Twilio Expands Platform Capabilities with General Availability of Real-Time Personalization, Data Residency Control, and WhatsApp Business Calling
MWN-AI** Summary
Twilio Inc. (NYSE: TWLO) recently announced the general availability of significant updates to its customer engagement platform, enhancing its capabilities in real-time personalization, data residency, and communication versatility. Notable features include Event Triggered Journeys within Twilio Engage, Data Residency for Email (EU), and WhatsApp Business Calling integrated with Twilio's Programmable Voice.
The introduction of Event Triggered Journeys provides businesses with the ability to create context-rich customer experiences by leveraging real-time data signals from various interactions. This new feature allows brands to respond dynamically to customer behaviors such as cart abandonment and onboarding processes, thereby enhancing personalized communications significantly.
Twilio's new Data Residency for Email (EU) ensures that customer data remains within European borders, thereby addressing compliance challenges and improving delivery performance. By localizing email operations, businesses can expect reduced latency and greater trust from customers concerned about data privacy.
Additionally, the launch of WhatsApp Business Calling facilitates seamless transitions between messaging and voice interactions. This integration allows customers to engage with brands more fluidly, enhancing the overall communication experience.
Inbal Shani, Chief Product Officer at Twilio, emphasized the importance of creating trusted and simplified customer experiences, especially in a climate where consumers are increasingly wary of how brands utilize their data. The updates aim to bolster brand trust and enable businesses to build scalable, responsive customer engagement strategies.
Overall, these innovations position Twilio as a leader in enhancing customer engagement, utilizing cutting-edge technologies to foster real-time interactions while ensuring data compliance and privacy. This comprehensive approach aims to empower businesses globally to create meaningful, personalized relationships with their customers.
MWN-AI** Analysis
Twilio (NYSE: TWLO) has marked a significant expansion of its platform capabilities with the introduction of General Availability for Real-Time Personalization, Data Residency Control, and WhatsApp Business Calling. This state-of-the-art development enables businesses to create context-rich customer journeys and responds to modern consumer expectations for personalized communication.
Key aspects of Twilio's offerings include Event Triggered Journeys within Twilio Engage, which allow companies to dynamically manage customer interactions in real time. This feature is crucial for businesses aiming to improve engagement by timely addressing consumer intent, such as cart abandonment or onboarding processes. Moreover, the Data Residency for Email (EU) feature supports compliance with stringent EU regulations, enabling companies to manage customer data more effectively while boosting email delivery performance through localized infrastructure.
The introduction of WhatsApp Business Calling furthers Twilio's aim of integrating voice and messaging seamlessly. As customer preference shifts toward unified communication channels, this capability allows businesses to engage users fluidly, abandoning the traditional model of siloed communication mediums.
From an investment perspective, Twilio's forward-looking strategy in enhancing customer engagement tools positions it well in an increasingly competitive market. By leveraging AI and real-time data capabilities, Twilio not only strengthens its value proposition but also addresses the rising consumer demands for personalization and data privacy.
Given the growing market for customer engagement platforms, coupled with Twilio's strong performance metrics and innovative product offerings, investors may find this company an attractive opportunity. However, it is essential to monitor competition and regulatory changes closely, especially in data privacy, as these factors could impact Twilio's growth trajectory. Overall, Twilio appears set to capitalize strongly on its expanding portfolio in a market hungry for integrated customer experience solutions.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
Event Triggered Journeys inside of Twilio Engage unlock context-rich, real-time customer journeys for businesses
Data Residency for Email (EU) enables businesses to maintain control over customer data, streamline their compliance, and can boost delivery performance with localized email infrastructure
WhatsApp Business Calling on Programmable Voice enables fluid customer engagement transitions between messaging and voice channels
Twilio (NYSE: TWLO), the customer engagement platform that drives real-time, personalized experiences for today’s leading brands, today announced general availability of Event Triggered Journeys in Twilio Engage, Data Residency for Email (EU) , and WhatsApp Business Calling . Twilio’s latest platform innovations unlock greater business impact by combining communications, data, and AI – aiming to deliver faster, more personalized, secure, and compliant experiences for global customers.
The modern customer journey is no longer straight and siloed, and Twilio’s trusted, simple and smart platform is designed to help businesses build amazing customer experiences in an AI- and data-powered world. Today’s updates also help expand consumers’ trust in businesses, at a time when 61% of consumers don’t believe brands use their data in their best interest and only 15% “absolutely” trust brands with their data. 1
“Great customer experiences are built on communications that are trusted, simple, and smart,” said Inbal Shani, Chief Product Officer and Head of R&D at Twilio. “With Data Residency for Email (EU), WhatsApp Business Calling, and our next-generation orchestration capabilities in Twilio Segment, we’re helping businesses respond to customer behavior and earn their trust in real time, scale globally, and enjoy a simplified, more productive builder experience.”
Smarter Engagements with Real-Time Customer Journeys Across Channels
Ensuring that every customer engagement is relevant, timely, and personalized is critical to building amazing customer experiences. Twilio Segment’s flexible architecture gives businesses a centralized, real-time view of each customer across the entire journey, while integrating data from over 550 systems and data repositories seamlessly.
Generally available today, Twilio Segment’s Event-Triggered Journeys enable businesses to go beyond traditional audience-based approaches by dynamically responding to customer intent signals in real time with rich context from the data warehouse.
Event-Triggered Journeys inside Twilio Engage enable brands to power more personalized, scalable messaging experiences across channels by:
- Not missing key customer moments: Enabling real time use cases such as cart abandonment, ad suppression, onboarding flows, trial-to-paid account journeys, and more.
- Dynamically managing simultaneous journeys: Businesses can manage the state of an online cart or a credit card application across devices without manual developer intervention.
- Personalizing every interaction: Using rich, contextual payloads, businesses can combine event data and user profile information with important context from the data warehouse such as loyalty status or account details.
- Gaining transparency and control: Enables deep observability, including real-time, user-level journey paths and clear audit trails for campaign effectiveness.
Segment’s Journeys user interface and code base have also been fully redesigned, and new native integrations for SendGrid (generally available) and Twilio Messaging (in public beta) make it easy to orchestrate multi-channel journeys — triggering emails and real-time SMS updates with customer data from Segment.
“Event-Triggered Journeys inside Twilio Engage make it easier for us to respond to our customers in real time—with important context," said Julie Sabor, Sr. Martech Engineer at Hard Rock Digital. "The intuitive next generation journey builder and orchestration capabilities enable our customer service team with the up-to-date information they need to deliver truly personalized, frictionless support — no matter where our clients are or what they're trying to accomplish."
Trusted Communications with Data Residency for Email (EU)
Email remains a mission-critical channel for customer engagement, and ensuring compliance and control over sensitive data – with regionalized infrastructure – is essential for businesses. In 2024, Twilio SendGrid sent an average of over 190 billion emails monthly. The expansion of Twilio’s trusted platform capabilities with Twilio’s new Data Residency for Email (EU) ensures customers enjoy the same quality and scalability with regional data control.
Data Residency for Email (EU) gives businesses confidence that their communications and all associated recipient data remain mostly contained within regional borders. Data Residency for Email (EU) capabilities can enable customers to:
- Support end-to-end email data residency: Both email sending and email event data are primarily managed within the region, with Data Residency handling email events (sending and tracking), mainly within Europe. Recipient PII data is also stored in the region when customers choose to have their traffic in the EU. 2
- Streamline compliance and simplify operations: Businesses can localize their email programs with confidence, minimizing the complexity and risk of cross-border data transfers.
- Boost delivery and performance: By primarily processing emails within the EU’s borders, Twilio customers can benefit from lower latency and faster delivery times to European recipients.
- Enhance customer trust: Transparent, regional data residency reassures end-users that their personal information is kept secure and private.
“At HireData, storing email data in the EU isn’t just about compliance, it’s essential to maintaining trust with our predominantly European user base,” said Jeroen Sakkers, Founder & CEO, HireData . “As a long-time SendGrid customer, adopting Data Residency for Email (EU) was a timely and strategic move. With the majority of our sending now focused in the region, the transition from a Global to EU IP address was seamless. This capability helps us stay ahead of evolving privacy regulations and strengthens our ability to serve a privacy-conscious market with confidence.”
Simplified Deployment of WhatsApp Business Calling via Twilio Programmable Voice
WhatsApp Business Calling is also generally available starting today on Twilio’s Programmable Voice Platform. Businesses can communicate with consumers in WhatsApp via a single conversation for both messaging and voice by using Twilio’s Programmable Voice and Messaging APIs. Twilio’s developer-focused approach simplifies development time and overhead, allowing businesses to fully configure their customer experience and deploy to any channel, now including WhatsApp.
"Customers prefer to contact us through a channel like WhatsApp because the conversation never ends," said Juliano Skrzyszowski, CTO da Nova Gestões. “WhatsApp Business Calling powered by Twilio's Programmable Voice allows us to have fluid voice conversations with customers whenever they need them, and seamlessly transition back to messaging when they don't.”
About Twilio
Today's leading companies trust Twilio's Customer Engagement Platform (CEP) to build direct, personalized relationships with their customers everywhere in the world. Twilio enables companies to use communications and data to add intelligence and security to every step of the customer journey, from sales to marketing to growth, customer service and many more engagement use cases in a flexible, programmatic way. Across 180 countries, millions of developers and hundreds of thousands of businesses use Twilio to create magical experiences for their customers. For more information about Twilio (NYSE: TWLO), visit: www.twilio.com .
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1 Twilio’s 2025 State of Customer Engagement Report
2 Disclaimer: Activities (storing & collecting) are based in the EU. The retrieval activity, when prompted by the customer for support purposes, may occur outside of the EU, in the Global Region
View source version on businesswire.com: https://www.businesswire.com/news/home/20250715172002/en/
Media Contact:
Caitlin Epstein
[email protected]
FAQ**
How do the latest innovations in Twilio Engage, particularly Event Triggered Journeys, enhance customer engagement for businesses using Twilio Inc. Class A TWLO?
In what ways does Data Residency for Email (EU) support businesses in maintaining compliance and trust with their European customer base under Twilio Inc. Class A TWLO?
What benefits does WhatsApp Business Calling via Twilio's Programmable Voice offer for improving customer communication channels for companies using Twilio Inc. Class A TWLO?
How does Twilio Segment’s architecture facilitate real-time customer journey management, and what implications does this have for businesses leveraging Twilio Inc. Class A TWLO?
**MWN-AI FAQ is based on asking OpenAI questions about Twilio Inc. Class A (NYSE: TWLO).
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