Last month Swrve bought in-app communications startup Converser. Today the mobile marketing automation system is releasing its newly-integrated functionality to the first customers.

Converser, Swrve, says will take apps beyond push messaging.

“Push takes you to the gate of the application,” CEO Christopher Dean told me last week. “We have to take you beyond the front door.”

Converser, as the name suggests, is an interactive real-time way to communicate with users of your mobile app. It adds to the functionality of Swrve, which is a mobile marketing automation (MMA) system — essentially a CRM for your app users — with customers like EA, Activision, Plants vs. Zombies, and more.

Read about the new capabilities here