What is Braze?
Braze is a customer engagement platform that lets brands send personalized, real-time messages across mobile apps, websites, email, SMS and messaging apps from one system. Originally called Appboy, the company is now listed on Nasdaq. Braze is aimed at mid-size and enterprise consumer brands that want to use live customer data to drive marketing automation, retention and lifecycle campaigns.
The platform combines a data layer, cross-channel messaging and journey orchestration. Push notifications, in-app and web messages, email, SMS and RCS, WhatsApp, LINE and KakaoTalk are all supported. BrazeAI adds tools for creating content and optimizing campaigns, while Decisioning Studio and AI agents personalize offers and timing per user. Pricing is quote-based and scales with monthly active users and a shared pool of message credits.
Braze at a glance
How does Braze work?
- Integrate data and SDKs
Add the Braze SDK to your app or website and connect sources such as a CDP or data warehouse.
- Build audiences
Segment users by behavior, attributes and events using real-time profile data.
- Design messages
Create push, email, in-app, SMS and other messages with Creative Studio and AI assistance.
- Orchestrate journeys
Map multi-step, cross-channel journeys that react to what each user does.
- Measure and optimize
Use reporting, experiments and AI decisioning to improve results over time.
Braze key features
Cross-channel messaging
Push, email, in-app, web, SMS, RCS, WhatsApp, LINE and KakaoTalk managed from one dashboard.
Journey orchestration
Visual, multi-step journeys (known in the product as Canvas) for onboarding, retention and win-back.
Braze Data Platform
Unifies, activates and shares customer data, including connections to data warehouses.
BrazeAI
AI tools that help build campaigns, write content and find optimization opportunities.
Decisioning Studio and AI agents
Picks the best message, offer and timing for each person at scale.
Media Audience Sync
Sends Braze segments to ad platforms for retargeting and suppression.
Reporting and analytics
Campaign and journey reports, plus experiments to measure lift.
Why use Braze?
- One platform covers mobile push, in-app, email, SMS and major messaging apps.
- Real-time data lets messages respond to user behavior as it happens.
- A large partner ecosystem connects Braze to CDPs, warehouses and analytics tools.
- AI decisioning helps personalize content and timing for large audiences.
- Pricing based on monthly active users avoids paying for dormant profiles.
Who is Braze best for?
A good fit for
- Mid-size and enterprise consumer brands
- Mobile-first apps in retail, media, fintech and travel
- Lifecycle and CRM marketing teams
- Companies with a modern data stack and data warehouse
Less suited to
- Small businesses that need a low-cost, self-serve tool
- Teams without developer support for SDK and data setup
- Simple newsletter or blog notification needs
Braze pricing
| Pricing model | Contact sales |
|---|---|
| Free plan | No |
| Free trial | Free trial available (length not stated) |
| Starting price | Custom quote (no public prices) |
Braze sells Go, Select, Pro and Enterprise editions, each adding more orchestration, governance and testing features. Cost scales with monthly active users plus a pool of action credits used for messages and some AI features.
Prices checked October 2026. Vendors change plans often, so confirm on the official Braze pricing page before you buy.
Braze pros and cons
Pros
- Very wide channel coverage in one platform
- Strong real-time data and segmentation
- Large technology partner ecosystem
- Advanced AI personalization options
Cons
- No public pricing and no free plan
- Setup typically needs engineering help
- More platform than small teams usually need
Braze integrations and platforms
Works with
Available on
Braze alternatives
See the full shortlist in Best Push Notification Software.
Braze FAQ
Is Braze free?
No. Braze has no free plan and does not publish prices. You request a quote for one of its editions: Go, Select, Pro or Enterprise. Costs scale with monthly active users and a shared pool of action credits for messaging. Braze does offer a free trial and has startup programs for younger companies.
What is Braze used for?
Braze is used by consumer brands to run lifecycle marketing across channels. Teams use it to send push notifications, in-app and web messages, email, SMS and WhatsApp, and to build automated journeys for onboarding, retention and re-engagement. It also syncs audiences to ad platforms and uses AI to personalize offers and timing.
Is Braze good for beginners?
Braze is powerful but built for established marketing and CRM teams. Marketers can build campaigns in a visual interface, yet the initial setup usually needs developers to install SDKs and connect data sources. Beginners at small companies may find simpler push or email tools easier and cheaper to start with.
Braze vs CleverTap: what's the difference?
Both are customer engagement platforms with push, in-app, email and SMS. Braze focuses on enterprise brands, a large partner ecosystem and quote-based pricing tied to monthly active users. CleverTap publishes a Core plan price, includes built-in product analytics, and is popular with app businesses in Asia and Latin America.
Does Braze integrate with Shopify?
Yes. Shopify is listed among Braze's ecommerce technology partners, alongside Stripe, Recurly and RevenueCat. Braze also connects to CDPs such as Segment and mParticle, data warehouses like Snowflake, and analytics tools such as Amplitude and Mixpanel, so store and customer data can power campaigns.
Sources
This overview is based on Braze's official website and documentation, checked October 2026.