Twilio has introduced Add-ons, which allow developers to supercharge their Twilio API calls with features and capabilities from other communications APIs. The Ekata Reverse Phone and IBM Watson Message Sentiment Add-ons can be activated through the Twilio Marketplace and provide additional functionality for phone number lookups and sentiment analysis of incoming SMS messages. With these add-ons, developers can retrieve historic data about phone numbers and perform sentiment analysis on incoming messages without modifying their application code. This enables more contextually appropriate responses to customer messages, improving user experience.