Twilio Enriches Its Customer Engagement Platform with Next Generation Tools for Data Reliability and Access

New platform-wide tools deliver advanced observability, enhanced alerting, and streamlined, composable APIs for businesses building customer experiences with trusted data.

SAN FRANCISCO, October 15, 2025 — Twilio (NYSE: TWLO), the customer engagement platform that drives real-time, personalized experiences for today’s leading brands, today announced the global release of a new suite of powerful data features designed to help enterprises build, maintain, and scale exceptional customer experiences with trusted data. Platform-wide capabilities now include Granular Observability, a centralized Alerting Hub, expanded APIs, and Auto-Instrumentation for comprehensive access and flexibility. 

“High-impact customer engagement starts with data that is real-time, contextual, and trusted,” said Inbal Shani, Chief Product Officer and Head of R&D at Twilio. “With today’s updates, we’re giving businesses a smart and intuitive control tower for every signal across the customer journey. By bringing together complete observability, proactive alerting, seamless instrumentation, and API-first workflows, we are unlocking platform-wide capabilities designed to help our customers build engagement that is not only trusted, but truly transformative.”

Built for teams responsible for customer data infrastructure, these features are optimized for delivering secure, reliable, and seamless customer experiences with confidence. New observability and alerting features help data teams catch and resolve issues before they affect customers, and a single hub for critical alerts and detailed event logs gives enterprises confidence that their data is always accurate and campaign-ready.

Granular Observability and Centralized Alerting 

Accurate and reliable data is at the core of every high-impact customer engagement. However, data teams often struggle to quickly trace, diagnose, and resolve data issues – such as a schema mismatch – leading to delays, frustration, and missed campaign opportunities. On top of that, data teams frequently deal with multiple alerting mechanisms across systems, leading to important alerts occasionally slipping through the cracks. These issues can result in downtime, lost trust, and reputational damage. 

Twilio Segment’s new enterprise-grade observability and alerting tools address these challenges by eliminating unnecessary and time-consuming detective work. These tools include: 

• Granular Observability: Failed Delivery Logs provide complete access details for each event ID. This level of detail makes it easier to trace, diagnose, and quickly resolve issues.

• Alerting Hub: Streamlines notifications with centralized alerting that gives data teams the ability to configure, view, and manage alerts in a single place. Teams are able to configure proactive notifications for data drops, audience sync failures, and more, all with the flexibility to tailor to custom thresholds and use cases. 

Access and Flexibility with Simple, Powerful Tools 

Designed to eliminate manual, error-prone data management work, Twilio’s new expanded APIs allow for customizing, automating and extending Twilio Segment’s data foundation. These new APIs, built for composability, offer access and flexibility for data teams: 

• Auto-Instrumentation: Empowers non-engineering users to build and modify event triggers on web and mobile, enabling event instrumentation without lengthy development and release cycles.

• Audience and Destination Configuration APIs: Programmatically create, preview and manage audiences at scale. 

• Profile APIs: Tap directly into Twilio Segment’s Data Graph and unified profiles, enabling teams to query entities, update identifiers, or mask PII to meet their compliance standards including version control and auditability. 

For additional extensibility, new no-code Auto-Instrumentation allows for non-technical users to instrument events with no code by tagging new website or app events in minutes while maintaining full visibility for engineers. 

Available today via Twilio Segment, these new capabilities provide easier and faster access to accurate, compliant, and clean data, enabling teams to automate repetitive tasks, and detect and resolve issues before they impact customers or campaigns. The expanded capabilities also directly align to Twilio’s vision of one platform that enables amazing, frictionless, context-driven interactions between businesses and their customers. 

“Twilio’s focus on data quality, depth of observability, and API extensibility sets a new standard for trusted customer engagement at scale,” said Keith Kirkpatrick, Research Director, Futurum. “These added tools and capabilities can help data-driven organizations build customer trust.”

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Frequently Asked Questions: 

What new features did Twilio announce for its customer engagement platform?

Twilio has launched a suite of advanced features, including granular observabilityGranular Observability, a centralized Alerting Hub, expanded APIs for greater flexibility, and no-code Auto-Instrumentation—designed to give data teams more control, automation, and peace of mind.

How do these updates help data teams?

Data teams benefit from granular visibility into their data pipelines, faster issue detection, streamlined alerting, reduced manual work, and expanded automation capabilities. This translates to faster time-to-value, improved data delivery, and more time spent building great customer experiences.

What is Granular Observability, and why does it matter?

Granular observability is a package of features designed to give users unprecedented visibility into what happens to events as they flow through the data pipeline. The first release is Failed Delivery Logs, which allow data teams to analyze event outcomes with comprehensive logs at the event ID level. This level of detail makes it easier to trace, diagnose, and quickly resolve issues—ensuring that customer experiences remain seamless and trustworthy.

What is the Alerting Hub, and how does it streamline operations?

The new centralized Alerting Hub allows teams to configure, view, and manage alerts in one place. Data teams can set up proactive notifications for issues like data drops or sync failures, and customize thresholds to ensure no critical event goes unnoticed.

What new APIs are available, and what can they do?

The suite introduces powerful, composable APIs for audience and destination configuration, and for direct Profile and Data Graph access. Teams can create and manage audiences at scale, configure new destinations, query entities, update identifiers, and manage compliance (including masking PII)—all programmatically.

What is Auto-Instrumentation?

Auto-Instrumentation lets users add SDKs to their app to collect user “signals” such as button clicks, page navigation, and even network data, then use those signals to create new events in Segment. Auto-Instrumentation provides two options for creating those events: event instrumentation with Javascript, and a no-code dropdown event builder. This enables users of any role to take control of the events they collect in Segment without having to wait for developer bottlenecks to clear, and reduces event instrumentation time from months to days.

How do these features improve data reliability and compliance?

By combining extensive observability, proactive alerts, and automated workflows, teams can rely on cleaner, more accurate, and compliant data. 

Who should use these new Twilio Segment features?

These tools are ideal for data teams, marketing operations, product managers, and anyone responsible for the integrity and flow of customer data within modern, data-driven organizations.

When and how can I get access to these new capabilities?

The new Granular Observability, Alerting Hub, APIs, and auto-instrumentation features are now available within Twilio Segment. Contact your Twilio representative or visit the Twilio Segment product page for details on how to get started.