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always-on AI agents</span></div></a></li><li><a class="nav-item flex gap-3" href="/product/reporting-analytics"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="presentation-chart-01"><use href="/icons/sprites.svg#presentation-chart-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Reporting & Analytics</span><span class="text-sm font-normal text-gray-600">Analyze performance & uncover insights</span></div></a></li></ul></div></div></div><div class="nav-dropdown__right-section relative py-8 xl:pl-8 xl:w-3/5 before:bg-gray-50 before:absolute before:z-0 before:top-0 before:w-screen before:h-full before:left-1/2 before:-translate-x-1/2 xl:before:left-0 xl:before:transform-none"><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">FEATURED CHANNELS</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/product/email"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="mail-01"><use href="/icons/sprites.svg#mail-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Email</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/mobile-app-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="phone-02"><use href="/icons/sprites.svg#phone-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Mobile App Messaging</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/web-messaging"><div 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aria-label="star-02"><use href="/icons/sprites.svg#star-02"></use></svg></span><div class="flex flex-col justify-center gap-1"><span class="font-semibold text-gray-900 text-md">How It Works</span><p class="font-normal text-gray-600 text-sm">Get a breakdown of our vertically- integrated technology</p></div></div><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-[14px] py-2 text-sm bg-white border border-transparent text-gray-900 shadow-xs hover:bg-[#F9FAFB] active:bg-white active:border-[#D0D5DD] active:border disabled:bg-white disabled:border-[#EAECF0] disabled:border disabled:text-[#98A2B3] w-full" href="/product">Learn More</a></div></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" 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class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Increase Engagement</span></div></a></li></ul></div><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Braze For</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/braze-for-engineering"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-01"><use href="/icons/sprites.svg#code-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Engineering</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/braze-for-startups"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-03"><use 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srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=384&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75"/></div><div class="flex w-full flex-col gap-3 pt-6"><span class="text-md font-semibold text-gray-900">2026 Global Customer Engagement Review</span><span class="text-md font-normal text-gray-600">For our sixth Global CER, we surveyed over 2,200 marketing leaders and analyzed upwards of 6 billion data points spanning more than 750 brands</span></div></div></a></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs 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font-semibold text-md">Braze Alloys</span><span class="text-sm font-normal text-gray-600">Explore and connect with our trusted Technology or Solutions partners</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/solutions-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-01"><use href="/icons/sprites.svg#users-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Delivery Partners</span><span class="text-sm font-normal text-gray-600">Discover our partnerships with the world's leading agencies, consultancies, and system integrators</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/technology-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-02"><use 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whitespace-nowrap relative z-10 font-aribauGrotesk font-bold text-sm flex gap-2 rounded-none border-none p-0 text-gray-600 shadow-none w-fit hover:text-gray-700 active:text-gray-600 disabled:text-gray-300" aria-controls="nav-dropdown-Resources"><svg width="20" height="20" role="img" aria-label="arrow-left" class="w-5 h-5" aria-hidden="true"><use href="/icons/sprites.svg#arrow-left"></use></svg>Back</button></div><div class="xl:flex gap-8"><div class="nav-dropdown__left-section w-full py-8"><div class="nav-list-container flex flex-col xl:flex-row gap-8"><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Learn</span></div><ul class="flex flex-col gap-y-4 sm:grid sm:grid-cols-2 gap-x-4 xl:gap-x-8"><li><a class="nav-item flex gap-3 items-center" href="/resources"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="database-02"><use href="/icons/sprites.svg#database-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Resources Hub</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/customers"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="thumbs-up"><use href="/icons/sprites.svg#thumbs-up"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Case Studies</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/resources/articles"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="bookmark"><use href="/icons/sprites.svg#bookmark"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Blog</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/resources/reports-and-guides"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="line-chart-up-04"><use href="/icons/sprites.svg#line-chart-up-04"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Reports & Guides</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/resources/videos"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="video-recorder"><use href="/icons/sprites.svg#video-recorder"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Videos</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/resources/webinars-and-events"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="ticket-01"><use href="/icons/sprites.svg#ticket-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Webinars & Events</span></div></a></li></ul></div></div><a href="https://www.braze.com/docs"><div class="nav-dropdown__section-footer flex flex-wrap sm:flex-nowrap items-center gap-y-4 p-2 sm:p-3 bg-[#C9C4FF80] justify-between rounded-lg mt-10"><div class="flex gap-2 sm:gap-3"><span class="flex items-center justify-center flex-none size-8 text-purple-700 mr-2 xl:mr-0"><svg width="20" height="20" role="img" aria-label="file-question-02"><use href="/icons/sprites.svg#file-question-02"></use></svg></span><div class="flex flex-col justify-center gap-1"><span class="text-lg font-semibold text-gray-900">User Documentation</span></div></div><svg width="24" height="24" role="img" aria-label="arrow-right"><use href="/icons/sprites.svg#arrow-right"></use></svg></div></a></div><div class="nav-dropdown__right-section relative py-8 xl:pl-8 flex flex-col gap-8 sm:flex-row xl:w-full before:bg-gray-50 before:absolute before:z-0 before:top-0 before:w-screen before:h-full before:left-1/2 before:-translate-x-1/2 xl:before:left-0 xl:before:transform-none"><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Grow</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/customer-community"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="lightning-02"><use href="/icons/sprites.svg#lightning-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Bonfire Customer Community</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="https://learning.braze.com/"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="presentation-chart-01"><use href="/icons/sprites.svg#presentation-chart-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Braze Learning</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/customer-champions"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="award-04"><use href="/icons/sprites.svg#award-04"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Customer Champion</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="https://learning.braze.com/page/certification"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="award-03"><use href="/icons/sprites.svg#award-03"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Certification</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/resources/articles/glossary"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="search-refraction"><use href="/icons/sprites.svg#search-refraction"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Glossary</span></div></a></li></ul></div><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold 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xl:overflow-hidden bg-white xl:border xl:border-gray-200 xl:shadow-lg transition !duration-300 transform origin-top pointer-events-none -z-1 opacity-0 translate-x-full xl:translate-x-0" aria-hidden="true" inert="true"><div class="container transition delay-150 !duration-300 origin-center xl:opacity-0 xl:translate-y-[5px]"><div class="mt-10 mb-4 xl:hidden"><button type="button" class="items-center justify-center text-center transition-colors sm:w-fit whitespace-nowrap relative z-10 font-aribauGrotesk font-bold text-sm flex gap-2 rounded-none border-none p-0 text-gray-600 shadow-none w-fit hover:text-gray-700 active:text-gray-600 disabled:text-gray-300" aria-controls="nav-dropdown-Company"><svg width="20" height="20" role="img" aria-label="arrow-left" class="w-5 h-5" aria-hidden="true"><use href="/icons/sprites.svg#arrow-left"></use></svg>Back</button></div><div class="xl:flex gap-8"><div class="nav-dropdown__left-section w-full py-8"><div class="nav-list-container flex flex-col xl:flex-row gap-8"><div class="nav-list relative z-10 grow flex flex-col gap-4"><ul class="flex flex-col gap-y-4 sm:grid sm:grid-cols-2 gap-x-4 xl:gap-x-8 md:grid-cols-3"><li><a class="nav-item flex gap-3" href="/company"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-01"><use href="/icons/sprites.svg#users-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">About Us</span><span class="text-sm font-normal text-gray-600">Learn how Braze became the leading customer engagement platform</span></div></a></li><li><a class="nav-item flex gap-3" href="https://investors.braze.com/"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="switch-horizontal-01"><use href="/icons/sprites.svg#switch-horizontal-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Investor Relations</span><span class="text-sm font-normal text-gray-600">Get the latest news, numbers, and financial results</span></div></a></li><li><a class="nav-item flex gap-3" href="/company/careers"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="stars-01"><use href="/icons/sprites.svg#stars-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Careers</span><span class="text-sm font-normal text-gray-600">Discover job openings & why people love working at Braze</span></div></a></li><li><a class="nav-item flex gap-3" href="https://esg.braze.com/overview/default.aspx"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="trend-up-01"><use href="/icons/sprites.svg#trend-up-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">ESG</span><span class="text-sm font-normal text-gray-600">Explore our Environmental, Social, and Corporate Governance data</span></div></a></li><li><a class="nav-item flex gap-3" href="/company/news"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="announcement-01"><use href="/icons/sprites.svg#announcement-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">News</span><span class="text-sm font-normal text-gray-600">Find out about the latest happenings at Braze</span></div></a></li><li><a class="nav-item flex gap-3" href="/company/legal"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="building-08"><use href="/icons/sprites.svg#building-08"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Legal</span><span class="text-sm font-normal text-gray-600">Get information on our legal terms, policies, compliance, and more</span></div></a></li></ul></div></div></div></div></div><div class="nav-dropdown__section-footer flex flex-wrap sm:flex-nowrap items-center gap-y-4 p-2 sm:p-3 bg-[#ECE5F9] justify-center gap-x-8 py-4"><div class="flex gap-2 sm:gap-3"><div class="flex flex-col justify-center gap-1"><span class="font-semibold text-gray-900 text-md">Looking for something else?</span></div></div><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold text-sm bg-transparent p-0 text-[#310CCE] hover:text-[#1505C9] active:text-[#310CCE] disabled:text-[#98A2B3] w-full" href="/company/contact"><svg width="16" height="16" role="img" aria-label="mail-02" class="w-5 h-5" aria-hidden="true"><use href="/icons/sprites.svg#mail-02"></use></svg>Contact Us</a></div></div></li></ul><a aria-label="Search" class="xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 py-6 xl:py-[10px] flex self-center items-center justify-center w-auto h-auto text-gray-600 px-4" href="/search"><svg width="16" height="16" role="img" aria-label="search-sm" aria-hidden="true"><use href="/icons/sprites.svg#search-sm"></use></svg></a><div id="language-switcher" class="relative flex items-center justify-center xl:mr-6 py-6 xl:py-0"><button type="button" class="flex items-center justify-center rounded-[6px] text-sm font-bold cursor-pointer h-[28px] w-[56px] bg-gray-200 px-[6px] py-1 text-gray-600 [&>svg:last-child]:ml-1 [&>svg:last-child]:rotate-0 [&>svg:last-child]:transition-all" aria-expanded="false" aria-haspopup="true" aria-label="Language Switcher"><svg width="18" height="18" role="img" aria-label="globe-01"><use href="/icons/sprites.svg#globe-01"></use></svg><svg width="12" height="12" role="img" aria-label="chevron-down"><use href="/icons/sprites.svg#chevron-down"></use></svg></button><nav class="absolute bottom-full sm:bottom-auto sm:top-full w-[320px] left-1/2 -translate-x-1/2 z-50 bg-white rounded-[6px] shadow-lg overflow-hidden max-h-0" aria-hidden="true" aria-labelledby="language-switcher-button"><ul class="z-50 flex flex-col max-h-0"><li class="text-sm rounded-md pl-3 pr-1 py-2 focus:outline-[#bc6bf2] active:outline-[#bc6bf2] bg-[#9359ff] bg-opacity-[0.04] font-medium hover:bg-opacity-[0.08]"><button type="button" class="flex items-center justify-center rounded-[6px] text-sm font-bold cursor-pointer justify-between w-full px-[6px] py-1 text-left" aria-label="English"><span>English</span><svg stroke="currentColor" fill="currentColor" stroke-width="0" viewBox="0 0 512 512" color="#6826E1" style="color:#6826E1" height="1em" width="1em" xmlns="http://www.w3.org/2000/svg"><path d="M173.898 439.404l-166.4-166.4c-9.997-9.997-9.997-26.206 0-36.204l36.203-36.204c9.997-9.998 26.207-9.998 36.204 0L192 312.69 432.095 72.596c9.997-9.997 26.207-9.997 36.204 0l36.203 36.204c9.997 9.997 9.997 26.206 0 36.204l-294.4 294.401c-9.998 9.997-26.207 9.997-36.204-.001z"></path></svg></button></li><li class="text-sm rounded-md pl-3 pr-1 py-2 focus:outline-[#bc6bf2] active:outline-[#bc6bf2] hover:bg-gray-50 font-normal"><button type="button" class="flex items-center justify-center rounded-[6px] text-sm font-bold cursor-pointer justify-between w-full px-[6px] py-1 text-left" aria-label="Français"><span>Français</span></button></li><li class="text-sm rounded-md pl-3 pr-1 py-2 focus:outline-[#bc6bf2] active:outline-[#bc6bf2] hover:bg-gray-50 font-normal"><button type="button" class="flex items-center justify-center rounded-[6px] text-sm font-bold cursor-pointer justify-between w-full px-[6px] py-1 text-left" aria-label="日本語"><span>日本語</span></button></li><li class="text-sm rounded-md pl-3 pr-1 py-2 focus:outline-[#bc6bf2] active:outline-[#bc6bf2] hover:bg-gray-50 font-normal"><button type="button" class="flex items-center justify-center rounded-[6px] text-sm font-bold cursor-pointer justify-between w-full px-[6px] py-1 text-left" aria-label="한국어"><span>한국어</span></button></li><li class="text-sm rounded-md pl-3 pr-1 py-2 focus:outline-[#bc6bf2] active:outline-[#bc6bf2] hover:bg-gray-50 font-normal"><button type="button" class="flex items-center justify-center rounded-[6px] text-sm font-bold cursor-pointer justify-between w-full px-[6px] py-1 text-left" aria-label="Português BR"><span>Português BR</span></button></li></ul></nav></div><ul class="nav-menu container xl:flex gap-6 xl:w-auto px-4 lg:px-8 xl:p-0 flex flex-col items-center text-center xl:flex-row xl:mx-0 mb-10 xl:mb-0"><li class="w-full xl:w-auto"><a aria-label="Log In" class="flex items-center w-full h-full xl:w-auto font-semibold ja:text-xs hover:text-primary-600 py-6 xl:py-[10px] justify-center text-gray-600 text-lg" href="https://dashboard.braze.com/developers/sign_in">Log In</a></li><li class="w-full xl:w-auto"><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-[18px] py-[10px] text-md border border-primary-500 bg-primary-500 text-white shadow-xs hover:border-primary-700 hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 w-full" href="/get-started">Get Started</a></li></ul></div><div class="flex items-center sm:gap-4 h-full xl:hidden"><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-[18px] py-[10px] text-md border border-primary-500 bg-primary-500 text-white shadow-xs hover:border-primary-700 hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 w-full xl:hidden" href="/get-started">Get Started</a><button data-collapse-toggle="mega-menu-full" type="button" class="flex-none h-full focus:outline-none focus:ring-2 xl:hidden p-4" aria-controls="mega-menu-full" aria-expanded="false"><span class="sr-only">Open main menu</span><span class="block relative h-[13px] w-[16px]"><span class="block absolute h-[2px] w-full left-0 duration-300 ease-in-out bg-black top-0 rotate-0"></span><span class="block absolute h-[2px] w-full left-0 duration-300 ease-in-out bg-black top-[6px] opacity-1"></span><span class="block absolute h-[2px] w-full left-0 duration-300 ease-in-out bg-black top-[12px] rotate-0"></span></span></button></div></div></nav></header><main><!--$--><div class="relative w-full overflow-hidden bg-gray-50 pt-[74px] partner-detail-hero"><div class="container relative z-10 pb-20 pt-6"><div class="flex gap-1 text-xs"><a aria-label="Link to solutions partners" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-bold text-[#310CCE] capitalize" href="/partners/solutions-partners">Partners</a><span class="text-white text-md">/</span><a aria-label="Link to material" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-medium text-[#344054] bg-[#FFFFFFB2] truncate" href="/partners/solutions-partners/material">Material</a></div><script type="application/ld+json">{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Partners","item":"https://www.braze.com/partners/solutions-partners"},{"@type":"ListItem","position":2,"name":"Material","item":"https://www.braze.com/partners/solutions-partners/material"}]}</script><div class="mt-16 flex flex-col items-start justify-between gap-6 text-center text-black lg:flex-row"><div class="flex w-full flex-col gap-8 lg:flex-row"><div class="flex h-[64px] w-[176px] gap-8 rounded-lg border border-gray-200 bg-white p-2"><img alt="Material" loading="lazy" width="176" height="64" decoding="async" data-nimg="1" class="size-full object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F513e3387ec9a1ae65c99901701b990e1e019e018-564x98.png&w=256&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F513e3387ec9a1ae65c99901701b990e1e019e018-564x98.png&w=384&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F513e3387ec9a1ae65c99901701b990e1e019e018-564x98.png&w=384&q=75"/></div><div class="flex flex-col items-start gap-8"><h2 class="max-w-screen-md text-start">Material</h2><div class="flex flex-col gap-3 md:flex-row"><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 text-sm font-aribauGrotesk font-bold border border-gray-300 bg-white text-gray-700 shadow-xs hover:bg-gray-50 hover:text-primary-700 active:border-gray-300 active:bg-white active:text-gray-700 disabled:border-gray-200 disabled:bg-white disabled:text-gray-300 h-[28px]" href="/partners/search?partner=solutions&region=Americas">Americas</a></div></div></div><div class="flex w-full flex-col gap-3 sm:w-fit md:flex-row"><a href="https://www.t-3.com" target="_blank" rel="noreferrer noopener" class="inline-flex items-center justify-center text-center rounded-full transition-colors whitespace-nowrap relative z-10 py-2 px-3 gap-1 font-aribauGrotesk font-bold border border-gray-300 bg-white text-gray-700 shadow-xs hover:bg-gray-50 hover:text-primary-700 active:border-gray-300 active:bg-white active:text-gray-700 disabled:border-gray-200 disabled:bg-white disabled:text-gray-300 h-[37px] w-full text-sm sm:w-fit">View Partner Website</a></div></div></div></div><div class="container py-24"><div class="flex flex-col gap-8 md:flex-row"><aside class="w-full shrink-0 grow-0 basis-full md:w-[280px] md:basis-[280px]"><div class="flex w-full flex-col gap-8 md:sticky md:top-24"><div class="flex flex-col gap-6 rounded-[12px] bg-gray-50 p-6"><div class="flex flex-col gap-2"><h6 class="text-sm uppercase text-gray-600">Verified Partner</h6><span class="w-fit rounded-xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold text-gray-600">Solutions</span></div><div class="flex flex-col gap-2"><h6 class="text-sm uppercase text-gray-600">Region</h6><span class="w-fit rounded-xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold text-gray-600">Americas</span></div></div></div></aside><main class="flex shrink-0 grow basis-0 flex-col gap-12"><section class="flex flex-col gap-9"><h3 class="text-display-md font-semibold text-gray-900">What is Material?</h3><div class="flex flex-col gap-6"><p>Material is a global 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py-6 sm:px-6 sm:py-8"><div class="flex w-full flex-row flex-wrap items-center gap-4"><span class="w-fit rounded-3xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold capitalize text-gray-700 hover:border-primary-300 hover:text-primary-700">Blog</span><span class="text-sm font-bold text-gray-500">6<!-- --> min read</span></div><h4 class="text-display-xs font-bold">How Android 16 and iOS 26 are reshaping customer engagement</h4><span class="text-sm font-bold text-gray-500">June 16, 2025</span></div></div></a></div></div><div data-index="7" tabindex="-1" class="slick-slide slick-cloned" aria-hidden="true" style="width:9.090909090909092%"><div><a class="flex px-4 text-gray-900 hover:text-primary-700 h-full w-full" aria-label="Key insights from Grow with Braze Melbourne 2025" href="/resources/articles/key-insights-from-grow-with-braze-melbourne-2025"><div class="relative flex size-full flex-col overflow-hidden rounded-xl bg-white shadow-xl"><div class="h-[216px] w-full overflow-hidden rounded-xl bg-gradient-card"><img alt="Key insights from Grow with Braze Melbourne 2025" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="size-full rounded-xl object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Ff53fa4f02f96ee801c022166d5062bcc70ea5869-1200x800.png&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Ff53fa4f02f96ee801c022166d5062bcc70ea5869-1200x800.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Ff53fa4f02f96ee801c022166d5062bcc70ea5869-1200x800.png&w=1200&q=75"/></div><div class="flex w-full grow flex-col gap-8 px-5 py-6 sm:px-6 sm:py-8"><div class="flex w-full flex-row flex-wrap items-center gap-4"><span class="w-fit rounded-3xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold capitalize text-gray-700 hover:border-primary-300 hover:text-primary-700">Blog</span><span class="text-sm font-bold text-gray-500">7<!-- --> min read</span></div><h4 class="text-display-xs font-bold">Key insights from Grow with Braze Melbourne 2025</h4><span class="text-sm font-bold text-gray-500">May 29, 2025</span></div></div></a></div></div></div></div><ul style="display:block" class="slick-dots"><li class="slick-active"><button>1</button></li><li class=""><button>2</button></li><li class=""><button>3</button></li><li class=""><button>4</button></li></ul></div></div></div></div><section class="supergraphic-4 relative overflow-hidden contain-layout"><div class=""><div class="w-full px-4 py-16 md:px-14 md:py-20"><div class="container flex flex-col justify-between gap-8 md:flex-row"><div class="flex flex-col gap-6"><img alt="logo" loading="lazy" width="144" height="45" decoding="async" data-nimg="1" style="color:transparent" srcSet="/_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=256&q=75 1x, /_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=384&q=75 2x" src="/_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=384&q=75"/><h1 class="text-black text-display-xs md:text-display-lg">Shape the future of customer engagement with us</h1></div><div class="flex flex-col gap-[10px]"><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Differentiate your product and service offerings</span></div><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Join a global community of innovators</span></div><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Tap into training, certification, marketing, and sales program support</span></div></div></div></div><div class="container flex grid-cols-2 flex-col px-4 gap-8 pb-24 md:flex-row"><div class="container flex w-full flex-col justify-between gap-8"><h4>Join our open technology ecosystem</h4><p>Our platform is designed for flexible, easy integration so you can build solutions that solve customer challenges and accelerate business growth.</p><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 text-sm font-aribauGrotesk font-bold border border-primary-500 bg-primary-500 text-white shadow-xs hover:border-primary-700 hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 h-[44px]" href="/partners/become-a-braze-technology-partner">Become a Technology Partner</a></div><div class="container flex w-full flex-col justify-between gap-8"><h4>Join our global services network</h4><p>Agencies, consultants, and systems integrators build robust service offerings with Braze.</p><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 text-sm font-aribauGrotesk font-bold border border-primary-500 bg-primary-500 text-white shadow-xs hover:border-primary-700 hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 h-[44px]" href="/partners/become-a-braze-solutions-partner">Become a Delivery Partner</a></div></div></div></section><section class="bg-blurPurple blur-purple-animation relative overflow-hidden contain-layout pt-10 sm:pt-16 pb-10 sm:pb-16 custom-background"><div class=""><div class="flex w-full flex-col items-center py-16 lg:py-24"><div class="container flex flex-col gap-12 items-center"><div class="flex max-w-[768px] flex-col items-center gap-5 text-center"><h2 id="its-time-to-be-a-better-marketer" class="mb-0 text-white text-display-sm sm:text-display-md md:text-display-lg lg:text-display-xl xl:text-display-2xl font-extrabold"><span class="block"><span class="">It's time to be a better marketer</span></span></h2></div><div class="flex w-full flex-col justify-center gap-8 md:flex-row lg:flex-row items-center"><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-5 py-3 text-md bg-white border border-transparent text-gray-900 shadow-xs hover:bg-[#F9FAFB] active:bg-white active:border-[#D0D5DD] active:border disabled:bg-white disabled:border-[#EAECF0] disabled:border disabled:text-[#98A2B3]" href="/get-started">Get Started</a><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-5 py-3 text-md bg-transparent text-white border border-transparent hover:bg-[#ffffff1a] active:bg-[#ffffff1a] active:border-[#FFF] disabled:bg-transparent disabled:text-[#98A2B3]" href="/product">See How Braze Works</a></div></div></div></div></section><!--/$--></main><footer class="bg-gradient-to-b from-transparent to-rgba"><div class="container flex flex-col items-start gap-10 px-8 py-24 md:px-24"><div class="flex flex-col items-start gap-6"><div class="text-[24px] font-extrabold leading-[110%] tracking-[-0.96px] text-gray-900 sm:text-[48px]"><p>Braze.<br/>Be Absolutely<br/>Engaging.™</p></div><div class="flex flex-row items-end gap-6"><a href="https://www.instagram.com/braze/"><img alt="Discord" loading="lazy" width="24" height="24" decoding="async" data-nimg="1" class="object-contain" style="color:transparent" srcSet="/_next/image?url=%2F_next%2Fstatic%2Fmedia%2Fdiscord.4e4f26ff.svg&w=32&q=75 1x, /_next/image?url=%2F_next%2Fstatic%2Fmedia%2Fdiscord.4e4f26ff.svg&w=48&q=75 2x" 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Sync</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="LINE" href="/product/line">LINE</a></div><div class="flex flex-col"><div class="mt-6 w-full border-t border-gray-300"></div></div><div class="flex flex-col"><div class="flex flex-row items-start gap-6 pt-10"><img alt="AIPCA | SOC" loading="lazy" width="56" height="56" decoding="async" data-nimg="1" class="object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F6b9c0ae7f2c8420ce151b1f56bb7db2967e1445a-224x221.png&w=64&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F6b9c0ae7f2c8420ce151b1f56bb7db2967e1445a-224x221.png&w=128&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F6b9c0ae7f2c8420ce151b1f56bb7db2967e1445a-224x221.png&w=128&q=75"/><img alt="ISO 27001" loading="lazy" width="56" height="56" decoding="async" data-nimg="1" class="object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa3a554852950907fc9e19a4364fb05b54d03e4c4-216x220.png&w=64&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa3a554852950907fc9e19a4364fb05b54d03e4c4-216x220.png&w=128&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa3a554852950907fc9e19a4364fb05b54d03e4c4-216x220.png&w=128&q=75"/></div></div></div><div class="flex flex-col gap-4 sm:w-1/3"><div class="flex flex-col"><div class="text-sm font-bold text-gray-900 ">Solutions</div></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Retail & eCommerce" href="/solutions/retail-and-ecommerce">Retail & eCommerce</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Financial Services" href="/solutions/financial-services">Financial Services</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Travel & Hospitality" href="/solutions/travel-hospitality">Travel & Hospitality</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Media & Entertainment" href="/solutions/media-entertainment">Media & Entertainment</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Gaming" href="/solutions/gaming">Gaming</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="On Demand" href="/solutions/on-demand">On Demand</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Learn more about QSR" href="/solutions/qsr">QSR</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Optimize Onboarding" href="/solutions/optimize-onboarding">Optimize Onboarding</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Boost Productivity" href="/product/boost-productivity">Boost Productivity</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Improve Acquisition" href="/solutions/improve-acquisition">Improve Acquisition</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Reduce Churn" href="/solutions/reduce-churn">Reduce Churn</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Increase Engagement" href="/solutions/increase-engagement">Increase Engagement</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Braze for Engineering" href="/braze-for-engineering">Braze for Engineering</a></div><div class="flex flex-col"><div class="text-sm font-bold text-gray-900 mt-6">Company</div></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="About Us" href="/company">About Us</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Careers" href="/company/careers">Careers</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="News" href="/company/news">News</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Investor Relations" href="https://investors.braze.com/overview/default.aspx">Investor Relations</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Learn more about ESG" href="https://esg.braze.com/overview/default.aspx">ESG</a></div><div class="flex flex-col"><a class="text-sm text-gray-900 hover:text-primary-100" aria-label="Legal" href="/company/legal">Legal</a></div><div 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Further information on potential factors that could affect Braze results are included in the Braze Quarterly Report on Form 10-Q for the fiscal quarter ended October 31, 2024, filed with the U.S. Securities and Exchange Commission on December 10, 2024, and the other public filings of Braze with the U.S. Securities and Exchange Commission. The forward-looking statements included in this blog post represent the views of Braze only as of the date of this blog post, and Braze assumes no obligation, and does not intend to update these forward-looking statements, except as required by law.38:T4f5,This blog post contains “forward-looking statements” within the meaning of the “safe harbor” provisions of the Private Securities Litigation Reform Act of 1995, including but not limited to, statements regarding the performance of and expected benefits from Braze and its products and features. 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By leveraging proprietary, science-based tools that enable human understanding, Material informs and creates customer-centric business models and experiences, and deploys measurement systems to build transformational relationships between businesses and the people they serve.\"}],\"markDefs\":[],\"style\":\"normal\"}]},\"partnerType\":\"solutions\"}],[\"$\",\"div\",null,{\"className\":\"container bg-gray-50 py-[50px] md:py-24\",\"children\":[\"$\",\"$L35\",null,{\"title\":\"Related Content\",\"callToAction\":{\"label\":\"View More\",\"variant\":\"secondaryGray\",\"href\":\"/resources/articles\"},\"cards\":[{\"_id\":\"28f23b3b-fa2a-403c-af53-ca8b87cd436a\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"36a7ee900c92\",\"_type\":\"block\",\"children\":[{\"_key\":\"8bfe5ec7d61c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Every company has its own challenges to overcome in order to drive revenue and achieve profitability. But for brands where their mobile app is central to their business, there's a common issue that can make it difficult to see the sort of profit margins and financial results that they might like—namely the significant platform fees commonly charged by the Apple App Store and the Google Play Store. However, the massive global reach that these app stores open up have led many companies to accept the fees as the cost of doing business and to try to make it work the best they can.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1c5f5a9f50ea\",\"_type\":\"block\",\"children\":[{\"_key\":\"5d6efa6790d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"It’s important to understand that Apple’s original rules only applied to the \"},{\"_key\":\"f42ff9bc5e93\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"in-app promotion and sale of digital goods and services\"},{\"_key\":\"5e6c1baa0d29\",\"_type\":\"span\",\"marks\":[],\"text\":\"—things like streaming subscriptions, eBooks, or virtual currency in mobile games. These restrictions did \"},{\"_key\":\"388ad226134b\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"not\"},{\"_key\":\"38fc97f96be1\",\"_type\":\"span\",\"marks\":[],\"text\":\" apply to physical goods or services, which could always be sold without using Apple’s in-app purchase system. And importantly, they didn’t prevent companies from promoting alternative payment options through \"},{\"_key\":\"b2c005512132\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"out-of-app channels\"},{\"_key\":\"1a9d75887e10\",\"_type\":\"span\",\"marks\":[],\"text\":\" like email or SMS. The limitation was strictly about what could happen \"},{\"_key\":\"93dbab9ee582\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"inside the app experience itself\"},{\"_key\":\"a4ad523e8159\",\"_type\":\"span\",\"marks\":[],\"text\":\"—and that’s what the court ruling has now opened up.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"09a0211df668\",\"_type\":\"block\",\"children\":[{\"_key\":\"290a01f5677b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Today, a new development has the potential to reshape this landscape and open up new opportunities for brands to see more of the value they drive end up in their own pockets. A \"},{\"_key\":\"29aafa82b6e2\",\"_type\":\"span\",\"marks\":[\"a28586bf4e8e\"],\"text\":\"recent ruling\"},{\"_key\":\"f4830cb4007c\",\"_type\":\"span\",\"marks\":[],\"text\":\" in a major court case (\"},{\"_key\":\"729115dc002e\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Epic Games v. Apple\"},{\"_key\":\"21b1d50bf68e\",\"_type\":\"span\",\"marks\":[],\"text\":\") resulted in changes to Apple’s App Store guidelines that will allow app makers to direct app users to alternative payment methods on their websites, bypassing Apple’s in-app purchase commission fees for digital goods and services (it is important to note there are no fees on purchases of physical goods). This is a significant shift in the app economy with real implications for your bottom line. Whether you're a developer, product manager, or marketer, this change opens the door to new strategies for revenue growth and user experience optimization.\"}],\"markDefs\":[{\"_key\":\"a28586bf4e8e\",\"_type\":\"link\",\"href\":\"https://cand.uscourts.gov/cases-e-filing/cases-of-interest/epic-games-inc-v-apple-inc/\"}],\"style\":\"normal\"},{\"_key\":\"17b29429479d\",\"_type\":\"block\",\"children\":[{\"_key\":\"dac22b7346b3\",\"_type\":\"span\",\"marks\":[],\"text\":\"To help out, we’ll break down what changed, what it means for your app, and how Braze can help you make the most of it, fast.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0bccdcb3b861\",\"_type\":\"block\",\"children\":[{\"_key\":\"334005350fd7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Understanding Apple’s original app store guidelines and commission structure\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"e9414d04bc4c\",\"_type\":\"block\",\"children\":[{\"_key\":\"5ff9a26971ed\",\"_type\":\"span\",\"marks\":[],\"text\":\"Brands that leverage the Apple App Store to make their mobile app available to iPhone and iPad users around the world have to agree to comply with Apple’s stated store guidelines. These guidelines lay down rules and requirements for participating brands, creating a sort of walled garden where Apple is able to dictate how apps do and don’t operate on its iOS mobile operating system.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"04c1c830a6f5\",\"_type\":\"block\",\"children\":[{\"_key\":\"4450610c8627\",\"_type\":\"span\",\"marks\":[],\"text\":\"Before we dive into the changes that have resulted from the recent ruling, let’s revisit the App Store guidelines that were challenged in \"},{\"_key\":\"30da888a8f1d\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Epic Games v. Apple\"},{\"_key\":\"ac984d4a9adc\",\"_type\":\"span\",\"marks\":[],\"text\":\". The rules in question were:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"37cdddadf238\",\"_type\":\"block\",\"children\":[{\"_key\":\"87f713c287fc\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Original Apple App Store Guidelines (Before May 2025)\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"783d1ee7bbbe\",\"_type\":\"block\",\"children\":[{\"_key\":\"e33252d4d780\",\"_type\":\"span\",\"marks\":[\"1c9d408ec6d9\",\"strong\",\"em\"],\"text\":\"Guideline 3.1.1 – In-App Purchase\"},{\"_key\":\"0a225901ad26\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\":\"},{\"_key\":\"1a7b4acf6d58\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"\\\"Apps may not use their own mechanisms to unlock content or functionality, such as license keys, augmented reality markers, QR codes, etc. Apps and their metadata may not include buttons, external links, or other calls to action that direct customers to purchasing mechanisms other than in-app purchase.\\\"\"}],\"markDefs\":[{\"_key\":\"1c9d408ec6d9\",\"_type\":\"link\",\"href\":\"https://www.appstorereviewguidelineshistory.com/articles/2022-04-05-update-on-reader-app-distribution/#:~:text=If%20you%20want%20to%20unlock,management%20functionality%20for%20existing%20customers.\"}],\"style\":\"normal\"},{\"_key\":\"420aa0ce6c99\",\"_type\":\"block\",\"children\":[{\"_key\":\"32264eb54c8f\",\"_type\":\"span\",\"marks\":[\"bdd82cb10917\",\"strong\",\"em\"],\"text\":\"Guideline 3.1.3 – Other Purchase Methods\"},{\"_key\":\"02dcaea6fbe9\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\":\"},{\"_key\":\"88f8e103c756\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"\\\"Developers cannot encourage users to use a purchasing method other than in-app purchase, either within the app or through communications sent to points of contact obtained from account registration within the app (like email or text).\\\"\"}],\"markDefs\":[{\"_key\":\"bdd82cb10917\",\"_type\":\"link\",\"href\":\"https://www.zdnet.com/article/developers-apple-updates-app-store-guidelines-on-alternative-payment-methods/\"}],\"style\":\"normal\"},{\"_key\":\"5ce9feb53d99\",\"_type\":\"block\",\"children\":[{\"_key\":\"587b5fd70e00\",\"_type\":\"span\",\"marks\":[],\"text\":\"These rules meant all digital transactions associated with iOS apps had to go through Apple’s billing system, requiring developers to pay significant commission fees. That control over how in-app purchases were handled drove billions in revenue for Apple and gave the company enormous control over the flow of revenue within the iOS ecosystem—but it also \"},{\"_key\":\"4ff3747130d0\",\"_type\":\"span\",\"marks\":[\"1c9e23622afe\"],\"text\":\"triggered a lawsuit\"},{\"_key\":\"cb367d91f58e\",\"_type\":\"span\",\"marks\":[],\"text\":\" from Epic Games in 2020 disputing the legality of the arrangement. To reiterate, this is for digital goods and services—think streaming music subscriptions or one-time digital purchases, such as eBooks or in-game items for your favorite game—not physical goods; your favorite everything store has always been able to sell paper towels and cell phone chargers without paying any fee.\"}],\"markDefs\":[{\"_key\":\"1c9e23622afe\",\"_type\":\"link\",\"href\":\"https://www.cbsnews.com/news/fortnite-epic-games-sues-apple-google-app-store-removal-2020-08-13/\"}],\"style\":\"normal\"},{\"_key\":\"d1b0f0c4843f\",\"_type\":\"block\",\"children\":[{\"_key\":\"04377c53f45c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Apple’s commissions fall between 15-30% of the cost of purchases made within the iOS ecosystem:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"56339af550a7\",\"_type\":\"block\",\"children\":[{\"_key\":\"c18502bbac5f\",\"_type\":\"span\",\"marks\":[\"de8dc4e9db12\",\"strong\"],\"text\":\"Standard Commission\"},{\"_key\":\"ddb87a0085a3\",\"_type\":\"span\",\"marks\":[],\"text\":\": Apple charges a 30% commission on digital goods and services sold through its in-app purchase (IAP) system.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"de8dc4e9db12\",\"_type\":\"link\",\"href\":\"https://developer.apple.com/help/app-store-connect/distributing-apps-in-the-european-union/commissions-fees-and-taxes/\"}],\"style\":\"normal\"},{\"_key\":\"af3bd70211ff\",\"_type\":\"block\",\"children\":[{\"_key\":\"84314c23396b\",\"_type\":\"span\",\"marks\":[\"a55151e5f4e1\",\"strong\"],\"text\":\"Small Business Program\"},{\"_key\":\"c26841d90791\",\"_type\":\"span\",\"marks\":[],\"text\":\": Developers earning less than $1 million annually can apply for Apple's Small Business Program, which reduces the commission to 15%.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"a55151e5f4e1\",\"_type\":\"link\",\"href\":\"https://developer.apple.com/app-store/small-business-program/\"}],\"style\":\"normal\"},{\"_key\":\"0787283f013e\",\"_type\":\"block\",\"children\":[{\"_key\":\"63dfd1e1dcfc\",\"_type\":\"span\",\"marks\":[\"082847d2d241\",\"strong\"],\"text\":\"Subscriptions\"},{\"_key\":\"af9249f3291c\",\"_type\":\"span\",\"marks\":[],\"text\":\": For subscriptions, Apple takes a 30% commission during the first year. After 12 consecutive months, the commission drops to 15%.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"082847d2d241\",\"_type\":\"link\",\"href\":\"https://developer.apple.com/app-store/subscriptions/\"}],\"style\":\"normal\"},{\"_key\":\"4c590486a42b\",\"_type\":\"block\",\"children\":[{\"_key\":\"892bae921d44\",\"_type\":\"span\",\"marks\":[],\"text\":\"These fees have long been a point of contention. Developers who wanted to offer lower-cost options or direct users to pay on their website couldn’t; in fact, under the guidelines, these businesses weren’t even allowed to tell users about other purchasing options—such as their website—that would have been exempt from the fees. However, the approach does have its upsides for brands: Apple’s in-app purchases system has been shown to outperform web flows\"},{\"_key\":\"0fcd0ff83d7e\",\"_type\":\"span\",\"marks\":[\"80909dea9a75\"],\"text\":\" by 30% or more\"},{\"_key\":\"ed165fdfdc1d\",\"_type\":\"span\",\"marks\":[],\"text\":\", suggesting that brands could see stronger results within the system than outside it, even with the fees included.\"}],\"markDefs\":[{\"_key\":\"80909dea9a75\",\"_type\":\"link\",\"href\":\"https://www.revenuecat.com/blog/growth/iap-vs-web-purchases-conversion-test/\"}],\"style\":\"normal\"},{\"_key\":\"127552340576\",\"_type\":\"block\",\"children\":[{\"_key\":\"b6dabf6c368d\",\"_type\":\"span\",\"marks\":[],\"text\":\"In 2021, an injunction in the lawsuit required Apple to temporarily allow developers to direct iOS app users to alternative purchase methods and platforms (including their own websites); the injunction was made permanent last year. Last month, Apple responded to the ruling by \"},{\"_key\":\"a37933613225\",\"_type\":\"span\",\"marks\":[\"b1d02b71207c\"],\"text\":\"updating its guidelines\"},{\"_key\":\"aeb71300778a\",\"_type\":\"span\",\"marks\":[],\"text\":\" to grant U.S. developers more flexibility in directing users to external payment options:\"}],\"markDefs\":[{\"_key\":\"b1d02b71207c\",\"_type\":\"link\",\"href\":\"https://developer.apple.com/news/?id=9txfddzf\"}],\"style\":\"normal\"},{\"_key\":\"f43e5ebb513c\",\"_type\":\"block\",\"children\":[{\"_key\":\"0184274d400d\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\"Guideline 3.1.1(a):\"},{\"_key\":\"08a3bfd04a1e\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"\\\"On the United States storefront, apps are no longer prohibited from including buttons, external links, or other calls to action, and no entitlement is required to do so.\\\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0244a7a51f97\",\"_type\":\"block\",\"children\":[{\"_key\":\"d2a75b8dcaf2\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\"Guideline 3.1.3:\"},{\"_key\":\"36a95c7ae6f9\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"\\\"The prohibition on encouraging users to use a purchasing method other than in-app purchase does not apply on the United States storefront.\\\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a178b77eb304\",\"_type\":\"block\",\"children\":[{\"_key\":\"4ed03bb54b59\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\"Guideline 3.1.3(a):\"},{\"_key\":\"a46e90413a3f\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\" \\\"The External Link Account entitlement is not required for apps on the United States storefront to include buttons, external links, or other calls to action.\\\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e33d500b404a\",\"_type\":\"block\",\"children\":[{\"_key\":\"063bca1009c1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Unsurprisingly, developers who’ve been paying 15–30% of their transaction revenue to Apple are welcoming this change, with executives at \"},{\"_key\":\"11cd1bf1ffad\",\"_type\":\"span\",\"marks\":[\"7314bfe033c8\"],\"text\":\"multiple\"},{\"_key\":\"a90623526b63\",\"_type\":\"span\",\"marks\":[],\"text\":\" \"},{\"_key\":\"073a31311f25\",\"_type\":\"span\",\"marks\":[\"bd2e847e34b9\"],\"text\":\"leading\"},{\"_key\":\"fc579500a83e\",\"_type\":\"span\",\"marks\":[],\"text\":\" brands applauding the ruling. It’s important to note that these updates don’t eliminate Apple commission fees for iOS in-app purchases. Instead, they allow developers within the US to legally link out to external websites and platforms where users can make purchases, exempting those specific purchases from Apple’s standard fees. This is a significant shift in App Store economics, as well as a prime opportunity for brands to experiment with messaging, optimize their app-to-web flows, and potentially boost conversions and purchase events in a material way.\"}],\"markDefs\":[{\"_key\":\"7314bfe033c8\",\"_type\":\"link\",\"href\":\"https://www.nytimes.com/2025/04/30/technology/apple-epic-app-store-ruling.html\"},{\"_key\":\"bd2e847e34b9\",\"_type\":\"link\",\"href\":\"https://www.cbsnews.com/news/judge-rules-against-apple-app-store-policy-that-requires-app-developers-use-apple-payment-systems/\"}],\"style\":\"normal\"},{\"_key\":\"1b038fb01f9a\",\"_type\":\"block\",\"children\":[{\"_key\":\"6f17d2df8020\",\"_type\":\"span\",\"marks\":[],\"text\":\"(And what about Android? Following a 2024 \"},{\"_key\":\"5ef7f3f48aff\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Epic Games v. Google\"},{\"_key\":\"b5a782c51814\",\"_type\":\"span\",\"marks\":[],\"text\":\" ruling, Google was \"},{\"_key\":\"a308c4b5c1c7\",\"_type\":\"span\",\"marks\":[\"001c66890665\"],\"text\":\"similarly ordered to allow direct linking\"},{\"_key\":\"4014e6a17d96\",\"_type\":\"span\",\"marks\":[],\"text\":\" to outside payment systems.)\"}],\"markDefs\":[{\"_key\":\"001c66890665\",\"_type\":\"link\",\"href\":\"https://www.theverge.com/policy/2024/10/7/24243316/epic-google-permanent-injunction-ruling-third-party-stores\"}],\"style\":\"normal\"},{\"_key\":\"a1349fd1e5b5\",\"_type\":\"block\",\"children\":[{\"_key\":\"1ca3da160514\",\"_type\":\"span\",\"marks\":[],\"text\":\"Beyond the headlines, this ruling unlocks more flexibility for developers to deliver better user experiences. Apps can now choose whether to:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c78afe4bc5ce\",\"_type\":\"block\",\"children\":[{\"_key\":\"bf45869cc4ec\",\"_type\":\"span\",\"marks\":[],\"text\":\"Offer Apple’s in-app purchase system and pay the commission fees to Apple\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2e49f4a0fd38\",\"_type\":\"block\",\"children\":[{\"_key\":\"a6f207a03c6f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Link users directly to their own website for external checkout and avoid paying Apple’s commission\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"35fecb451aa8\",\"_type\":\"block\",\"children\":[{\"_key\":\"b170a9577608\",\"_type\":\"span\",\"marks\":[],\"text\":\"A/B test both methods to evaluate performance and ROI\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"af06a4146ba1\",\"_type\":\"block\",\"children\":[{\"_key\":\"9d597afa5bba\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"It’s worth remembering that Apple’s in-app purchasing mechanisms \"},{\"_key\":\"38db7ddbd5d9\",\"_type\":\"span\",\"marks\":[\"91b9b7880883\",\"em\"],\"text\":\"perform very well\"},{\"_key\":\"7687f2fb458f\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\", and may be worth the commission, so testing is highly recommended.\"}],\"markDefs\":[{\"_key\":\"91b9b7880883\",\"_type\":\"link\",\"href\":\"https://www.revenuecat.com/blog/growth/iap-vs-web-purchases-conversion-test/\"}],\"style\":\"normal\"},{\"_key\":\"1c26947ffde8\",\"_type\":\"block\",\"children\":[{\"_key\":\"c7e3dde795e9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Curious what this looks like in practice? We’re already seeing some leading brands taking advantage of the change:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"00e149e2b45e\",\"_type\":\"block\",\"children\":[{\"_key\":\"956d68d8f6f8\",\"_type\":\"span\",\"marks\":[],\"text\":\"A \"},{\"_key\":\"7b51d79bc8bf\",\"_type\":\"span\",\"marks\":[\"eb23246eebed\"],\"text\":\"leading digital publisher\"},{\"_key\":\"d05dcceeb1b4\",\"_type\":\"span\",\"marks\":[],\"text\":\" added a “Get book” button in their e-reader iOS app, sending users directly to the book listing on the company’s website to complete the purchase, rather than forcing them to leave the app\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"eb23246eebed\",\"_type\":\"link\",\"href\":\"https://www.theverge.com/news/661719/amazon-app-ios-apple-iphone-ipad-kindle-buy-books?ref=spyglass.org\"}],\"style\":\"normal\"},{\"_key\":\"5b61c7480249\",\"_type\":\"block\",\"children\":[{\"_key\":\"97d8331662b8\",\"_type\":\"span\",\"marks\":[],\"text\":\"A digital payment processor published a \"},{\"_key\":\"ca0877aa3c38\",\"_type\":\"span\",\"marks\":[\"7ea93f5ca4c0\"],\"text\":\"full guide\"},{\"_key\":\"6ef7e16d04c1\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"db5ab757a3c8\",\"_type\":\"span\",\"marks\":[\"1db96e08fefa\"],\"text\":\"demo video\"},{\"_key\":\"f54e3c8985fc\",\"_type\":\"span\",\"marks\":[],\"text\":\" showcasing how easy it is to set up and process external payments using their platform\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"7ea93f5ca4c0\",\"_type\":\"link\",\"href\":\"https://x.com/AzianMike/status/1917830346332332329\"},{\"_key\":\"1db96e08fefa\",\"_type\":\"link\",\"href\":\"https://x.com/AzianMike/status/1917830346332332329\"}],\"style\":\"normal\"},{\"_key\":\"168f03054d32\",\"_type\":\"block\",\"children\":[{\"_key\":\"50bb4ad15c3f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How to make the most of this change with Braze\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"cb79f6236211\",\"_type\":\"block\",\"children\":[{\"_key\":\"e101843bfde9\",\"_type\":\"span\",\"marks\":[],\"text\":\"As a result of the lawsuit and Apple’s major policy shift, now is the time to reimagine your app-to-web purchase strategy—and Braze is here to help. Let’s explore several practical ways you can use Braze to optimize in-app purchase flows:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0a96fb99ba50\",\"_type\":\"block\",\"children\":[{\"_key\":\"0e88b61f7a55\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Scenario 1: You want to let readers know that they can purchase eBooks for your reading app directly on your website.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c44067afbda5\",\"_type\":\"block\",\"children\":[{\"_key\":\"e87588bc3079\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e0672fe8c9cb\",\"_type\":\"block\",\"children\":[{\"_key\":\"35745f09be9f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use the Braze platform’s \"},{\"_key\":\"23073c18bcbd\",\"_type\":\"span\",\"marks\":[\"1086c76965d4\"],\"text\":\"action-based delivery\"},{\"_key\":\"6f64f06a14bf\",\"_type\":\"span\",\"marks\":[],\"text\":\" to trigger an \"},{\"_key\":\"dea706b154f7\",\"_type\":\"span\",\"marks\":[\"dae909890512\"],\"text\":\"in-app message\"},{\"_key\":\"8f6e2953da69\",\"_type\":\"span\",\"marks\":[],\"text\":\" when a user completes a custom event like “Viewed Book Title”. That message can include a button or on-tap behavior that deep-links to your website.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"1086c76965d4\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/campaigns/building_campaigns/delivery_types/triggered_delivery#action-based-delivery\"},{\"_key\":\"dae909890512\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/canvas/create_a_canvas/canvas_by_channel/in-app_messages_in_canvas#in-app-messages-in-canvas\"}],\"style\":\"normal\"},{\"_key\":\"0c866e040876\",\"_type\":\"block\",\"children\":[{\"_key\":\"5806caa2cfab\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Level of Effort (LOE): Low\"},{\"_key\":\"6658bb8a4320\",\"_type\":\"span\",\"marks\":[],\"text\":\" – No dev work needed if the Braze SDK is already installed.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"68620ba8f3ba\",\"_type\":\"richImage\",\"alt\":\"a screenshot of an on-click behavior page\",\"asset\":{\"_ref\":\"image-097f6317e9977d69fc9182f234efea90a0ae6194-2400x1210-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"997d7702532d\",\"_type\":\"block\",\"children\":[{\"_key\":\"9aed66285236\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Scenario 2: You want to promote your subscription service in multiple app locations, driving users to sign up on your website.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"082adda60e3f\",\"_type\":\"block\",\"children\":[{\"_key\":\"34949a0afd46\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use\"},{\"_key\":\"44c9c9929373\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" \"},{\"_key\":\"c64a432a9a4c\",\"_type\":\"span\",\"marks\":[\"228b5a72d29b\"],\"text\":\"Braze Banners\"},{\"_key\":\"fc8fdfe4642b\",\"_type\":\"span\",\"marks\":[],\"text\":\", which can be embedded directly into your app (and website). These can be personalized to target only segments of users who aren’t already subscribed, supporting more relevant experiences and stronger business outcomes.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"228b5a72d29b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/developer_guide/banners#banners\"}],\"style\":\"normal\"},{\"_key\":\"a311c4a3d56d\",\"_type\":\"block\",\"children\":[{\"_key\":\"262f7ab00578\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"LOE: Medium\"},{\"_key\":\"70d1a8421c41\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Initial development is required to define banner placements within your app and website, but marketers can handle from there.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"98e8d28a79b1\",\"_type\":\"richImage\",\"alt\":\"a phone screen that says unlock all 100+ classes with a premium account\",\"asset\":{\"_ref\":\"image-14873633be12ecf35eef2ce91570f177354f9a42-2400x1210-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"cdab5b18e240\",\"_type\":\"block\",\"children\":[{\"_key\":\"6ef68c301b42\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Scenario 3: You want to offer a lower-priced subscription specifically to users who are likely to churn from your premium tier.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4c8e1b27e02c\",\"_type\":\"block\",\"children\":[{\"_key\":\"99da29d9a8f2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Leverage \"},{\"_key\":\"7e213d9ed5cb\",\"_type\":\"span\",\"marks\":[\"e76e416168fd\"],\"text\":\"Braze Predictive Churn\"},{\"_key\":\"1882e9c0d09b\",\"_type\":\"span\",\"marks\":[],\"text\":\" to identify users with the highest risk of canceling their subscription, then message them with a more cost-effective offer that links to your website.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"e76e416168fd\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/brazeai/predictive_suite/predictive_churn#access-predictive-churn\"}],\"style\":\"normal\"},{\"_key\":\"8695af4ba666\",\"_type\":\"block\",\"children\":[{\"_key\":\"01913ee7bea2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"LOE: Low\"},{\"_key\":\"c31821beb9fe\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Requires the Braze \"},{\"_key\":\"7e5435ece8d9\",\"_type\":\"span\",\"marks\":[\"4294630b43d6\"],\"text\":\"Predictive Suite\"},{\"_key\":\"d9117f82611d\",\"_type\":\"span\",\"marks\":[],\"text\":\" and a mapped churn event, like “Cancels Subscription.” If a new event needs to be defined, a small amount of dev effort should be required; if not, no dev work is likely to be needed.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"4294630b43d6\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/brazeai/predictive_suite\"}],\"style\":\"normal\"},{\"_key\":\"abe9860c5465\",\"_type\":\"richImage\",\"alt\":\"a graph showing prediction audience by share risk\",\"asset\":{\"_ref\":\"image-624a4b68000640182fa1413208ec2cd58c9f4842-2400x1210-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"ddb842c32751\",\"_type\":\"block\",\"children\":[{\"_key\":\"0513e5b21f8c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Scenario 4: You want to hardcode external purchase links in your app, but need testing flexibility and a kill switch in case the rules change again.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ca6786c3d4b8\",\"_type\":\"block\",\"children\":[{\"_key\":\"742b2c398663\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze can still support your strategy. Here’s what we recommend:\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3cb2b458a529\",\"_type\":\"block\",\"children\":[{\"_key\":\"39661bbc0909\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use \"},{\"_key\":\"e42d18e34e60\",\"_type\":\"span\",\"marks\":[\"5099161dc6ce\"],\"text\":\"push notifications\"},{\"_key\":\"7e84fa95018d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" \"},{\"_key\":\"18361f8458f8\",\"_type\":\"span\",\"marks\":[],\"text\":\"or other out-of-product channels to drive your customers outside the app to platforms (such as your website) where they can make a purchase.\"}],\"level\":2,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"5099161dc6ce\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/push\"}],\"style\":\"normal\"},{\"_key\":\"e2383e7081ae\",\"_type\":\"block\",\"children\":[{\"_key\":\"4ed37789a54e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use Braze \"},{\"_key\":\"3d3e9a5255a7\",\"_type\":\"span\",\"marks\":[\"54a09f54513f\"],\"text\":\"Feature Flags\"},{\"_key\":\"1574f3b1fa7c\",\"_type\":\"span\",\"marks\":[],\"text\":\" to remotely enable or disable specific flows within your app; you can even target specific segments, such as less tech-savvy users, for whom a simpler in-app flow (despite Apple’s associated fee) may perform better and be more profitable for you than pushing them to your website.\"}],\"level\":2,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"54a09f54513f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/canvas/canvas_components/feature_flags#feature-flags\"}],\"style\":\"normal\"},{\"_key\":\"d06a83045375\",\"_type\":\"block\",\"children\":[{\"_key\":\"88c2bda73a5f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"LOE: Variable\"},{\"_key\":\"2a6165b669e6\",\"_type\":\"span\",\"marks\":[],\"text\":\" – Braze Feature Flags are simple to set up (and can often be handled in a matter of minutes), but scaling their use depends on your app’s complexity. Brands that include a large number of external purchase links on their digital properties will likely need an equivalent number of feature flags, creating more implementation work, while those with a small number should be up and running quickly.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"92af284e1190\",\"_type\":\"richImage\",\"alt\":\"a diagram showing audience belongs to segment non-technical prospects feature flag disable \\\" app-to-web purchase \\\" feature\",\"asset\":{\"_ref\":\"image-f96721304b9249c9c9ef7b3dba1e798a22541576-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"4353d8e28983\",\"_type\":\"block\",\"children\":[{\"_key\":\"e64a963a1b1c\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"While these are just a few scenarios, many combinations are possible. If you're a current Braze customer, talk to your Success Manager about what’s best for your app today.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f9ae16d7fdb4\",\"_type\":\"block\",\"children\":[{\"_key\":\"ccf0b77fb00a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Two more Braze features worth highlighting\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c08dbef30ac1\",\"_type\":\"block\",\"children\":[{\"_key\":\"8b9a1dc46332\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Conversion Events\"},{\"_key\":\"3122a9472413\",\"_type\":\"span\",\"marks\":[],\"text\":\": Make sure you’re tracking success across both app and web by properly mapping your conversion events; that will help you understand what’s working and where to optimize.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6ef7510d040d\",\"_type\":\"block\",\"children\":[{\"_key\":\"c74828993e85\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Easy link tokenization with Content Blocks:\"},{\"_key\":\"671626a882f6\",\"_type\":\"span\",\"marks\":[],\"text\":\" Apple now permits passing user context (including login) to your website. Consider using a Braze Content Block for links with this logic—that will mean you can build this logic once, then reuse it easily, making powerful personalization accessible to non-technical users.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"067676e1a334\",\"_type\":\"block\",\"children\":[{\"_key\":\"8f2aa14e5ddc\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Don’t miss the moment\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"871255210bef\",\"_type\":\"block\",\"children\":[{\"_key\":\"338e41ce7ece\",\"_type\":\"span\",\"marks\":[],\"text\":\"The court’s decision in \"},{\"_key\":\"81f7baed7a5e\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Epic Games v. Apple\"},{\"_key\":\"2247c2574cbf\",\"_type\":\"span\",\"marks\":[],\"text\":\" is a gamechanger—and if you’re not experimenting with app-to-web conversion flows today, there’s a strong chance that you’re already behind your competition, and possibly leaving revenue on the table.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f80e267ebc4f\",\"_type\":\"block\",\"children\":[{\"_key\":\"ca9dae8d097b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Don’t wait for your sprint backlog to clear (spoiler: It never will). With Braze, you can start testing release-free, high-impact messaging strategies right now.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3d15f68a26c7\",\"_type\":\"block\",\"children\":[{\"_key\":\"c1b483708bf9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze has everything to help you move fast:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4232e99093bb\",\"_type\":\"block\",\"children\":[{\"_key\":\"0170f98f9fcb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Seamless cross-channel messaging\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"44d545559f1a\",\"_type\":\"block\",\"children\":[{\"_key\":\"25be203bd355\",\"_type\":\"span\",\"marks\":[],\"text\":\"Reliable app-to-web conversion tracking\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"116d4c7c34d4\",\"_type\":\"block\",\"children\":[{\"_key\":\"5c4ab61f3b8d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Easy-to-use segmentation and the Predictive Suite, so targeting your users with personalized messages is a breeze\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7d4a9085b892\",\"_type\":\"block\",\"children\":[{\"_key\":\"c65aa6af360e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Reminder:\"},{\"_key\":\"7e077667f295\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\" This ruling is still under appeal, and the guidelines may change. Proceed strategically, test thoughtfully, and always leave room for flexibility.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a6aa15bdd4b6\",\"_type\":\"block\",\"children\":[{\"_key\":\"a1c16505b89a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Final thoughts\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"2763022b931c\",\"_type\":\"block\",\"children\":[{\"_key\":\"f5724a0f3b6f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Interested in learning more? If you’re a current Braze customer, reach out to your Customer Success Manager to explore what’s possible for your app. If you’re new to Braze or ready to unlock new revenue opportunities, get in touch with us today.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"386aa46ee643\",\"_type\":\"block\",\"children\":[{\"_key\":\"4f9e22726e07\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8617bd2c03ca\",\"_type\":\"block\",\"children\":[{\"_key\":\"2a1118825c84\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\"Forward-Looking Statements\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fbe4bfdec68d\",\"_type\":\"block\",\"children\":[{\"_key\":\"9118153fd7cf\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"$36\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/1bde7c4da1890c991d8f0ebf464cf85f83e8e38f-3840x2160.png\",\"publishedDate\":\"2025-06-02T14:00:19.353Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-9cd1410c96ba3a40b86088a75baf1fb4584ef3f7-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"A recent ruling in a major court case (Epic Games v. Apple) resulted in changes to Apple’s App Store guidelines that will allow app makers to direct app users to alternative payment methods on their websites. This is a significant shift in the app economy with real implications for your bottom line—let's explore what it means.\",\"pageTitle\":\"Turn Apple's anti-steering changes in a growth opportunity\",\"slug\":{\"_type\":\"slug\",\"current\":\"2025-apple-court-ruling-alternate-payments\"}},\"title\":\"Turn Apple’s anti-steering changes into a growth opportunity with Braze\"},{\"_id\":\"4dbfe4a7-8226-46ba-9323-a1e35911386c\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"8fb0f4db0014\",\"_type\":\"block\",\"children\":[{\"_key\":\"a09644df3cd4\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"July 2025 update: A US appeals court \"},{\"_key\":\"1001f62aeb86\",\"_type\":\"span\",\"marks\":[\"em\",\"9aa1d8a0d81a\"],\"text\":\"issued a ruling\"},{\"_key\":\"cc8f4b12a6b1\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\" blocking the implementation of the FTC's Click-To-Cancel rule, which had been scheduled to take effect on July 14. As a result of this ruling, the proposed rules is currently not enforceable. However, we strongly encourage brands to continue following the best practices outlined in this post. Transparent, customer-friendly cancellation processes not only align with evolving customer expectations, but also support long-term trust and loyalty—and that's true whether this regulation is eventually implemented or not.\"}],\"markDefs\":[{\"_key\":\"9aa1d8a0d81a\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.reuters.com/legal/legalindustry/us-click-cancel-rule-blocked-by-appeals-court-2025-07-08/\"}],\"style\":\"normal\"},{\"_key\":\"669092017fc5\",\"_type\":\"block\",\"children\":[{\"_key\":\"69e82035696a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Following more than 16,000 comments from consumers and federal and state government agencies, consumer groups, and trade associations, the \"},{\"_key\":\"69e82035696a1\",\"_type\":\"span\",\"marks\":[\"fd051963b9e3\"],\"text\":\"US Federal Trade Commission (FTC) announced\"},{\"_key\":\"4af5a569606b\",\"_type\":\"span\",\"marks\":[],\"text\":\" a new “Click-To-Cancel” rule to make it easier for consumers to cancel subscriptions and memberships. Expected to take effect in April 2025, the new rule affects companies that offer automatically renewing subscriptions, free trials that convert to paid subscriptions, and recurring product shipments.\"}],\"markDefs\":[{\"_key\":\"fd051963b9e3\",\"_type\":\"link\",\"href\":\"https://www.ftc.gov/news-events/news/press-releases/2024/10/federal-trade-commission-announces-final-click-cancel-rule-making-it-easier-consumers-end-recurring\"}],\"style\":\"normal\"},{\"_key\":\"ff8a6b751e4e\",\"_type\":\"block\",\"children\":[{\"_key\":\"f8e9b4cdc98a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"To help brands understand the new rule and how it might impact their business, we’ve put together a short guide. Let’s dive in.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2a516d795f5d\",\"_type\":\"block\",\"children\":[{\"_key\":\"c82a16fb33a00\",\"_type\":\"span\",\"marks\":[],\"text\":\"What is the Click-To-Cancel rule?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"84efd2f43468\",\"_type\":\"block\",\"children\":[{\"_key\":\"41d38f2e70f00\",\"_type\":\"span\",\"marks\":[],\"text\":\"The “Click-To-Cancel” rule is a regulation announced by the FTC in October 2024 that requires brands to make it as easy to cancel subscriptions as it was to sign up. It is in recognition of the growing ease with which consumers can sign up for services online, but the difficulty they may face when canceling.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"90d72114ca0a\",\"_type\":\"block\",\"children\":[{\"_key\":\"19270f197e730\",\"_type\":\"span\",\"marks\":[],\"text\":\"Specifically, the rule applies to “negative option programs”—typically memberships and subscriptions—that take customers’ lack of action as tacit consent to renew their payment plan for another year.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"93849587de96\",\"_type\":\"block\",\"children\":[{\"_key\":\"64867dda08d20\",\"_type\":\"span\",\"marks\":[],\"text\":\"It’s always been a grey area, given that customer inaction may simply be because they don’t realize they’re still being charged. The “Click-To-Cancel” rule now puts the onus on the brand to clearly and conspicuously disclose their negative option program and make it simple for them to cancel.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"985e9d63d7aa\",\"_type\":\"block\",\"children\":[{\"_key\":\"11981efddb780\",\"_type\":\"span\",\"marks\":[],\"text\":\"The rule does not require that brands obtain consent to continue subscriptions or memberships each year—but they must disclose the nature of the program and the frequency of its charges in advance of receiving the customer’s billing information, and obtain “express informed consent” to enroll the customer in a recurring payment program.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e46af46bc2ea\",\"_type\":\"block\",\"children\":[{\"_key\":\"b935f30df8ff0\",\"_type\":\"span\",\"marks\":[],\"text\":\"6 key tenets of the Click-To-Cancel rule you need to know\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"b8a937103604\",\"_type\":\"block\",\"children\":[{\"_key\":\"2915cc38d0410\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Method:\"},{\"_key\":\"2915cc38d0411\",\"_type\":\"span\",\"marks\":[],\"text\":\" Consumers must be able to cancel the same way they signed up (e.g. if someone signs up online, you can’t require them to call your company in order to cancel).\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8b24a808e404\",\"_type\":\"block\",\"children\":[{\"_key\":\"f60b6a78a0020\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Ease:\"},{\"_key\":\"f60b6a78a0021\",\"_type\":\"span\",\"marks\":[],\"text\":\" Canceling must be as easy as signing up.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1d805ec09157\",\"_type\":\"block\",\"children\":[{\"_key\":\"ce0f7920fba80\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Promptness: \"},{\"_key\":\"ce0f7920fba81\",\"_type\":\"span\",\"marks\":[],\"text\":\"Brands must process cancellations promptly and halt charges.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c857bf4b725c\",\"_type\":\"block\",\"children\":[{\"_key\":\"d3b79a9d5ec00\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Visibility:\"},{\"_key\":\"d3b79a9d5ec01\",\"_type\":\"span\",\"marks\":[],\"text\":\" Brands must prominently display cancellation buttons or links.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6f3089985e8a\",\"_type\":\"block\",\"children\":[{\"_key\":\"a8cc7d0a854f0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Disclosure:\"},{\"_key\":\"a8cc7d0a854f1\",\"_type\":\"span\",\"marks\":[],\"text\":\" Brands must disclose all material terms upfront, including the amount and frequency of recurring charges, the date by which a consumer must cancel to prevent recurring charges, and how to cancel.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a9c526d1d2af\",\"_type\":\"block\",\"children\":[{\"_key\":\"6194ef3963190\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Consent:\"},{\"_key\":\"6194ef3963191\",\"_type\":\"span\",\"marks\":[],\"text\":\" Brands must obtain “express informed consent” from consumers for any negative option program and keep a record of that consent for three years\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a7f247f2fe11\",\"_type\":\"block\",\"children\":[{\"_key\":\"90d7571721870\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"For more information, visit the \"},{\"_key\":\"90d7571721871\",\"_type\":\"span\",\"marks\":[\"b0c68bacc8bd\",\"strong\"],\"text\":\"FTC Click-To-Cancel announcement\"}],\"markDefs\":[{\"_key\":\"b0c68bacc8bd\",\"_type\":\"link\",\"href\":\"https://www.ftc.gov/news-events/news/press-releases/2024/10/federal-trade-commission-announces-final-click-cancel-rule-making-it-easier-consumers-end-recurring\"}],\"style\":\"normal\"},{\"_key\":\"a0b6206dbc8b\",\"_type\":\"block\",\"children\":[{\"_key\":\"e622048c2f280\",\"_type\":\"span\",\"marks\":[],\"text\":\"Is my business subject to the Click-To-Cancel rule?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"878f8643a263\",\"_type\":\"block\",\"children\":[{\"_key\":\"63a64457e0160\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Click-To-Cancel rule applies to businesses under the FTC’s jurisdiction offering negative option programs, which include services that automatically renew, convert free trials into paid subscriptions, or otherwise use a customer’s inaction as an agreement to continue payments. It will impact a large number of sectors, including fitness, retail, publishing, subscription, software and streaming services, and more.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9d5e91a0d3ac\",\"_type\":\"block\",\"children\":[{\"_key\":\"2cc25627e99c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"If your business bills US customers on a recurring basis and relies on implicit consent to do so, you may be subject to Click-To-Cancel. You should seek legal advice if you need support to understand whether you are subject to the Click-to-Cancel rule or not.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5a4103c0c274\",\"_type\":\"block\",\"children\":[{\"_key\":\"1a68d051e3700\",\"_type\":\"span\",\"marks\":[],\"text\":\"Likely impact of Click-To-Cancel rule on businesses\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"ea3757d4c5ed\",\"_type\":\"block\",\"children\":[{\"_key\":\"6234433e47750\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you are subject to the Click-To-Cancel rule, you will likely need to change elements of your sign-up and retention process in order to comply with it, and are likely to experience some short-term impact as a result of the change.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a8ac935f0a1c\",\"_type\":\"block\",\"children\":[{\"_key\":\"622ded26caa30\",\"_type\":\"span\",\"marks\":[],\"text\":\"While it would be nice if all of your subscribers are willing and active recipients of your product or service, some may be there in error because they forgot they’d signed up or couldn’t work out how to cancel. As a result, the new rule may increase opt-out rates, reduce your customer base, and affect recurring revenue. However, there are ways for businesses to bolster their \"},{\"_key\":\"622ded26caa31\",\"_type\":\"span\",\"marks\":[\"a45e2590adfa\"],\"text\":\"customer retention\"},{\"_key\":\"622ded26caa32\",\"_type\":\"span\",\"marks\":[],\"text\":\" at this time.\"}],\"markDefs\":[{\"_key\":\"a45e2590adfa\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/complete-guide-to-retention-marketing\"}],\"style\":\"normal\"},{\"_key\":\"e0be13589ad2\",\"_type\":\"block\",\"children\":[{\"_key\":\"c7be51acac1d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Looking on the brighter side, the ruling is also an opportunity to rebuild your subscriber list with loyal customers and brand advocates who really want to be there. Plus, simplifying cancellations and complying with relevant legislation can improve customer trust. This can boost your brand, attract new customers, \"},{\"_key\":\"c7be51acac1d1\",\"_type\":\"span\",\"marks\":[\"f42dd0f6c5c8\"],\"text\":\"improve customer loyalty\"},{\"_key\":\"c7be51acac1d2\",\"_type\":\"span\",\"marks\":[],\"text\":\", and increase lifetime value, all which helps mitigate risk associated with increased cancellations.\"}],\"markDefs\":[{\"_key\":\"f42dd0f6c5c8\",\"_type\":\"link\",\"href\":\"http://ak-the-love-language-of-loyalty\"}],\"style\":\"normal\"},{\"_key\":\"8b08318928b7\",\"_type\":\"block\",\"children\":[{\"_key\":\"bbaa864495820\",\"_type\":\"span\",\"marks\":[],\"text\":\"While set-it-and-forget-it tactics might work short-term, they’re not a solid foundation for strong customer relationships. People-first regulation encourages brands to be better partners to their customers and to deliver—and derive—more value from those relationships.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f2c5ab87ff22\",\"_type\":\"block\",\"children\":[{\"_key\":\"86153b1956cc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"It’s time to make your offer irresistible\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"8e12413759cc\",\"_type\":\"block\",\"children\":[{\"_key\":\"91ff4a1842c90\",\"_type\":\"span\",\"marks\":[],\"text\":\"As Click-To-Cancel takes effect, brands will need to focus much more on the customer experience to support retention.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9007e5f733f3\",\"_type\":\"block\",\"children\":[{\"_key\":\"d5e68f0eb5a30\",\"_type\":\"span\",\"marks\":[],\"text\":\"What value are you offering and how are customers benefiting?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"434c3c3f7da7\",\"_type\":\"block\",\"children\":[{\"_key\":\"093421f52dbb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Are you clearly communicating that value in ways that build loyalty?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"68eb79b26639\",\"_type\":\"block\",\"children\":[{\"_key\":\"3a6a0385bd090\",\"_type\":\"span\",\"marks\":[],\"text\":\"What are you doing to recognize and reward long-term commitment?\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"73cb6128bb8b\",\"_type\":\"block\",\"children\":[{\"_key\":\"921e908802f80\",\"_type\":\"span\",\"marks\":[],\"text\":\"Businesses must develop creative, compelling strategies to showcase their value, guide customers through meaningful actions, and foster lasting positive interactions. The goal isn’t to retain customers through stealth or friction; it’s to inspire an enthusiastic, intentional re-subscription from happy customers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8ccbd9f00d41\",\"_type\":\"block\",\"children\":[{\"_key\":\"7aa331e0b1590\",\"_type\":\"span\",\"marks\":[],\"text\":\"4 retention tactics for subscription and membership offers\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"45b47e16971d\",\"_type\":\"block\",\"children\":[{\"_key\":\"03608ac3fc270\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Make processes transparent and friction-free\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"20472494fd9f\",\"_type\":\"block\",\"children\":[{\"_key\":\"74b75346d3fc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Review your subscription and cancellation processes to remove friction within the journey. Actively communicate with customers at renewal time using a \"},{\"_key\":\"74b75346d3fc1\",\"_type\":\"span\",\"marks\":[\"a63a17d10ac6\"],\"text\":\"cross-channel approach\"},{\"_key\":\"74b75346d3fc2\",\"_type\":\"span\",\"marks\":[],\"text\":\" that pairs in-app/on-site and outbound messages around how to unsubscribe, but include a reminder of the value customers receive in connection with their subscriptions. For example, a meal-kit brand could remind time-poor customers of the time the service has saved them, or the amount of food waste that was avoided for those who care about sustainability.\"}],\"markDefs\":[{\"_key\":\"a63a17d10ac6\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/the-cross-channel-marketing-difference-report\"}],\"style\":\"normal\"},{\"_key\":\"c30b9e24dbbb\",\"_type\":\"block\",\"children\":[{\"_key\":\"604e173b71320\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Help users make the most of membership\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1aef20c2f669\",\"_type\":\"block\",\"children\":[{\"_key\":\"81af51fe74a10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Sometimes customers leave because they’re just not getting the value they expected. You can prevent people from lapsing by helping them activate their membership and become habitual service users.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"16c974f4af39\",\"_type\":\"block\",\"children\":[{\"_key\":\"b3d3fd9c44260\",\"_type\":\"span\",\"marks\":[],\"text\":\"For example, you could leverage an in-app demo to help users complete their top tasks, or offer personalized recommendations (especially those \"},{\"_key\":\"b3d3fd9c44261\",\"_type\":\"span\",\"marks\":[\"26d164a36f4c\"],\"text\":\"powered by AI\"},{\"_key\":\"b3d3fd9c44262\",\"_type\":\"span\",\"marks\":[],\"text\":\") that get people to your core value, fast. Use gamification to encourage people to build the habit of using your service, encouraging engagement streaks and loyalty program enrollment.\"}],\"markDefs\":[{\"_key\":\"26d164a36f4c\",\"_type\":\"link\",\"href\":\"https://learning.braze.com/ai-item-recommendations-use-case\"}],\"style\":\"normal\"},{\"_key\":\"b802b168ca24\",\"_type\":\"block\",\"children\":[{\"_key\":\"6e5c2ad8ebcd0\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Predict and proactively prevent churn\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"543788d1f329\",\"_type\":\"block\",\"children\":[{\"_key\":\"647206ed78470\",\"_type\":\"span\",\"marks\":[],\"text\":\"Keep an eye on customer sentiment throughout the lifecycle. Simple actions like collecting feedback through surveys can help you spot early signs of dissatisfaction and take corrective action.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"01d67c253e40\",\"_type\":\"block\",\"children\":[{\"_key\":\"4f534c9306780\",\"_type\":\"span\",\"marks\":[],\"text\":\"Predictive analytics tools can spot trends that predict the \"},{\"_key\":\"4f534c9306781\",\"_type\":\"span\",\"marks\":[\"c7b231a8d957\"],\"text\":\"likelihood of churn\"},{\"_key\":\"4f534c9306782\",\"_type\":\"span\",\"marks\":[],\"text\":\", so you can reach out to at-risk segments with personalized retention offers or re-engagement campaigns, \"},{\"_key\":\"4f534c9306783\",\"_type\":\"span\",\"marks\":[\"f370a615a39c\"],\"text\":\"stopping churn before it happens\"},{\"_key\":\"4f534c9306784\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"c7b231a8d957\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/brazeai/predictive_suite/predictive_churn\"},{\"_key\":\"f370a615a39c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/stop-churn-before-it-happens-embracing-a-two-pronged-approach-to-boosting-retention\"}],\"style\":\"normal\"},{\"_key\":\"dfc1015bcb1f\",\"_type\":\"block\",\"children\":[{\"_key\":\"b03ca859cf7c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Win back lapsed subscribers\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"9a593db32110\",\"_type\":\"block\",\"children\":[{\"_key\":\"7e1061ed31130\",\"_type\":\"span\",\"marks\":[],\"text\":\"Just because you lose a customer, it doesn’t mean they’re gone forever. Design \"},{\"_key\":\"7e1061ed31131\",\"_type\":\"span\",\"marks\":[\"b548039a9154\"],\"text\":\"creative win-back campaigns to re-engage former fans\"},{\"_key\":\"7e1061ed31132\",\"_type\":\"span\",\"marks\":[],\"text\":\", such as limited-time offers, loyalty incentives, or exclusive new features to entice them back. Remind them of the value they used to enjoy and are now missing.\"}],\"markDefs\":[{\"_key\":\"b548039a9154\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/complete-guide-to-retention-marketing\"}],\"style\":\"normal\"},{\"_key\":\"c77dbcac19bf\",\"_type\":\"block\",\"children\":[{\"_key\":\"015b2c0c150f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Final Thoughts\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"452e96b2db64\",\"_type\":\"block\",\"children\":[{\"_key\":\"2c75f94e1fef0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Businesses shouldn't fear the FTC's Click-To-Cancel rule. It is a great opportunity to double down on best practices in customer engagement, which can support stronger customer loyalty and higher lifetime value.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"683b79c4a53d\",\"_type\":\"block\",\"children\":[{\"_key\":\"b4e75c1131d20\",\"_type\":\"span\",\"marks\":[],\"text\":\"Transparent processes do not only support compliance with Click-To-Cancel—they also build consumer trust. You may find new customers are more inclined to subscribe when they’re confident there are no hidden catches.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0046f80a882f\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"44f66ab54c67\",\"_type\":\"ctaAction\",\"actionType\":\"link\",\"buttonSize\":\"lg\",\"buttonStyle\":\"purple-button\",\"buttonText\":\"Check out KFC's winning approach.\",\"iconPosition\":\"trailing\",\"internalLink\":{\"blank\":false},\"link\":{\"blank\":false,\"href\":\"https://www.braze.com/resources/articles/behind-kfcs-winning-approach-to-activation-retention-and-monetization\"}}],\"heading\":\"Looking to see how other brands use best-in-class customer engagement strategies to retain customers and drive growth?\"},{\"_key\":\"a42189f029b5\",\"_type\":\"block\",\"children\":[{\"_key\":\"2c018ef6c62e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"81ead77e9292\",\"_type\":\"block\",\"children\":[{\"_key\":\"0c9654a17ab70\",\"_type\":\"span\",\"marks\":[\"em\",\"strong\"],\"text\":\"Forward Looking Statements\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8519e5eca4ad\",\"_type\":\"block\",\"children\":[{\"_key\":\"cbe4248a5a4c0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"$37\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4b8d3fcb18b9\",\"_type\":\"block\",\"children\":[{\"_key\":\"39c2d448b4cd0\",\"_type\":\"span\",\"marks\":[],\"text\":\"\\n\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/6339e2c2d8d83775388ff0fe6b33aa9643b4398d-3840x2160.png\",\"publishedDate\":\"2025-01-27T15:24:11.543Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-ba644e8c400c6f4bff39044877143d8e24a814a4-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Discover what the FTC's proposed Click-to-Cancel Rule means for businesses offering recurring subscriptions. 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With Android 16 and iOS 26 freshly announced at \"},{\"_key\":\"ca81224e2325\",\"_type\":\"span\",\"marks\":[\"ee786a1a759b\"],\"text\":\"Google I/O\"},{\"_key\":\"0f9d605f630b\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"c65783929438\",\"_type\":\"span\",\"marks\":[\"c47b18c22d9a\"],\"text\":\"WWDC\"},{\"_key\":\"fcb85772fa72\",\"_type\":\"span\",\"marks\":[],\"text\":\", the answer this year is: Quite a bit.\"}],\"markDefs\":[{\"_key\":\"ee786a1a759b\",\"_type\":\"link\",\"href\":\"https://io.google/2025/\"},{\"_key\":\"c47b18c22d9a\",\"_type\":\"link\",\"href\":\"https://developer.apple.com/wwdc25/\"}],\"style\":\"normal\"},{\"_key\":\"0fe894e2e784\",\"_type\":\"block\",\"children\":[{\"_key\":\"42a5c7737a98\",\"_type\":\"span\",\"marks\":[],\"text\":\"These updates don’t just tweak visuals or add emojis; they redefine how (and if) your messages reach users, how AI interprets your content, and how engagement flows across devices. Let’s unpack the key announcements, their likely impact on your engagement strategies, and how you can adapt.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"503a4901c61c\",\"_type\":\"block\",\"children\":[{\"_key\":\"ca2e08de3494\",\"_type\":\"span\",\"marks\":[],\"text\":\"Android 16: Live Updates, design revamp, and smarter notifications\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"948bc26fe981\",\"_type\":\"block\",\"children\":[{\"_key\":\"3d979c678580\",\"_type\":\"span\",\"marks\":[],\"text\":\"At Google I/O, \"},{\"_key\":\"0cd3ea1728eb\",\"_type\":\"span\",\"marks\":[\"ee9330cf3c4b\"],\"text\":\"Android 16\"},{\"_key\":\"58d0ea696023\",\"_type\":\"span\",\"marks\":[],\"text\":\" was unveiled with a clear theme: Deliver better experiences while respecting user focus. One of the most talked-about features is the evolution of push into \"},{\"_key\":\"0993a51c463c\",\"_type\":\"span\",\"marks\":[\"ff63703730ef\"],\"text\":\"Live Updates\"},{\"_key\":\"e4c0831689a3\",\"_type\":\"span\",\"marks\":[],\"text\":\". Like \"},{\"_key\":\"bfd8fb5416d1\",\"_type\":\"span\",\"marks\":[\"365a1c69deea\"],\"text\":\"Live Activities on iOS\"},{\"_key\":\"50e3465328ee\",\"_type\":\"span\",\"marks\":[],\"text\":\", these are dynamic notifications that live on the lock screen, continuously updating as events unfold—think order tracking, ride status, or a concert ticket countdown. For marketers, this move on Google’s part marks a shift from one-time push alerts in Android to multi-step, contextual narratives.\"}],\"markDefs\":[{\"_key\":\"ee9330cf3c4b\",\"_type\":\"link\",\"href\":\"https://io.google/2025/explore/pa-keynote-7\"},{\"_key\":\"ff63703730ef\",\"_type\":\"link\",\"href\":\"https://io.google/2025/explore/technical-session-53\"},{\"_key\":\"365a1c69deea\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/launch-an-ios-live-activity-with-new-push-to-start-tokens\"}],\"style\":\"normal\"},{\"_key\":\"2cb705bc0e2c\",\"_type\":\"richImage\",\"alt\":\"a phone screen shows a pickup in 1 min\",\"asset\":{\"_ref\":\"image-4ae961b08531cabeea0fbb1c57dac79006e3ef0c-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"ec72af9fad4a\",\"_type\":\"block\",\"children\":[{\"_key\":\"e0e5c3a71def\",\"_type\":\"span\",\"marks\":[],\"text\":\"This announcement comes on the heels of a related release: In March, Google introduced \"},{\"_key\":\"601ec0ede394\",\"_type\":\"span\",\"marks\":[\"336f3371d23c\"],\"text\":\"Notification Cooldown\"},{\"_key\":\"6c062e8ab196\",\"_type\":\"span\",\"marks\":[],\"text\":\" to Android 15 to help suppress notification overload. When users turn this feature on, it automatically mutes and minimizes push notifications that arrive too frequently from the same app or conversation. Accordingly, this shift makes it even more crucial for brands sending rapid updates (e.g. delivery status updates) to adopt Live Updates.\"}],\"markDefs\":[{\"_key\":\"336f3371d23c\",\"_type\":\"link\",\"href\":\"https://www.zdnet.com/article/this-new-android-feature-saves-me-from-notification-overload-how-to-try-it/\"}],\"style\":\"normal\"},{\"_key\":\"1d2658e793a3\",\"_type\":\"block\",\"children\":[{\"_key\":\"2893a6e7799f\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Android interface itself is also getting an \"},{\"_key\":\"59ee1ccb820e\",\"_type\":\"span\",\"marks\":[\"b8de7fb98686\"],\"text\":\"expressive upgrade\"},{\"_key\":\"d97e7a5989be\",\"_type\":\"span\",\"marks\":[],\"text\":\", thanks to an expansion of Google’s Material You design philosophy. Notifications and widgets can now incorporate deeper visual customizations and even tactile feedback through a \"},{\"_key\":\"fee71b0b0f18\",\"_type\":\"span\",\"marks\":[\"ca266142a110\"],\"text\":\"new haptics API\"},{\"_key\":\"a54db4ac3ca7\",\"_type\":\"span\",\"marks\":[],\"text\":\". This opens up exciting design possibilities: Imagine a rewards notification that vibrates with a distinct rhythm when a loyalty tier is unlocked or a time-sensitive offer with a tactile nudge to reinforce urgency.\"}],\"markDefs\":[{\"_key\":\"b8de7fb98686\",\"_type\":\"link\",\"href\":\"https://blog.google/products/android/material-3-expressive-android-wearos-launch/\"},{\"_key\":\"ca266142a110\",\"_type\":\"link\",\"href\":\"https://developer.android.com/about/versions/16/features#rich-haptics\"}],\"style\":\"normal\"},{\"_key\":\"9c3bb5943275\",\"_type\":\"block\",\"children\":[{\"_key\":\"fef30e318126\",\"_type\":\"span\",\"marks\":[],\"text\":\"And Google continues to push its \"},{\"_key\":\"f504418b86a5\",\"_type\":\"span\",\"marks\":[\"8fd3cd42b926\"],\"text\":\"Privacy Sandbox\"},{\"_key\":\"6567de0eec1a\",\"_type\":\"span\",\"marks\":[],\"text\":\" initiative, with Android 16 introducing deeper anonymization for ad tracking. Marketers will see tighter constraints around data collection, especially for background or cross-app activity. That makes owned channels like push, email, and in-app, plus the first-party ad targeting capabilities available with\"},{\"_key\":\"8d43a075b92c\",\"_type\":\"span\",\"marks\":[\"1583a49c7606\"],\"text\":\" Braze Audience Sync\"},{\"_key\":\"f8abfce7bdff\",\"_type\":\"span\",\"marks\":[],\"text\":\", increasingly vital for engagement and measurement.\"}],\"markDefs\":[{\"_key\":\"8fd3cd42b926\",\"_type\":\"link\",\"href\":\"https://developers.google.com/privacy-sandbox/overview/android\"},{\"_key\":\"1583a49c7606\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/audience-sync\"}],\"style\":\"normal\"},{\"_key\":\"c3d3b6f38199\",\"_type\":\"block\",\"children\":[{\"_key\":\"87bf566fc231\",\"_type\":\"span\",\"marks\":[],\"text\":\"iOS 26: Apple goes all in on on-device intelligence\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"36e7a55d40d4\",\"_type\":\"block\",\"children\":[{\"_key\":\"cea1ac6e3212\",\"_type\":\"span\",\"marks\":[],\"text\":\"If Android 16 is about real-time interaction, \"},{\"_key\":\"9538f22111ae\",\"_type\":\"span\",\"marks\":[\"ea85ca5481e0\"],\"text\":\"iOS 26\"},{\"_key\":\"554ca6449ba2\",\"_type\":\"span\",\"marks\":[],\"text\":\"—which follows last year’s iOS 18—is about intelligent simplification. Apple’s \"},{\"_key\":\"191c781b221a\",\"_type\":\"span\",\"marks\":[\"74550f80ad4c\"],\"text\":\"announcement last year\"},{\"_key\":\"6e4645d54b89\",\"_type\":\"span\",\"marks\":[],\"text\":\" of Apple Intelligence, an on-device AI suite, fundamentally changed how users interact with content across email, Messages, and FaceTime. For marketers, the most immediate impact will be on their email programs.\"}],\"markDefs\":[{\"_key\":\"ea85ca5481e0\",\"_type\":\"link\",\"href\":\"https://www.apple.com/newsroom/2025/06/apple-elevates-the-iphone-experience-with-ios-26/\"},{\"_key\":\"74550f80ad4c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/wwdc-announcements-bring-apple-intelligence-rcs-and-more-to-ios-18\"}],\"style\":\"normal\"},{\"_key\":\"1166c07189fd\",\"_type\":\"block\",\"children\":[{\"_key\":\"540ece5913fc\",\"_type\":\"span\",\"marks\":[],\"text\":\"Rolling out initially in \"},{\"_key\":\"b83148ffe2c9\",\"_type\":\"span\",\"marks\":[\"3d635bba7962\"],\"text\":\"iOS 18\"},{\"_key\":\"1f59a9422415\",\"_type\":\"span\",\"marks\":[],\"text\":\", emails in the Mail app are now automatically summarized by AI, giving users a \\\"preview\\\" that may or may not include your carefully-crafted hook. This means subject lines and first-sentence copy are more critical than ever. Messages that lead with value (think bulleted benefits, bolded offers, or direct CTAs) are more likely to be summarized favorably in these previews. On the flip side, emails with buried ledes or verbose intros may be glossed over entirely.\"}],\"markDefs\":[{\"_key\":\"3d635bba7962\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/how-ios-18-is-shaping-engagement\"}],\"style\":\"normal\"},{\"_key\":\"32afc5a3ce27\",\"_type\":\"block\",\"children\":[{\"_key\":\"f69dba0464cb\",\"_type\":\"span\",\"marks\":[],\"text\":\"iOS 26 is also stepping up \"},{\"_key\":\"bc17e11bb4b6\",\"_type\":\"span\",\"marks\":[\"4a755ee256da\"],\"text\":\"message filtering\"},{\"_key\":\"05b3acd38e8d\",\"_type\":\"span\",\"marks\":[],\"text\":\". iPhone users will be able to toggle on a new “Screen Unknown Senders” option in the Messages app, which will send text messages from unknown senders into a dedicated folder where users can mark them as known or delete them. This is a major wake-up call for brands still leaning heavily on cold-text strategies, and a great opportunity to explore the \"},{\"_key\":\"7b8d490231f0\",\"_type\":\"span\",\"marks\":[\"596d356397b2\"],\"text\":\"benefits of RCS\"},{\"_key\":\"1ff7153bb803\",\"_type\":\"span\",\"marks\":[],\"text\":\", like its branded and verified sender profile.\"}],\"markDefs\":[{\"_key\":\"4a755ee256da\",\"_type\":\"link\",\"href\":\"https://www.macrumors.com/2025/06/09/ios-26-all-the-little-changes/\"},{\"_key\":\"596d356397b2\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/introducing-braze-native-rcs-support\"}],\"style\":\"normal\"},{\"_key\":\"e815d0562519\",\"_type\":\"richImage\",\"alt\":\"a phone screen shows a list of unknown senders\",\"asset\":{\"_ref\":\"image-028c5c8b8bc7892385ce6be57e51260c1f3588b1-2400x1200-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"0e5a353a927f\",\"_type\":\"block\",\"children\":[{\"_key\":\"0aa8e225a8d7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Apple has also unveiled a sweeping aesthetic overhaul with its \"},{\"_key\":\"31f28eeb70f4\",\"_type\":\"span\",\"marks\":[\"37f2fc6c5a64\"],\"text\":\"Liquid Glass interface\"},{\"_key\":\"c81cbf517dd4\",\"_type\":\"span\",\"marks\":[],\"text\":\". Translucent layering, richer motion effects, and UI depth cues give the OS a premium, almost cinematic feel. While this doesn’t directly impact marketer tools, it does affect user expectations. Any campaign assets, especially in-app messages, will need to feel seamless and polished. Janky designs or outdated visuals will now stand out even more starkly against Apple’s shiny new interface. Test your designs on the latest OS to see how they look, and be sure to create or update your message templates as needed.\"}],\"markDefs\":[{\"_key\":\"37f2fc6c5a64\",\"_type\":\"link\",\"href\":\"https://www.apple.com/newsroom/2025/06/apple-introduces-a-delightful-and-elegant-new-software-design/\"}],\"style\":\"normal\"},{\"_key\":\"9c5673ad63a6\",\"_type\":\"block\",\"children\":[{\"_key\":\"74bd3ac8e045\",\"_type\":\"span\",\"marks\":[],\"text\":\"There’s also good news for globally-minded marketers. iOS 26 includes \"},{\"_key\":\"39595ef0b9ea\",\"_type\":\"span\",\"marks\":[\"bfa21c86eebf\"],\"text\":\"real-time message and call translation\"},{\"_key\":\"b9420682320f\",\"_type\":\"span\",\"marks\":[],\"text\":\" across languages via Phone, Messages, and FaceTime. It suggests a future where localization is assisted—or entirely handled—by on-device AI.\"}],\"markDefs\":[{\"_key\":\"bfa21c86eebf\",\"_type\":\"link\",\"href\":\"https://www.cnet.com/tech/services-and-software/apple-unveils-ai-powered-live-translation-service-for-ios-26/\"}],\"style\":\"normal\"},{\"_key\":\"4a628d39c1c8\",\"_type\":\"block\",\"children\":[{\"_key\":\"69f79857387b\",\"_type\":\"span\",\"marks\":[],\"text\":\"New rules of engagement for email and push\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"d1e87582e361\",\"_type\":\"block\",\"children\":[{\"_key\":\"80db6a180eee\",\"_type\":\"span\",\"marks\":[],\"text\":\"So what do Apple’s AI-summarized inbox and Android’s dynamic notifications mean for marketers? In short, brevity, personalization, and timing matter now more than ever. Both platforms are cracking down on volume and irrelevance, with Android’s cooldown windows and iOS’s filtered inboxes requiring marketers to prioritize message quality and user intent. Now, batch-and-blast messages won’t just be ineffective—they may well be invisible.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a298200f593d\",\"_type\":\"block\",\"children\":[{\"_key\":\"90db09472d87\",\"_type\":\"span\",\"marks\":[],\"text\":\"Emails must now do double duty: Convert humans and communicate clearly to machines. With Apple’s AI summaries, subject lines and preview text will need to serve as metadata. If your first sentence doesn’t clearly communicate value or urgency, you risk being summarized into irrelevance. Marketers should lean into structured writing: Bulleted lists, bolded key phrases, and clear sectional hierarchies that can guide both readers and algorithms. Start testing your email subject lines for how they might be summarized, using tools or previews that simulate AI summarization and adjusting your copy to guide interpretation. Consider A/B testing not only your messages’ tone but also their structural clarity.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a9a12c2957a7\",\"_type\":\"block\",\"children\":[{\"_key\":\"a8b38240195d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Push notifications are becoming micro-platforms in their own right, allowing marketers to orchestrate longer-term experiences that previously required multiple touchpoints. On Android, start exploring \"},{\"_key\":\"dd4fdf29869b\",\"_type\":\"span\",\"marks\":[\"6a1a3fcf7539\"],\"text\":\"progress-centric notifications\"},{\"_key\":\"261a07dbb51e\",\"_type\":\"span\",\"marks\":[],\"text\":\" and check out \"},{\"_key\":\"b99f553d6214\",\"_type\":\"span\",\"marks\":[\"47010f35ebd5\"],\"text\":\"our documentation\"},{\"_key\":\"b14f340ee5eb\",\"_type\":\"span\",\"marks\":[],\"text\":\" for emulating Live Updates.\"}],\"markDefs\":[{\"_key\":\"6a1a3fcf7539\",\"_type\":\"link\",\"href\":\"https://developer.android.com/about/versions/16/features/progress-centric-notifications\"},{\"_key\":\"47010f35ebd5\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/developer_guide/live_notifications/live_updates/\"}],\"style\":\"normal\"},{\"_key\":\"4500860a69c1\",\"_type\":\"block\",\"children\":[{\"_key\":\"f665f819d735\",\"_type\":\"span\",\"marks\":[],\"text\":\"Final thoughts\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"2896d3e7d958\",\"_type\":\"block\",\"children\":[{\"_key\":\"6c8ed51b01f8\",\"_type\":\"span\",\"marks\":[],\"text\":\"The most important takeaway from Android 16 and iOS 26 is that user engagement is no longer a one-message moment. It’s a dynamic system that’s multi-channel, privacy-aware, and increasingly AI-curated. As lifecycle marketers, this demands a pivot from simple campaigns to adaptive flows that respond in real time to user needs and platform signals.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a560baabc62f\",\"_type\":\"block\",\"children\":[{\"_key\":\"4a91dc04abd0\",\"_type\":\"span\",\"marks\":[],\"text\":\"This means designing notifications that update, emails that explain themselves to machines, and content that moves fluidly between web, mobile, and inbox. It also means placing trust at the center of your strategy. The OS is becoming the gatekeeper, and your brand must be relevant and respectful enough to be let in.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0c9c5afca31a\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"5d5423205f40\",\"_type\":\"ctaAction\",\"actionType\":\"link\",\"buttonSize\":\"lg\",\"buttonStyle\":\"purple-button\",\"buttonText\":\"Dive in\",\"iconPosition\":\"trailing\",\"internalLink\":{\"blank\":false},\"link\":{\"alt\":\"Braze documentation\",\"blank\":false,\"href\":\"https://www.braze.com/docs/developer_guide/live_notifications/live_updates/\"}}],\"heading\":\"Learn more about creating Live Updates on Android\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/91a526cda1f669016e7ed0c1921e91c391d780b9-3840x2160.png\",\"publishedDate\":\"2025-06-16T18:56:00.000Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-1a5e569a47bb5580d711fc598e07c7b24734689a-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"The most important takeaway from Android 16 and iOS 26 is that user engagement is no longer a one-message moment. It’s a dynamic system that’s multi-channel, privacy-aware, and increasingly AI-curated.\",\"pageTitle\":\"How Android 16 and iOS 26 are reshaping customer engagement\",\"slug\":{\"_type\":\"slug\",\"current\":\"gafa-2025-android-16-ios-26-announcements\"}},\"title\":\"How Android 16 and iOS 26 are reshaping customer engagement\"},{\"_id\":\"7b40ea74-ee61-426d-9606-5f1802e3af4f\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"5a5126011b5e\",\"_type\":\"block\",\"children\":[{\"_key\":\"df144386dd4e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Grow with Braze Melbourne 2025 welcomed more than 200 marketers, technologists, and product leaders to Metropolis Events on Southbank on 15 May. The afternoon set out to answer a deceptively simple question: how do Australian brands keep growing when customers expect everything, everywhere, all at once?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ba24afcc33de\",\"_type\":\"block\",\"children\":[{\"_key\":\"f928864ed535\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Braze’s Australian story: Community first, innovation always\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"fd8a289849f9\",\"_type\":\"richImage\",\"alt\":\"a man stands in front of a screen that says melbourne on it\",\"asset\":{\"_ref\":\"image-793ce8c40cee88a6936c0f01721b4d54dd2af0b2-2400x1544-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"f86baa21c090\",\"_type\":\"block\",\"children\":[{\"_key\":\"2fb07ce4c287\",\"_type\":\"span\",\"marks\":[],\"text\":\"The day opened with a welcome from Ashley Crane, Director, Customer Success, who traded early career dreams of “septic tank pumpout man” for customer success leadership and a reminder that growth is multi-layered: grow your user base, grow your revenue, and grow yourself. “Good news,” he quipped, “Braze can help with all three.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ef5262b193f2\",\"_type\":\"richImage\",\"alt\":\"a man stands in front of a screen that says braze in anz\",\"asset\":{\"_ref\":\"image-489695a94cbb7ca715373afab364522b5046bfd5-2400x1544-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"dba21ccb143a\",\"_type\":\"block\",\"children\":[{\"_key\":\"2452900da3f3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Jaye Vernon, Area VP, ANZ, also traced Braze's nine-year journey in Australia. What started as a search for “the best piece of technology to help brands build long-lasting relationships” has grown into a 60-strong local team and a flourishing customer community. The message was clear: technology only matters when people can wield it confidently, and Braze’s investment in implementation talent is what turns features into outcomes. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e3e878718674\",\"_type\":\"block\",\"children\":[{\"_key\":\"df2024ca481e\",\"_type\":\"span\",\"marks\":[],\"text\":\"He then framed three global trends from the latest \"},{\"_key\":\"ede71c952c1d\",\"_type\":\"span\",\"marks\":[\"bfe3ebb8379f\"],\"text\":\"Customer Engagement Review\"},{\"_key\":\"e26785d73836\",\"_type\":\"span\",\"marks\":[],\"text\":\": molding messages, building trust through transparency, and enhancing experiences with AI, as the north-star themes for the afternoon’s sessions.\"}],\"markDefs\":[{\"_key\":\"bfe3ebb8379f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/global-customer-engagement-review\"}],\"style\":\"normal\"},{\"_key\":\"e459698803b6\",\"_type\":\"block\",\"children\":[{\"_key\":\"75b15679e576\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"When Broadcast met Braze: ARN’s unexpected romance\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6fbc86178da8\",\"_type\":\"richImage\",\"alt\":\"a woman in a white suit is giving a presentation\",\"asset\":{\"_ref\":\"image-f7e2f88a6b390617bfab2106163f859b95d4f7ca-2400x1544-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"72453ded64d7\",\"_type\":\"block\",\"children\":[{\"_key\":\"fa39987131aa\",\"_type\":\"span\",\"marks\":[],\"text\":\"Cass Byrnes, Lifecycle Marketing Director at ARN, stole hearts (and laughs) with a self-described “love story” between broadcast radio and Braze. Traditional FM, she reminded the audience, is “a marketer’s worst nightmare—no email, no name, no data.” Her match-making solution? KIIS Club, a game-fueled loyalty programme that nudges anonymous listeners to pull over, sign up, and compete for prizes.“Braze is the chocolates, the red roses, the candle-lit dinners,” Cass quipped, explaining how omnichannel messages turned radio’s one-way megaphone into a two-way relationship.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bce8fe8eb20a\",\"_type\":\"block\",\"children\":[{\"_key\":\"d9da776d551b\",\"_type\":\"span\",\"marks\":[],\"text\":\"The six-week campaign delivered a 78% total open rate, 19% unique click-through, and a 29% lift in monthly active users—proof that even analogue channels can get digital body language when the incentive (and timing) is right.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"00eb10759b20\",\"_type\":\"block\",\"children\":[{\"_key\":\"c14016c8b1dc\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Origin Energy: Compliance meets compassion\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"73d914d21e17\",\"_type\":\"richImage\",\"alt\":\"a man and a woman are sitting in front of a large window\",\"asset\":{\"_ref\":\"image-1538ca5259d3234f43f4d9a95d956f34d0ee86e5-2400x1544-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"a6425c67607f\",\"_type\":\"block\",\"children\":[{\"_key\":\"318ac914de92\",\"_type\":\"span\",\"marks\":[],\"text\":\"During the first fireside chat, Origin Energy’s Diane Buckley unpacked how a highly regulated utility juggles empathy, data privacy, and real-time engagement. From “All Kinds of Useful” brand campaigns to proactive outage alerts, Di’s team uses Braze to break silos inside a complex enterprise and orchestrate journeys across email, push, SMS, and content cards. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7b8edac7cd3c\",\"_type\":\"block\",\"children\":[{\"_key\":\"15a79f9036ea\",\"_type\":\"span\",\"marks\":[],\"text\":\"Key takeaway: Regulatory rigor doesn’t have to dampen creativity. By anchoring every use case to clear customer value—“help before they even know they need assistance”—Origin turns compliance checkpoints into trust-building moments.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d4b4144e52b2\",\"_type\":\"block\",\"children\":[{\"_key\":\"f0b54a4d321d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Live Nation: Scaling fan obsession across 18 brands\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"7ebb9d7888eb\",\"_type\":\"richImage\",\"alt\":\"a man with a name tag on his shirt sits next to another man\",\"asset\":{\"_ref\":\"image-211d23c2d81c474c27c8729ba1fb880c21bf2aae-2400x1544-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"aa06487c4b01\",\"_type\":\"block\",\"children\":[{\"_key\":\"25594a3b257d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Stefanos Fernandez, VP of Digital Strategy \u0026 Technology, outlined how Live Nation rolled Braze out to 18 business units to personalize millions of fan interactions. The catalyst? A need to replace fragmented legacy systems with a single data and orchestration backbone. Today, the same platform powers everything from pre-sale reminders to personalized tour recommendations.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d085ee570cc5\",\"_type\":\"block\",\"children\":[{\"_key\":\"b74e3d7c48f1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"REA Group: Property owners, lifecycles, and a 700% test-and-learn win\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"cb13333e69ba\",\"_type\":\"richImage\",\"alt\":\"a man and a woman standing in front of a crowd\",\"asset\":{\"_ref\":\"image-c3af55295115c006e5a55bb638241d3f740da7e0-2400x1544-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"74e113647e9f\",\"_type\":\"block\",\"children\":[{\"_key\":\"25b95ad235a8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Suzie Scicluna took to the stage with Paul Whelan—to reveal how realestate.com.au keeps property owners engaged long after the “buy” or “sell” peak. By feeding 65 audiences and 80 behavioural events into Braze, the team delivers valuation updates, suburb trends, and agent recommendations that drive 30 million listing visits a month. 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