CHALLENGE

Managing communication complexity across channels and countries

More than 1,000 eCommerce businesses use Metakocka to manage orders from purchase to delivery, connected to over 100 delivery services. Communication is central to how that works. Every step in the order journey generates customer notifications, and Metakocka sends all of them.

As the platform expanded into new markets, the communication layer began to show its limits.

• Integration overhead: Each country using different channels meant separate provider integrations for each. Every new provider added APIs, documentation, and a relationship to manage. For a small development team shipping features every day, it was a lot to manage.
• No visibility after send: SMS delivered messages fast, but nothing confirmed whether they were actually seen. When a delivery was at risk or an address needed correcting, the team had no way to know if the right people got the message.
• Channel logic at scale: Different markets prefer different messaging apps. For example, Viber is widely used across the Balkans and Central Europe. Serving clients across all of them meant either managing multiple providers or finding one that covered everything.

All channels under one API, with routing logic for every market

Metakocka moved its communication infrastructure to Infobip, consolidating everything under a single API. The platform now runs Viber and two-way SMS across all markets. Where a recipient does not have Viber installed, messages fall back to SMS automatically. Where customers need to respond, two-way flows let them take action and push updates back into the platform.

Viber is the primary notification channel, offering richer content at a lower per-message cost and a read receipt that confirms a message was seen. SMS handles fallback and time-sensitive moments that need an immediate response.

Two areas drive most of that activity.

Transactional notifications

As an order moves from warehouse to door, the platform sends status updates at each handoff. Dispatch from the warehouse triggers a shipment confirmation with tracking information.

Automated address correction

Incorrect delivery addresses are one of eCommerce’s most costly problems. A failed delivery means a returned parcel, a frustrated customer, and another delivery attempt to arrange. Metakocka catches the problem before it becomes a failed delivery.

When the platform flags a problem with a customer’s address, it sends a Viber or SMS message with a direct link to correct it. The customer submits the fix, and the updated address flows back into the platform with no manual steps needed.

Marketing and re-engagement

Metakocka’s clients use Viber and SMS for abandoned cart reminders, recovering purchases that were started but not completed. A new marketing module launching in the coming months will give clients tools for upselling and promotional campaigns, with message volumes expected to grow significantly as a result.

96.2% delivered, 42.7% confirmed read, and volumes growing month on month

Metakocka sent 1.26 million Viber messages through Infobip in the first five months of 2026 alone. Monthly volumes have grown from around 180,000 at the start of 2025 to over 300,000 by April 2026.

• Viber delivery rate: 96.2% of Viber messages are delivered.
• Confirmed read rate: 42.7% of delivered Viber messages are confirmed read, giving Metakocka’s clients visibility, for the first time, into whether a time-sensitive message actually landed. That matters when a delivery is at risk, an address needs correcting, or a cart has been sitting idle.
• Growing volumes: Monthly message volumes have nearly doubled since the start of 2025, with the upcoming marketing module expected to drive further growth.
• Operational impact: Reliable communication translates directly into smoother operations. As Hribar puts it, when communication breaks down, purchase volumes follow. When it runs well, the order journey runs smoothly.

As Metakocka’s client base grows across Europe, so does the volume of messages flowing through the platform. With the new marketing module launching in the coming months, the communication layer built with Infobip is about to handle significantly more.