Twilio is a cloud communications platform that lets businesses add voice, SMS, WhatsApp, email, video and chat to their apps, websites and CRMs through a set of APIs. Instead of building and maintaining telecom infrastructure, you call Twilio's APIs and send a message or connect a call in a few lines of code. Twilio (NYSE: TWLO) is headquartered in San Francisco, led by CEO Khozema Shipchandler, and carries a market cap of around $30 billion as of mid-2026. Its platform powers communications for Uber, Airbnb, Netflix, Intuit and HubSpot.
MO Agency is a Twilio Gold Partner and HubSpot Elite Solutions Partner - we implement Twilio for companies that want omnichannel communication tied directly into their CRM.
What does Twilio do?
Twilio replaces the telecom plumbing a business would otherwise have to build itself. It provides programmable access to the channels your customers actually use, so your software can send a WhatsApp message, place a verified call, deliver a one-time PIN, or route a support query - all through one platform. In practice, Twilio does three things: it connects you to global carrier networks, it exposes those networks as developer-friendly APIs, and it layers products (contact centre, customer data, email) on top so you are not coding everything from scratch.
How does Twilio work?
Twilio sits between your application and the world's phone and messaging networks. Your app makes an API call to Twilio; Twilio carries the voice or message data securely over carrier infrastructure and returns the result. The customer never sees the mechanics - they just get the call or the message.
Two real examples make it concrete:
- Calling your Uber driver in-app. When you tap to call your driver, the Uber app makes an API call to Twilio to connect the two of you. Twilio carries the voice securely and masks both real numbers, so neither party sees the other's phone number.
- A boarding pass on WhatsApp. When an airline sends your boarding pass and a personalised message to WhatsApp, that message is typically delivered through Twilio's WhatsApp Business API.
The same pattern powers calling inside a CRM: a rep clicks to call from HubSpot, and Twilio makes the call, records it, and stores the recording against the contact for a manager to review later.
What are Twilio's main products?
Twilio is a platform of products rather than a single tool. The ones that matter most for business use:
| Product | What it does | Best for |
|---|---|---|
| Programmable Messaging | One API for SMS, MMS, WhatsApp, RCS and Facebook Messenger | Notifications, reminders, personalised campaigns |
| Programmable Voice | Make, receive, record and route calls worldwide; build smart IVR | Call centres, in-app calling, CRM dialling |
| Twilio Flex | Fully customisable cloud contact centre | Support teams wanting a tailored agent interface |
| Twilio Studio | Low-code visual builder for messaging and call flows | SMS/WhatsApp bots and IVR without heavy dev work |
| Verify | 2FA, OTP and identity verification across channels | Fintech, edtech and healthcare logins |
| SendGrid | Transactional and marketing email at scale | Receipts, newsletters, high-deliverability email |
| Segment | Customer Data Platform unifying customer data | Personalisation across marketing, sales and service |
| Connectivity | SIP trunking, phone numbers, short codes | Voice infrastructure and high-volume messaging |
Note on Segment: after an activist-driven operational review in 2024, Twilio chose to keep Segment and integrate it across the platform, so it remains a core part of the Twilio stack in 2026.
What are the communication channels Twilio supports?
- Messaging - SMS, MMS, WhatsApp, Facebook Messenger, RCS and in-app chat.
- Voice - inbound and outbound calls, IVR, and call recording anywhere in the world.
- Video - one-to-one and group video for telehealth, education and support.
- Email - transactional and marketing email via SendGrid.
- Verification - OTP and 2FA delivered over SMS, voice, email or push.
Why do businesses use Twilio?
Businesses use Twilio because it turns communication into something programmable, personalised and scalable. You can insert a customer's name, order status or location into a message using data from HubSpot, Salesforce or Segment, and send it on the channel that customer prefers. That means automated confirmations and reminders, inbound queries routed to the right agent, secure logins with 2FA, and full omnichannel support centres - all from one platform that scales from a handful of messages to millions. The payoff is a more personal customer experience at every touchpoint, without stitching together separate vendors for SMS, voice, email and chat.
How much does Twilio cost?
Twilio uses a pay-as-you-go pricing model: you add a payment method and pay per message sent, per minute of calling, or per verification, with rates that vary by channel and destination country. There are no upfront licence fees for the core APIs. High-volume users typically work through a Twilio Partner like MO Agency to negotiate a committed-use discount over a 12-month period, which lowers per-unit rates significantly at scale. Products such as Flex and SendGrid have their own usage-based pricing on top of the base channel costs.
What are the drawbacks of Twilio?
Twilio's power comes with complexity. It is built for developers, so it can be hard for non-technical teams to set up, and even experienced developers can find the breadth of products and configuration daunting. Getting WhatsApp Business approval, structuring IVR logic, and wiring Twilio cleanly into a CRM all take specialist knowledge. This is exactly where a partner helps: as a Twilio Gold Partner, MO Agency handles setup, integration and go-live so you get the capability without the headaches.
How MO Agency implements Twilio
MO Agency is a Twilio Gold Partner and HubSpot Elite Solutions Partner, and we build Twilio into real business processes rather than leaving you with raw APIs. We use Twilio Studio to automate onboarding and support touchpoints, build fully customised IVR solutions with Studio and Flex for high-volume service teams, and integrate WhatsApp into application processes for colleges and universities. We have also used Twilio to initiate and gather contact data for insurance and banking loan applications. Because we implement both Twilio and HubSpot, we connect your communications directly to your CRM - so every call, message and verification is logged against the customer record. Talk to us about a Twilio implementation.
Frequently asked questions
What is Twilio in simple terms?
Twilio is a cloud communications platform that lets businesses add voice, SMS, WhatsApp, email, video and chat to their software using APIs. Rather than building telecom infrastructure, a company calls Twilio's APIs to send messages or connect calls in a few lines of code. It powers communications for companies including Uber, Airbnb, Netflix and HubSpot.
What is Twilio used for?
Twilio is used to automate and personalise customer communication at scale. Common uses include appointment reminders and order confirmations by SMS or WhatsApp, in-app and CRM-based calling, two-factor authentication and one-time PINs, omnichannel contact centres, and transactional email. It is used across industries including fintech, healthcare, education, insurance and retail.
How does Twilio work?
Twilio sits between your application and global carrier networks. Your app makes an API call to Twilio, Twilio carries the voice or message data securely over carrier infrastructure, and returns the result to your app. For example, when you call an Uber driver from the app, the app makes an API call to Twilio, which connects the call and masks both phone numbers.
How much does Twilio cost?
Twilio is pay-as-you-go, charging per message, per call minute or per verification, with rates that vary by channel and country and no upfront licence fee for the core APIs. High-volume users usually negotiate committed-use discounts through a Twilio Partner over a 12-month term. Add-on products like Flex and SendGrid carry their own usage-based pricing.
Does Twilio integrate with HubSpot?
Yes. Twilio integrates with HubSpot to enable calling, SMS and WhatsApp directly inside the CRM, with calls recorded and logged against contact records. As both a Twilio Gold Partner and a HubSpot Elite Solutions Partner, MO Agency specialises in connecting the two so communication data flows straight into HubSpot.
Is Twilio still keeping Segment?
Yes. After an operational review in 2024 prompted by activist investors, Twilio decided to retain Segment, its Customer Data Platform, and integrate it across the wider platform rather than sell it. Segment remains a core part of the Twilio stack in 2026.
Do I need a developer to use Twilio?
For simple, low-volume tasks, Twilio's low-code tools like Studio let non-developers build basic SMS or WhatsApp flows. For production systems - CRM integration, custom IVR, WhatsApp Business approval, contact centres - you want developer expertise or a Twilio Partner. MO Agency implements Twilio end to end so teams get the capability without managing the technical complexity.
MO Agency is a Twilio Gold Partner and HubSpot Elite Solutions Partner.
