Shares of Zoom Video Communications Inc. rose sharply during the trading session after the service announced a significant expansion of functionality for users. The growth driver was the decision to open access to the application programming interface for all categories of customers, including trial account holders.

Securities of the video communications platform gained three and six-tenths percent by the end of trading. Investors positively assessed the steps taken by management aimed at simplifying the integration of the service with external platforms and increasing its attractiveness to new users.

A key technological innovation was the deepening of native integration with the popular Zapier automation platform. Free and trial account holders can now scale workflows and connect automated scenarios without needing to purchase corporate subscriptions.

Expanding API availability is part of Zoom’s strategy to increase user retention and strengthen its ecosystem’s position amid high competition in the digital communications market. This step allows the company to attract new customers and encourages their transition to paid plans.