Twilio Messaging Review

Why Twilio is Best for Custom Solutions

Most messaging platforms offer a fixed set of tools, but Twilio is different. It’s the only service we reviewed that lets you build a communications system exactly to your specifications. You decide which functions to include, and you pay only for what you use.

For businesses with straightforward SMS needs, Twilio’s Programmable Messaging API makes it easy to send bulk texts, promos, reminders and surveys. Seasonal companies or businesses with irregular messaging needs will appreciate the pay-per-message pricing, which helps keep costs down. Twilio also supports international messaging, so you can connect with customers around the world.

For organizations with more complex communication strategies, Twilio offers a suite of mix-and-match tools. The Conversations API supports messaging across channels like WhatsApp and Facebook Messenger. SendGrid adds robust email marketing and allows you to move seamlessly between email and SMS while retaining customer data. Meanwhile, Segment unifies customer data into a single profile for better reporting, customer segmentation and personalized outreach.

Usability

Even though Twilio is geared toward developers, we found its console relatively easy to navigate given the complexity of its features and customizations. The dashboard is straightforward, with a left-hand menu split into two main tabs: Develop, which displays your active tools and phone numbers, and Monitor, which houses usage reports and insights. Additional links let you add new products or access Twilio’s documentation library for guided support. Account, billing and usage details are located in the top-right corner, alongside a search function.

That said, Twilio’s messaging interface is more complex than most competitors we evaluated. Adding links, emojis, custom fields or images requires extra steps, whereas other platforms often build these options directly into the compose field. To replicate the out-of-the-box features offered by rivals, you’ll need some coding knowledge. In fact, even Twilio’s no-code builder has a steeper learning curve than we’d like.

In practice, the Twilio console is a bare-bones foundation you can shape to your specifications. While that flexibility is its biggest strength, most small businesses will need outside help to build the right solution. The advantage is that once the setup work is done, you’ll have a tailored platform with exactly the tools your business requires, either within the Twilio console itself or embedded into the apps you already use.

Twilio Features

Twilio goes far beyond basic SMS marketing by giving you the flexibility to build exactly the platform your business needs. Here are some of the standout features:

Powerful Messaging

Twilio’s Programmable Messaging API lets you build a custom solution to engage customers and improve sales through text campaigns. You can manage phone numbers, contacts, campaigns and reports all in one place. The Engagement Suite adds helpful tools like scheduled messages, link shortening and click tracking.

You can also design surveys, send review requests, promote discounts and run loyalty programs. We like that Twilio gives you the freedom to include any marketing tool you need — flexibility you won’t find with most competitors. Just note that the advanced customization may require technical know-how, which can be a hurdle for some small business owners.

Omnichannel Communications

Twilio’s Conversations API lets you build an omnichannel messaging platform that meets customers where they are. In addition to SMS and MMS, you can chat with customers on WhatsApp, Facebook Messenger and Google Business Messages, with conversation history saved in one place. You can also assign chats to team members for easier follow-up.

We like that Twilio goes beyond messaging too, with options for email marketing, voice and even video, so you can manage all your customer interactions from a single platform.

Multiple Programming Languages

Twilio supports a wide range of APIs and SDKs, giving developers the flexibility to build custom messaging solutions right in the Twilio console or within apps you already use. We like that it works with multiple programming languages, including Java, Python and more, so teams can code in the environment they know best.

With this flexibility, you can set up tools for bulk SMS and MMS campaigns, promotions, notifications, alerts and verifications. Even better, Twilio provides step-by-step guides to walk you through building and launching any feature you need.

Low-Code Building

We like that Twilio offers Studio, a low-code add-on with a drag-and-drop interface for building custom applications. Even if you don’t have much coding experience, you can create workflows to add powerful messaging tools right into the console. Guided instructions make it easy to set up appointment reminders, customer text surveys, auto-responders, drip campaigns and even SMS chatbots.

Customer Data Platform

Twilio takes text message marketing a step further with its customer data platform, Segment. When paired with Twilio’s messaging APIs, Segment helps you collect, organize and act on customer data to deliver more personalized campaigns.

Segment includes three main tools:

• Connections: Collect first-party customer data from multiple sources, such as your website or mobile app.
• Unify: Turn that data into unique customer profiles so you can visualize the entire customer journey, understand individual needs and even make predictions or personalized recommendations.
• Engage: Use customer data to build audiences, design personalized journeys and launch targeted campaigns that drive engagement.

We like how Segment makes it easier to create tailored communications at scale. However, pricing for this tool isn’t listed on Twilio’s website, so you’ll need to request a custom quote.

Global Reach

Twilio is one of the few platforms we reviewed that lets you build truly global messaging campaigns. With connections to more than 1,500 carriers, you can reach customers in over 180 countries, whether by SMS, MMS or WhatsApp. Even better, Twilio includes built-in compliance tools and international regulatory documentation, so you can expand your business internationally with confidence, without worrying about violating local laws.

Flexible Reports and Insights 

We love that Twilio makes it easy to turn raw data into actionable insights. The Messaging Insights dashboard tracks key metrics like delivery rates and engagement, while shortened, trackable links give you a clear picture of customer interactions. You can apply unlimited filters to drill down as far as you need. For even deeper analysis, Twilio Engage builds on these tools to measure KPIs, track customer engagement and guide your future marketing campaigns.

AI-Powered Tools 

Twilio bakes AI directly into its messaging APIs at no extra cost. You can use it to optimize delivery times, block fraudulent traffic and build customer service chatbots. Segment subscribers can take it further with AI that automatically creates customer segments, predicts consumer behavior and generates personalized recommendations. It can even design customer journeys or produce code based on simple natural language prompts.

Compliance Checks 

Building a custom platform can be challenging, so we appreciate that Twilio helps ensure compliance doesn’t get overlooked. The system includes built-in tools and documentation to support opt-in and opt-out best practices in every region you operate, including internationally. Trust Hub verifies your business’s 10DLC number for application-to-person messaging and voice calls. We also like that Twilio’s messaging APIs can be configured for HIPAA compliance — a safeguard not all competitors provide.

Twilio Costs

Twilio stands out with its pay-per-use pricing model, unlike most competitors that rely on tiered subscription plans. We love that you’re not locked into contracts or message limits, so businesses with fluctuating messaging needs can better manage costs.

You’ll pay per SMS, MMS or WhatsApp message sent and received. Additional APIs and tools — like Conversations and Studio — are also pay-as-you-go. However, Segment (including Engage) requires a monthly fee, and you’ll need to contact Twilio for a custom quote.

Here’s an overview of Twilio’s pricing structure.

Messaging

Twilio’s per-message rates are among the lowest we reviewed, though carrier fees may still apply. There are automatic volume discounts when you go over 150,000 messages.

WhatsApp pricing is a bit more complex: Twilio charges $0.005 per message, and Meta may apply additional fees depending on the conversation type. Note that in the U.S., WhatsApp can be used only for customer service, not for marketing campaigns.

Phone Number 

The chart below lists Twilio’s monthly pricing. There are volume discounts if you have more than 1,000 numbers.

*Short codes are billed quarterly and require a one-time setup fee.

Additional Costs

• Engagement Suite (link shortening, tracking, scheduling): 1.5 cents per outbound message (first 1,000 per month are free)
• Conversations API: 5 cents per active contact per month (volume discounts available)
• Media storage: 25 cents per GB per month
• Studio: 0.1 cents per flow execution (first 1,000 per month free)
• Twilio Segment: Custom quote required
• Support plans: A limited free option is available. There are several paid plans, which start at $250 per month and go up to as much as 8 percent of your total monthly expenditure. (More on this in the Customer Service section.)

We appreciate that Twilio doesn’t impose message limits or expiring credits, and you won’t pay an inflated premium just to access additional tools. However, with so many paid components, it can be tricky to estimate your total costs upfront. You’ll need to calculate your expected contacts, message volume and desired APIs to get a clear picture.

Twilio Setup

Twilio’s setup is more complex than most competitors, which makes sense since it’s designed for developers creating custom solutions. That said, the initial sign-up is relatively easy. Twilio asks a few quick questions about your intended use and coding experience, then populates your console with the features you’re most likely to need.

From the left-hand menu, you can activate new numbers or port existing lines. Twilio’s extensive documentation library — complete with video tutorials — explains how to add and use each feature. While the company makes an effort to simplify setup for those with limited coding experience, the platform can still feel challenging to navigate.

Most small businesses without an IT team will likely need a developer or third-party online tech support to get started. Enterprise-level support plans include a technical account manager to guide onboarding, but we would have liked to see this level of assistance available more broadly.

Twilio Customer Service

Twilio’s support follows the same flexible model as the rest of its platform: you choose the plan that fits your needs. The free option relies mostly on documentation and tickets, while paid support plans give you access to live support with faster response times and more personalized guidance.

• Developer (free): Free support includes ticketing, AI-powered chatbot help and access to Twilio’s extensive documentation, training videos and community forums. No live support is provided.
• Production: This support level starts at the greater of $250 per month or 4 percent of your monthly spend. You’ll have access to 24/7 chat support, with a one-hour SLA (service-level agreement) for urgent issues and a four-hour SLA for standard cases.
• Business: This support plan starts at the greater of $1,500 per month or 6 percent of your monthly spend. You’ll get live phone support with faster response times and quarterly business reviews.
• Personalized: This premium support tier starts at the greater of $5,000 per month or 8 percent of your monthly spend. It includes a dedicated Technical Account Manager, priority routing and an escalation line for critical issues.

Regardless of your plan, you’ll have access to Twilio’s library of documentation, tutorials and compliance guides. While comprehensive, these resources can sometimes feel overwhelming to navigate. 

Twilio Drawbacks

Twilio is a powerful and highly customizable platform, but there are some potential downsides to keep in mind:

• Complex setup: Twilio is developer-focused, so building your messaging platform often requires coding skills or outside help. If you want an out-of-the-box solution with built-in SMS marketing tools, you may prefer a more straightforward platform like EZ Texting. See our EZ Texting review for details.
• Unpredictable costs: While pay-as-you-go pricing is flexible, it can quickly add up for businesses that send frequent or large-scale campaigns. If you’d rather lock in a predictable monthly plan with straightforward pricing, ProTexting is worth considering. Our ProTexting review explains more.
• Limited free support: The free plan doesn’t include live support, and priority support is only available on high-cost plans. If accessible support matters most, platforms like Campaigner may be a better fit. As we note in our Campaigner review, customers can access support 24/7 by phone, email or live chat.
• Missing features for marketers: Twilio’s AI tools are strong, but we were surprised that it doesn’t include AI-generated SMS copy. For businesses that want built-in help crafting campaigns, Textedly could be a better option. Our Textedly review explains this platform’s AI-powered compose and template tools.

Methodology

To determine the best text message marketing services, we participated in vendor demos, explored free trials, contacted customer support and reviewed online customer feedback. We compared our findings across features, usability, pricing and support to identify the strongest platforms. For the best platform for custom solutions specifically, we focused on advanced features, flexibility, cost-effectiveness and how easily the service can be customized to meet unique business needs. Twilio stood out for its highly customizable APIs and pay-as-you-go structure, making it our top choice for businesses that want to build a tailored messaging solution.

Overall Value

We recommend Twilio for …

• Businesses that need a messaging platform customized to their specific needs.
• Companies that want to pay only for the messages they actually send and receive.
• Organizations that need omnichannel messaging to reach customers globally.

We don’t recommend Twilio for … 

• Small businesses that want predictable, easy-to-estimate monthly costs.
• Companies that need a simple, ready-made platform for straightforward messaging.
• Businesses that require affordable, accessible live support without paying extra.