Twilio Flex Review

Why Twilio Flex Is Best for Automation

Twilio offers two versions of its platform: the standard Twilio setup, built for developers who want to code highly customized solutions, and Twilio Flex, designed for nontechnical teams. Our review focuses on Flex because it makes automation accessible to any business. We were impressed that it lets you build custom workflows that automate everything from call routing to outbound messages with simple drag-and-drop tools — no coding required. This flexibility makes it easy to adjust rules as your business changes, ensuring faster responses and smoother customer interactions.

We also like that Flex supports niche communication channels like Telegram, along with email, SMS, WhatsApp and AI chatbots, so customers always reach the right agent quickly.

Usability

In many respects, Twilio Flex follows the industry best-practice approach seen in rival platforms like GoTo Contact Center. (Read our in-depth GoTo Contact Center review to learn more about this highly usable platform.) This means agents get a single-pane interface where all client details, conversation history and key tools are displayed in one place. This setup saves time and reduces errors because agents don’t have to toggle between multiple screens. 

Extensive metrics tracking and data recording are also built in, making it easy for supervisors to see how teams and individual agents are performing and where they can improve.

We were also impressed by how seamlessly Flex’s automation fits into the day-to-day user experience. For example, customizable SMS responses can confirm orders, send timely reminders or manage routine inquiries, so your agents are free to handle more complex interactions. Twilio’s smooth CRM and back-office integrations add to the platform’s ease of use by centralizing data, so staff always have accurate, up-to-date information at their fingertips. This interoperability creates a reliable single source of truth that makes both agent work and customer conversations more efficient.

Twilio Flex Features

Extensive Integrations

We were impressed that Twilio Flex allows you to plug into a wide range of cloud-hosted apps, from CRMs to e-commerce platforms, so your team can keep working with the systems they already know. Popular integrations include:

• CRM software: Salesforce, HubSpot, Zoho CRM, Microsoft Dynamics 365, Pipedrive, Keap
• ERP software: Oracle Cloud, NetSuite
• Customer helpdesk: Zendesk, Freshdesk, Kustomer, Intercom, ServiceNow
• VoIP systems: Aircall, RingCentral
• Collaboration and productivity tools: Slack, Trello, monday.com, Airtable, Atlassian Jira
• Business analytics: Tableau, Heap, Snowflake
• HR software: BambooHR, Workday
• Marketing automation: Marketo
• Identity and access management: Okta
• eSignature: DocuSign
• Content creation and design: Canva
• Cloud productivity suites: Google Workspace, Microsoft 365
• E-commerce platforms: Shopify, BigCommerce

We like that the Flex marketplace makes it easy to search by software title, communication channel (such as SMS, MMS, webchat or video), or use case (like alerts, notifications or customer support). Integrations with many of the best CRM software solutions, such as Salesforce and Zendesk, are especially valuable, since they let you manage customer conversations without leaving your CRM dashboard. (Read our in-depth Salesforce CRM review and review of Zendesk to learn more about these tools.)

Flex offers more than 450 total integrations, covering everything from analytics to payments. While most are plug-and-play, some advanced connections may require help from a developer.

Drag-and-Drop Customization

We like that Twilio Flex gives nontechnical users real control through its drag-and-drop editor, Twilio Studio. While there’s a slight learning curve, once you get comfortable, you can build and adjust workflows without writing any code.

For example, you could design an IVR system by mapping how you want callers to move through menu options and then recreating that flow in Studio. Once launched, calls will be automatically routed to the right person or department based on the button a caller presses or their voice prompt.

Studio also makes it easy to set up creative automations. For example, you might build a coffee-ordering bot that texts customers menu options like “latte,” “cappuccino” or “cold brew.” Flex can then send an order confirmation to the customer while alerting your staff at the same time. If a request falls outside the set menu, Flex can even follow up with a text asking if it’s OK to call and clarify the order.

Other useful automations include call forwarding, autoresponders, SMS surveys, appointment reminders and more. We appreciate that with Studio, Flex offers a high degree of flexibility that helps businesses tailor the system to their exact needs. 

Omnichannel Support

Although Twilio Flex handles both inbound and outbound phone calls well, we were especially impressed by its broad omnichannel coverage. With the Flex Conversations tool, you can connect with customers across:

• SMS
• MMS
• Email
• Chatbots
• Secure messaging apps like Telegram, Viber and Facebook Messenger.

We like that Flex gives businesses flexibility in how customers reach them. For example, you can tie an SMS address to your main business phone number, so customers can text or call the same line. You can also set up a WhatsApp address or add chat widgets to your website, making it simple to interact with customers through their preferred channel.

Skills-Based Routing

We like that Twilio Flex makes it easy to connect customers to the right agent. You can assign specific skills to staff members and then set routing patterns for phone calls, SMS, email or webchat.

For example, if a customer selects “Technical Support,” Flex will automatically route the call to an available agent with appropriate tech skills. You can also prioritize urgent issues so they’re answered ahead of general inquiries, and set maximum wait times to ensure customers are transferred to the next qualified agent if the first doesn’t respond quickly.

Push Notifications

We like that Twilio Flex lets you set up inbound and outbound push notifications to keep both agents and customers informed. Notifications can cover new messages, changes in conversation status (such as when someone joins or leaves), or alerts when messages go unanswered for too long.

All interactions from every channel appear in a single-pane display, giving agents and supervisors a clear view of ongoing conversations. You can also configure notifications to trigger when performance thresholds are breached, so critical situations are flagged and addressed quickly.

Customizable Dashboards

We were impressed by how easily Twilio Flex lets supervisors and agents tailor their dashboards. The platform adopts the single-pane view common among leading competitors, so managers can monitor multiple channel inputs through one interface. Engagement workflows and intelligent routing ensure priority communications are handled first, and Google Contact Center integration comes standard.

Flex also gives teams plenty of options to customize their dashboards with the following:

• Plugin library: Choose from 19 prebuilt plugins for admins, managers and users. Options include schedule managers, barge and coach, disposition, supervisor capacity, dual-channel recordings and custom transfer directories.
• UI options: Adjust the layout, themes and styles of your dashboards, including colors, fonts and the appearance of alerts like push notifications or incoming calls. These customizations make key information easier for agents to see and act on. (Note that while many changes can be done with built-in tools, more advanced adjustments may require a developer.)

KPI and Metrics Monitoring

Twilio Flex Insights gives supervisors the tools to set and measure KPIs, making it easier to coach staff and improve overall service quality. We like that managers can track performance in real time and dig into detailed reports when issues arise.

• KPI dashboards: Monitor key metrics like agent response efficiency, average wait times and call abandonment rates. Managers can set alerts when thresholds are met and compare current performance against historical data to spot trends and prevent problems early.
• Conversation drill-down: We were impressed by how quickly managers can access full call recordings and transcripts. This makes it easier to uncover the reasons behind spikes in complaints or unresolved queries and provide targeted feedback to individual agents.
• Custom analytics and scheduled reports: Supervisors can build tailored reports on issues like call queue times or SLA performance, analyzing them by the day or hour. Reports can be displayed as tables, graphs or charts, with filters that make the data easy to slice and interpret.

Based on these reporting tools, we’re confident Flex can help managers raise performance standards and improve call outcomes across the contact center.

Twilio Flex Costs

Twilio takes a different approach to pricing than many competitors by offering both usage-based and flat-rate options. This flexibility is especially useful for companies with seasonal or fluctuating inquiry volumes.

• Per-hour pricing: $1 per active user hour. This model is ideal for businesses with part-time or seasonal agents, such as holiday retailers.
• Flat-rate pricing: $150 per user, per month. While higher than many competitors, this rate is comparable to midrange Salesforce platforms and may be more cost-effective for companies with steady support needs.
• Free trial: Twilio includes 5,000 active user hours at no cost, giving new customers a chance to test the platform before committing. The trial doesn’t include self-hosted UIs or the Insights platform, but it’s more generous than some rivals. For example, RingCentral limits free trials to two handsets and 50 minutes of calls.

Twilio Flex Setup

Getting started with Twilio Flex is straightforward. After creating a free trial account, you can log in to the Flex front end from your browser. The first user becomes the administrator and can then add other admins, supervisors and agents.

From the admin dashboard, you can integrate Flex with your CRM, set up call queues and assign agent skills. Admins can also enable a Teams View so supervisors see what agents and other users are doing in real time. We appreciate how much effort Twilio has put into making Flex easy to launch, especially for businesses that don’t have in-house developers.

For the standard Twilio platform, setup is more complex. If you want to customize every element but don’t have coding resources, Twilio maintains a directory of trusted partners who can help.

Twilio Flex Customer Service

Because Flex is one of many Twilio products, customer support isn’t as direct as some competitors. 

• Primary channels: The website points you to a general Help Center, and unless you want to use a chatbot, it can be difficult to find a phone number beyond the sales team. A support ticket system is available, but we found it tricky to locate, and it requires submitting an online form to specify the business impact of your issue.
• Online resources: On the plus side, Twilio offers strong self-service resources. We liked that the searchable company blog is regularly updated with step-by-step guides and checklists, many of which cover common integration issues. Flex also includes a document repository that explains everything from core concepts to advanced features like supervisor barge-in and queued callbacks. However, much of the documentation quickly shifts into technical language about node provision and scripts, which may be frustrating for less technical users.
• Paid support: For businesses that need more direct assistance, Twilio also offers paid support plans. These include guaranteed response times, 24/7 phone and email support, and even dedicated technical account managers at higher tiers. While helpful for larger companies, smaller businesses may find the free resources sufficient.

Twilio Flex Drawbacks

Twilio has done a good job of making Flex more accessible, especially since the broader Twilio platform has long been seen as a programmers’ tool. That said, there are still a couple of limitations to keep in mind:

• Some features still require coding: Even simple tasks, like turning the audio device check feature on or off, involve using code snippets from the Flex documentation. This may put off businesses that want a fully no-code solution. Read our 8×8 review to learn about an exceptionally easy-to-use platform.
• Customer support leans technical: While the Changelog and documentation library are helpful, they’re written for a tech-savvy audience. Less technical teams may struggle here and could end up relying on Twilio partners — often at an added cost — for help. Check out our review of Five9 if you’d prefer a platform with more accessible support, including phone support. 

Methodology

When researching the best contact center software for automation, we looked for the ability to streamline customer interactions through intelligent routing, workflow automation and omnichannel support. We compared Twilio Flex to varied competitors, evaluating factors like scalability, customization, analytics, pricing, customer support and overall usability. Our research helped us determine where Flex stands out for automation and where it has room for improvement.

Overall Value

We recommend Twilio Flex for: 

• Companies that want full control over the channels they use to communicate with customers and how calls and messages are routed.
• Organizations that prioritize measuring, analyzing and acting on performance data to improve team and agent outcomes.
• Businesses seeking tight integrations with existing business software through third-party plugins.

We don’t recommend Twilio Flex for:

• Businesses looking for a plug-and-play solution with minimal setup and no coding requirements.
• Companies operating on a tight budget.
• Firms that need immediate, round-the-clock access to human technical support.

Neil Cumins contributed to this review.