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TwilioWill McKenzieAnnouncement
Prioritize your messages at scale with the Twilio Traffic Optimization Engine
Summary
Twilio’s Traffic Optimization Engine is a new suite for global messaging deliverability and prioritization, tackling carrier network strain from soaring volumes like the 6.9 billion messages during Cyber Week 2025. The suite automates months of manual planning, working across networks, senders, geographies, and use cases to deliver high-priority messages on time. Real-time Routing uses patented algorithms to optimize traffic across 4,800+ carrier connections every 75 seconds, while Market Throughput manages rate limits at the country and sender-type level to prevent throttling. Traffic Shaping creates dynamic lanes to prioritize one-time passwords over promotional messages, and Multitenancy fairly distributes throughput among ISV teams. Insights provides real-time analytics on deliverability and capacity allocation, and the overall system uses traffic shaping and priority queueing based on carrier, sender, and message type capabilities.
Context
As global messaging volumes increase, carrier networks face strain, leading to deliverability and throughput issues for businesses scaling their messaging solutions. During peaks like Cyber Week, Twilio supported over 6.9 billion messages, highlighting the need for automated prioritization and traffic management.
Approach / What changed
The Traffic Optimization Engine uses patented algorithms, traffic shaping, and priority queueing based on carrier, sender, and message type capabilities. It includes Real-time Routing, Market Throughput, Traffic Shaping, Multitenancy, and Insights, working together to optimize deliverability and prioritization.
Takeaways
The Traffic Optimization Engine’s Real-time Routing uses patented algorithms to optimize messaging traffic across 4,800+ carrier connections every 75 seconds, maximizing deliverability.
Market Throughput manages messaging rate limits at the country and sender-type level, dynamically aligning outbound volume with localized carrier limits to prevent throttling.
Traffic Shaping creates dynamic lanes to prioritize high-priority messages like OTPs over promotional ones, ensuring timely delivery.
FAQ
What is the Traffic Optimization Engine?
It is a suite of features including Real-time Routing, Multitenancy, Market Throughput, Traffic Shaping, and Insights, designed to improve global messaging deliverability and prioritization at scale.
How does Traffic Shaping work in the engine?
Traffic Shaping creates dynamic traffic lanes to protect messaging, allowing categorization by country and sender type. For example, it prioritizes one-time password messages over promotional messages to ensure timely delivery of high-priority messages.
Who should use the Traffic Optimization Engine?
It is ideal for customers who are growing their messaging globally, experiencing delays or long queue lengths for high-priority messages, or want more control over delivery.
Source and freshness
- Source
- twilio.com
- Published
- Added to Yomu
Summaries are generated from the original by a language model. Check the original before relying on it.
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