Vonage is tightening the link between enterprise messaging and marketing automation. The Ericsson-owned communications platform has launched Vonage Conversations for Agentforce Marketing (formerly Salesforce Marketing Cloud), a new solution that embeds two-way messaging channels—including SMS, WhatsApp, and Rich Communication Services (RCS)—directly into Salesforce’s marketing environment.

The move reflects a broader shift in enterprise marketing: conversations, not campaigns, are becoming the primary unit of customer engagement. By integrating programmable communications APIs straight into Salesforce, Vonage is aiming to help brands meet customers where they already are—on messaging apps—without forcing marketers to jump between disconnected tools.

Messaging Becomes Native to the Salesforce Workflow

At its core, Vonage Conversations for Agentforce Marketing allows teams to manage personalized, two-way customer conversations from a single Salesforce interface. Marketers can send and respond to messages, automate interactions, and orchestrate omnichannel journeys using the customer data already stored in Salesforce.

The integration supports a blend of live agents and agentic AI, enabling always-on conversations that scale beyond human availability. Vonage positions this as hyper-personalization at scale: AI-driven interactions that adapt in real time while still allowing human intervention when needed.

Instead of treating messaging as a bolt-on channel, the solution makes it a native part of campaign execution, journey orchestration, and customer lifecycle management.

Why This Matters Now

Enterprise messaging is no longer just about alerts or one-way notifications. Consumers increasingly expect conversational, interactive experiences—and they expect them on the platforms they use daily.

Analysts see this embedded approach as critical. According to Pamela Clark-Dickson, Principal Analyst at the Mobile Ecosystem Forum, the real value of programmable communications emerges when messaging is built directly into everyday business platforms. Embedding AI-powered, omnichannel conversations into Agentforce Marketing allows enterprises to move faster, personalize more deeply, and drive more meaningful engagement without reworking existing workflows.

In practical terms, this means fewer handoffs between systems, faster execution of campaigns, and a clearer path from message delivery to measurable outcomes like clicks and conversions.

AI at the Center of the Conversation

Vonage’s communications APIs don’t just deliver messages—they automate decision-making around them. The platform analyzes customer data in real time to trigger relevant interactions, handle routine tasks, and maintain consistent messaging across channels.

With a single composer inside Salesforce, marketers can design and deploy conversations that adapt dynamically based on customer behavior. Vonage says this approach improves engagement rates while still respecting regulatory and compliance requirements across regions and channels—a growing concern as messaging becomes more interactive and data-driven.

RCS and WhatsApp Are Reshaping Business Messaging

The timing of the launch aligns with major shifts in global messaging behavior. RCS, often positioned as the successor to SMS, is becoming more visual and interactive, making it attractive for branded business communication. Global RCS traffic is projected to exceed 200 billion messages by 2029, signaling growing enterprise adoption.

At the same time, WhatsApp has become a cornerstone of business communication worldwide. Globally, 57 percent of consumers use WhatsApp to engage with businesses or service providers. In EMEA, WhatsApp adoption for business messaging now outpaces SMS, underscoring how quickly consumer preferences are evolving.

By supporting RCS, WhatsApp, and SMS within a single Salesforce-native experience, Vonage is betting that enterprises want flexibility without fragmentation.

Built for Enterprise Scale

Vonage emphasizes that its APIs are already trusted across industries such as retail, finance, and healthcare—sectors where reliability, performance, and compliance are non-negotiable. According to Christophe Van de Weyer, President and Head of Business Unit API at Vonage, the goal isn’t just to send more messages, but to help brands create meaningful, branded conversations across every customer touchpoint.

The integration is designed to support high-volume use cases while maintaining consistent performance, a requirement for global enterprises running complex, always-on customer engagement programs.

Part of a Broader AI Strategy

The launch also fits into Vonage’s larger AI Hub strategy—a portfolio of low-code and no-code components designed to accelerate digital transformation and enable personalized conversations across channels.

It builds on the existing Vonage Conversations for Salesforce offering, extending unified engagement across Agentforce Marketing, Sales, and Service through cross-cloud integration. It also complements Vonage Contact Center, positioning Vonage as an end-to-end player spanning marketing, service, and contact center interactions.

The Bigger Picture

As marketing platforms evolve, messaging is moving from the edge to the center of customer engagement strategies. Vonage’s integration with Salesforce Agentforce Marketing reflects that shift, blending AI, real-time data, and omnichannel messaging into a single operational layer.

For enterprises already invested in Salesforce, the appeal is straightforward: richer conversations, less complexity, and a clearer path to scalable personalization. For Vonage, it’s another step toward making programmable communications an invisible—but essential—part of how modern marketing gets done.

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