LINK Acquires UK Firm FireText Communications

LINK has taken a significant step in its UK expansion strategy with the acquisition of FireText Communications, a trusted provider of SMS marketing services. This move strengthens LINK’s presence in the public sector, particularly through FireText’s well-established partnerships with the NHS and government bodies. By integrating FireText’s scalable A2P SSU platform, LINK enhances its ability to deliver reliable and secure communication solutions. The deal not only deepens market penetration but also aligns with LINK’s long-term vision of offering comprehensive, omnichannel services across Europe.

LINK Strengthens UK Presence with Strategic Acquisition of FireText Communications

LINK’s acquisition of FireText Communications represents a major milestone in the company’s strategic vision to reinforce its position in the UK market—particularly within the critical and often difficult-to-access public sector. This bold move underscores LINK’s commitment to expanding its reach and capabilities by incorporating FireText’s robust and scalable A2P SSU (Application-to-Person Short Service Utility) platform into its existing portfolio. The integration is expected to significantly enhance LINK’s ability to serve both private and public sector clients by adding a proven, high-performing platform that meets the rigorous standards of government institutions and healthcare providers. As communication needs across sectors grow increasingly complex, this acquisition signals LINK’s readiness to deliver secure, reliable, and scalable solutions tailored for mission-critical applications.

FireText: A Public Sector Messaging Powerhouse

Founded in 2007 and headquartered in Falmouth, UK, FireText Communications has steadily built a reputation as a trusted provider of SMS marketing services, particularly within the public sector. The company currently serves approximately 2,700 clients, including long-standing contracts with the National Health Service (NHS) and various government departments across the UK. These relationships highlight FireText’s ability to navigate the complex regulatory and operational requirements that define public sector communications. Over the years, FireText has stood out for its reliability, security, and commitment to client-specific solutions—qualities that have made it a go-to provider for government agencies needing seamless, compliant communication platforms. Its expertise in managing large-scale SMS campaigns with precision and trust has made it a cornerstone for public health messaging and government outreach efforts.

A Strategic Fit for LINK’s Growth Ambitions

The acquisition is more than just an expansion—it’s a calculated strategic fit that enables LINK to deepen its market presence in the UK and leverage FireText’s local knowledge and operational excellence. As LINK CEO Thomas Berge noted, “As we continue to grow our footprint in the UK, this acquisition not only brings a high-performing, scalable SSU platform into our offering but also reinforces our commitment to the UK public sector.” This statement reflects the broader vision LINK has for becoming a leading CPaaS provider not just in the private sector, but also in spaces where communication is critical and highly regulated. FireText’s infrastructure and market credibility provide LINK with an immediate advantage, allowing the company to extend its offerings to new client segments while enhancing support for existing customers.

A Promising New Chapter for FireText

From the perspective of FireText’s founders, the acquisition marks a significant and positive turning point. They expressed excitement about joining forces with LINK, saying, “We are thrilled to become part of Europe’s leading CPaaS provider. This represents a fantastic opportunity for our company and our clients. With LINK Mobility’s broad product offering and market expertise, we are confident our customers will benefit from this partnership. It marks the beginning of an exciting new chapter for FireText.” Their comments speak to a strong cultural and strategic alignment between the two companies, laying the groundwork for seamless integration and collaborative innovation. FireText stands to benefit from access to LINK’s broader technology stack and international presence, which could amplify its impact well beyond the UK.

Deal Structure and Financial Details

Financially, the deal values FireText at an enterprise value of GBP 9.7 million, based on an EV/LTM Dec-24 cash EBITDA multiple of 6.5x—a valuation that reflects the company’s consistent profitability and strong market position. The transaction includes an earn-out component worth GBP 2.3 million, tied to performance benchmarks and valued using the same multiple. LINK will finance the acquisition through a mix of GBP 2 million in LINK shares, a seller credit equal to 10% of the enterprise value, and the remaining portion paid in cash. This balanced deal structure demonstrates LINK’s thoughtful approach to managing both short-term financial exposure and long-term value creation. It also aligns incentives between the two companies, ensuring that FireText continues to perform during the integration process.

Expanding Market Access and Technological Capabilities

Beyond the financials and operational efficiencies, the acquisition has far-reaching implications for LINK’s market positioning and technological offerings. By acquiring FireText, LINK gains direct access to well-established relationships in the UK’s public health and government sectors—areas that are typically difficult to enter without a proven track record. This access could open the door to new partnerships and contracts that demand high standards of data privacy, reliability, and service delivery. In addition, FireText’s scalable SSU platform enhances LINK’s technological capabilities, providing a strong infrastructure that can accommodate growing demand and support new service innovations. This improved capacity is particularly important as communication requirements evolve across sectors, with increasing demand for secure, real-time, omnichannel solutions.

Supporting LINK’s Broader European Growth Strategy

This acquisition is also a critical part of LINK’s broader strategy to drive long-term growth across Europe. As the communications landscape shifts toward integrated, multi-channel solutions, companies that can offer cohesive services across SMS, voice, email, and social messaging are better positioned to meet the evolving needs of their clients. FireText’s platform strengthens LINK’s ability to deliver these kinds of end-to-end services, making it a more attractive partner for organizations seeking robust, scalable, and compliant communication tools. Moreover, by reinforcing its footprint in the UK—one of Europe’s largest and most regulated markets—LINK solidifies its reputation as a dependable CPaaS provider ready to support complex, large-scale communication initiatives across the continent.

In summary, LINK’s acquisition of FireText Communications is more than just a financial transaction—it’s a strategic move to enhance product offerings, deepen market reach, and reinforce its commitment to delivering high-quality communication solutions in one of Europe’s most competitive markets. As the companies integrate their operations, customers can look forward to a stronger, more versatile set of services designed to meet the evolving demands of both public and private sectors.