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Airwoot automates the process of identifying conversations on social media that require immediate attention, such as queries, grievances and incidents

Freshdesk, a SaaS-based customer support company with operations in multiple countries, has acquired Airwoot, a startup that uses Machine Learning technology to help brands deliver customer service on social media.

At Freshdesk, the Airwoot team will be focused on enhancing the company’s current social media offerings.

“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 Artificial Intelligence (AI) technology provides us a powerful platform to power the social engagement centres of the future.”

“We look forward to expanding Airwoot’s impact to Freshdesk’s 70,000-strong customer base,” says Saurabh Arora, Founder and CEO of Airwoot. “This will help companies scale their teams in the right manner and provide stellar support on social.”

In Photos: Freshdesk’s office in Chennai

Airwoot was founded in 2012 by a team of PhD dropouts led by Arora, and is owned by Delhi-based Memetic Labs Technologies.

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.

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 algorithms even predict when a conversation is likely to go viral and can alert companies to act.

In 2013, Airwoot had raised investment from Kae Capital. Top angel investors Rajan Anandan, Sasha Mirchandani, Sunil Kalra and Samir Sood had also participated in the round.

Freshdesk has in the past acquired four companies, including 1CLICK, Konotor and Framebench.

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Launched in 2010, Freshdesk is a leading provider of cloud-based customer service software. Its flagship product allows organisations to support customers through email, phone, websites, mobile apps, forums and social media. Freshdesk has 70,000 customers around the world, including 3M, Honda, Hugo Boss, University of Pennsylvania, The Atlantic, and Petronas.

Headquartered in California, Freshdesk has offices in London, Sydney, and Chennai.

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