process personal data on behalf of others. The company's privacy practices are designed to minimize data retention, with message logs available for a defined period before automatic deletion. This privacy-by-design approach aligns with the principles of data minimization and purpose limitation that are central to GDPR.

Integrations and Ecosystem

seven integrates with a range of third-party platforms including Zapier, Make (Integromat), n8n, ChatGPT, Base.com, Groundhogg, HostBill, Quickwork, and Wufoo. These integrations enable businesses to add SMS capabilities to their existing workflows without writing code. For example, a business could set up a Zapier workflow that automatically sends an SMS confirmation when a new order is placed in their e-commerce system, or trigger a voice call when a critical alert is detected in their monitoring tools.

Limitations and Considerations

While seven excels as a straightforward SMS and voice API, it does not offer the breadth of communication channels available from larger platforms like Sinch or Infobip. There is no built-in support for messaging apps like WhatsApp or Viber, no video calling API, and no RCS messaging capability. Businesses that need an omnichannel communication platform covering multiple messaging channels will need to look at larger providers. Additionally, seven's feature set for advanced use cases like conversational AI, chatbots, and complex IVR flows is more limited than what enterprise-focused platforms offer.

The platform is also more focused on the European market, particularly Germany and DACH countries, than on global messaging. While international SMS delivery is supported, businesses that need deep local number coverage in markets like Asia-Pacific or Latin America may find that larger providers offer more comprehensive options. However, for businesses whose primary audience is in Europe, seven's strong European network and competitive pricing make it an excellent choice.

Who Should Use seven (sms77)?

seven is ideal for developers and businesses that need a simple, reliable, and affordable European SMS API. Startups and small businesses that want to add SMS notifications, verification codes, or marketing messages to their applications will appreciate seven's transparent pricing and easy-to-use API. German businesses, in particular, benefit from the "Made in Germany" data protection standards and the ability to communicate with their provider in German. Any organization that needs a straightforward SMS gateway without the complexity and cost of larger CPaaS platforms should consider seven as a focused, European alternative to Twilio's SMS services.