Comapi, a business which operates in the omni-channel messaging and cloud communication market, has been acquired in a multimillion-pound deal.

AIM-listed dotdigital Group, which provides software-as-a-service (SaaS) technology and tools for digital marketing professionals, has purchased the Comapi group of companies for a cash sum of £11m, with a potential further payment of up to £1.2m depending on specific performance targets.

Comapi is behind a scalable software platform that allows companies to communicate with customers across multiple messaging channels including email, SMS, social messaging apps and live chat.

The firm, which employs a workforce of 30 at its headquarters in Cheltenham, generated earnings of £1.2m and revenues of £7.8m in the financial year to December 2016.

By adding Comapi to our business, dotdigital is executing on its vision to be an omni-channel marketing automation platform,” said chief executive Milan Patel.

“Comapi has built an impressive platform that, integrated with our software, will allow our customers access to the next generation of consumer engagement marketing technology aiding retention and boosting our competitive advantage in securing new customers.”

In a statement on the London Stock Exchange, the directors of dotdigital said the deal will extend its marketing automation platform to provide an “industry leading solution” offering fully integrated omni-channel and conversational commerce support to marketers.

It will also support the company’s ambitions to expand beyond the UK by enabling easier access to more mobile-centric markets including those in Asia.