Wix, a platform that allows users to build customized websites or online stores, faced the challenge of scaling its phone support for millions of customers after experiencing rapid growth from one million to 20 million users in just two years. The company recognized it had two choices: build or buy, and ultimately turned to Twilio, a cloud-based communication app provider, to solve its customer support challenges. With the tools provided by Twilio, Wix built its own Twilio-powered call center within six weeks, which allowed them to focus on improving their customers' experience. The new call center enabled Wix to gather data that improved their customers' support experience and ultimately led to a 30% reduction in call handling time and doubling of capacity for scheduled support calls without hiring new staff.