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FullContact APIs: Scaling A Business Model

About FullContact

FullContact offers a collection of REST APIs that complete and enhance partial contact information to make sure all contacts are in one place and up to date for your users. FullContact APIs allow developers to automate contact management by correcting misspellings, adding full names, updating title and company, suggesting an up-to-date image, and more.

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An API would enable FullContact to build an open ecosystem of applications, driving investment and accelerating distribution in the broader marketplace. However, they did not want to divert resources to build a management platform themselves.


  • 3scale offered the only platform with a fully integrated billing solution and real-time analytics.
  • 3scale’s unique plugin model was the fastest option and would not introduce latency, as other solutions did. The 3scale traffic management plugin/gateway would cache active policies and apply them locally.


Founder and CEO Bart Lorang realized that “APIs offer a compelling business model” for FullContact – “we build our API once, our partners innovate new, deeply integrated apps, and with proper management and documentation we all enjoy a greatly reduced level of effort the API side.”

“API management is not our core competency, so we researched the top API platform providers that could help us do it right the first time. We were seeking a system with a billing solution and strong analytics capabilities.”

— Bart Lorang, Founder & CEO


The FullContact team investigated a few different options in search of a cloud solution that would provide simplicity, speed to market and rapid integration for their developer ecosystem. They wanted a model that would scale and support continued growth, while maintaining the same high level of understanding of their business metrics.

They investigated various models such as the perpetual licensing and “as-a-service” architectures before deciding on 3scale. FullContact liked the way 3scale works as a set of backend cloud services that can be called from many different integration points. They decided that 3scale would be the right solution to help them rapidly expand their partner channel.


Four years later, FullContact’s API program is a great success, having continually aided in significant growth as a core element of their business. Since launching its first API in 2011, FullContact has added four more, with a Company API coming soon. 3scale has enabled FullContact to scale their business model and rapidly distribute their APIs.

“3scale offered us the most robust integration solution for billing, real-time analytics and the capability for FullContact to scale our business model and rapidly distribute our APIs.”

— Bart Logang, Founder & CEO