Salesforce to Acquire Braze for $5.66 Billion to Boost Customer Engagement
Salesforce announced on October 20, 2026, that it entered a definitive agreement to acquire Braze for approximately $5.66 billion in enterprise value. Braze Class A stockholders will receive $47.50 in cash per share. The proposed transaction would add Braze’s real-time, cross-channel customer engagement platform to Salesforce’s marketing technology portfolio, but it has not closed and remains subject to shareholder approval, regulatory clearances, and other closing conditions. Salesforce’s acquisition announcement
Braze would extend Salesforce Marketing Cloud’s real-time engagement capabilities
Braze provides event-streaming customer engagement across mobile apps, websites, email, SMS, WhatsApp, and other channels. Salesforce says Braze’s continuously updated customer profiles, journey orchestration, and BrazeAI decisioning are expected to complement Data 360, Customer 360, Agentforce, and SIForce, while strengthening Marketing Cloud’s cross-channel personalization at high message volumes. (salesforce.com)
The acquisition remains subject to closing conditions
The merger agreement would make Braze a wholly owned Salesforce subsidiary after closing. The agreement requires approval from Braze stockholders and applicable regulatory clearances before the merger can take effect. The filed merger agreement also specifies that the transaction becomes effective after the required conditions are satisfied and the certificate of merger is filed.
The announcement does not introduce a migration deadline, API retirement, packaging change, or required customer configuration. Salesforce Marketing Cloud and Braze customers should continue operating against current product documentation until Salesforce publishes formal integration, product, licensing, or support changes.
