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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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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="Whatsapp" 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%2F03166ee458a79954a7816ebef0cec831a897f43b-580x200.png&w=256&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F03166ee458a79954a7816ebef0cec831a897f43b-580x200.png&w=384&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F03166ee458a79954a7816ebef0cec831a897f43b-580x200.png&w=384&q=75"/></div><div class="flex flex-col items-start gap-8"><h2 class="max-w-screen-md text-start">WhatsApp</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=technology&type=Message+Orchestration">Message Orchestration</a><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=technology&type=Messaging+Applications">Messaging Applications</a></div></div></div><div class="flex w-full flex-col gap-3 sm:w-fit md:flex-row"><a 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-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-[37px] w-full text-sm sm:w-fit" href="/docs/user_guide/message_building_by_channel/whatsapp">View Documentation</a><a href="https://www.whatsapp.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 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flex-col gap-9"><h3 class="text-display-md font-semibold text-gray-900">How we work together</h3><div class="flex flex-col gap-6"><p>Connecting your WhatsApp Business account to Braze allows you to orchestrate personalized WhatsApp messaging to your users using the data you have in Braze.</p><p></p><p><a href="https://www.facebook.com/business/partner-directory/search?solution_type=messaging&ref=fmp_about_solution_card&id=6122183977898442%C2%A7ion%3Doverview&section=overview" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link"><strong>Braze is a Meta Business Partner and official Business Solution Provider of WhatsApp</strong></a></p><img alt="Meta Business Partner and WhatsApp for Business Technical Certified Company badges. meta business partner logo on a white background" loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="w-auto max-w-full self-start 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hover:text-primary-700">Case Study</span><span class="text-sm font-bold text-gray-500">4<!-- --> min read</span></div><h4 class="text-display-xs font-bold">Stori improves the customer experience with interactive WhatsApp messaging</h4><span class="text-sm font-bold text-gray-500">July 17, 2024</span></div></div></a></div></div><div data-index="6" tabindex="-1" class="slick-slide slick-cloned" aria-hidden="true" style="width:6.666666666666667%"><div><a class="flex px-4 text-gray-900 hover:text-primary-700 h-full w-full" aria-label="Forge 2024: Going All In For Thoughtful, Data-Driven Customer Engagement" href="/resources/articles/forge-24"><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="Forge 2024: Going All In For Thoughtful, Data-Driven Customer Engagement" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="size-full rounded-xl 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Customer Engagement</h4><span class="text-sm font-bold text-gray-500">September 26, 2024</span></div></div></a></div></div><div data-index="7" tabindex="-1" class="slick-slide slick-cloned" aria-hidden="true" style="width:6.666666666666667%"><div><a class="flex px-4 text-gray-900 hover:text-primary-700 h-full w-full" aria-label="SMS, RCS, WhatsApp, and more: Choosing the right channels for your audience " href="/resources/articles/sms-rcs-whatsapp-right-channels-for-audience"><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="SMS, RCS, WhatsApp, and more: Choosing the right channels for your audience " 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%2Feba2e0f40079711a591d9d08cbef35e05d1bb142-1920x1080.png&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Feba2e0f40079711a591d9d08cbef35e05d1bb142-1920x1080.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Feba2e0f40079711a591d9d08cbef35e05d1bb142-1920x1080.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">8<!-- --> min read</span></div><h4 class="text-display-xs font-bold">SMS, RCS, WhatsApp, and more: Choosing the right channels for your audience </h4><span class="text-sm font-bold text-gray-500">April 11, 2025</span></div></div></a></div></div><div data-index="8" tabindex="-1" class="slick-slide slick-cloned" aria-hidden="true" style="width:6.666666666666667%"><div><a class="flex px-4 text-gray-900 hover:text-primary-700 h-full w-full" aria-label="What Black Friday and Cyber Monday 2024 tell us about how brands are evolving" href="/resources/articles/black-friday-cyber-monday-trends-2024"><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="What Black Friday and Cyber Monday 2024 tell us about how brands are evolving" 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%2Fd17c7b5c3acb8eb09e04317f8aed0f13de8abcdd-1920x1080.png&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fd17c7b5c3acb8eb09e04317f8aed0f13de8abcdd-1920x1080.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fd17c7b5c3acb8eb09e04317f8aed0f13de8abcdd-1920x1080.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">What Black Friday and Cyber Monday 2024 tell us about how brands are evolving</h4><span class="text-sm font-bold text-gray-500">December 05, 2024</span></div></div></a></div></div><div data-index="9" tabindex="-1" class="slick-slide slick-cloned" aria-hidden="true" style="width:6.666666666666667%"><div><a class="flex px-4 text-gray-900 hover:text-primary-700 h-full w-full" aria-label="Braze vs Adobe: Which customer engagement platform is right for your brand?" href="/resources/articles/braze-vs-adobe-comparison"><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="Braze vs Adobe: Which customer engagement platform is right for your brand?" 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%2F3297cd3576ff41a1e87d7f032be7cf6302ee9db0-1920x1080.png&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F3297cd3576ff41a1e87d7f032be7cf6302ee9db0-1920x1080.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F3297cd3576ff41a1e87d7f032be7cf6302ee9db0-1920x1080.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">19<!-- --> min read</span></div><h4 class="text-display-xs font-bold">Braze vs Adobe: Which customer engagement platform is right for your brand?</h4><span class="text-sm font-bold text-gray-500">February 19, 2026</span></div></div></a></div></div><div data-index="10" tabindex="-1" class="slick-slide slick-cloned" aria-hidden="true" style="width:6.666666666666667%"><div><a class="flex px-4 text-gray-900 hover:text-primary-700 h-full w-full" aria-label="Floward Builds Stronger Customer Connections with WhatsApp" href="/customers/floward-case-study"><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="Floward Builds Stronger Customer Connections with WhatsApp" 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%2F5236017c5078ae171ec7b520932cae4a674b7ba8-900x1220.png&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F5236017c5078ae171ec7b520932cae4a674b7ba8-900x1220.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F5236017c5078ae171ec7b520932cae4a674b7ba8-900x1220.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">Case Study</span><span class="text-sm font-bold text-gray-500">4<!-- --> min read</span></div><h4 class="text-display-xs font-bold">Floward Builds Stronger Customer Connections with WhatsApp</h4><span class="text-sm font-bold text-gray-500">September 16, 2024</span></div></div></a></div></div><div data-index="11" tabindex="-1" class="slick-slide slick-cloned" aria-hidden="true" style="width:6.666666666666667%"><div><a class="flex px-4 text-gray-900 hover:text-primary-700 h-full w-full" aria-label="Stori improves the customer experience with interactive WhatsApp messaging" href="/customers/stori-case-study"><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="Stori improves the customer experience with interactive WhatsApp messaging" 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%2Fc25d45e6d0fb7161f052eb910412bc4e222f6878-900x1220.png&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fc25d45e6d0fb7161f052eb910412bc4e222f6878-900x1220.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fc25d45e6d0fb7161f052eb910412bc4e222f6878-900x1220.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">Case Study</span><span class="text-sm font-bold text-gray-500">4<!-- --> min read</span></div><h4 class="text-display-xs font-bold">Stori improves the customer experience with interactive WhatsApp messaging</h4><span class="text-sm font-bold text-gray-500">July 17, 2024</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><li class=""><button>5</button></li><li class=""><button>6</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, 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Even today's best, most impactful marketing campaign may not hold up tomorrow, and brands that embrace an ongoing, optimization-focused approach to customer engagement are more likely to see strong results over the long haul. However, achieving that vision—and sustaining marketing gains in a constantly shifting environment—is one of the major challenges that brands face.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5b7d232b21b0\",\"_type\":\"block\",\"children\":[{\"_key\":\"5bf626affd320\",\"_type\":\"span\",\"marks\":[],\"text\":\"To help marketers, product, and data teams explore what's possible today with the right data, technology, and teamwork, Braze brought together 120+ speakers, including thought leaders, senior executives, innovative marketers, and customer engagement subject matter experts, at our annual \"},{\"_key\":\"5bf626affd321\",\"_type\":\"span\",\"marks\":[\"4b6efd2033a8\"],\"text\":\"Forge conference\"},{\"_key\":\"5bf626affd322\",\"_type\":\"span\",\"marks\":[],\"text\":\", held September 23–25 at Las Vegas' Virgin Hotel. 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However, for most brands, a variety of obstacles—everything from bandwidth limitations and technology gaps to poor data practices and organizational silos—have meant that their reach has always exceeded their grasp. But in his opening keynote address, Braze Cofounder and CEO Bill Magnuson argued that there's never been a better time to be a better marketer than right now. 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(\"},{\"_key\":\"f937ea3930295\",\"_type\":\"span\",\"marks\":[\"362347792d24\"],\"text\":\"Learn more about our messaging channel announcements and when features will be available here\"},{\"_key\":\"f937ea3930296\",\"_type\":\"span\",\"marks\":[],\"text\":\").\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"c29bc848800d\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/future-of-rcs-vs-sms\"},{\"_key\":\"856b6ecb3e73\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/content-cards\"},{\"_key\":\"362347792d24\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/forge-2024-braze-channels-announcements\"}],\"style\":\"normal\"},{\"_key\":\"1fb98a6004b1\",\"_type\":\"block\",\"children\":[{\"_key\":\"6986aa3315290\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"AI/Orchestration:\"},{\"_key\":\"6986aa3315291\",\"_type\":\"span\",\"marks\":[],\"text\":\" AI is reshaping modern marketing—and Braze announced an array of new AI and orchestration features designed to amplify marketers' ability to use artificial intelligence to support exceptional brand experiences. In addition to Canvas Templates, now in general availability, the introduction of the Braze platform's Liquid Assistant, which translates plain-text commands into rich, tailored experiences, and Message Template Assistant, which builds new message templates based on written inputs, Jon introduced a major AI-driven update to Braze: Project Catalyst, which lets marketers use AI to easily test thousands of variants of every message and experience, support true, nuanced personalization and optimization at scale. 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From ABC News' use of election-themed in-app messages to generate opt-in alerts personalized to users’ preferred interests and candidates to Papa Johns UK's reinvention of its customer engagement program using Braze and targeted education and trainings, resulting in a 260% rise in revenue YoY, these brands exemplify what's possible with customer engagement today.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"125654604290\",\"_type\":\"block\",\"children\":[{\"_key\":\"ce864539d2f00\",\"_type\":\"span\",\"marks\":[],\"text\":\"Building on the conference's focus on data, speakers highlighted the importance of data agility, testing, and optimization to effective marketing strategies, but argued that these elements were table stakes when it came to building a successful customer engagement program. \\\"Testing is key to our success, as our program is data-driven—and data doesn’t lie,\\\" Sina Zand, Head of CRM Strategy \u0026 Lifecycle Marketing at Xbox/Blizzard. \\\"But we believe in testing for impact rather than for the sake of testing,\\\" noting that when brands focus on the quantity of the tests they run, rather than the quality of the tests and the significance of those tests' findings, they often fail to see the benefits that data and testing can bring.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"db427fbbffa1\",\"_type\":\"block\",\"children\":[{\"_key\":\"bae30016796a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"In her fireside chat with Braze VP of Global Demand Generation Ural Cebeci, marketing thought leader Sara Perle, who serves as Head of Engagement at PayPal (Venmo), argued that, to reach their full potential, brands \\\"need to maintain and grow what I’ve been calling ‘a culture of possibility,'\\\" where ideation and planning start \\\"with the question of what COULD we do, what SHOULD we do, resources aside.\\\" Sara argued that by focusing first on outcomes and letting employees dream big, marketing leaders can identify opportunities for major step-changes in their customer engagement programs while also helping their teams to get out of self-limiting, reactive patterns that hurt their ability to reach their goals.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6dd873dff95f\",\"_type\":\"block\",\"children\":[{\"_key\":\"9de1a900ef460\",\"_type\":\"span\",\"marks\":[],\"text\":\"Looking forward to what comes next for marketers, Paolo Sabatinelli, CPO at Immobiliare.it and Allegra Krishnan, Chief Loyalty Officer at McDonald's, spoke to Braze VP of Product Marketing Kelsey Nelson about today's shifting marketing landscape and the role that AI has to play as customer engagement continues to evolve. Allegra highlighted the importance of making sure that you're placing the customer at the center of your AI efforts, and ensuring that your usage of the powerful tool enhances their overall experience. Paolo encouraged marketers to leverage AI capabilities in an integrated way that takes into account their existing systems and platforms—and to reassess their marketing tech stack if the tools they're using today aren't built for an AI-focused future.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1faa5438a5ab\",\"_type\":\"block\",\"children\":[{\"_key\":\"16eec02ee7060\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Final thoughts\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"6c0db5882277\",\"_type\":\"block\",\"children\":[{\"_key\":\"37a15ea67a8b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"This year’s Forge conference is over, but the lessons learned here won’t soon be forgotten. 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But with so many messaging apps beginning to open up their channels to marketers, the “right” channel may not be so obvious anymore. Between long-established channels like \"},{\"_key\":\"67ab153e31913\",\"_type\":\"span\",\"marks\":[\"feced5d7757b\"],\"text\":\"SMS/MMS\"},{\"_key\":\"67ab153e31914\",\"_type\":\"span\",\"marks\":[],\"text\":\", emerging channels like \"},{\"_key\":\"67ab153e31915\",\"_type\":\"span\",\"marks\":[\"897ba3cbc40d\"],\"text\":\"RCS\"},{\"_key\":\"67ab153e31916\",\"_type\":\"span\",\"marks\":[],\"text\":\", global powerhouses like the \"},{\"_key\":\"67ab153e31917\",\"_type\":\"span\",\"marks\":[\"462bbd46c160\"],\"text\":\"WhatsApp Business Platform\"},{\"_key\":\"67ab153e31918\",\"_type\":\"span\",\"marks\":[],\"text\":\", and region-specific standouts like \"},{\"_key\":\"67ab153e31919\",\"_type\":\"span\",\"marks\":[\"b79bc0dcd55d\"],\"text\":\"LINE\"},{\"_key\":\"67ab153e319110\",\"_type\":\"span\",\"marks\":[],\"text\":\", picking the right messaging app channel can feel unclear. Add in the different features, regional preferences, and technical nuances that come with each and it can be even more overwhelming. To help out, we’ll be breaking down the various channel considerations and giving you the cheat code to help pick the best ones for your brand and customer base.\"}],\"markDefs\":[{\"_key\":\"feced5d7757b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/sms\"},{\"_key\":\"897ba3cbc40d\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/future-of-rcs-vs-sms\"},{\"_key\":\"462bbd46c160\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/whatsapp\"},{\"_key\":\"b79bc0dcd55d\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/line\"}],\"style\":\"normal\"},{\"_key\":\"1a5433134cdb\",\"_type\":\"block\",\"children\":[{\"_key\":\"8143df682b030\",\"_type\":\"span\",\"marks\":[],\"text\":\"Which messaging app channels are right for your brand\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"1e215c72eae8\",\"_type\":\"block\",\"children\":[{\"_key\":\"024f970bbfc90\",\"_type\":\"span\",\"marks\":[],\"text\":\"When it comes to finding the right fit, you’ll want to focus on two key deciding factors. The first is how you can maximize your reach by connecting with your customers on the channels they prefer. The second is finding the right mix of features and capabilities that can help you maximize ROI and accomplish all of your desired use cases.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d10687d0bd3e\",\"_type\":\"block\",\"children\":[{\"_key\":\"50878feea3750\",\"_type\":\"span\",\"marks\":[],\"text\":\"Maximizing Your Reach\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"559bcabc4e0c\",\"_type\":\"block\",\"children\":[{\"_key\":\"09a96a410f3f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The first thing that likely comes to mind when deciding on the right messaging app channels is reach—which apps are your customers using the most and how can you reach them with marketing messaging on those mediums and platforms?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"aa0e1ee5be75\",\"_type\":\"block\",\"children\":[{\"_key\":\"13284876eb5c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"There are a few elements that go into whether you can reach your customer base on a given channel: device-level support, carrier coverage, and regional popularity. Let’s take a look at each.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cc0cc1d71f83\",\"_type\":\"block\",\"children\":[{\"_key\":\"554c3d81fe2f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Device-level support\"}],\"markDefs\":[],\"style\":\"h5\"},{\"_key\":\"672101a27476\",\"_type\":\"block\",\"children\":[{\"_key\":\"d57bdefc9ccf0\",\"_type\":\"span\",\"marks\":[],\"text\":\"A key benefit of SMS, MMS, and RCS messages is that they’re delivered on apps that come pre-installed on consumers’ phones: iMessage for iPhones and Google Messages for Androids. That’s one reason SMS is such a popular, enduring channel—it’s ubiquitous and enabled on 100% of devices. RCS will likely become as ubiquitous as SMS, but it’s not quite there yet. While this newer protocol is available on 100% of Android devices, some iPhone users are still upgrading to iOS18.1, since \"},{\"_key\":\"d57bdefc9ccf1\",\"_type\":\"span\",\"marks\":[\"7f7507e8e743\"],\"text\":\"Apple just started supporting RCS in the fall of 2024\"},{\"_key\":\"d57bdefc9ccf2\",\"_type\":\"span\",\"marks\":[],\"text\":\". As of early 2025, about \"},{\"_key\":\"d57bdefc9ccf3\",\"_type\":\"span\",\"marks\":[\"a60a319bac17\"],\"text\":\"68% of iPhones are upgraded and RCS-enabled\"},{\"_key\":\"d57bdefc9ccf4\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"7f7507e8e743\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/future-of-rcs-vs-sms\"},{\"_key\":\"a60a319bac17\",\"_type\":\"link\",\"href\":\"https://www.yahoo.com/tech/apple-says-68-percent-of-all-iphones-are-running-ios-18-195956904.html?guccounter=1\u0026guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8\u0026guce_referrer_sig=AQAAAHD31bj8SxsrOcV9yWv3kvd4amjGkcz58GngJgs1VEbgIQhuqylQ1OQXnRLnE1uyFZoYS9mwGNLyVsirDsiuYZbzdkTiz2ZxCuJrMUrKdgDyy8AC8yi0H34UARzoI-tvdstcaiBQYuBM7UXOaawVXh94pf8eg89B2Z3pXyGNJhgN\"}],\"style\":\"normal\"},{\"_key\":\"8d049ffbbf12\",\"_type\":\"block\",\"children\":[{\"_key\":\"7ed3439947280\",\"_type\":\"span\",\"marks\":[],\"text\":\"Unlike SMS, MMS, and RCS, third-party messaging apps like WhatsApp Messenger must be downloaded onto consumers’ phones from the app stores. But don’t let this fact dissuade you. Global giants like WhatsApp and other regional standouts like LINE and KakaoTalk have very high penetration rates in their preferred regions, with more than \"},{\"_key\":\"7ed3439947281\",\"_type\":\"span\",\"marks\":[\"681e4b03fd38\"],\"text\":\"96% of Brazilians downloading and using WhatsApp\"},{\"_key\":\"7ed3439947282\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"7ed3439947283\",\"_type\":\"span\",\"marks\":[\"e38aa53c2a97\"],\"text\":\"95% of Japanese consumers using LINE\"},{\"_key\":\"7ed3439947284\",\"_type\":\"span\",\"marks\":[],\"text\":\", for example. We’ll dive deeper into regional preferences in a bit.\"}],\"markDefs\":[{\"_key\":\"681e4b03fd38\",\"_type\":\"link\",\"href\":\"https://www.statista.com/topics/7731/whatsapp-in-brazil/#topicOverview\"},{\"_key\":\"e38aa53c2a97\",\"_type\":\"link\",\"href\":\"https://www.statista.com/statistics/1337533/japan-line-penetration-rate/\"}],\"style\":\"normal\"},{\"_key\":\"e64e99da03cf\",\"_type\":\"block\",\"children\":[{\"_key\":\"5d0b9d6bdade0\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Carrier support\"}],\"markDefs\":[],\"style\":\"h5\"},{\"_key\":\"e1beaf3455de\",\"_type\":\"block\",\"children\":[{\"_key\":\"9801d335a05d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Because SMS, MMS, and RCS require carrier support, mobile network coverage is another consideration for these channels. SMS is a long-standing channel, so carrier coverage is ubiquitous across the globe. MMS is unique in that it is only supported in the US (and Canada, Australia, and the UK on a more limited basis). Because RCS \"},{\"_key\":\"9801d335a05d1\",\"_type\":\"span\",\"marks\":[\"e19369e71f28\"],\"text\":\"just recently gained Apple’s support\"},{\"_key\":\"9801d335a05d2\",\"_type\":\"span\",\"marks\":[],\"text\":\", carrier coverage varies by region and is expected to uptick significantly in 2025 and beyond. Some countries with strong carrier support include the UK, Germany, the US, Singapore, Spain, Sweden, France, Italy, Brazil, Mexico, and Colombia. This list will continue to grow. Third-party messaging apps, on the other hand, deliver messages over an internet connection and don’t have the added complexity of carrier coverage. However, these apps may still have supported and unsupported countries depending on where their primary operations are, so be sure to take that into account. With global giants like WhatsApp, you can reach users in over \"},{\"_key\":\"9801d335a05d3\",\"_type\":\"span\",\"marks\":[\"284c414b731c\"],\"text\":\"180 supported countries\"},{\"_key\":\"9801d335a05d4\",\"_type\":\"span\",\"marks\":[],\"text\":\", but the WhatsApp Business Platform is \"},{\"_key\":\"9801d335a05d5\",\"_type\":\"span\",\"marks\":[\"5525b3ad2745\"],\"text\":\"pausing marketing message sending into the US\"},{\"_key\":\"9801d335a05d6\",\"_type\":\"span\",\"marks\":[],\"text\":\" starting April 1, 2025. More on this update and how you can adjust your strategy below.\"}],\"markDefs\":[{\"_key\":\"e19369e71f28\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/future-of-rcs-vs-sms\"},{\"_key\":\"284c414b731c\",\"_type\":\"link\",\"href\":\"https://www.whatsapp.com/about/\"},{\"_key\":\"5525b3ad2745\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/whatsapp-evolutions-2025-three-key-updates\"}],\"style\":\"normal\"},{\"_key\":\"721a54ded58a\",\"_type\":\"block\",\"children\":[{\"_key\":\"d798aefab7590\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Regional popularity\"}],\"markDefs\":[],\"style\":\"h5\"},{\"_key\":\"dea11f2a8b8b\",\"_type\":\"block\",\"children\":[{\"_key\":\"9f5dc28136750\",\"_type\":\"span\",\"marks\":[],\"text\":\"The last, but arguably most important element when looking at a channel’s reach, is its regional popularity and usage. After all, you want to reach users where they are—on the channels and platforms they prefer most. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b185c1d6eb38\",\"_type\":\"richImage\",\"alt\":\"a map showing messaging app usage around the world\",\"asset\":{\"_ref\":\"image-48f54c3972aef8ce19482003596bec1703421ef2-2400x1344-png\",\"_type\":\"reference\"},\"caption\":\"Snapshot of mobile app usage around the world \"},{\"_key\":\"03858193750c\",\"_type\":\"block\",\"children\":[{\"_key\":\"8d89655b4b300\",\"_type\":\"span\",\"marks\":[],\"text\":\"Let’s take a deeper look into each region’s preferences when it comes to messaging apps, so you can figure out which apps are best based on where your customer base resides. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5270b06b2576\",\"_type\":\"block\",\"children\":[{\"_key\":\"d242c1391fa40\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"United States and Canada\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0d34c14bc3d5\",\"_type\":\"block\",\"children\":[{\"_key\":\"3b7f2ff7431d0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Winner: SMS/RCS\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5491cba266f8\",\"_type\":\"block\",\"children\":[{\"_key\":\"6a7099278cc50\",\"_type\":\"span\",\"marks\":[],\"text\":\"Because of unlimited text messaging plans in the US, consumers tend to use the native messaging apps on their devices, making SMS and its successor, RCS, the go-to choice for marketers looking to reach their US customers. WhatsApp also recently announced that it is \"},{\"_key\":\"6a7099278cc51\",\"_type\":\"span\",\"marks\":[\"c7f076c7d469\"],\"text\":\"pausing marketing message sending into the US\"},{\"_key\":\"6a7099278cc52\",\"_type\":\"span\",\"marks\":[],\"text\":\", so marketers previously sending to US customers via the WhatsApp Business Platform will need to look elsewhere. The natural alternative? \"},{\"_key\":\"6a7099278cc53\",\"_type\":\"span\",\"marks\":[\"45a99a1ae023\"],\"text\":\"RCS\"},{\"_key\":\"6a7099278cc54\",\"_type\":\"span\",\"marks\":[],\"text\":\", which is the next generation of SMS, and offers a lot of the same rich, interactive capabilities as WhatsApp. RCS coverage is already strong in the US, so if you have a customer base in the US, consider upgrading your SMS to RCS. In Canada, carrier coverage for RCS hasn’t ramped up yet, so it’s best to stick with SMS for now.\"}],\"markDefs\":[{\"_key\":\"c7f076c7d469\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/whatsapp-evolutions-2025-three-key-updates\"},{\"_key\":\"45a99a1ae023\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/rcs-marketing-strategy\"}],\"style\":\"normal\"},{\"_key\":\"fa8814bf767c\",\"_type\":\"block\",\"children\":[{\"_key\":\"e501131ddf440\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Latin America \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"daf940058dfe\",\"_type\":\"block\",\"children\":[{\"_key\":\"cfdd375640db0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Winner: WhatsApp\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"66a45e94b0e1\",\"_type\":\"block\",\"children\":[{\"_key\":\"463f655732d10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Moving further down the Americas, WhatsApp is overwhelmingly used as the primary means of communicating with family and friends. In fact, \"},{\"_key\":\"463f655732d11\",\"_type\":\"span\",\"marks\":[\"681d3da08a23\"],\"text\":\"more than 96 percent of the Brazilian population is an active user\"},{\"_key\":\"463f655732d12\",\"_type\":\"span\",\"marks\":[],\"text\":\". WhatsApp is also widely used to order food, shop, transfer money, and complete other tasks in countries like Brazil and Mexico, making it the ideal platform for marketing messaging in the region.\"}],\"markDefs\":[{\"_key\":\"681d3da08a23\",\"_type\":\"link\",\"href\":\"https://www.statista.com/topics/7731/whatsapp-in-brazil/#topicOverview\"}],\"style\":\"normal\"},{\"_key\":\"e726ceb86c85\",\"_type\":\"block\",\"children\":[{\"_key\":\"015a195f46040\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Europe\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c16f17dd615e\",\"_type\":\"block\",\"children\":[{\"_key\":\"25b1a740f3220\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Winner: SMS/RCS, WhatsApp\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a98b9931420d\",\"_type\":\"block\",\"children\":[{\"_key\":\"60e234077ade0\",\"_type\":\"span\",\"marks\":[],\"text\":\"When it comes to messaging apps, Europe is a bit of a mixed bag. Northern European countries like Sweden lean more toward SMS/RCS. Mediterranean countries like Italy tend to prefer WhatsApp. Others, like the UK, tend to use both SMS/RCS and WhatsApp. In parts of Eastern Europe, Viber is popular. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9015e124c343\",\"_type\":\"block\",\"children\":[{\"_key\":\"51ac64a3dd6e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6914c431a8b6\",\"_type\":\"block\",\"children\":[{\"_key\":\"65adb1a7c47d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you have customers throughout Europe or in countries that use multiple channels, consider using both SMS/RCS and WhatsApp and then allowing your customers to self select into the channels they prefer. To help manage multiple channels, stand up a multi-channel preference center to give your customers a one-stop-shop to select and edit their preferences. Then leverage \"},{\"_key\":\"65adb1a7c47d1\",\"_type\":\"span\",\"marks\":[\"6e22f1c64224\"],\"text\":\"AI\"},{\"_key\":\"65adb1a7c47d2\",\"_type\":\"span\",\"marks\":[],\"text\":\" to deliver messages to each user’s most engaged channel in order to optimize performance. If you’re sending on multiple messaging app channels, it’s also important to pick a \"},{\"_key\":\"65adb1a7c47d3\",\"_type\":\"span\",\"marks\":[\"a3a209842d6a\"],\"text\":\"customer engagement platform\"},{\"_key\":\"65adb1a7c47d4\",\"_type\":\"span\",\"marks\":[],\"text\":\" that allows you to flexibly and easily shift message volumes across countries as you see fit. \"}],\"markDefs\":[{\"_key\":\"6e22f1c64224\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/brazeai\"},{\"_key\":\"a3a209842d6a\",\"_type\":\"link\",\"href\":\"https://www.braze.com/\"}],\"style\":\"normal\"},{\"_key\":\"d360d0d4c372\",\"_type\":\"block\",\"children\":[{\"_key\":\"5d60e74a170b0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The Middle East\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6303582218a9\",\"_type\":\"block\",\"children\":[{\"_key\":\"e2d881913e1c0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Winner: WhatsApp\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cdcea1fd3e08\",\"_type\":\"block\",\"children\":[{\"_key\":\"0d1fe877d8160\",\"_type\":\"span\",\"marks\":[],\"text\":\"In the Middle East, global crowd pleaser WhatsApp is used heavily for peer-to-peer communications, making it the ideal choice for reaching users in the United Arab Emirates and other Middle Eastern countries. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"09c15c0a7eb9\",\"_type\":\"block\",\"children\":[{\"_key\":\"b8fa349481130\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Asia Pacific\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c2f73b602c7c\",\"_type\":\"block\",\"children\":[{\"_key\":\"2ce75f5f40910\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Winner: Country dependent\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a82593b4341d\",\"_type\":\"block\",\"children\":[{\"_key\":\"5800054b75360\",\"_type\":\"span\",\"marks\":[],\"text\":\"Asia Pacific is perhaps the most fragmented market when it comes to messaging apps, with several players who are dominant in their home countries. In India and Singapore, WhatsApp tends to be most popular. In Japan, Thailand, Taiwan, \"},{\"_key\":\"5800054b75361\",\"_type\":\"span\",\"marks\":[\"17a4e7f53d4b\"],\"text\":\"LINE\"},{\"_key\":\"5800054b75362\",\"_type\":\"span\",\"marks\":[],\"text\":\" is the most prevalent messaging app. In South Korea, KakaoTalk dominates. Down under, Australia and New Zealand tend to lean more toward SMS. RCS carrier coverage in Australia and New Zealand hasn’t ramped up yet, so for now it is best to stick with SMS.\"}],\"markDefs\":[{\"_key\":\"17a4e7f53d4b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/line\"}],\"style\":\"normal\"},{\"_key\":\"cc852b6a085d\",\"_type\":\"block\",\"children\":[{\"_key\":\"f6dad7a009980\",\"_type\":\"span\",\"marks\":[],\"text\":\"Features and capabilities\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"175548556f2f\",\"_type\":\"block\",\"children\":[{\"_key\":\"d1f9b20fd9fb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Now, if you’re a brand operating in a region that overwhelmingly prefers one channel over another, your choice might be obvious. But for others, the features and capabilities of the channel itself might also be a deciding factor, especially in countries and regions that use multiple channels. Here’s a quick chart to help break down the varying features and capabilities across channels.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"beafd110eb7f\",\"_type\":\"richImage\",\"alt\":\"a table showing features and capabilities across channels\",\"asset\":{\"_ref\":\"image-e2b4397fad2cdb9f12e7b41c9b2f29063aaa2e32-2400x2310-png\",\"_type\":\"reference\"}},{\"_key\":\"26dc1922df39\",\"_type\":\"richImage\",\"alt\":\"a cheat sheet showing different messaging apps including sms mms rcs and whatsapp\",\"asset\":{\"_ref\":\"image-a3719e3646e6a477820f03e8d38026e0489b10ce-2400x1450-png\",\"_type\":\"reference\"}},{\"_key\":\"ed89ee8204ab\",\"_type\":\"block\",\"children\":[{\"_key\":\"79136d4bbabc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Final thoughts\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"f6d0b924d72f\",\"_type\":\"block\",\"children\":[{\"_key\":\"38fcd167afbf0\",\"_type\":\"span\",\"marks\":[],\"text\":\"We covered a lot of ground, but there are a couple key questions you should be asking yourself when it comes to making decisions around the messaging app channels you’re using. When in doubt, consider:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"84c85ea373be\",\"_type\":\"block\",\"children\":[{\"_key\":\"24c3d3e4de440\",\"_type\":\"span\",\"marks\":[],\"text\":\"How can you \"},{\"_key\":\"24c3d3e4de441\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"maximize your reach\"},{\"_key\":\"24c3d3e4de442\",\"_type\":\"span\",\"marks\":[],\"text\":\" by connecting with customers on the devices, platforms, and channels they prefer?\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"218acb638f65\",\"_type\":\"block\",\"children\":[{\"_key\":\"34705d0955760\",\"_type\":\"span\",\"marks\":[],\"text\":\"What is the \"},{\"_key\":\"34705d0955761\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"right mix of features and capabilities\"},{\"_key\":\"34705d0955762\",\"_type\":\"span\",\"marks\":[],\"text\":\" that can help you maximize ROI and accomplish all of your desired use cases?\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b8336982359a\",\"_type\":\"block\",\"children\":[{\"_key\":\"9743afd32ab60\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a6ebaffba363\",\"_type\":\"block\",\"children\":[{\"_key\":\"30b5388aee1d0\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\"Forward-Looking Statements\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1b483434a5c0\",\"_type\":\"block\",\"children\":[{\"_key\":\"524357c276d30\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"$37\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/eba2e0f40079711a591d9d08cbef35e05d1bb142-1920x1080.png\",\"publishedDate\":\"2025-04-11T18:00:06.565Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-fdd15b7737971acfe2733095bbbd58d21d4b7841-1200x628-png\",\"_type\":\"reference\"}},\"pageDescription\":\"When does it make sense to use SMS, MMS, RCS, WhatsApp, or LINE? To help out, we’ll be breaking down the various channel considerations and giving you the cheat code to help pick the best ones for your brand and customer base.\",\"pageTitle\":\"SMS, RCS, WhatsApp, and more: choosing the right channels\",\"slug\":{\"_type\":\"slug\",\"current\":\"sms-rcs-whatsapp-right-channels-for-audience\"}},\"title\":\"SMS, RCS, WhatsApp, and more: Choosing the right channels for your audience \"},{\"_id\":\"1fe27692-d35e-480d-b5ce-21c27ffca97f\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"6db09649a201\",\"_type\":\"block\",\"children\":[{\"_key\":\"a0f7f50b4dc10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Over the years, the Black Friday and Cyber Monday (BFCM) shopping period has evolved alongside overall retail trends, becoming an increasingly digital shopping experience. What began as a single day of store-based sales has now become a digital-heavy event that lasts upwards of a week and drives billions in revenue.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d1eded86593c\",\"_type\":\"block\",\"children\":[{\"_key\":\"9b29c175ed680\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you look at your inbox or browse the web, it's clear that brands are sending more BFCM messages than before—and that some brands do it much better than others. To rise above the increased competition for consumer attention, successful brands are getting smarter about how they engage their audiences. They’re no longer relying solely on simple campaigns and one-size-fits-all discounts. Instead, they are embracing sophisticated, personalized, and cross-channel strategies to connect with individual shoppers at scale.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4a2cc4972a20\",\"_type\":\"block\",\"children\":[{\"_key\":\"1185b395bcf00\",\"_type\":\"span\",\"marks\":[],\"text\":\"We have a front-row seat as our customers leverage the Braze platform to create standout customer engagement during this key period. Let's take a look at some of the trends we're seeing this year, and what they mean for customer engagement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e4acd0952511\",\"_type\":\"block\",\"children\":[{\"_key\":\"25a739e319750\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What We Saw: Higher Volumes, Growing Messaging Sophistication\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"0daab5416a39\",\"_type\":\"block\",\"children\":[{\"_key\":\"34d540ccd7680\",\"_type\":\"span\",\"marks\":[],\"text\":\"It happens like clockwork—Black Friday dawns and we watch messaging volumes go through the roof, surpassing any previous day, and any previous year. During the four-day BFCM period this year, brands using Braze sent more than 50 billion messages, breaking our previous records for send volumes during this period. That included 13.9 billion messages sent on Black Friday and 13.2 billion messages on Cyber Monday. The sheer size of these sends speak to the increasing reliance on digital channels to drive brands’ engagement and monetization efforts during this key shopping period.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bd7042aebd4b\",\"_type\":\"richImage\",\"alt\":\"a black friday / cyber monday messaging volumes rose significantly in 2024 surpassing any previous year\",\"asset\":{\"_ref\":\"image-9c5efeb8b72f3d5fcc7428aabf0ab0e2e8468657-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"7dcd073f0275\",\"_type\":\"block\",\"children\":[{\"_key\":\"7e7d050543350\",\"_type\":\"span\",\"marks\":[],\"text\":\"The send volumes we saw this year showcase this evolution, highlighting how integral customer engagement has become to the way this key shopping holiday plays out for brands and consumers alike.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"95d29cf10194\",\"_type\":\"richImage\",\"asset\":{\"_ref\":\"image-3da49cbf38d522f8b9c3852b8bc382b592764dda-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"254e8f2c3fe1\",\"_type\":\"block\",\"children\":[{\"_key\":\"9a83553052850\",\"_type\":\"span\",\"marks\":[],\"text\":\"While the uplift in message sends tells an important story, the focus on volumes can obscure an even more significant development. Our research found that it wasn’t just sending volumes that increased during this year’s BFCM period. The sophistication and nuance of the messaging being sent via Braze also significantly expanded across multiple different approaches. This reflects a more competitive market, where consumers have come to expect differentiated experiences—and abandon brands who don’t meet their expectations.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7311664f4711\",\"_type\":\"richImage\",\"alt\":\"three squares with arrows pointing up with the words \\\" during the four-day bfcm period this year \\\"\",\"asset\":{\"_ref\":\"image-4bf68031224eb72811d17b45e18746403b98a4ca-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"bd9cca227cec\",\"_type\":\"block\",\"children\":[{\"_key\":\"7880fdd265c10\",\"_type\":\"span\",\"marks\":[],\"text\":\"This year’s BFCM findings tell the story of evolution: We’re moving even further away from the batch-and-blast or single campaigns of old, to dynamic, data-informed campaigns that reach customers across the full variety of channels they frequent.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cb88e2b77517\",\"_type\":\"block\",\"children\":[{\"_key\":\"73adcfec02860\",\"_type\":\"span\",\"marks\":[],\"text\":\"The increase in multi-step campaigns orchestrated using \"},{\"_key\":\"73adcfec02861\",\"_type\":\"span\",\"marks\":[\"f9076f5279b0\"],\"text\":\"Braze Canvas\"},{\"_key\":\"73adcfec02862\",\"_type\":\"span\",\"marks\":[],\"text\":\" reflects a growing sense that marketers need to embrace multiple channels and responsive, automated customer journeys to get and hold their customers’ attention during the holiday period. While BFCM is often associated with retailers sending high volumes of generic discount messages, this key shopping period also represents an opportunity for brands to drive stronger performance by segmenting customers more precisely based on their engagement and buying habits. Done right, this approach can increase customer touchpoints, optimizing engagement and nurturing customers throughout the BFCM period to maximize their purchase potential.\"}],\"markDefs\":[{\"_key\":\"f9076f5279b0\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/journey-orchestration\"}],\"style\":\"normal\"},{\"_key\":\"5a5c5ad9f9d8\",\"_type\":\"block\",\"children\":[{\"_key\":\"818444d30b3d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The growing number of messages being sent by brands reinforces what your own mobile device is probably telling you—namely, that customers are getting more messages across more channels, particularly during this time of year. BFCM send volumes have continually increased YoY, reinforcing the importance of thoughtfully considering outreach frequency and cadence in customer messaging: After all, the goal is to make your brand messages unmissable, without becoming overwhelming.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e4546d485dd9\",\"_type\":\"richImage\",\"alt\":\"a purple and orange graphic that says from black friday to cyber monday braze saw the highest yoy send growth\",\"asset\":{\"_ref\":\"image-1711bbe77c7abdfcc9c12800355ec94f179ec095-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"b49b90e86aed\",\"_type\":\"block\",\"children\":[{\"_key\":\"36f3d15c0bcc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"While Braze saw significant overall growth when it came to send volumes across channels, some specific ones were especially strong this year. In particular, \"},{\"_key\":\"36f3d15c0bcc1\",\"_type\":\"span\",\"marks\":[\"91f10904b834\"],\"text\":\"connected TV messages\"},{\"_key\":\"36f3d15c0bcc2\",\"_type\":\"span\",\"marks\":[],\"text\":\" sent via Roku stood out among a growing channel landscape, sporting the highest year over year growth. Beyond that, WhatsApp, Content Cards, and in-app messages also experienced major growth, further demonstrating that brands are moving to more sophisticated, cross-channel campaigns. It’s not just about push and email anymore—there’s a diverse landscape of channels that can be used to connect with customers.\"}],\"markDefs\":[{\"_key\":\"91f10904b834\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/what-are-connected-tv-notifications\"}],\"style\":\"normal\"},{\"_key\":\"84328ae3dd79\",\"_type\":\"block\",\"children\":[{\"_key\":\"7b6a5419dc410\",\"_type\":\"span\",\"marks\":[],\"text\":\"Finally, we saw high usage of many of our editing and building tools during the BFCM period. Our \"},{\"_key\":\"7b6a5419dc411\",\"_type\":\"span\",\"marks\":[\"6f4e67d8d81d\"],\"text\":\"Drag-and-Drop Editor for Email\"},{\"_key\":\"7b6a5419dc412\",\"_type\":\"span\",\"marks\":[],\"text\":\" was used by 53% of our customers, while 20% used the Drag-and-Drop Editor for In-App Messages and 37% used the Email HTML Editor. This, coupled with the message volume increase, helps show how Braze customers are sending more messages than ever before with more ease-of-use.\"}],\"markDefs\":[{\"_key\":\"6f4e67d8d81d\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/email/drag_and_drop\"}],\"style\":\"normal\"},{\"_key\":\"688a58cc72c7\",\"_type\":\"block\",\"children\":[{\"_key\":\"3a74d356bd290\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Uptime is Essential: How Braze Maintained 100% Uptime During BFCM\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"9ecd128f4758\",\"_type\":\"block\",\"children\":[{\"_key\":\"a61a9d3ca8190\",\"_type\":\"span\",\"marks\":[],\"text\":\"Delivering flawless BFCM campaigns at today’s massive scale takes a robust platform like Braze, built to maximize scalability, uptime, and deliverability during retail’s busiest season. We take this responsibility extremely seriously. Our customers trust us to deliver and preparation begins months in advance to make sure we do.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"81e0b6e1e46a\",\"_type\":\"block\",\"children\":[{\"_key\":\"082017fe3e3d0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Two months and counting\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"cfb4ab2d6b33\",\"_type\":\"block\",\"children\":[{\"_key\":\"e8a90e8894200\",\"_type\":\"span\",\"marks\":[],\"text\":\"Our Capacity Planning Change Advisory Board and Customer Success teams meet to forecast message volumes and identify potential stress points\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7789b05587ad\",\"_type\":\"block\",\"children\":[{\"_key\":\"d33cbea506ac0\",\"_type\":\"span\",\"marks\":[],\"text\":\"We scale infrastructure and resources—expanding databases, increasing network bandwidth, and optimizing sending services\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b1f60501ee33\",\"_type\":\"block\",\"children\":[{\"_key\":\"4a88d6fbed2e0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Weeks to go\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"bf75e1d17868\",\"_type\":\"block\",\"children\":[{\"_key\":\"1dcffc2238760\",\"_type\":\"span\",\"marks\":[],\"text\":\"We implement a code freeze to support maximum platform stability\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"babc801e4f0b\",\"_type\":\"block\",\"children\":[{\"_key\":\"c9698480dec40\",\"_type\":\"span\",\"marks\":[],\"text\":\"We fine-tune deliverability systems to help every message reaches its destination\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4dcd8a915c54\",\"_type\":\"block\",\"children\":[{\"_key\":\"7bef7987bf720\",\"_type\":\"span\",\"marks\":[],\"text\":\"We confirm with our sub-processors they are ready to handle the volume, and we have appropriate escalation call trees in place, if necessary\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"413ee3e2a7cf\",\"_type\":\"block\",\"children\":[{\"_key\":\"662befbd166f0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"During the event\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"3769dfbcda33\",\"_type\":\"block\",\"children\":[{\"_key\":\"566639d9ebb80\",\"_type\":\"span\",\"marks\":[],\"text\":\"Real-time monitoring and on-call teams provide additional safeguards\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7a608a3272ba\",\"_type\":\"block\",\"children\":[{\"_key\":\"201ed571d1a70\",\"_type\":\"span\",\"marks\":[],\"text\":\"We increase the number of people on call, based on anticipated volumes, in order to support customers and troubleshoot any technical questions\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"27142de1597a\",\"_type\":\"block\",\"children\":[{\"_key\":\"be8965d4fb480\",\"_type\":\"span\",\"marks\":[],\"text\":\"Our most senior and tenured team members are on hand to ensure everything goes smoothly\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"77b06f1375a7\",\"_type\":\"block\",\"children\":[{\"_key\":\"8130c41a3e4a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"This proactive approach means Braze delivers the outstanding reliability, deliverability, and performance you depend on, to maximize engagement and revenue on the busiest shopping days of the year.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c45de40b1b6a\",\"_type\":\"block\",\"children\":[{\"_key\":\"9a7be6b3ec0e0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Looking Ahead: Three Strategies for BFCM 2025\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"0d3eb9668c3a\",\"_type\":\"block\",\"children\":[{\"_key\":\"643b6b4a02220\",\"_type\":\"span\",\"marks\":[],\"text\":\"Looking ahead to Black Friday and Cyber Monday 2025, brands can expand their impact by:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"799d527877e4\",\"_type\":\"block\",\"children\":[{\"_key\":\"749211ba04540\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Starting earlier:\"},{\"_key\":\"749211ba04541\",\"_type\":\"span\",\"marks\":[],\"text\":\" Engage customers before Black Friday with “sneak peek” campaigns to pique their interest. Offer early access to loyal customers. And personalize outreach with products you know they’ll want to grab on sale.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c61df0bcc1e5\",\"_type\":\"block\",\"children\":[{\"_key\":\"aa8d8d780eee0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Following through better:\"},{\"_key\":\"aa8d8d780eee1\",\"_type\":\"span\",\"marks\":[],\"text\":\" Use post-sale messages to build confidence in and commitment to your brand—like convenient order and delivery updates, personalized recommendations, and options to provide personal data. You can also retarget customers based on how they’ve previously interacted with your brand. Every touchpoint is an opportunity to elevate the customer journey.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5bfd00a86f9c\",\"_type\":\"block\",\"children\":[{\"_key\":\"96e34abdaae40\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Exploring emerging channels:\"},{\"_key\":\"96e34abdaae41\",\"_type\":\"span\",\"marks\":[],\"text\":\" Use intuitive A/B/n testing and experimentation in Braze to explore the potential of new platforms to reach untapped audiences. This year has seen significant growth in Roku and WhatsApp channels, as marketers continue to adapt to the growing landscape of channels to meet customers where they prefer.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"31f9d14d67e0\",\"_type\":\"block\",\"children\":[{\"_key\":\"a726af4c24b80\",\"_type\":\"span\",\"marks\":[],\"text\":\"These strategies don’t just drive immediate interest and engagement, they lay the foundations for longer customer lifetimes and loyalty, ensuring Black Friday/Cyber Monday campaigns deliver value beyond a single season.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"867aa8873214\",\"_type\":\"block\",\"children\":[{\"_key\":\"d2535375745b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Want to learn how to get ahead of next year? Check out our webinar “\"},{\"_key\":\"d2535375745b1\",\"_type\":\"span\",\"marks\":[\"968fbfb325ae\"],\"text\":\"How to Navigate Consumer Trends Shaping 2025\"},{\"_key\":\"d2535375745b2\",\"_type\":\"span\",\"marks\":[],\"text\":\".“\"}],\"markDefs\":[{\"_key\":\"968fbfb325ae\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/webinars-and-events/trendwatching\"}],\"style\":\"normal\"},{\"_key\":\"348fd6a9b6ee\",\"_type\":\"block\",\"children\":[{\"_key\":\"7f33fc4e6ea20\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"87a7c764a13b\",\"_type\":\"block\",\"children\":[{\"_key\":\"f87bb4bc8d700\",\"_type\":\"span\",\"marks\":[\"em\",\"strong\"],\"text\":\"Forward Looking Statements\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c67443898d97\",\"_type\":\"block\",\"children\":[{\"_key\":\"734d29a03228\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"$38\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/d17c7b5c3acb8eb09e04317f8aed0f13de8abcdd-1920x1080.png\",\"publishedDate\":\"2024-12-05T14:30:00.000Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-ca9896d8442675d15aa9ae9939d9d30097dedec2-1200x628-png\",\"_type\":\"reference\"}},\"pageDescription\":\"If you look at your inbox or browse the web, it's clear that brands are sending more BFCM messages than before—and that some brands do it much better than others. Let's take a look at what happened during BFCM 2024.\",\"pageTitle\":\"What Black Friday and Cyber Monday 2024 Tell Us About How Brands Are Evolving\",\"slug\":{\"_type\":\"slug\",\"current\":\"black-friday-cyber-monday-trends-2024\"}},\"title\":\"What Black Friday and Cyber Monday 2024 tell us about how brands are evolving\"},{\"_id\":\"27dc24d8-5a78-476f-b37d-005fb1dcfd68\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"b0ea08ec8533\",\"_type\":\"block\",\"children\":[{\"_key\":\"07108ce9e3cb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Most teams comparing Braze vs Adobe are trying to make customer engagement more responsive—using what people do to guide what you send next, across channels, without creating a ton of extra work behind the scenes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a145c1bbb2e7\",\"_type\":\"block\",\"children\":[{\"_key\":\"370ed84a2b83\",\"_type\":\"span\",\"marks\":[],\"text\":\"Both platforms can support \"},{\"_key\":\"045d28fcb921\",\"_type\":\"span\",\"marks\":[\"3d005b3bc48d\"],\"text\":\"omnichannel engagement\"},{\"_key\":\"fa90739067a2\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"3c325f197283\",\"_type\":\"span\",\"marks\":[\"64e249e4de2d\"],\"text\":\"customer journey orchestration,\"},{\"_key\":\"750499b5f89b\",\"_type\":\"span\",\"marks\":[],\"text\":\" but the evaluation usually comes down to operating model.\"}],\"markDefs\":[{\"_key\":\"3d005b3bc48d\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/cross-channel-messaging/omnichannel-marketing-platform\"},{\"_key\":\"64e249e4de2d\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/journey-orchestration\"}],\"style\":\"normal\"},{\"_key\":\"ab8fd607b1e2\",\"_type\":\"block\",\"children\":[{\"_key\":\"691f5d8449ca\",\"_type\":\"span\",\"marks\":[],\"text\":\"This guide compares them across mobile marketing, \"},{\"_key\":\"ba88655709c8\",\"_type\":\"span\",\"marks\":[\"48c689e88bef\"],\"text\":\"real-time personalization\"},{\"_key\":\"69e49e9b398e\",\"_type\":\"span\",\"marks\":[],\"text\":\", integrations, implementation, and time-to-value.\"}],\"markDefs\":[{\"_key\":\"48c689e88bef\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/real-time-personalization\"}],\"style\":\"normal\"},{\"_key\":\"09f03fb37802\",\"_type\":\"block\",\"children\":[{\"_key\":\"32827588efa9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Short on time? Here’s a quick overview:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"77ab6429d33d\",\"_type\":\"block\",\"children\":[{\"_key\":\"33fc48b6d4e4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze is built for real-time, mobile-first lifecycle engagement with fast iteration.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"514a7fe90a4b\",\"_type\":\"block\",\"children\":[{\"_key\":\"94d5cb1c0971\",\"_type\":\"span\",\"marks\":[],\"text\":\"Adobe Experience Cloud is designed for suite-based, cross-team experience orchestration.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fb5a78d273ba\",\"_type\":\"block\",\"children\":[{\"_key\":\"5ce1a6904c3b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Key differences come down to mobile strength, speed to launch, ease of iteration, and operating model.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e6524031c3da\",\"_type\":\"block\",\"children\":[{\"_key\":\"6c8e1f6e59e5\",\"_type\":\"span\",\"marks\":[],\"text\":\"The right choice depends on channels, data readiness, governance needs, and time-to-value expectations.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"88866cfe321c\",\"_type\":\"block\",\"children\":[{\"_key\":\"cbd8ffe748b6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Why this comparison matters\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"7187ea096601\",\"_type\":\"block\",\"children\":[{\"_key\":\"42bfb41e40a6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze and Adobe can both help you run engagement across channels, but marketers usually end up comparing Braze vs Adobe at different moments in their growth. Some teams are trying to speed up lifecycle messaging across push, in-app, email, and SMS. Others are looking for a platform that fits into a wider set of tools and processes that multiple teams already rely on.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0314574d39c2\",\"_type\":\"block\",\"children\":[{\"_key\":\"d528b287b43c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Start with how the platform will run inside your organization. Look at what it takes to get live, how easy it is for marketers to update journeys once they’re running, and when you’ll need technical help or partner support. It also helps to check how each option fits with your data layer, especially if customer data platform (CDP) integration is part of your plan.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9854e06b5986\",\"_type\":\"block\",\"children\":[{\"_key\":\"05da65dcaef3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Adobe vs Braze comparison: Core strengths at a glance\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"f0596c994cca\",\"_type\":\"block\",\"children\":[{\"_key\":\"3373fcbab291\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you want a quick snapshot for the team, the following focuses on what typically shapes the rollout and the day-to-day work—mobile strength, how fast teams can get live, ease of use, and how pricing is structured.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dc38e71118da\",\"_type\":\"customTable\",\"headers\":{\"firstColumnIsHeader\":true,\"firstRowIsHeader\":true},\"table\":{\"rows\":[{\"_key\":\"c01e43eb-6797-4e05-b2a5-523bd36ff7ec\",\"_type\":\"tableRow\",\"cells\":[\"\",\"Braze\",\"Adobe Experience Cloud\"]},{\"_key\":\"7332b886-e881-46fa-a207-4a6293c83623\",\"_type\":\"tableRow\",\"cells\":[\"Best for\",\"Real-time, mobile-first engagement for B2C digital brands\",\"Suite-based customer experience programs across complex orgs\"]},{\"_key\":\"61cee68b-3c81-444c-a4a9-4550e2633172\",\"_type\":\"tableRow\",\"cells\":[\"Mobile strength\",\"Strong-push and in-app are core channels\",\"Strong, with capabilities shaped by which Adobe products you deploy\"]},{\"_key\":\"6323e7af-7f43-4aa2-a535-215029b8cfdf\",\"_type\":\"tableRow\",\"cells\":[\"Implementation speed\",\"Often faster for single-platform deployments; timing depends on data readiness and channels\",\"Varies by scope -multi-product deployments and governance can extend timelines\"]},{\"_key\":\"2196ae84-b905-4b7b-9142-2fc7eb2222d1\",\"_type\":\"tableRow\",\"cells\":[\"Ease of use\",\"Built for marketer-led builds and iteration\",\"Varies by product and team structure; some users cite a learning curve, while others highlight an intuitive journey builder\"]},{\"_key\":\"ab9c2142-339e-4dd9-bb36-67c7808c552e\",\"_type\":\"tableRow\",\"cells\":[\"Pricing model\",\"Value-based pricing model based on Platform Editions, Monthly Active Users (MAU), and Flexible Credits\",\"Packaged by product/edition, with pricing typically provided via quote; some products price on usage factors like profile volume (Real-Time CDP) and managed service tiers (Adobe Campaign)\"]}]}},{\"_key\":\"ba414f126e33\",\"_type\":\"block\",\"children\":[{\"_key\":\"ea16878c136c\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Note: “Adobe Experience Cloud” can mean different product combinations in practice (for example, Adobe Journey Optimizer, Adobe Campaign, Marketo Engage, and Adobe Experience Platform), so implementation, ease of use, and pricing vary based on what’s included in your deployment.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"49f88f21d1fd\",\"_type\":\"block\",\"children\":[{\"_key\":\"ba0dd294103e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze: Real-time, mobile-first engagement for B2C digital brands\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"7956db09354d\",\"_type\":\"block\",\"children\":[{\"_key\":\"f130ba50c1d9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze works extremely well for B2C teams that need messaging to keep pace with customer behavior across the lifecycle. 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Marketo is commonly used for nurture and automation programs for B2B. Braze is commonly evaluated for B2C lifecycle engagement across mobile and cross-channel messaging.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f38b97852c80\",\"_type\":\"block\",\"children\":[{\"_key\":\"285570fbf5d1\",\"_type\":\"span\",\"marks\":[],\"text\":\"During evaluation, compare:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"77f7b8ea08da\",\"_type\":\"block\",\"children\":[{\"_key\":\"717803301a75\",\"_type\":\"span\",\"marks\":[],\"text\":\"What triggers journeys (lead stages, product behavior, lifecycle milestones)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4dfdeb96c102\",\"_type\":\"block\",\"children\":[{\"_key\":\"0b89b86ea0dc\",\"_type\":\"span\",\"marks\":[],\"text\":\"Which channels drive outcomes\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d72a6f1df9c2\",\"_type\":\"block\",\"children\":[{\"_key\":\"3c9a0e34d44a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Who owns builds and ongoing optimization\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7d2f8fb3fd64\",\"_type\":\"block\",\"children\":[{\"_key\":\"70c830d7ce3c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Adobe Journey Optimizer (AJO) vs Braze\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"7eaeff6faaea\",\"_type\":\"block\",\"children\":[{\"_key\":\"c0bd7f770261\",\"_type\":\"span\",\"marks\":[],\"text\":\"Adobe Journey Optimizer (AJO) vs Braze is where you get specific about ownership, iteration speed, and how connected the day-to-day experience feels.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5ae3cd9a0024\",\"_type\":\"block\",\"children\":[{\"_key\":\"2089e29ecb78\",\"_type\":\"span\",\"marks\":[],\"text\":\"During evaluation, compare:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c083fed1edef\",\"_type\":\"block\",\"children\":[{\"_key\":\"9550afa53c71\",\"_type\":\"span\",\"marks\":[],\"text\":\"Who can build and change journeys without engineering\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"567aaf66ce4c\",\"_type\":\"block\",\"children\":[{\"_key\":\"2f96ff0b15d1\",\"_type\":\"span\",\"marks\":[],\"text\":\"How journeys respond to live customer behavior\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"09121bb83d1a\",\"_type\":\"block\",\"children\":[{\"_key\":\"29da975d7110\",\"_type\":\"span\",\"marks\":[],\"text\":\"How quickly updates go from idea to live experience\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bd5108accb1b\",\"_type\":\"block\",\"children\":[{\"_key\":\"114b1477f926\",\"_type\":\"span\",\"marks\":[],\"text\":\"Real-world use cases: When to choose each\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"49ee0f6d2560\",\"_type\":\"block\",\"children\":[{\"_key\":\"16c3d610495f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Start with the customer moments you want to improve, then match them to the platform setup that will support your team. These scenarios help you compare the options across channels, resourcing, and how you run engagement day to day.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f9949f31a7bb\",\"_type\":\"block\",\"children\":[{\"_key\":\"1f5b4cc7ad20\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Choose Braze if:\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"cabf3f82f265\",\"_type\":\"block\",\"children\":[{\"_key\":\"2a8f542aae50\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze fits B2C lifecycle teams that want speed, real-time responsiveness, and a setup that stays manageable as programs grow.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"470332e9cf66\",\"_type\":\"block\",\"children\":[{\"_key\":\"cc340be06fae\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Mobile marketing drives growth\"},{\"_key\":\"4453cb1e1061\",\"_type\":\"span\",\"marks\":[],\"text\":\", with push and in-app playing a central 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want engagement connected to a broader suite, with shared workflows and controls across teams.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a8930532c0c3\",\"_type\":\"block\",\"children\":[{\"_key\":\"a29c5c4da490\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"You want a suite approach\"},{\"_key\":\"5dd20bfc5f02\",\"_type\":\"span\",\"marks\":[],\"text\":\" that connects engagement with wider experience and analytics workflows.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cf4dd04146df\",\"_type\":\"block\",\"children\":[{\"_key\":\"bf3e80b1ddf0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Multiple brands, regions, or business units\"},{\"_key\":\"ece6a3099c43\",\"_type\":\"span\",\"marks\":[],\"text\":\" need consistent permissions, approvals, and collaboration 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maintenance.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7db94742a4f9\",\"_type\":\"block\",\"children\":[{\"_key\":\"35a25f3499f0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Your engagement programs span multiple Adobe products\"},{\"_key\":\"cf796eec8fd5\",\"_type\":\"span\",\"marks\":[],\"text\":\", with shared governance and cross-team handoffs.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"32d6fa1bf283\",\"_type\":\"block\",\"children\":[{\"_key\":\"a65a26bf7b0a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Pricing and total cost of ownership\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"4c8b4823ba5a\",\"_type\":\"block\",\"children\":[{\"_key\":\"08fb9702fb96\",\"_type\":\"span\",\"marks\":[],\"text\":\"Pricing is hard to compare because the models are different, and the real spend includes more than the contract. A better view is total cost of ownership—platform costs, implementation and integration work, plus the ongoing effort to run, maintain, and improve your programs.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7ded1f818238\",\"_type\":\"block\",\"children\":[{\"_key\":\"1adbb377d71c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How Braze pricing works\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"9bffec23aec8\",\"_type\":\"block\",\"children\":[{\"_key\":\"c8db356754e7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze uses a value-based pricing model, which means price scales only when the value you receive scales. Pricing is not based on users or messages alone. It’s based on a strategic combination of Platform Editions, Monthly Active Users (MAU), and Flexible Credits.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5f2e76927c7d\",\"_type\":\"block\",\"children\":[{\"_key\":\"b7d2567c7cfe\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Platform Editions (the sophistication dimension)\"},{\"_key\":\"4cfa6884e7b5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Maps to the maturity and complexity of your engagement strategy. As orchestration becomes more advanced, higher editions support more active Campaigns and Canvases and unlock access to advanced intelligence tools.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6f140a26869f\",\"_type\":\"block\",\"children\":[{\"_key\":\"c35049e22425\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Monthly Active Users (MAU) (the audience dimension)\"},{\"_key\":\"79d69502529e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Bills based on the size of the audience you are actively engaging, rather than total database size. This “activity-first” approach includes baked-in contact database entitlements for inactive or pre-engaged users based on your MAU.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5fef95ccfb32\",\"_type\":\"block\",\"children\":[{\"_key\":\"f38558902f19\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Flexible Credits (the volume dimension)\"},{\"_key\":\"f06bc9c63cea\",\"_type\":\"span\",\"marks\":[],\"text\":\"Covers the channels you use, messaging frequency, and the volume of AI invocations. More credits means more facilitated conversations or greater AI functionality.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ac6d0610c8f9\",\"_type\":\"block\",\"children\":[{\"_key\":\"fd625ca5be2f\",\"_type\":\"span\",\"marks\":[],\"text\":\"This model is designed for predictability for teams focused on active engagement. 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Where customer engagement happens most\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"b7349ac7db6a\",\"_type\":\"block\",\"children\":[{\"_key\":\"87f3c116b68d\",\"_type\":\"span\",\"marks\":[],\"text\":\"If push and in-app are core channels, pay close attention to how each platform supports mobile-led journeys alongside email, SMS, and WhatsApp.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d2f6e0590290\",\"_type\":\"block\",\"children\":[{\"_key\":\"4b88905c3c6e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. 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The address update campaign sent with WhatsApp significantly improved conversion rates, while the innovative payment reminder chatbot transformed a challenging message into an engaging, interactive conversation. Ultimately, they were able to achieve a better customer experience that increased retention rates—all while streamlining operations and improving the overall efficiency of their efforts.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"50b7220bbc17\",\"_type\":\"block\",\"children\":[{\"_key\":\"50b7220bbc170\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Key Takeaways\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"b1f8bef6e157\",\"_type\":\"block\",\"children\":[{\"_key\":\"b1f8bef6e1570\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Take a customer-centric approach: \"},{\"_key\":\"b1f8bef6e1571\",\"_type\":\"span\",\"marks\":[],\"text\":\"Stori's success lies in putting its customers first. By understanding their customers' needs and focusing on solving their pain points, Stori is able to improve engagement and build long-term relationships.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"05385fc0226a\",\"_type\":\"block\",\"children\":[{\"_key\":\"05385fc0226a0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Better doesn’t mean harder: \"},{\"_key\":\"05385fc0226a1\",\"_type\":\"span\",\"marks\":[],\"text\":\"With Braze, Stori was able to easily ideate, launch, and test campaigns to ensure they were meeting their challenges successfully—without technical resources.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"671a81563988\",\"_type\":\"block\",\"children\":[{\"_key\":\"05385fc0226a2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Look for opportunities to have a conversation: \"},{\"_key\":\"05385fc0226a3\",\"_type\":\"span\",\"marks\":[],\"text\":\"With WhatsApp, Stori was able to turn a potentially negative customer interaction into an engaging one by using two-way messaging.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/c25d45e6d0fb7161f052eb910412bc4e222f6878-900x1220.png\",\"publishedDate\":\"2024-07-17T11:37:39-04:00\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-6112423956ecd32c42b7e4099076130de77f7206-1200x628-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Stori, a rapidly growing fintech company offering credit card products to Latin America's underserved population, was looking to transform their customer engagement strategy to more easily and effectively deliver lifecycle messaging. 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