The Twilio Content API and Content Editor were created to simplify rich omni-channel messaging, allowing developers to create a consistent experience across multiple channels without having to keep track of channel-specific differences. The products normalize template differences between channels like WhatsApp, Facebook Messenger, and SMS, utilizing universal templates that support shared capabilities of each channel. With the Content products, enterprises can manage templates across teams and ISVs can manage templates across thousands of customer accounts, while non-technical users can create, approve, and manage templates from the Twilio Console with the easy-to-use graphical user interface. The solution has delivered significant improvements in customer engagement and experience for Twilio customers like Adelante, who saw a 90% decrease in support requests related to interactive content after implementing the Content API.