Caramel Powers the Customer Intelligence. SignalWire Powers the Message Delivery.
For businesses that want the flexibility and cost efficiency of an alternative communications infrastructure, SignalWire delivers. Caramel's AI agent handles the customer segmentation, loyalty logic, and campaign automation. SignalWire's messaging APIs handle the delivery — giving businesses that prefer SignalWire's infrastructure, pricing, or architecture a full-stack solution for global B2C customer communications.
What the SignalWire + Caramel Integration Makes Possible
SignalWire is a cloud communications platform founded by the creators of FreeSWITCH — offering programmable SMS, voice, video, and messaging APIs with a focus on flexibility, developer control, and competitive pricing relative to incumbent communications platforms. For businesses that have chosen SignalWire as their communications infrastructure — or that are evaluating a more cost-effective alternative to incumbent SMS delivery providers — Caramel's SignalWire integration provides the CRM intelligence layer that turns raw messaging infrastructure into a complete customer engagement platform. Caramel manages the strategic side: which customers receive which messages, when, in what sequence, and based on what behavioural triggers from loyalty events, purchase history, and engagement signals. SignalWire manages the infrastructure side: routing messages to mobile networks, managing phone number pools, processing delivery status reports, and handling inbound replies. Businesses benefit from the combined strength of Caramel's B2C CRM AI agent and SignalWire's flexible, developer-friendly communications platform — without being locked into a single-vendor stack for both intelligence and delivery.
Route Caramel SMS campaigns through SignalWire's messaging infrastructure for flexible, cost-effective delivery
Leverage SignalWire's programmable APIs for customised messaging flows and campaign logic
Access SignalWire delivery status reports and inbound message routing within Caramel's campaign interface
Manage phone number pools, short codes, and sender IDs through SignalWire's number management
Process opt-outs and compliance responses through SignalWire's automated reply handling
Coordinate SMS campaigns with email, WhatsApp, and loyalty channel automation in Caramel's unified platform
Integration Features
Programmable SMS Delivery With Developer-Friendly APIs
SignalWire's REST API and CXML-based messaging APIs give Caramel a flexible integration surface for SMS delivery — enabling customised message routing, conditional delivery logic, and advanced campaign flow configurations that go beyond the limitations of simpler messaging platforms. Development teams can configure the delivery layer precisely to their infrastructure requirements.
Cost-Effective Alternative SMS Infrastructure
SignalWire offers competitive pricing for SMS and messaging delivery relative to incumbent platforms, making it an attractive infrastructure choice for high-volume Caramel SMS campaigns. Businesses that send millions of messages per month through Caramel's loyalty and marketing automation can significantly reduce per-message delivery costs by routing through SignalWire without any reduction in delivery capability.
Inbound SMS Routing Back to Caramel
When a customer replies to a Caramel SMS sent through SignalWire, the inbound message is routed back to Caramel via SignalWire's webhook integration. The AI agent processes the reply — honouring opt-out keywords, triggering reply-based campaign flows, recording customer responses in their unified profile, and escalating ambiguous inbound messages for human review when appropriate.
Phone Number Management and Sender Configuration
SignalWire manages Caramel's SMS sending number pool — long codes, short codes, and toll-free numbers — with number provisioning, release, and routing configured through SignalWire's platform. For markets that support alphanumeric sender IDs, SignalWire handles the sender ID configuration so the business's brand name appears in the from-field of customer messages.
Delivery Status Reporting and Failure Handling
SignalWire reports delivery status for every Caramel-triggered SMS — sent, delivered, failed, and undeliverable outcomes are returned via webhook. Caramel processes these status reports to update campaign analytics, identify customers with persistent delivery failures, and trigger alternative channel attempts (email, WhatsApp) when SMS delivery cannot be confirmed — ensuring no customer is missed due to carrier-level issues.
Multi-Channel Campaign Coordination From Caramel
SignalWire handles SMS delivery as one channel within Caramel's broader multi-channel campaign automation. An orchestrated campaign can send an SMS via SignalWire, follow up with a WhatsApp message via Twilio if the SMS goes unread, and close with an email via SendGrid if neither message produces engagement — all configured in Caramel's visual campaign builder, with each channel's delivery handled by the appropriate infrastructure partner.
How It Works Together
High-Volume Loyalty Campaign With Cost-Efficient SMS Infrastructure
A loyalty programme operator sends a monthly points-balance SMS reminder to 500,000 members. By routing these Caramel-triggered SMS sends through SignalWire rather than a higher-priced incumbent, the business achieves the same delivery performance at meaningfully lower per-message cost. Caramel handles the personalisation and timing. SignalWire handles the delivery. The marketing team observes no difference in how they operate within Caramel.
Two-Way Loyalty SMS That Captures Customer Preferences
Caramel sends an SMS through SignalWire asking loyalty members to text their preferred communication frequency — 'WEEKLY' or 'MONTHLY' — to set their preferences. SignalWire routes the replies back to Caramel. The AI agent reads each response, updates the customer profile with the stated preference, and adjusts the future send frequency accordingly. Opt-outs are processed automatically without any manual handling.
Multi-Step Win-Back Sequence With Delivery Failure Fallback
Caramel launches a win-back SMS sequence through SignalWire for 10,000 lapsed customers. For customers where SignalWire reports an undeliverable status — number no longer active, carrier-level block — Caramel's automation fallback triggers an email attempt for the same customer through its email channel infrastructure. No lapsed customer segment is silently lost due to an unreported delivery failure.
Developer-Configured Custom SMS Routing for Enterprise Requirements
A large enterprise uses Caramel for customer loyalty but has specific requirements for SMS routing — dedicated short codes for each brand within their portfolio, custom sender IDs by region, and compliance-mandated message archiving. The development team configures these requirements at the SignalWire infrastructure level, exposing a delivery interface to Caramel that satisfies enterprise requirements without requiring Caramel-level configuration changes.
Regional Campaign Testing With Granular SignalWire Delivery Data
A brand runs a regional SMS campaign test across three markets using Caramel's segmentation to isolate the test cohort in each market. SignalWire's per-message delivery data — carrier-level delivery confirmation, regional delivery rates, and latency by network — enables the team to assess delivery performance by market before scaling the campaign to the full regional customer base.
GDPR Opt-Out Processing That Updates Caramel Immediately
A customer in Germany texts STOP in response to a Caramel loyalty SMS sent through SignalWire. SignalWire processes the opt-out, fires a webhook to Caramel immediately, and Caramel updates the customer profile to suppress all future SMS sends in any active or future campaign sequence. The opt-out is honoured within seconds. The business's GDPR compliance record is updated automatically.
Why Connect SignalWire with Caramel
Flexible SMS Infrastructure Without Incumbent Platform Lock-In
SignalWire gives businesses a fully capable, programmable SMS delivery alternative — enabling Caramel campaigns to route through infrastructure that matches the business's cost, architecture, and developer preference requirements
Cost Reduction for High-Volume SMS Campaign Operations
SignalWire's competitive per-message pricing makes it economically attractive for businesses running large-scale Caramel loyalty and marketing SMS campaigns — reducing infrastructure costs without reducing campaign effectiveness
Developer Control Over Delivery Infrastructure
SignalWire's API-first architecture gives development teams precise control over how Caramel SMS campaigns are delivered — number pool management, sender ID configuration, routing rules, and custom delivery logic are all developer-configurable
Inbound Reply Handling That Enriches Caramel Customer Profiles
Customer replies to Caramel SMS campaigns are routed back through SignalWire's webhook layer, enabling two-way communication that captures preference signals, opt-out requests, and engagement data back into the Caramel CRM
Automatic Opt-Out Compliance at the Infrastructure Level
STOP commands and opt-out keywords are processed by SignalWire automatically, with suppression data fed back to Caramel in real time — ensuring compliance is maintained without manual opt-out list management by the marketing team
Seamless Integration Into Caramel's Multi-Channel Campaign Automation
SignalWire's SMS delivery integrates natively into Caramel's multi-channel campaign orchestration — SMS via SignalWire, WhatsApp via Twilio, and email via SendGrid or Postmark all coordinate within a single Caramel campaign flow
Route Your Caramel SMS Campaigns Through SignalWire's Flexible Infrastructure
Connect SignalWire with Caramel and deliver AI-driven loyalty messages, win-back campaigns, and customer notifications through a programmable, cost-effective communications infrastructure that gives your team full delivery control.
Talk to Our TeamGet Started Today
Connect SignalWire with Caramel and start optimizing your operations today
Your Questions About Taking Back Control
Stop Paying Commissions. Start Building Relationships.
Join forward-thinking businesses reclaiming their customer data from third-party platforms. Build direct connections, increase loyalty, and keep 100% of your revenue.
