Product changelog and announcements

Twilio has updated the behavior of status callbacks for calls placed to Android and iOS Voice SDK applications. Starting 15 March 2023, Twilio will emit the ringing callback after the mobile application has successfully received the push notification and established a connection to Twilio. Previously, we would emit the ringing the callback as soon as the push notification was sent. Devices that were powered off, unreachable due to network availability, or users who were not logged in were inaccurately reporting the call progress events before this change.

The TikTok Audiences destination, built on Destination Actions, is now in Public Beta.

With this destination, you can send Engage audiences to TikTok Ads accounts to support accurate targeting of custom audiences, and other advertising use cases like lookalike audiences, retargeting, and exclusion lists.

For more information, see Segment's TikTok Audiences Destination documentation.

Predictive Traits, Segment’s new artificial intelligence and machine learning feature that lets you predict the likelihood that users will perform any event tracked within Segment, is now in public beta.

For Public Beta, Predictive Traits includes:

• Likelihood to Purchase

• Custom Predictive Goals (for example, likelihood to use a promo code, or propensity to add to cart)

• Predicted Lifetime Value (LTV)

You can use Predictive Traits to build audience segments, trigger journeys, or send to downstream destinations—saving data and marketing teams time while improving ad targeting, optimizing campaign performance, and powering better personalization.

For more information, request a demo in your workspace and check out the Predictive Traits documentation.

Reverse ETL is now in General Availability.

Reverse ETL makes it simple to activate data from a warehouse and load it into 300+ downstream destinations.

Reverse ETL brings the power of the CDP and the data warehouse together by empowering core business teams and data teams to work together to analyze and act on the same valuable customer data. This enables teams to focus on driving business value, such as optimizing customer acquisition, increasing lifetime value, and so much more.

With this release, Reverse ETL:

• Supports AWS Redshift as a source

• Can be accessed programmatically through the Public API

• Is available to all EU workspaces to support GDPR compliance

• Is a HIPAA Eligible Service

Twilio Segment is now offering Profiles Sync into General Availability.

Profiles Sync makes Twilio Segment’s identity-resolved customer profiles portable. Data teams can easily use Profiles Sync data sets and data models in the warehouse of their choice to enrich customer profiles according to their business needs.

Profiles Sync enables data teams to create valuable audiences in the data warehouse that power personalized customer experiences. Profiles Sync can also be configured programmatically via our Public API, is available to all EU workspaces to support GDPR compliance, and is a HIPAA Eligible Service.

The Braze Cohorts destination, built on Destination Actions, is now in General Availability.

With this destination, you can send Engage audiences to their Braze account as cohorts, and cohorts can be used to build campaigns with the most accurate customer data.

This is a more scalable alternative to storing audience subscription in user-level attributes in Braze.

For more information, see Segment's Braze Cohorts Destination documentation.

The Google Analytics 4 Web destination, built on Destination Actions, is now in General Availability.

This destination lets you send web data to the fourth version of Google's widely-used analytics platform, taking advantage of its powerful new features.

This destination works on the client by loading gtag.js for you.

For more information, see Segment's Google Analytics 4 Web destination documentation.

With Subscriptions with SQL Traits, marketers will have the ability to quickly and easily import subscription data into Engage via SQL.

Some companies may enforce employee policies restricting the storage of PII on local computers, which makes subscription-related updates via CSV uploads redundant and limits options for marketers who may not have developer resources readily available.

Marketers don’t always have the skill set to utilize an API but are often familiar with SQL, making our SQL Traits feature a much easier approach to syncing subscription data between their data warehouse and Twilio Engage.

Subscriptions with SQL Traits is available to all users on Engage Premier. For more information, view the Subscriptions with SQL Traits documentation.

Fraud Guard is now enabled by default for all new and existing Verify services*. 

Check it on your Twilio Console by navigating to the Verify Services page and selecting your Service, where you can view Fraud Guard under the SMS tab. Read our documentation and blog to learn more about it. 

*not applicable to Verify customers using custom verification codes.

The Twilio Event Stream source is now in General Availability.

With this integration, Twilio/Segment customers can send events from various Twilio services into Segment to drive personalized, omni-channel experiences.

Benefits include using Segment Profiles to link your Twilio data to an individual for an omni-channel view of your customer’s interactions and using customer engagement tools, such as Engage, to deliver personalized, omni-channel experiences.

For more information, see the Twilio Event Streams source.