CallFire, Inc., a cloud phone and text services provider, has acquired UK text message marketing firm FireText to expand its European presence.

Terms of the deal weren’t disclosed.

CallFire helps businesses reach target audiences via automated phone calls and text messages. That’s why the Santa Monica company wants to leverage FireText’s ability to track customer responses and conversions from texts. FireText’s platform is already used by companies such as Eventbrite and Zendesk.

“FireText caught our eye as they’ve been successful in not only growing their company but also helping shape the market overall in the UK,” Chief Executive Ron Burr said in a statement.

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