Mobile marketing and technology company Incentivated launched a cross-platform in-app messaging API, which enables developers to engage with customers by pushing a message to devices.

The service supports iOS, Android, BlackBerry and “Windows Mobile,” and is powered by Incentivated’s ‘iris’ mobile marketing platform.

The API can be retrospectively added to enable messaging for customers with existing apps, “no matter who they were built by,” as well as added to new titles.

The company said that once a customer has opted-in, after downloading the application, communication can be pushed to devices even if the app is not open.

It also said that “because there is no involvement with the mobile networks, there is no message transmission cost involved.”