Twilio launches real-time personalization and EU data residency features

Twilio Inc. (NYSE: TWLO) announced the general availability of three new platform capabilities: Event Triggered Journeys in Twilio Engage, Data Residency for Email (EU), and WhatsApp Business Calling on Programmable Voice.

Event Triggered Journeys enables businesses to respond to customer behavior in real time using data from over 550 integrated systems. The feature allows companies to manage simultaneous customer journeys across devices and personalize interactions using contextual data from warehouses, including loyalty status and account details.

Data Residency for Email (EU) processes email sending and tracking data primarily within European borders. The service aims to help businesses comply with regional regulations while potentially reducing latency for European recipients. Twilio SendGrid sent an average of over 190 billion emails monthly in 2024.

WhatsApp Business Calling integrates voice capabilities into WhatsApp conversations through Twilio's Programmable Voice and Messaging APIs. The feature allows businesses to transition between messaging and voice channels within a single WhatsApp conversation.

"Great customer experiences are built on communications that are trusted, simple, and smart," said Inbal Shani, Chief Product Officer and Head of R&D at Twilio. "With Data Residency for Email (EU), WhatsApp Business Calling, and our next-generation orchestration capabilities in Twilio Segment, we're helping businesses respond to customer behavior and earn their trust in real time, scale globally, and enjoy a simplified, more productive builder experience."

The company cited data indicating that 61% of consumers don't believe brands use their data in their best interest, while only 15% "absolutely" trust brands with their data, according to Twilio's 2025 State of Customer Engagement Report.

Twilio's Segment platform has also introduced new native integrations for SendGrid and Twilio Messaging, with the latter currently in public beta. The information is based on a company press release.

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