Messagebird

MessageBird asked us to build a Salesforce AppExchange app for Marketing Cloud that makes messaging a first‑class part of the customer journey. The aim was clear: help brands meet people on the channels they already use with friends and family, then orchestrate those conversations with the same care they bring to email. We designed and shipped an app that plugs MessageBird into Journey Builder so teams can plan, send and measure messages across WhatsApp, SMS, LINE and Viber from one place.

Customers expect to chat with companies the way they chat with each other, yet many stacks are fragmented. Brands needed a reliable way to run popular messaging channels inside Salesforce Marketing Cloud with proper consent handling, clear reporting and automation at scale. The app also had to pass Salesforce’s security review and be simple enough for marketers to use without code.

We built a managed AppExchange app that brings MessageBird’s channels into Journey Builder as native activities. Marketers can drop a WhatsApp, SMS, LINE, or Viber step into a flow, define who receives it and when, and tailor content using the same data as email. A lightweight configuration UI manages credentials and channel settings, and templates cover common cases such as order updates, appointment reminders, and service alerts.

Behind the scenes, the app handles the complex parts. Incoming webhooks capture delivery receipts and replies, normalise phone numbers, and write clean data back to Marketing Cloud. A clear data-extension model keeps consent and preferences in sync so messages respect opt-ins. For WhatsApp, the app supports approved Business templates and variable fields. If a channel is unavailable, journeys fall back to SMS to ensure time-critical messages are delivered. Logging and error handling are built in so issues can be identified and resolved quickly.

Day to day, teams plan journeys in Journey Builder as usual. Events in Service Cloud or Commerce Cloud trigger messages, profile attributes shape the content, and if a customer replies, the app writes the response to Marketing Cloud so the next step reflects the conversation. This closes the loop between service, marketing, and the customer without switching tools mid-task.

The outcome is practical. Brands reach people on the channels they check most, with timely, relevant messages. Journeys that once relied on email alone now use messaging where speed matters, from delivery notifications to support updates. Marketing teams gain a single place to orchestrate, test, and measure across channels, while MessageBird’s global routing optimises deliverability, speed, and cost. In short, the app turns multi-channel intentions into daily work: it respects consent, simplifies configuration, and gives teams the tools to automate conversations that feel personal rather than generic.