A sales team's Zap already fires the moment a new lead lands from a form or a paid ad, but the message that goes out next is often just a name and a phone number, with nothing about the company, role, or industry sitting behind it.

Enrich Layer sits inside that kind of Zap as a middle step, adding company and person profile data, or details pulled from a job listing, to whatever record just came through before the workflow reaches Mobile Message. Once that detail is attached, a text sent through Mobile Message's Send SMS action can reference the person's role or organisation instead of reading like a message sent to a stranger, and a follow up text can be shaped around the kind of business on the other end rather than treated the same as every other contact in the list.

For a business that wants its outreach to sound like it knows who it's talking to, this means the SMS side of a Zap doesn't have to work from bare contact details alone. Whatever profile data already exists by the time Mobile Message sends the text can be folded into how the message reads, without anyone looking the person up by hand first.