2025 was the year Bird went beyond a messaging platform and became something bigger.
We spent years building the infrastructure that powers 40% of global commercial messaging. That foundation gave us something few companies have: the ability to actually deliver on the promise of unified customer engagement. So this year, we made a choice - stop selling pieces of a platform and start delivering the complete experience businesses actually need.
The shift to Bird Marketing
The biggest transformation happened when we reimagined our entire approach around marketing. Not marketing tools. Not marketing features. Marketing as a complete, unified discipline.
We broke down the silos between data, automation, channels, and campaign execution. We launched Bird Marketing as a true platform where your customer data, AI-powered journeys, omnichannel campaigns, and analytics live in one place - not duct-taped together, but genuinely unified. No more exporting CSVs between systems. No more customers getting SMS promotions right after they've already purchased. No more waiting a day for mobile app cart activity to sync with your marketing tools. No more building the same audience twice.
For the first time, businesses can run their entire marketing operation from a single system that actually understands the full customer journey. Connect your store data, launch AI-optimized sequences across email, SMS, WhatsApp, and RCS, and track exactly how much revenue each campaign drives - all without leaving Bird.
We fundamentally rethought how marketing platforms should work.
What we built
The transition to unified marketing meant rebuilding nearly everything. We launched our CDP to turn scattered customer data into an intelligent marketing asset, dramatically expanding our data and audience capabilities. This included deep segmentation across contacts, companies, custom objects, and custom events, with the ability to express complex attribute comparisons as filtering criteria. Data management became significantly richer with complex data transformation and enrichment using third-party data or AI, and bulk data export to data warehouses so you have full control over your data.
We expanded our omnichannel capabilities and launched AI-powered journey automation that actually learns and improves over time. New features included predictive attributes like optimal send time and best channel for each contact, advanced journey A/B testing with intelligent variant selection, and essential control features like global holdout across campaigns and journeys. We also added built-in tools for better performance - recipient validation and recaptcha to improve deliverability plus bot protection to keep your lists clean, and a feature-rich sign-up form builder with conditional fields and multi-step progressive forms.
For governance and insight, we rolled out custom dashboarding and reporting with access to contacts, companies, custom objects, and custom event metrics, alongside fine-grained permissions across the entire organization.
We also redesigned our entire interface, because a platform this powerful deserves an experience that doesn't slow you down. Behind the scenes, we kept improving the infrastructure that makes all of this possible - the global network that delivers messages reliably, the APIs developers trust, the security and compliance that enterprises require. This Black Friday put that infrastructure to the test: 19.9 billion emails processed across the weekend, with peaks hitting 347,678 messages per second. Zero customer-facing incidents. Sub-2-second delivery times when every second matters. (Read the full report)
What's next
If 2025 was about unifying marketing, 2026 is about expanding what "unified" means for your entire business.
We're not done building. The platform businesses need doesn't stop at marketing - it extends to every customer interaction, every workflow, every decision. We've been working on something that takes everything we learned this year and pushes it further.
Stay tuned. The complete picture is coming together.
For now, thank you for building with us, growing with us, and pushing us to deliver more than scattered tools. Here's to a year of transformation - and to what comes next.
- The Bird Team
- Bird's record-breaking Black Friday report | Infrastructure insights and what 7,000 brands reveal about peak performance
Bird's record-breaking Black Friday report | Infrastructure insights and what 7,000 brands reveal about peak performance
- The shift from point solutions to unified platforms | Why businesses are ditching fragmented tool stacks
The shift from point solutions to unified platforms | Why businesses are ditching fragmented tool stacks
