Applications and entities

CPaaS X organizes multi-tenant communications around two independent building blocks: applications and entities. This page explains what each concept represents, how they work together, and how they are created and managed.

An application represents an environment or use case, like "production SMS" or "marketing campaigns." An entity is a tenant, a customer, brand, or business unit whose traffic and data stay completely separate from every other entity. You combine the two: applications organize what you are doing, entities organize who you are doing it for.

Two core concepts [#two-core-concepts]

Applications [#applications-two-core-concepts]

An application represents an environment or use case within your account, such as a production system, a marketing program, or a testing setup. You can create multiple applications to match your organizational structure.

Each application gives you:

• A unique applicationId identifier under your control.
• Independent reporting and usage tracking.

Examples of applications:

• production: Live customer communications
• marketing-campaigns: All marketing outreach
• staging: Pre-production testing environment

Organizational patterns:

Applications can be organized in multiple ways depending on your business needs:

• By environment: Separate applications for production, staging, and testing.
• By use case: Group by communication purpose (authentication, notifications, marketing).
• By geography: Create per region or data center (us-datacenter, eu-datacenter).
• Custom patterns: Combine any of these or create your own structure.

Key point: Applications are independent. What happens in one application does not affect a different application.

Entities [#entities-two-core-concepts]

An entity is your tenant. It represents a customer, business unit, or organizational division within your account, such as a specific client, a regional office, or a product tier.

Key characteristics:

• Created independently. No application assignment required during creation.
• If no application is specified when sending, the entity is tagged with the default application.
• Connected to applications through sending strategies and message sending API calls.
• No hard limit on creation. Safeguards prevent abuse.
• Completely isolated from other entities with separate data and usage tracking.

What each entity gives you:

• A unique entityId identifier under your control.
• Independent reporting and usage tracking.
• Complete data isolation from other entities.

Examples of entities:

• Individual customer accounts (customer-a, customer-b)
• Business divisions (division-northamerica, division-europe)
• Product tiers (tier-premium, tier-standard)

Organizational patterns:

Common entity structures include:

• By customer: Each customer or brand as a separate entity (customer-a, customer-b, company-c).
• By geography/subsidiary: Regional offices or business subsidiaries (office-us, office-eu, office-uk).
• By business unit: Internal departments or business lines (marketing-team, support-team).

Key point: Entities are completely isolated. Each entity can only see its own data.

How applications and entities work together [#how-applications-and-entities-work-together]

Applications and entities share several operational characteristics:

Creation and management [#creation-and-management]

You can create applications and entities through the web interface, API, or MCP servers. Each requires a unique ID that cannot be changed after creation, plus an optional display name.

• Web interface and API: See Manage applications and entities for step-by-step instructions.
• MCP servers: See Infobip MCP documentation and GitHub repository ↗ for programmatic flows.

Additionally, entities can be automatically created during API calls. When you send a message with an entityId that does not exist, it is automatically created with safeguards. See Automatic creation with safeguards.

Automatic creation with safeguards [#automatic-creation-creation-and-management]

You do not need to pre-create all entities before using them. When you send a message with an entityId that does not exist, CPaaS X automatically creates it:

• New entity is created with that entityId.
• Entity is tagged with the default application if no application is specified.
• Entity identifiers appear in reporting and analytics immediately.

Applications must be created explicitly through the web interface, API, or MCP servers. If you send a message with an applicationId that does not exist, the message is rejected.