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Mobile customer relationship management (CRM) company Helpshift has raised $23 million in a Series B round of funding from Microsoft Ventures, Salesforce Ventures and all previously existing investors. The company mentions that it will use the funding to launch a new model for providing support this year.

The company had previously raised funding worth $10 million from Intel Capital, Visionnaire Ventures, True Ventures and Nexus Venture Partners in 2014. It had also raised seed funding of $3.2 million in October 2012 from True Ventures and Nexus Venture Partners with contributions from a number of private angel investors. Overall, the company has raised a total of $36.2 million till now.

Founded in 2012 by Abinash Tripathi, Helpshift targets mobile apps which are trying to improve user retention and increase user review. The platform works on Android and iOS. And lets developers integrate customer service straight within the app through conversations. Its CRM ticketing support system features in-app chat, email and web and provides searchable FAQs for customers.

The company offers a free plans for upto 10,000 monthly active users and 1 team member. The pro package costs $185 per year and offers additional features like analytics with support for up to 100,000 users and 3 team members. It also offers custom plans with additional features like account management and priority support, where customers can choose the number of monthly active users.

Microsoft partnership: According to this TechCrunch report, Helpshift has built an SDK that works on Windows app and users the company’s Azure platform to run its services. The support company is also looking to launch products specifically for Outlook on desktop. Other than this, Helpshift claims to have clients like Zynga, Virgin Media, Microsoft, WesternUnion, Flipboard, Shyp, Luxe, WordPress among other startups and developers.

Competition: In 2014, advertising network and media technology company, Komli Media launched an integrated cross-channel CRM remarketing platform RevX, which would enable marketers to leverage consumer insights across web, mobile and CRM to reach users across devices. Zendesk also has a platform called Embeddables which competes with Helpshift.