Ably, a Platform as a Service (PaaS) provider, emphasizes the importance of optimizing on-call processes to enhance service reliability and employee well-being. Key strategies include treating alerts like code, which ensures consistency and quality through code reviews, and using percentile-based metrics over averages for more precise alert signals. The company employs Prometheus Alertmanager to manage alerts efficiently, using features like deduplication and routing, while Karma enhances alert visibility. PagerBeauty is used to clearly communicate on-call responsibilities, and regular automated tests confirm the alert pipeline's functionality. An incident management framework improves response organization and confidence, reducing errors and forgotten actions. These practices not only boost employee morale but also improve customer service by enabling swift and effective incident resolution. Ably's robust infrastructure supports massive scale with minimal latency, ensuring high availability even during multiple infrastructure failures.