Case Study: TaskRabbit achieves rapid global expansion with Twilio SMS alerts

TaskRabbit speeds global expansion using SMS to alert local on-demand workers of new jobs

TaskRabbit, an online errand marketplace that connects people with local "Taskers" for short jobs, expanded from the U.S. into London and faced the challenge of preserving its real-time, personalized communication model overseas. The company needed a reliable way to alert nearby Taskers instantly while adapting messaging and call behavior to subtle local differences in tone and customer expectations.

Using Twilio’s SMS and Voice APIs, TaskRabbit replicated its “Bat‑Signal” task alerts, masked phone numbers, routed calls by geography, and deployed locally phrased recordings to match Londoners’ communication style. The result was a smooth international launch that kept Taskers responsive and customers satisfied, enabling continued global growth (18 markets, ~25K Taskers, ~1.25M users/tasks).

TaskRabbit

Uma Subramanian

Director of Marketplace Operations