The news
Salesforce signed an agreement on 20 October 2026 to buy Braze for $47.50 in cash per share, an enterprise value of about $5.66 billion. Braze is a customer engagement platform: brands use it to send personal messages through mobile apps, websites, email, SMS, WhatsApp and other channels, and its BrazeAI chooses the content, offer, channel and timing. It has about 2,770 customers, including Canva, Instacart, Urban Outfitters and Venmo.
Salesforce says Braze will strengthen the cross-channel personalisation in its Marketing Cloud and work with Data 360 and Agentforce, its AI agents. Braze's chief executive, Bill Magnuson, said the company will "continue building as Braze". Neither company has said whether prices will change or whether Braze will be merged into Marketing Cloud.
The deal needs approval from Braze's shareholders and from regulators. Salesforce expects it to close in its 2028 financial year, which starts on 1 February 2027. Until it closes, the two remain separate companies.
What it means for you
- If you use Braze, Salesforce has announced no changes to its products or prices.
- If you use Salesforce Marketing Cloud, expect app, SMS and WhatsApp messaging from Braze to move closer to Salesforce over time.
- Large CRM vendors are buying the tools that send customer messages, so more businesses may end up buying both from one vendor.
What to do now
- If you use Braze, note your renewal date and what you pay now, so any change after the deal is easy to spot.
- Check that you can export your contacts, consent records and message history from your messaging tool.
- If you are choosing a messaging tool now, ask how it connects to your CRM today, not after an acquisition.
How Didset can help
We build CRMs and connect them to WhatsApp, email and SMS tools, so your customer data stays yours whichever vendor you use.
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