Welcome to the fundamentals of the Communications Platform. This guide will walk you through the essential concepts, terminology, and capabilities that underpin your messaging strategy. Whether you're just getting started or looking to deepen your understanding, mastering these basics will empower you to create more effective, personalized communications.

Key terms

Let's start by familiarizing ourselves with the core terminology you'll encounter throughout the platform:

Broadcast: Think of a broadcast as your communication highway—the medium through which your messages reach your audience. The platform supports multiple broadcast channels, including SMS, Email, RCS, and WhatsApp, giving you the flexibility to reach your contacts where they are.

Dashboard: Your command center for monitoring success. The Dashboard provides a comprehensive view of your messaging performance, tracking Broadcasts, contact growth, and key metrics—all in one place. It's where data becomes actionable insights.

E.164 format: The global standard for phone numbers. This ITU recommendation ensures phone numbers work seamlessly across international borders by using a simple format: a plus sign (+) followed by up to 15 digits, starting with a 1-3 digit country code, followed by the area code and local number (up to 12 digits total). For example: +1234567890.

Keyword: A powerful trigger word that activates specific platform actions when your contacts send it. Keywords can be words, numbers, or combinations of both, and they're essential for interactive experiences. Each keyword must be paired with a unique platform number or short code, ensuring that when someone texts "JOIN" or "BEGIN" to your number, they get exactly the right response—every time.

Personalized Fields: The secret to making every message feel one-on-one. These dynamic variables let you insert custom information—like a contact's name, location, or purchase history—directly into your Broadcasts. While the platform includes built-in fields you can use right away, you can also create custom fields for more sophisticated personalization. You'll recognize them in your messages by their square bracket format: [[fieldname]].

Message types: Choose your channel

One size doesn't fit all when it comes to communication. The Communications Platform gives you the flexibility to reach your audience through their preferred broadcasts:

• SMS: The universal broadcast. Send text messages directly to any mobile phone number, appearing instantly in your contacts' native messaging apps. Simple, reliable, and reaches virtually everyone.

• Email: Perfect for richer content. Deliver beautifully formatted HTML emails or simple plain-text messages straight to your contacts' inboxes, ideal for newsletters, detailed updates, and visual storytelling.

• RCS: SMS evolved. Rich Communication Services takes traditional text messaging to the next level with branded experiences, high-resolution images, interactive buttons, and enhanced analytics—all within the native messaging app.

• WhatsApp: Meet your contacts where they already are. Connect with your audience through the world's most popular messaging app, combining the intimacy of personal messaging with the power of business-scale communication.

Automation types: Create engaging experiences

Go beyond simple messages. The platform empowers you to build interactive, engaging experiences that captivate your audience:

• Chatbot: A chatbot is a digital assistant that interacts with users to answer questions and perform actions. Chatbots are commonly used to automate support, guide users through processes, and provide instant responses across broadcasts (SMS & WhatsApp).
• Keyword: Empower your audience to take action. Deploy keyword-based automations that let contacts text simple words to participate, subscribe, enter contests, or access exclusive content—driving brand awareness and two-way engagement.
• Subscription Form: Grow your audience effortlessly. Design attractive web landing pages that make it easy for new users to join your contact list with just a few clicks.
• Polls & Surveys: Listen to your audience at scale. Gather valuable insights, opinions, and feedback on any topic through interactive polls and surveys—turning customer voices into actionable intelligence.

Pro tip: Mix and match these automation types to create multi-step journeys that deliver even richer, more personalized experiences to your audience.