Business leaders are challenged to find customers and win them over as long-term, loyal customers due to the increasing cost and complexity of digital channels. Twilio's Customer Engagement Platform aims to help brands thrive during this downturn by lowering customer acquisition costs and growing customer lifetime value. The platform shares five universal laws of customer engagement: engaging customers in real-time with a unified data-first marketing solution; converting customers through every conversation; removing pain points from user verification; knowing the customer and personalizing their experience; and being the customer's trusted advisor. Twilio has announced new features such as its Customer Engagement Platform, Conversations, Message Scheduling, Link Shortening with Click Tracking, Silent Network Authentication, Verify Fraud Guard, Segment Profiles Sync, Reverse ETL, and a partnership with Google Cloud's Contact Center AI to implement personalized virtual agents.