Independent orchestration layer, not bundled middleware

Fyno is independent middleware: its P&L does not sit inside the company that delivers your messages. Fyno earns nothing per SMS or WhatsApp message, so that every routing, fallback and cost decision optimises for your cost and deliverability rather than a vendor's revenue. Sinch Hub is orchestration bundled inside a vendor that profits from volume, which creates a structural conflict on exactly those decisions. With Fyno you keep your negotiated provider contracts and can swap any vendor the same day without touching the orchestration layer.

No. Keep Sinch as a delivery vendor. Fyno already integrates Sinch as a provider, and sits above it as the independent orchestration layer. The argument here is about who controls the orchestration and its incentives, not about dropping Sinch's delivery network. You continue to use Sinch (and any other SMS aggregator or WhatsApp BSP) for delivery, while Fyno handles routing, failover, consent, template governance, reconciliation and analytics across all of them.

Two reasons. First, maturity: Fyno has four years of production-hardened BFSI development, so every capability in a typical BFSI middleware BRD is live today rather than on a roadmap. Second, capability depth: Fyno runs In-App and Push channels, an SLA enforcement engine, vendor invoice reconciliation, LOS/LMS workflow journeys, Fyno Connect, an on-infrastructure CDP and Fyno PDF, none of which Sinch Hub offers. And Fyno carries no delivery markup or conflict of interest.

Compliance is enforced at the point of send. Fyno checks consent before every message, applies RBI, TRAI and DPDP rules at the routing layer, and writes an immutable audit trail per message for regulators. Template governance runs through maker-checker approval with automatic DLT and Meta submission, and an in-app consent UI supports DPDP collection inside your own mobile app. The result is regulator-ready logs and audit evidence by default, not paperwork assembled after the fact.

Fyno routes across multiple vendors with time-based failover and SLA enforcement. An OTP can go via WhatsApp, retry over SMS Provider A if undelivered, then Provider B, all inside a defined SLA (for example OTP at 5 seconds). Fyno monitors vendor health continuously and pulls degraded routes automatically. In a Tier-1 BFSI deployment this cut OTP delivery latency from 42 seconds to 8 seconds with no custom code, and lifted delivery toward 100%.

No. Fyno charges a platform fee for the technology and takes zero markup on delivery. You pay your providers their negotiated rate directly, and the provider invoice and the Fyno platform invoice stay separate and transparent. This is the structural difference from a bundled model, where delivery and middleware come on a single marked-up invoice that hides true per-message cost.

Fyno captures the exact credit consumption per message and reconciles it against vendor invoices in real time. Finance teams cross-verify billed volume against actually delivered volume, and banks routinely find 3 to 8% discrepancies they can challenge with evidence. Every message is also tagged by product line and business unit, so cost attribution is automatic rather than a monthly manual reconciliation exercise.

Yes. Fyno runs a parallel rollout: integrate against a sandbox, then move production traffic gradually from 5% to 20% to 50% to 100%, with your existing setup kept as a backup throughout. Because Fyno standardises the payload across channels and reuses your current providers, the cutover needs no rip-and-replace, and you can roll back at any stage. A mid-size NBFC completed full migration in six weeks.