Earlier this year, SMS Magic became Conversive—a name that better reflects how the product is used today—as the operating system for conversations that drive business outcomes. That evolution mirrors something Zoho itself has always done well: take the long view. Build carefully. Improve systems without forcing teams to relearn how they work every year.

Throughout 2025, that mindset shaped how Conversive (formerly SMS Magic) progressed for Zoho users. Instead of introducing sweeping changes, we focused on deepening what already matters—tightening the link between your CRM data and the conversations that happen around it. Messaging became more context-aware, more reflective of how Zoho orgs are actually structured, and easier to work with day to day.

At the same time, we continued extending the platform for teams whose needs go further—adding capabilities that can be layered on when conversations become more operational, more multi-channel, or higher volume—without disrupting the core Zoho experience.

Here’s a look at what that looked like in practice over the past year.

Personalization 2.0

For many teams, “personalization” has meant little more than inserting a first name into a message. That’s no longer enough, especially when your customer context lives across Leads, Contacts, Deals, Accounts, and custom modules in Zoho.

Messaging in Zoho can now draw from nested, related CRM data in a way that mirrors how your business actually operates. That means a message can reference:

• a deal value tied to a contact
• an account attribute linked through a lead
• operational or lifecycle fields from custom modules

—all without manual prep or brittle workarounds.

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Conversations Where the Context Lives

Customer conversations no longer need to be stitched together across screens. Full conversation threads, including past messages and replies, now appear directly on Zoho CRM records. Whether you’re working from a Lead, Contact, Account, or a custom module, the conversation is right there alongside the data that matters.

You can read, respond, use templates, and track delivery without losing context or breaking focus. Permissions, sender rules, and access controls continue to follow Zoho’s model, so teams see exactly what they should—nothing more, nothing less.

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Mini Campaigns

From the “Send SMS” button, you can now send the same message to multiple recipients; a mini campaign, if you will. Makes it easier for your reps and agents to handle routine conversational workload tasks like first touch contact, follow-ups, etc

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Small Improvements That Add Up to Flow

Some of the most impactful changes are the ones that quietly remove friction:

• Session timeouts are no longer a constant interruption. You can configure custom durations (up to 8 hours) for logouts due to inactivity. 
• New time-based filters let you search messages by custom date ranges and specific hours. 

Under the Hood

Some improvements are invisible by design, but no less important.

• Message sync with Zoho is more transparent and resilient
• Unsynced messages are easier to spot and resync
• Automatic background retries reduce manual cleanup
• Updated API references help prevent automation failures

Together, these changes keep CRM data accurate and audit-ready with less effort. 

Up to this point, the focus has been on making everyday messaging inside Zoho more reliable and context-rich. Some teams, however, rely on conversations as a core operational system—supporting service desks, sales coordination, and multi-party workflows. This year, we evolved Conversive (formerly SMS Magic) for teams operating at that scale, supporting richer conversations, more channels, and higher throughput while keeping CRM data at the center.

What Zoho Users Can Unlock with Conversive (formerly SMS Magic)

We’ve introduced several power-features in Conversive that Zoho teams can access without changing their existing SMS Magic workflows. 

AI Voice Agents

Conversive’s multilingual Voice AI Agents lets teams initiate, track, manage, and report on AI voice calls alongside messaging conversations. Calls generate transcripts and summaries, and are stored alongside chat history and CRM records so voice AI interactions enrich customer records the same way text conversations do.

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Advanced Automation Journeys Inside Zoho

Using the Conversive (formerly SMS Magic) Automation Library, Zoho teams can build multi-step, event-driven messaging journeys codelessly and trigger them directly from Zoho activity. Teams can design branching flows across SMS, WhatsApp, and RCS, react to CRM events, and track every message back to its originating record.

This supports more complex use cases—lead nurturing, renewals, ticket updates, lifecycle messaging—that go beyond single-action workflows.

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Multi-Channel Conversations in a Unified Inbox

Conversive (formerly SMS Magic) brings SMS, WhatsApp, Facebook, Instagram, web chat, and more into a single conversation workspace, while keeping every interaction tied to the correct Lead, Contact, or Account in Zoho.

Inbound conversations are matched automatically, records are created when needed, and full history stays visible—giving teams a complete, cross-channel view of the customer.

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Queues, SLAs, and Agent Workflows

For teams managing high inbound volume, Conversive (formerly SMS Magic) adds queue-based routing, agent assignment, and SLA tracking to Zoho-linked conversations.

Managers can define response thresholds and monitor breaches in real time, while agents work from focused queues without losing CRM context.

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Rich Messaging Across Channels

Conversive (formerly SMS Magic) also enables richer engagement where supported:

• Two-way RCS with rich media and buttons
• WhatsApp template creation and status tracking
• Automatic conversion of large or unsupported attachments into secure download links
  
  

These capabilities help teams respond faster, engage more clearly, and share files safely—while keeping everything tied back to Zoho records.

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If you’d like to explore these capabilities in your Zoho org, reach out to your customer success manager or contact us at care@screen-magic.com. 

From Here

In Zoho, progress doesn’t come from forcing change—it comes from systems that quietly absorb more context as teams grow. In 2025, our work focused on making conversations feel increasingly native to how Zoho teams already operate: informed by real CRM relationships, present where work happens, and steady enough to support everyday follow-ups, coordination, and decisions.

That continuity is what the shift to Conversive reflects. Not a departure from what worked, but a clearer expression of a platform designed to deepen conversations over time—adding capability without breaking flow or asking teams to relearn how they work.

As we move forward, that principle holds. Conversations get richer, workflows expand, but the experience stays grounded in Zoho and the way customer work actually unfolds.