Braze and Salesforce: real-time customer engagement across every channel.
Braze is a customer engagement platform that responds to customer behaviour in real time across apps, websites, email, SMS and WhatsApp. Salesforce agreed to acquire Braze on 20 October 2026 for around $5.66 billion. The deal has not closed yet.
What is Braze, and why did Salesforce buy it?
Braze watches what customers do, in an app, on a website or in a message, and responds at the moment it matters with the right message on the right channel. It is built for businesses with large numbers of consumers and lots of real-time activity.
Salesforce says it will bring Braze together with Marketing Cloud, its CRM and Data 360. Salesforce expects the deal to close in its fiscal year 2028, subject to shareholder and regulatory approval.
What Braze changes for a UK business.
Messages that land at the right moment
Customers hear from you when they act, not when the next batch campaign runs.
One view across channels
App, web, email, SMS and WhatsApp work from the same customer profile.
Marketing that proves its return
Every message is tied to what the customer did next.
Get ready for Braze with what Salesforce offers now.
Braze is not part of Salesforce yet. You can build the same foundation now with Marketing Cloud: unified customer profiles, journeys triggered by behaviour and reporting tied to revenue. Ignyto delivers Marketing Cloud so you are ready for whatever Salesforce builds next.
Questions about Braze and Salesforce
Has Salesforce bought Braze?
Salesforce signed a definitive agreement to acquire Braze on 20 October 2026. The deal is subject to shareholder and regulatory approval and had not closed at the time of writing.
What does Braze do?
Braze is a customer engagement platform that responds to customer behaviour in real time across mobile apps, websites, email, SMS and WhatsApp.
Should we wait for Braze before investing in Marketing Cloud?
No. The groundwork, clean customer profiles and behaviour-triggered journeys, is the same either way, and Marketing Cloud delivers it today.
Source: Salesforce newsroom. Details correct at 5 November 2026.
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