Caramel Decides Who Gets the Message. Twilio Delivers It Globally.
Caramel's AI agent determines which customers receive which SMS or WhatsApp message, at what time, and in what sequence. Twilio's communications infrastructure handles the global delivery — the carrier connections, the WhatsApp Business API access, and the routing logic that ensures messages arrive across 180+ countries without the business managing any of the underlying telecommunications complexity.
What the Twilio + Caramel Integration Makes Possible
Twilio is the world's leading cloud communications platform — providing programmable APIs for SMS, WhatsApp, voice, and video that power customer-facing communications for millions of businesses globally. Its carrier network spans 180+ countries, its WhatsApp Business API partnership gives direct access to WhatsApp's official business messaging layer, and its infrastructure is built for the scale and reliability that global B2C communication demands. Caramel uses Twilio as the delivery infrastructure layer for its SMS and WhatsApp channels — combining Caramel's campaign intelligence, customer segmentation, and AI automation with Twilio's communications backbone. When a Caramel AI agent decides that a lapsed customer in Germany needs a win-back WhatsApp message, and a first-time buyer in Brazil needs a loyalty welcome SMS, and a VIP customer in Saudi Arabia needs a tier upgrade notification — Twilio is the infrastructure that routes all three messages simultaneously to the right networks, in the right format, through the right carriers. Marketers and CRM managers work entirely within Caramel's interface to design campaigns and automation. Twilio operates beneath the surface, providing the delivery infrastructure that makes those campaigns work globally at scale.
Deliver Caramel SMS campaigns globally across 180+ countries through Twilio's carrier network
Send WhatsApp Business messages via Twilio's official WhatsApp Business API integration
Scale SMS and WhatsApp sends from hundreds to millions of messages with consistent delivery performance
Access Twilio delivery status webhooks to track message delivery, read receipts, and engagement in Caramel
Manage opt-outs, STOP commands, and compliance responses through Twilio's automated handling
Combine SMS, WhatsApp, and email channel coordination in Caramel's multi-channel campaign automation
Integration Features
Global SMS Delivery Across 180+ Countries
Twilio's carrier network provides Caramel with delivery routes to mobile networks in 180+ countries — handling local carrier relationships, number formatting requirements, and regional delivery optimisations automatically. Whether a customer is in France, the UAE, Brazil, or Japan, Caramel's AI-driven SMS campaigns reach them through Twilio's optimised local delivery routes.
Official WhatsApp Business API Access
Twilio is an official WhatsApp Business Solution Provider, giving Caramel access to WhatsApp's Business API for sending template messages, session messages, and interactive messages to opted-in customers at scale. Businesses can send loyalty updates, booking confirmations, personalised offers, and re-engagement campaigns through WhatsApp — the channel with 98% open rates — via the official, compliant API route.
Delivery Status Tracking and Read Receipts
Twilio fires delivery status webhooks for every message sent through Caramel — sent, delivered, read, failed, and undeliverable statuses are reported back in real time. Caramel processes these webhooks to update campaign performance metrics, identify delivery failures, and use read-receipt signals as behavioural data in customer profiles — distinguishing customers who read messages from those who received but ignored them.
Inbound SMS and WhatsApp Message Handling
When a customer replies to a Caramel SMS or WhatsApp message, Twilio routes the inbound message back to Caramel for processing. The AI agent can interpret replies — STOP commands, keyword responses, or free-text replies — and take automated actions: honouring unsubscribe requests, triggering reply-based campaign flows, or flagging messages for human review when AI confidence is low.
Number Pool Management and Sender ID
Twilio manages Caramel's SMS sending number pool — long codes, short codes, and toll-free numbers — and handles sender ID configuration for markets where alphanumeric sender IDs are supported. The business's brand name appears in the SMS from-field in supported markets, reinforcing brand recognition rather than presenting an unfamiliar number to customers.
Compliance and Opt-Out Handling at Infrastructure Level
Twilio processes STOP, UNSUBSCRIBE, and opt-out responses from SMS and WhatsApp messages automatically, suppressing future sends to opted-out numbers and feeding the suppression data back to Caramel's customer profiles. Compliance obligations across multiple jurisdictions are handled at the infrastructure level without requiring manual opt-out management from the marketing team.
How It Works Together
Global Loyalty SMS Campaign to Customers in 15 Countries
A CPG brand launches a Caramel loyalty programme campaign to customers in 15 countries simultaneously. Caramel segments by country, personalises the message content by language, and routes each country's campaign through Twilio. Twilio handles the per-country delivery routing — selecting the optimal carrier path, formatting numbers correctly for each market, and delivering all 15 country sends in parallel. The brand manages one campaign in Caramel. Twilio manages the global telecommunications complexity.
WhatsApp Booking Confirmation Sent Within Seconds
A restaurant guest completes a reservation. Caramel triggers a WhatsApp booking confirmation through Twilio's WhatsApp Business API within seconds of the booking event. The guest receives a rich WhatsApp message — their reservation details, a loyalty point preview for the visit, and a link to their digital loyalty card — delivered to WhatsApp via the official Business API, not as an SMS or an app notification.
AI-Driven Win-Back SMS Sequence for Lapsed Customers
Caramel identifies 8,000 customers who have not transacted in 60 days. The AI agent designs a three-message win-back SMS sequence — a personalised first message with an offer, a follow-up after 4 days if no response, and a final re-engagement attempt after a further 7 days. Twilio delivers all 24,000 messages (3 per customer) across the sequence as Caramel's automation engine triggers each send.
Two-Way WhatsApp Campaign With Customer Reply Handling
Caramel sends a WhatsApp interactive message asking loyalty members to choose their preferred benefit from three options by replying with a keyword. Twilio routes customer replies back to Caramel. The AI agent reads each reply, records the preference in the customer profile, and triggers the appropriate follow-up campaign flow based on the customer's choice — creating a personalised loyalty journey driven by an actual customer decision.
High-Volume Flash Sale SMS to 200,000 Customers in Under 10 Minutes
A retail brand launches a flash sale limited to 4 hours and needs to notify 200,000 loyalty members immediately. Caramel queues the campaign and routes it through Twilio. Twilio's infrastructure scales the send throughput to deliver all 200,000 messages within minutes — not hours — ensuring every customer receives the time-sensitive offer while the sale is still open, not after it has closed.
Automatic STOP Processing Across Multi-Step Campaign Sequence
A customer receives the first message in a Caramel multi-step win-back sequence and replies STOP. Twilio processes the opt-out and fires a webhook to Caramel immediately. Caramel updates the customer profile, removes the customer from the active campaign sequence, and suppresses all future SMS sends in any campaign — all automatically, before the second message in the sequence would have fired.
Why Connect Twilio with Caramel
Global SMS and WhatsApp Reach Without Managing Telecommunications Infrastructure
Twilio's carrier network and WhatsApp Business API partnership give Caramel customers global messaging reach across 180+ countries without any carrier contracts, number management, or telecommunications compliance to handle directly
Official WhatsApp Business API for Compliant High-Volume Messaging
Twilio's WhatsApp Business API access means Caramel campaigns reach customers through the official, compliant WhatsApp channel — not grey routes or unofficial workarounds — protecting the business's WhatsApp Business account standing
Delivery Intelligence That Feeds Caramel Customer Profiles
Delivery status, read receipts, and inbound replies from Twilio enrich Caramel customer profiles with real engagement signals — distinguishing customers who engage from those who don't, enabling more intelligent future targeting
SMS Compliance Managed at the Infrastructure Level
STOP commands, opt-out processing, and carrier-required compliance responses are handled by Twilio automatically — protecting the business from compliance risk without requiring manual management of opt-out lists
Horizontal Scale From 1,000 to 10,000,000 Messages
Twilio's infrastructure scales Caramel's SMS and WhatsApp campaign volume horizontally — the same integration handles a targeted 500-customer segment campaign and a 5,000,000-member global loyalty notification send without configuration changes
Two-Way Communication That Makes Campaigns Conversational
Twilio's inbound message routing enables Caramel to build truly two-way SMS and WhatsApp campaign flows — customers can reply, choose options, and interact with campaigns in ways that enrich their profiles and create more personalised experiences
Power Your Caramel SMS and WhatsApp Campaigns With Twilio's Global Infrastructure
Connect Twilio with Caramel and deliver AI-driven loyalty messages, win-back campaigns, and booking confirmations to customers across 180+ countries — with the delivery reliability and scale that global B2C communication demands.
Talk to Our TeamGet Started Today
Connect Twilio 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.
