Montreal-based messaging and chat-focused startup Smooch has raised $10 million in a funding round led by Real Ventures, iNovia, TA Associates and the company’s founders.

The story was first reported by the Wall Street Journal’s Scott Martin.

Smooch says it will use the cash to “expand its support for consumer messaging channels and business software vendors,” and to build its team. The company is hiring in more than 20 positions in San Francisco and Montreal, including senior sales, product marketing, and engineering positions.

“Beyond making it easy for businesses to have rich conversations with their customers, Smooch provides a 360-degree view of all conversations with their customers, creating a more human relationship,” said CEO Hamnett Hill. “This financing will support our ongoing investments in our team and partnerships, so we can help even more companies reach more customers on more messaging platforms, with more compelling experiences.”

Smooch calls itself the best way for companies to have rich messaging conversations with customers wherever they are. Thousands of businesses rely on Smooch to manage millions of customer conversations, says the company.

Smooch is propping up it’s “unified messaging platform.” The Smooch Conversation CloudSM will let companies use their existing business software and processes to have “rich conversations” with their customers through messaging apps and SMS, to websites, mobile apps and more. Smooch integrates with consumer messaging channels like Facebook Messenger, LINE, WeChat, Kik, Telegram, Twilio and others.

The company says dozens of business software makers, such as FrontApp, Slack and ZenDesk, are integrating with the Smooch Conversation CloudSM to enable thousands of companies, such as Frank + Oak, Harry’s and U-Haul, to create messaging experiences with customers.