The CPaaS Company
Insights
Independent, source-cited writing on cloud communications — original research alongside the best work published elsewhere.
5 pieces
Choosing a channel per message, not per programme
The channel decision belongs at send time, driven by intent, region and what consent you hold — not to a procurement meeting eighteen months earlier.
A template strategy that survives contact with production
Templates are approved in advance, billed by category and impossible to improvise. Design the set before you need it, not during an incident.
Measuring a conversational programme without fooling yourself
A method: choose one outcome, build a permanent holdout, instrument the funnel, and be honest about what the numbers cannot settle.
Designing a journey that actually branches
Most 'journeys' are sequences with a delay between steps. Four decisions turn one into something that responds.
Arabic-first is not translation
Direction, numerals, name order, segment length and register. A localised product differs from a translated one in ways that show up in the first minute.