Stability, sophistication, scale: How Braze powered trillions of customer experiences in 2025

Email. SMS. Push notifications. In-app messages. Web push. RCS. WhatsApp (And the AI surrounding it all). Today, there's no single right way to reach your customers—the best approach to each interaction depends on your use case, the urgency of your communication and the specific preferences of each individual recipient. To stay competitive, marketers need a tech stack capable of reliably sending cross-channel campaigns that engage users in responsive, personal ways.

Braze is built to make that possible. We power the full spectrum of customer engagement use cases—from simple transactional notifications to individually personalized user journeys—without sacrificing reliability, security, or performance at scale, helping marketers build trust by consistently delivering exceptional, AI-driven brand experiences.

What does that look like? Between January 1 and December 31, 2025, the Braze platform:

• Processed 25 trillion data points, fueling 4.5 trillion messages and canvas actions
• Made 3.1 trillion decisioning inferences that contributed to 17.9 billion AI decisions
• Saw an approximately 33% increase in the number of API-triggered messaging campaigns

Reliable customer engagement at a massive scale

As the number of channels and touchpoints grow, brands need a cross-channel approach to build strong customer relationships. However, Braze research has found that marketers across industries don't have what they need to make that happen, with 48% lacking the tools required to orchestrate coordinated cross-channels experiences. Braze fills that gap. We've supported sophisticated cross-channel strategies from day one, and the number of channels we power keeps growing—including recent additions like Banners.

As more brands sent more messages on more channels to more users, Braze powered record-breaking messaging volumes and strong reliability during 2025:

Savvy brands curate their channel mix to optimize their strategy and meet their audience's specific needs. This year, we saw Braze customers do just that, expanding their use of key out-of-product channels:

By expanding the number of channels we support, Braze has given marketers new opportunities to reach customers and drive value. You can see that dynamic playing out across our customer base, with 73% of Braze customers using 3+ channels to engage users—and more than a third using 5+ channels!

Embracing AI and sophisticated customer engagement

Our customers used Braze to reach more than 7.8 billion monthly active users as of October 31, 2025, an increase of nearly a billion users YoY. But the real story here is the sophistication and relevance of the campaigns that marketers are carrying out with Braze.

Sophisticated engagement is built on data. That’s why Braze is built to make it easier for brands to manage, analyze, and act on first-party data. During calendar 2025, the Braze Data Platform (BDP) processed 25.8 trillion data points from ingestion sources including SDKs and APIs, made 8.7 trillion profile updates via Cloud Data Ingestion (CDI) and other ingestion methods, and consolidated 848 million user profiles. That gives brands a single, trusted view of each customer and helps marketers understand their customers’ evolving preferences in real time.

During calendar 2025, Braze processed 10.2 trillion API calls, an increase of nearly 19% YoY. These calls, associated with both the Braze SDKs and REST API, can support a more sophisticated approach to customer engagement by delivering context about users and their actions (e.g. engagement data like clicks and opens), updating user profiles, triggering message sends, and supporting personalization, among other capabilities. Those 10.2 trillion API calls represent an average of 19 million API calls per minute all year long, showcasing the Braze platform's scalability and reliability, as well as our customers' growing use of first-party data to power their campaigns and user journeys.

Last year, we also saw our customers move away from generic, time-based scheduling (which declined approximately 19%) and embrace a more sophisticated, responsive option—namely, API-triggered campaigns, which rose approximately 33% YoY. With API-triggered campaigns, brands can trigger messages based on actions and other information captured within their internal systems or public APIs. That makes more responsive, timely communications possible, while also supporting increased personalization by templating additional data into messages in the moment

All that messaging generates massive volumes of engagement data, providing powerful insights into consumers and their preferences and behavior—but only if relevant teams are able to take advantage of it. The Braze Data Platform helps brands easily export information from Braze into other systems (e.g. data warehouses, CDPs, analytics solutions) via our Braze Currents high-volume data export feature, Snowflake Secure Data Sharing, or by leveraging our enterprise-grade APIs. Last year, Braze streamed nearly 13 trillion events into other systems via Currents, supporting an ongoing feedback loop that can enrich insights and boost business outcomes.

Our support for highly sophisticated, personalized engagement doesn't stop there. Last year’s launch of BrazeAI Decisioning Studioᵀᴹ let brands take advantage of their rich first-party data and use AI decisioning to determine the best channel, message, offer, timing, frequency, and more for each individual customer. This technology allows brands to personalize and optimize user experiences not just once, but continuously—and at a massive scale. During calendar 2025, that translated to:

BrazeAI Decisioning Studio™ lets brands optimize the use cases that are critical to their success, whether that's turning one-time users into premium subscribers, preventing churn, fine-tuning offers for promotions, or converting passive participants into active brand ambassadors. For every campaign, the Decisioning Studio generates messaging permutations, then uses inferences driven by reinforcement learning to evaluate each individual user's behaviors and preferences, in order to find what's most likely to resonate.

During calendar year 2025, AI agents associated with the BrazeAI Decisioning Studio™ evaluated 3.1 trillion potential personalized recommendations, of which 17.9 billion were selected by the agents and sent to users. The result? Optimized decisions at a massive scale.

Final thoughts

2025 was an exceptional year for customer engagement, and Braze is proud of the role we played in helping brands drive stronger impact and deepen their customer relationships. By bringing together AI decisioning, sophisticated customer engagement tactics, and cohesive cross-channel tools, and powering them all reliably and at a massive scale, the Braze platform is making highly personalized, best-in-class marketing possible for brands around the globe.

Interested in learning more about Braze and how we support exceptional customer engagement at scale? Check out our Trust page.

Forward-looking statements

This blog post contains “forward-looking statements” within the meaning of the “safe harbor” provisions of the Private Securities Litigation Reform Act of 1995, including but not limited to, statements regarding the performance of and expected benefits from Braze and its products and features. These forward-looking statements are based on the current assumptions, expectations and beliefs of Braze, and are subject to substantial risks, uncertainties and changes in circumstances that may cause actual results, performance or achievements to be materially different from any future results, performance or achievements expressed or implied by the forward-looking statements. Further information on potential factors that could affect Braze results are included in the Braze Quarterly Report on Form 10-Q for the fiscal quarter ended October 31, 2025, filed with the U.S. Securities and Exchange Commission on December 10, 2025, and the other public filings of Braze with the U.S. Securities and Exchange Commission. The forward-looking statements included in this blog post represent the views of Braze only as of the date of this blog post, and Braze assumes no obligation, and does not intend to update these forward-looking statements, except as required by law.

Message and Other Internal Data

All message and other internal data included in this blog post is approximate and is based on various assumptions. This data is tracked with internal systems and tools that are not independently verified by any third party, and is accordingly subject to adjustment. The methodology underlying the data included in this blog post may vary from prior years and prior year results may not be directly comparable to current results.