Some companies are built. 

Others are found along the way.

Four people who worked in telecom decided to build something of their own in Miami in 2001. They started with a modest office and elementary servers. Twenty-five years later the company runs a global platform — still led by its founders.

What we do

We build telecom infrastructure for the markets most providers reach through intermediaries — or not at all. Twenty-five years of direct operator relationships, in-house technology, and a presence in places that demand more than a standard playbook.

Telecom solutions for carriers, operators, platform builders, and businesses with critical and growth communication needs.

Voice    |    SMS      |     Cloud Numbering      |      Managed Services     |     Platforms         |           Proprietary Tools

Voice

SMS

Cloud Numbering 

Managed Services

Platforms

Proprietary Tools

Where it began

 In 2001, Andrés Sánchez, Gabriel Sánchez, James Merced, and María Paulina Sánchez started identidad in Miami, Florida — pooling what they knew about the industry and building from a modest office with an early team and the most elementary of servers.

Things picked up. The team grew. What started as a voice termination operation gradually became a platform that today moves billions of messages and minutes a year, from two headquarters — Miami and Bogotá — across every continent.

The Path

Not every road taken was the right one to stay on. But every one of them taught us something.

A journey rarely goes exactly as planned. Some chapters of identidad’s story are about building products that lasted. Others are about walking through a door, seeing what was on the other side, learning everything it had to offer — and then finding the way back to the main road. Both kinds of chapter belong here.

International Voice Termination

The original question: how do you move voice traffic reliably through markets where the infrastructure is fragmented and the relationships are everything? We built the answer from the ground up.

A2P SMS aggregation

A2P SMS aggregation, when it became clear that messaging was becoming as important as voice — and that the same fragmented markets needed someone who understood them from the inside.

CPaaS solutions — From Yellow Push to iadu

What started as Yellow Push quickly outgrew its original scope. Messaging was no longer a feature — it became a core operational layer. In 2025 we evolved it into iadu: a platform that connects businesses globally through direct, high-quality messaging, built for those who depend on it to operate and scale.

WHAT IS iadu

iadu is identidad's messaging platform — a standalone product built for enterprises and platforms that need reliable, high-volume communication infrastructure with the depth to handle complex markets. It is the commercial evolution of fifteen years of SMS and voice expertise.

Learn More.

IoT solutions  —  A detour worth taking

We moved into end-to-end IoT: designing, building, installing, and operating connected solutions. The product line itself did not survive — the market was harder to navigate than we anticipated, and we made the honest decision not to continue down that road.

WHAT WE KEPT

IoT pushed us into system architectures we had never designed before. It was through this chapter that we deepened our technology teams significantly — learning to think as architects of complex, interconnected systems in ways that went well beyond the telecom infrastructure we had always known. That knowledge did not leave with the product. It is embedded in how we build everything today.

Network and infrastructure management — another door we walked through

We expanded into network, infrastructure, applications, and security management. It was a natural extension of what we were already doing for clients. After time, we stepped back from this path too.

STEPPING BACK

Some doors open and you walk through them because it makes sense to. And sometimes, once you are on the other side, you realise the journey you were always meant to be on is elsewhere. Stepping back from a path is not a setback — it is a form of clarity. It sharpens your understanding of what you are actually here to do.

Managed Services

Some clients needed one specific thing. Others needed someone to run the whole operation. Managed Services was built for both — a service branch where identidad takes on telecom operations on behalf of others, as much or as little as the client needs.

Cloud Numbering

A new product line offering DID, Toll-Free, and ITFS numbers provisioned through direct operator relationships worldwide — giving carriers, platforms, and enterprises local presence in complex markets without the need for local infrastructure.

The acquisition of SwitchRay

We acquired SwitchRay to deepen a capability we consider non-negotiable: control.

SwitchRay brings proprietary switching technology, fraud prevention systems, and service platforms that allow us to design, optimize, and protect telecom flows from within — not depend on external layers.

This is not an addition to our portfolio.
It is the infrastructure layer that strengthens everything we build. Learn more

WHAT THIS MEANS

Owning the technology behind our network changes the equation.
It allows us to move faster, detect risk earlier, and optimize performance continuously — without relying on third parties.

It gives us the ability to evolve our services at the same pace the market evolves.

— International Voice Termination

The original question: how do you move voice traffic reliably through markets where the infrastructure is fragmented and the relationships are everything? We built the answer from the ground up.

— A2P SMS aggregation

A2P SMS aggregation, when it became clear that messaging was becoming as important as voice — and that the same fragmented markets needed someone who understood them from the inside.

— CPaaS solutions — From Yellow Push to iadu

What started as Yellow Push quickly outgrew its original scope. Messaging was no longer a feature — it became a core operational layer. In 2025 we evolved it into iadu: a platform that connects businesses globally through direct, high-quality messaging, built for those who depend on it to operate and scale.

WHAT IS iadu

iadu is identidad's messaging platform — a standalone product built for enterprises and platforms that need reliable, high-volume communication infrastructure with the depth to handle complex markets. It is the commercial evolution of fifteen years of SMS and voice expertise.

Learn more

— IoT solutions  —  A detour worth taking

We moved into end-to-end IoT: designing, building, installing, and operating connected solutions. The product line itself did not survive — the market was harder to navigate than we anticipated, and we made the honest decision not to continue down that road.

WHAT WE KEPT

IoT pushed us into system architectures we had never designed before. It was through this chapter that we deepened our technology teams significantly — learning to think as architects of complex, interconnected systems in ways that went well beyond the telecom infrastructure we had always known. That knowledge did not leave with the product. It is embedded in how we build everything today.

— Network and infrastructure management — another door we walked through

We expanded into network, infrastructure, applications, and security management. It was a natural extension of what we were already doing for clients. After time, we stepped back from this path too.

STEPPING BACK

Some doors open and you walk through them because it makes sense to. And sometimes, once you are on the other side, you realise the journey you were always meant to be on is elsewhere. Stepping back from a path is not a setback — it is a form of clarity. It sharpens your understanding of what you are actually here to do.

— Managed Services

Some clients needed one specific thing. Others needed someone to run the whole operation. Managed Services was built for both — a service branch where identidad takes on telecom operations on behalf of others, as much or as little as the client needs.

— identidad enterprise

A dedicated enterprise offering, built specifically for how enterprise businesses operate — not adapted from a wholesale product. Enterprises had distinct needs, distinct buying patterns, and a distinct relationship to risk. They deserved a solution designed for them from the start.

— Cloud Numbering

A new product line offering DID, Toll-Free, and ITFS numbers provisioned through direct operator relationships worldwide — giving carriers, platforms, and enterprises local presence in complex markets without the need for local infrastructure.

— The acquisition of SwitchRay

We acquired SwitchRay to deepen a capability we consider non-negotiable: control. SwitchRay brings proprietary switching technology, fraud prevention systems, and service platforms that allow us to design, optimize, and protect telecom flows from within — not depend on external layers.

This is not an addition to our portfolio.
 It is the infrastructure layer that strengthens everything we build. Learn more

WHAT THIS MEANS

Owning the technology behind our network changes the equation.
 It allows us to move faster, detect risk earlier, and optimize performance continuously — without relying on third parties.

It gives us the ability to evolve our services at the same pace the market evolves.

TODAY

We operate at the intersection of infrastructure and application — where telecom is no longer just connectivity, but a critical layer of digital operations.

We continue to expand our capabilities, strengthen our control over the network, and design solutions for markets that demand precision, resilience, and trust.

Because the future of telecom will not be defined by access —
but by how intelligently it is built, managed, and evolved.

What Drives Us​

We have a vision. And seven principles that keep us honest about how we pursue it.

The vision is simple to say and genuinely hard to live up to: to be the preferred and essential partner in telecommunications — by doing what others consider unimaginable. The principles below are not aspirational statements. They describe how the company has tried to behave since it started.

Courage

We go toward the difficult problems and the uncertain markets.

That is where the interesting work is.

Resilience

Twenty-five years has not been a straight line. The company has been through hard stretches and has come back each time with a clearer sense of what matters.

Respect

For different perspectives, different backgrounds, different ways of arriving at the same destination. We have learned as much from disagreement as from agreement.

Quality

In everything. Not as a standard to meet, but as a habit of care that shows up in how we configure a network and how we answer an email.

People first

The wellbeing of the people around us — team, clients, partners — is the north that guides every significant decision we make.

Transparency

We say what we can do and do what we say. When we get something wrong, we say so. That is the only way trust actually accumulates.

Passion

The people here are genuinely interested in what they build. That energy was present in 2001 and it is visible today in the work.

The People

The team that has been building this — and still is.

Every company is ultimately the people who show up every day and decide what it becomes. These are the ones at identidad who have shaped where we are and who are responsible for where we go next.

Andrés Sánchez
Chief Executive Officer

Andrés Sánchez

Chief Executive Officer

Founder and visionary captain.
Gabriel Sánchez
Founding Partner

Gabriel Sánchez

Founding Partner

Founder, motor and heart.
Luisa Sánchez
VP of Global Sales and Marketing

Luisa Sánchez

VP of Global Sales and Marketing

SMS founder and growth specialist.
Santiago Sánchez
VP of Operations

Santiago Sánchez

VP of Operations

Orchestrating all the inner workings
James Merced
Chief Acountant Officer

James Merced

Chief Acountant Officer

Founder and number extraordinaire
Camilo Garcia
VP of Information Technology

Camilo Garcia

VP of Information Technology

Visionary and architect
Juan Gómez
Chief Financial Officer

Juan Gómez

Chief Financial Officer

Future builder
María M Salazar - Wichmann
Associate VP Managed Sevices and Cloud Numbering

María M Salazar - Wichmann

Associate VP Managed Sevices and Cloud Numbering

Opportunity Scout

There is still a lot of territory ahead.
We would like to explore it with you.

Tell us about your business. We will tell you where we think we can help.

Reach Out

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identidad SMS Privacy Policy

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Email Sales: sales@identidadtech.com

Bogota, Colombia

Cra 19B #82-46, Bricka Building, Office 201-202

Tel: 601 426 33 84 

 

Miami, USA
848 Brickell Ave, Office 810, Miami, FL 33131
Tel: 1-786 242 2224

© 2026 Identidad Advertising Development LLC | Tech Serving Telecom

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