Case Study: United Phosphorus Limited achieves higher sales conversions by reaching 1.5M farmers monthly with SMS-Magic

How United Phosphorus Limited Increased Sales Conversions with Texting

United Phosphorus Limited (UPL), a global agricultural company serving roughly 2 million farmers with a 2,000-strong sales force, faced the challenge of reaching remote customers quickly and measurably—on-ground reps could only contact a few hundred farmers per day, mass media was hard to track, and the call center couldn’t scale for urgent crop issues. UPL needed a real-time, CRM-integrated channel and selected SMS-Magic’s bi-directional texting solution that integrates with Salesforce.

SMS-Magic implemented automated, localized two-way SMS workflows logged directly into Salesforce, registering callers, sending welcome and educational messages (twice monthly) to 1.5 million farmers, and answering queries in regional languages. The SMS-Magic solution produced measurable impact—follow-up product reminder texts drove conversions above 50%, improved complaint and distributor management, strengthened farmer engagement and crop outcomes, and enabled UPL to plan expansion of messaging to Mexico and Indonesia.

United Phosphorus Limited

Suryam Chapara

Deputy General Manager, CRM