Collaboration & Communication · Msg91 + Claude
MSG91 MCP with Claude: Automate SMS, WhatsApp and Email Customer Messaging
The short answer
Claude works with MSG91 through the Model Context Protocol (MCP), an open standard that acts as a secure adapter between the two. Once connected using your MSG91 API key, Claude can send SMS, trigger WhatsApp notifications, automate email alerts and manage campaigns, within permissions your organisation controls.
What is Msg91?
MSG91 is a cloud communication platform for sending SMS, WhatsApp, email and voice notifications. It gives businesses one unified API to reach customers across several channels. Typical users include operations teams, customer support, e-commerce businesses, fintech and healthcare providers, and marketing teams that need reliable, timely messages such as one-time passwords, order updates, appointment reminders and campaign announcements.
How Claude connects to Msg91 through MCP
The Model Context Protocol (MCP) is an open standard that lets Claude securely use other software, reading information and taking actions with permissions the organisation controls. Think of it as a universal adapter between Claude and the tool. For MSG91, the connection uses your MSG91 API key, so access is tied to a credential you issue and can revoke at any time.
Once connected, Claude can work with MSG91 in plain language. For example, a team member could ask Claude to send a delivery update to a list of customers, check how a template is performing, or prepare an email alert for a group of users. Claude can read the information it needs and carry out the messaging actions you have allowed.
Permissions and approvals keep people in charge. We set up least-privilege access, so Claude only sees and sends what its role requires. Consequential actions, such as messaging a large audience, can be routed to a named person for approval before anything is sent. Every action is recorded in audit logs so your team can review what happened and why.
What you can automate
Order and delivery updates
An e-commerce operations team can ask Claude to send shipping confirmations and delivery updates by SMS or WhatsApp as orders move through fulfilment. Claude pulls the relevant order status, fills in the approved template, and sends the message. Customers stay informed without support staff writing each notice by hand.
Appointment and booking reminders
Clinics, salons and service businesses can have Claude send reminders for upcoming appointments and follow-ups for missed bookings. Messages go out on the right channel for each customer, and no-shows fall because people receive timely nudges. Staff review the schedule while Claude handles routine reminders.
Payment and account alerts
Finance and fintech teams can use Claude to trigger alerts for payment reminders, account activity or verification codes. Each message follows a pre-approved template, and sensitive actions can require a human sign-off. This keeps customer communication consistent and fast.
Campaign management
Marketing teams can describe a campaign in plain English, such as announcing a seasonal offer to a segment of customers. Claude can help prepare the audience, draft the message within brand guidelines and schedule delivery across SMS or email. A marketer reviews and approves the final send before it goes live.
Support escalation notices
Customer support teams can have Claude send status notices when a ticket is resolved or an issue affects a group of users. Updates reach customers through the channel they prefer, and support leads receive a record of each message sent for their review.
An end-to-end workflow: Proactive order-delay notifications
TriggerA shipment in the ERP or logistics system is marked as delayed beyond its promised date.
Claude receives the delay event and reads the order details from the ERP system.
Claude selects the approved delay template for the customer's preferred channel.
Claude sends a WhatsApp message through MSG91 with the revised delivery estimate.
If the WhatsApp message fails, Claude falls back to an SMS through MSG91.
A copy of each message and its delivery status is written to the ticketing system for support records.
Any delay affecting more than a set number of orders is sent to an operations manager for approval first.
OutcomeCustomers hear about delays before they call support, support ticket volumes typically fall, and the operations team keeps a clear audit trail of every notice sent.
How we set it up
Free automation audit
We review how your teams currently send customer messages and identify the workflows worth automating with MSG91 and Claude. You leave with a clear, prioritised list and no obligation.
Secure connection
We connect Claude to MSG91 using your API key, stored securely and scoped to the minimum access needed. No shared or personal credentials are used.
Workflow design
We design the end-to-end workflow across MSG91 and your other systems such as Microsoft 365, CRM, ERP or ticketing. Approval points are placed where people need to review consequential sends.
Testing with real cases
We test the workflow against real past cases, checking templates, channel fallbacks, delivery handling and approval routing before anything goes live.
Launch and training
We launch with monitoring and audit logs in place, then train your team on how to use Claude with MSG91, review outputs and manage approvals.
Who benefits
- Operations manager
- Sends timely delivery and status updates at scale without manual copying, with approval steps for large sends.
- Customer support lead
- Keeps customers informed through their preferred channel and gets a record of every notice in the ticketing system.
- Marketing manager
- Plans and schedules multi-channel campaigns in plain language, with brand review before sending.
- IT or compliance head
- Gets least-privilege access, revocable API keys, and audit logs covering every message sent.
Security and control
- Access uses an MSG91 API key with least-privilege scope, which can be rotated or revoked at any time.
- Consequential or large-audience sends are routed to a named person for approval before delivery.
- Only pre-approved message templates are used for regulated or transactional messages.
- Every action and message is recorded in audit logs for review and reporting.
- Customer data is handled in line with your consent and retention policies.
For teams in the US, UK, India and the Middle East
Organisations in the United States and the United Kingdom can align messaging workflows with their consent and privacy obligations, including opt-in and opt-out handling. In India, workflows are designed to meet the Digital Personal Data Protection Act, 2023. For organisations in the UAE and Saudi Arabia, we configure data handling to meet local data protection laws. Hosting region for any custom application is chosen to meet your specific requirements.
Learn more about Claude and MCP
Anthropic's AI model and assistant.
Secure links between Claude and business tools.
How engineers build and change software with Claude.
Hosted agents that run multi-step work.
The open standard Claude uses to connect to tools.
Frequently asked questions
What does the MSG91 MCP server do?
The MSG91 MCP server acts as a secure bridge between Claude and MSG91. It lets Claude send SMS, WhatsApp, email and voice messages, and manage campaigns, using instructions in plain language. The server only exposes the actions you allow, so Claude works within the access your organisation has granted.
Is connecting MSG91 to Claude secure?
Yes, when set up correctly. Access uses your MSG91 API key with least-privilege scope, so Claude can only perform the actions it needs. Keys can be rotated or revoked, approvals can gate consequential sends, and audit logs record every action for review.
What can Claude do with MSG91?
Typically, Claude can send SMS and WhatsApp notifications, trigger email alerts, schedule campaigns and help prepare audiences and message content. The exact actions depend on how the workflow is designed and what permissions you approve during setup.
How long does setup take?
Many straightforward workflows can be connected and tested within a few weeks, though timelines vary with the number of systems involved and the complexity of approvals. The free automation audit gives you a realistic estimate for your situation.
Which MSG91 plan or permissions are needed?
You need an MSG91 account with an API key that has permission for the messaging channels you plan to use. The exact requirements depend on your channels and volume, so we confirm them during the audit before any connection is made.