Wix created its call center to meet the growing need for a live agent following its rapid user growth. To support this growth, Wix initially considered cloud-based telephony services but quickly outgrew them and decided to build its own call center instead. The company then chose to leverage the Twilio API for its telephony needs due to its reliability, flexibility, and lower cost of ownership compared to traditional per-user fee models. With Twilio, Wix was able to integrate a highly reliable telephony service with advanced features such as queuing calls, case management, call recording, and reporting capabilities, ultimately enhancing the overall customer experience.