Freshdesk Acquires Social Customer Service Startup Airwoot to Help Brands Engage at Scale

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Airwoot uses Artificial Intelligence to cancel noise from social chatter, increasing the speed and effectiveness of social support

Airwoot’s AI technology provides us a powerful platform to power the social engagement centers of the future.

Freshdesk, the fastest growing cloud-based customer service software provider, announced today the acquisition of Airwoot, a startup that uses machine learning to help brands deliver high-speed customer service on social media. Airwoot is the company’s fifth acquisition in the past 12 months and aims to deepen Freshdesk’s social support capabilities.

It's not uncommon for major brands to have 10,000 users interacting with them on Twitter on a typical day. This social chatter often includes promotional or affiliate marketing tweets as well as customers reaching out for help. As the tweets and comments pile up, sifting through the “noise” becomes a significant challenge for most brands.

As a pioneer of the social helpdesk, Freshdesk already offers one of the most powerful social engagement platforms available in the market - with a plethora of rules and options that customers can configure to monitor social activity and identify conversations that require a swift response. However, determining which keywords to track and keeping rules up-to-date can be challenging as the language of social evolves.

Airwoot uses machine learning to automate the process of identifying conversations on social media that require immediate attention, such as queries, grievances and incidents. Its sophisticated algorithms even predict when a conversation is likely to go viral and can alert companies to act.

“Delivering customer support via social media continues to be a challenge for many companies given the high volume of noise in the medium,” said Girish Mathrubootham, Founder and CEO of Freshdesk. "Airwoot’s AI technology provides us a powerful platform to power the social engagement centers of the future."

Snapdeal is an online shopping marketplace with a community of over four million users. With the help of Airwoot, the company is now one of the most responsive brands on social media.

"Airwoot’s constantly evolving technology continues to help us listen to our customers and provide a great experience,” said Sushant Kumar, Associate Director, Marketing at Snapdeal. “As a result of our work with Airwoot, we’ve become one of the most responsive brands in India with a response rate of over 98 percent and a response time of under 2 minutes. Their system enables us to scale easily, optimize our workflows and engage effectively with internal and external stakeholders."

About Freshdesk
Freshdesk is the leading provider of cloud-based customer service software. The company is headquartered in San Bruno, California, with offices in London, Sydney, and Chennai. Launched in 2010, Freshdesk has 70,000 customers around the world, including 3M, Honda, Hugo Boss, University of Pennsylvania, The Atlantic, and Petronas. The flagship product allows organizations to support customers through email, phone, websites, mobile apps, forums and social media. With powerful features, an easy to use interface and a freemium pricing model, Freshdesk is widely used by companies ranging from startups to enterprises. For more information, visit, or find us on Facebook: or Twitter: @freshdesk.

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