Case Study: Ula boosts customer engagement and accelerates growth with Twilio

How ula is using twilio to boost customer engagement and accelerate growth

Ula is an Indonesian online wholesale marketplace founded in January 2020 to help mom-and-pop warungs manage inventory and access credit. Rapid pandemic-driven growth—now offering 10,000+ products and serving over 200,000 retailers—created a critical challenge: maintaining high-quality, secure customer experiences at scale without increasing support costs.

Ula integrated Twilio’s SMS API for reliable OTPs and order alerts and built a WhatsApp chatbot using Twilio Studio and the WhatsApp API to collect feedback. Deliverability and security improved, SMS volume grew about 16x to reach ~200,000 users monthly, and feedback collection scaled from 300–400 to 5,000+ customers per week, yielding 97% satisfaction and richer insights that help prioritize service fixes and drive engagement.

Ula

Alan Wong

Co-Founder and Chief Technology Officer