Salesforce is buying Braze, the platform many marketers chose instead of Salesforce
On 20th Oct'26, Salesforce agreed to buy Braze for about $5.66 billion, paying $47.50 a share in cash. Braze is a customer messaging platform used by about 2,770 companies to reach their customers across apps, email, SMS and WhatsApp, with its own AI that picks the content, offer, channel and timing for each person. Salesforce says Braze will strengthen Marketing Cloud and feed its Agentforce agents, while Braze's chief executive says the company will keep building as Braze. The deal needs approval from Braze shareholders and regulators and is expected to close in Salesforce's 2028 financial year, which starts in February 2027.
What it actually means
Plenty of marketing teams, especially app-first brands, picked Braze because it was lighter and faster to run than Salesforce's Marketing Cloud. Salesforce is now paying $5.66 billion for the part of the stack that decides what each customer is sent and when, because an agent making that choice is only as good as the customer data underneath it, and Salesforce wants to own both.
Nothing changes for Braze customers yet, since the deal is unlikely to close before next year. That gap is the useful part, because a Braze contract you renew in the coming months is still negotiated before the new owner sets the price list. Get your data export terms and any price cap in writing now, and if your team has built its own logic on top of Braze's AI features, check how much of it you could move.
If you chose Braze to stay out of Salesforce, renew it before the new owner writes the price list.
$5.66Bwhat Salesforce is paying for Braze
Source: Salesforce (SEC Form 8-K) · Wednesday, 21 October 2026