Case Study: Twilio achieves faster, data-driven product decisions and launches experiments 6 months faster with Split

Twilio turns to Split as a key component of their experimentation capability to drive faster product decisions

Twilio, a fast-growing communications software company, needed a scalable experimentation platform to make faster, quantitative product decisions across engineering. As use cases grew—high-risk releases, performance changes and segmented tests—Twilio required reliable bucketing, exposure tracking and seamless integration with its in-house dashboards, and evaluated building internally versus using a third‑party solution.

Twilio adopted Split for its developer-focused SDKs and flexible API, embedding Split’s feature flags and targeting into internal tools. The integration cut launch time by about six months, enabled precisely targeted experiments, and quickly resolved debates—e.g., an A/B test showed adding signup questions improved the experience. Experimentation is now a core part of Twilio’s delivery process and is being extended to additional use cases.

Twilio

Laura Schaffer

Product Manager