At Roamless, the website sits with product, not marketing. The product manager owns it end-to-end. This includes analytics, funnels, product marketing, strategy, and the roadmap. When a decision touches the product, it goes through them.
Roamless is a global eSIM provider. Travellers in 200+ countries use it to get affordable mobile data and calling without swapping SIM cards or paying roaming charges. The product is entirely digital, growing fast, and entering new markets on a regular basis.
For a company at that scale, localization is not a marketing question. It sits squarely in product. And the question was never whether to do it.
“It wasn’t that things were broken — it was more that we knew we were leaving potential on the table. In non-English markets, users were engaging but not converting at the rate we’d expect. We also saw avoidable support friction from users who didn’t fully grasp plan details or activation steps. The product was strong, but without native-language support, the experience wasn’t fully landing.”
Product Team, Roamless
Roamless was live in 200+ countries but the product was English-first. Users in markets like the UAE, China, and Korea were finding the app, engaging with it, and then not converting at the rates the team expected. Support tickets were building up from users who had not fully understood how the plans worked or how to activate them.
The product itself was not the issue. The team knew that. The experience was simply not landing in the languages those users actually think in.
“It was a stopgap, not a strategy.”
Product Manager, Roamless
Having already seen machine translation fall short, the bar for trust was higher than it might have been for a team starting fresh. The team ran online research, compared ratings, read reviews, and put together a shortlist of agencies that looked capable of handling ongoing, multi-platform work at scale.
The requirements were specific. Quality had to be native-level, not approximate. The partner had to work directly inside Crowdin and Framer rather than build a separate process around those tools. Turnaround had to match Roamless’s release cadence. And the team had to be genuinely communicative, not just responsive to tickets.
“We didn’t want a vendor relationship. We wanted a partner.”
Roamless Product Team
Native came up through an online search. Once the workflow integration was confirmed and the value-for-cost was clear, the decision was straightforward. There was the usual internal budget conversation. It did not become a blocker.
The scope covers everything. Native handles the full localization program across 11 languages: Italian, Turkish, Spanish, French, Chinese, Korean, Russian, German, Dutch, Arabic, and Japanese.
On the app side, string files across iOS and Android are translated and synced to the release schedule. Localized versions ship at the same time as the English update. For the website, the scope covers checkout flows, navigation, product and feature pages, banners, pop-ups, partner pages, email templates, and product naming. Translations are integrated directly into Framer. Everything else runs through Crowdin.
Every delivery goes through terminology checks, translation, linguistic QA, and a final review before anything goes live. Depending on the project, two to five people from Native’s side are involved.
What the team did not expect was how that working relationship would feel day to day.
“How embedded you became in our day-to-day. You’re not just translating text, you work directly inside Framer, sync through Crowdin, run visual QA, flag technical issues like RTL layout for Arabic, and coordinate with our design and dev teams in real time. You stopped feeling like an external vendor pretty quickly. You operate more like an extension of our team, which is exactly what we needed.”
The RTL detail matters. Flagging a layout issue before it becomes a live problem, coordinating directly with design and development to fix it, is not work that appears in a brief. It comes from being close enough to the product to see the problems before the users do.
The partnership started in June 2025. From the start, Native took on the full program: Italian, Turkish, Spanish, French, Russian, German, Dutch, and Japanese running alongside the existing release schedule, with Arabic, Chinese, and Korean added to the scope as Roamless expanded.
That foundation is what made adding three complex new markets possible without slowing anything down. Arabic, Chinese, and Korean were launched in quick succession, handled in parallel with the normal release schedule. None of them required the product team to pause.
Across all 11 languages, fewer users are misunderstanding plan details or getting stuck during activation. The content reads as something written for that audience rather than translated for them, which matters for a consumer product where trust is built or lost in the first few minutes of using the app.
Internally, marketing and product teams are running cleaner campaign launches. New features go out across 11 languages at the same time as the English version. What used to be a bottleneck is now just part of how Roamless ships.
Localization is a compounding investment. The impact shows up across conversion, retention, support volume, and brand perception all at once, which makes it genuinely difficult to pin to a single metric. What is clear is that Roamless went from leaving potential on the table in non-English markets to running a full 11-language program that keeps pace with every release. That is the before and after.
The partnership is ongoing. As Roamless adds destinations and new product features, localization runs alongside rather than behind. New markets get added without the team having to stop, regroup, and rebuild the process from scratch each time.
If you’re a global consumer product and you’re not localizing, you’re leaving money on the table full stop. It’s not a nice-to-have. It directly impacts conversion, retention, and support costs. The compounding effect over time is significant. Just make sure you pick a partner, not just a vendor.
– Product Management Team, Roamless
When your product sells itself, every screen either sells or churns users. There is no sales team to cover for a clunky translation.
Global consumer apps win by launching every market at once, not months behind the English release.
Roamless turned localization from a bottleneck into part of how they ship. Now it’s your turn.