Hootsuite, a global leader in social media management, acquired Sparkcentral, a Hasselt, Belgium and New York City-based provider of a social and digital customer care platform.

The amount of the deal was not disclosed.

With the acquisition, Hootsuite will add Sparkcentral’s platform to their offering.

Led by former CEO Christoph Neut, now VP, Sales at Hootsuite, Sparkcentral provides a social and digital customer care platform enabling digital customer engagement through 1:1 conversational messaging channels including Instagram, Facebook Messenger, Twitter, WhatsApp, WeChat, SMS, and Chat. Centered around an automated message distribution system, complete with virtual agent functionality for a highly efficient customer care workflow, the solution enhances channel alignment and communication orchestration between marketing, customer service departments, and their stakeholders. The platform has deep integrations into the core business systems of today’s customer-centric organizations.

The company works with leading brands such as Air Canada, Slack, JetBlue, Axa and Careem.

Led by Tom Keiser, CEO, Hootsuite is the global leader in social media management with over two-hundred thousand paid accounts and millions of users, spanning brands and organizations of all sizes from small SMBs to the largest Enterprise, worldwide. The company’s Hootsuite Academy, its online learning platform, empowers growth through social media certifications and has delivered over one million courses to over half a million people worldwide.