6 reasons why leading marketing platforms use Twilio

6 reasons why leading marketing platforms use Twilio

The best platforms don't just send emails or SMS—they meet customers wherever they are. That's why leading marketing automation platforms consistently choose Twilio to power their communications. Here are the six reasons why Twilio has become the go-to choice for marketing platforms that want to gain a competitive edge.

1. Channel flexibility: meet your customers where they are

Today's customers expect to hear from brands on their preferred channels—whether that's SMS, WhatsApp, Facebook Messenger, or even newer channels like RCS.

Twilio makes this multi-channel approach simple. Instead of building separate integrations for each platform, marketing platforms can use a single API to communicate with customers on virtually every messaging channel. Want to add WhatsApp to your campaigns? No problem. Need to reach customers via RCS? You can manage those communications using the same API. 

With messaging available in 180+ countries, Twilio’s network provides extensive global reach while its multi-channel options help marketing platforms quickly adapt to new trends. When a new messaging channel becomes popular, Twilio likely already supports it, keeping marketing platforms up-to-date and competitive without having to rebuild your entire ecosystem

To learn more about multi-channel messaging, discover how Tulip, an omnichannel platform for retailers, created authentic customer interactions using Twilio Voice and Messaging. 

2. High messaging throughput (even on Black Friday)

When your marketing campaign goes live, the last thing you want is for messages to get stuck in a queue. Twilio handles this challenge with impressive scale and reliability.

During Cyber Week 2024, Twilio customers sent over 2 billion messages without a hitch, with 1 billion sent on Black Friday and 1.1 billion on Cyber Monday (a 29.8% year-over-year increase in messaging traffic).

Twilio achieves this scale through smart routing and advanced Traffic Optimization that prioritizes delivery speeds for each carrier network. Instead of treating all phone networks the same, Twilio adjusts sending rates for each carrier's capacity. This means if one network gets congested, your messages to other networks keep flowing smoothly.

For marketing platforms, particularly in retail or ecommerce, this translates to campaigns that reach customers when they're supposed to. From flash sale alerts to back-in-stock notifications and real-time order updates, marketing platforms can empower their retail customers with seamless messaging experiences—whether you're sending 1,000 messages or 1 million.

Learn from marketing platform, Klaviyo, which leverages Twilio to power its multi-channel messaging and high throughput for retail businesses. Discover how Twilio supports Klaviyo and enables the delivery of 10 billion emails monthly on behalf of its customers. 

3. Compliance without the headaches

Messaging regulations can be challenging to navigate. Between SMS opt-in requirements, GDPR consent rules, and the complex A2P 10DLC registration process in the US, staying compliant is enough to give any product manager sleepless nights.

Twilio's Trust Hub is designed to simplify and streamline your compliance process. Instead of spending hours filling out carrier paperwork manually, marketing platforms can use Twilio's onboarding and compliance APIs to register campaigns, verify sender information, and adhere to compliance regulations across SMS, WhatsApp, and other channels.

For marketing platforms, this is particularly valuable when expanding to new markets. For example, an ecommerce store wanting to send SMS promotions in the UK, or a home goods brand launching WhatsApp customer service in Brazil, can do so without navigating complex local regulations manually. Instead, Twilio manages the heavy lifting with carriers and regulatory bodies.

This streamlined compliance approach reduces legal risk and speeds up expansion into new markets—a huge advantage for marketing platforms looking to grow their reach.

4. Scalability that grows with your success

Many marketing platforms start small but dream big. However, without the right underlying infrastructure, that big dream can quickly turn into a logistical obstacle course. Growing retail marketing platforms need to keep up with fluctuating demand, manage an increasing number of customer accounts, and provision communication assets quickly to meet customer campaign schedules.

Twilio was built with this growth trajectory in mind, offering architecture that scales seamlessly from startup to enterprise. Here are a few ways Twilio supports your platform as you scale:

Subaccount system: you can create separate subaccounts for each customer, business unit, or campaign. This allows you to separate message logs, phone numbers, and settings while sharing the same billing, simplifying per-client reporting while keeping customer data secure. 

Programmatic phone number provisioning: to reduce manual tasks and get phone numbers to your customers faster, you can build phone number provisioning directly into your architecture and workflow.

Cloud-based, elastic infrastructure: you’ll never hit hard platform limits. Whether you're onboarding your 10th customer or your 10,000th, Twilio handles the increased load automatically.

To see Twilio’s scale in action, learn how Podium, a communications platform for local businesses, scaled its text messages to 250,000 daily and 16M interactions monthly.

5. Analytics and insights that drive better results

Insights into individual message deliverability, error codes, engagement, and carrier-specific performance help your customers understand why campaigns are performing a certain way.  Without this data, your customers don’t know how to optimize their campaigns, which can lead to frustration and churn.

To help marketing platforms and their customers continuously optimize their campaigns, Twilio provides comprehensive analytics. Here are the insights that marketing platforms can access through Twilio:

Messaging Insights: these dashboards show real-time delivery metrics, engagement statistics, and error tracking for SMS, RCS, and WhatsApp traffic. If messages start failing for a specific carrier or delivery rates drop, teams can identify and resolve issues before they affect many customers.

Customer Deliverability Engine: built within our Messaging Insights dashboard, you can receive personalized guidance on how to build, iterate, and scale your messaging engagement for peak deliverability.

Usage Records APIs: developers can programmatically retrieve detailed usage and billing data as well as query usage by date, range, subaccount, or category to create custom reports and dashboards.

Account Insights: access even deeper visibility, with multi-dimensional filtering and the ability to save custom reports. Through these insights, marketing platforms can offer their clients detailed performance breakdowns and continuously improve campaign effectiveness.

With Twilio, marketing platforms have full visibility into messaging performance, from high-level trends down to individual message details. This enables companies to quickly troubleshoot any issues that arise, learn from their campaigns, and use those insights to optimize accordingly.

6. Security that protects your platform and your customers

Twilio's security features protect both marketing platforms and your customers from spam, fraud, and abuse, giving you and your end users peace of mind. 

A particular challenge for marketing platforms is the verification of all of their users. A slow verification process for an ecommerce marketing platform could be detrimental to its success and cause retailers to search for alternative, faster platforms. 

Fortunately, Twilio makes it easy to embed Know Your Customer (KYC) solutions. By integrating Twilio’s Trust Hub API into your onboarding flow to collect business details from each client (company name, address, EIN, authorized representative, etc.), you can make onboarding smoother while ensuring that your users are trustworthy and compliant.  

Beyond user verification, Twilio secures marketing platforms by:

• Automatically detecting and blocking fraudulent traffic patterns 

• Content filtering and compliance checks, including managing STOP/UNSUBSCRIBE keywords for SMS opt-outs 

• Monitoring 900 million data points daily to proactively catch 99% of carrier issues 

• Validating if numbers are mobile, landline, or high-risk of fraud 

• One-time passcodes over voice/SMS with built-in rate limiting and fraud checks

All of these security checkpoints can be embedded into marketing workflows, making security a streamlined part of your platform and creating a better experience for you and your customers. 

The bottom line: why leading marketing platforms choose Twilio

Leading marketing platforms choose Twilio because it solves the complex technical challenges that come with modern multi-channel marketing. Instead of building and maintaining messaging infrastructure from scratch, platforms can focus on what they do best—helping their clients create effective marketing campaigns.

With Twilio handling the technical complexity of global messaging, compliance, and scaling, marketing platforms can innovate faster, expand into new markets more easily, and provide better service to their clients. In today's fast-moving marketing landscape, that competitive advantage makes all the difference.

Learn more about Twilio’s solutions for marketing platforms—talk to an expert today.