Salesforce to buy Braze for $5.66B in cash deal

Salesforce agreed on October 20, 2026 to buy Braze, a platform companies use to message their customers, for about $5.66 billion. Braze shareholders will get $47.50 a share in cash. The deal gives Salesforce a real-time messaging engine to feed into its Marketing Cloud and its Agentforce AI agents.

The deal

Salesforce's announcement, filed with US regulators, puts the enterprise value at about $5.66 billion. Enterprise value counts a company's debt and subtracts its cash, so it measures what a buyer really pays for the business.

The deal still needs approval from Braze shareholders and regulators. Salesforce expects it to close in its fiscal year 2028. It said the purchase does not change its guidance for fiscal 2027.

Braze's stock slipped at first. Its shares fell 2.6% in premarket trading, Reuters reports.

Detail	Figure
Enterprise value	About $5.66 billion
Price per Class A share	$47.50 in cash
Expected close	Salesforce fiscal year 2028
Approvals needed	Braze shareholders, regulators
Braze customers	About 2,770
Braze offices	15, headquartered in New York

What Braze does

Braze is a customer engagement platform. Brands use it to send messages to their users across mobile apps, the web, email, SMS and WhatsApp. It is built on event streaming, so it reacts to what users do as it happens and messages them in real time.

Its AI layer, BrazeAI, picks the content, offer, channel and timing for each message. Salesforce names Canva, Dairy Queen, Equinox, Instacart, Urban Outfitters and Venmo among its customers.

How it fits Salesforce

Salesforce says Braze will complement four layers of its platform. Data 360 is its customer data system, and Customer 360 is its suite of sales, service and marketing apps. Agentforce is its family of AI agents, and the fourth layer is SIForce. Inside Customer 360, Braze is meant to improve how Marketing Cloud personalizes messages across channels.

Braze's co-founders, CEO Bill Magnuson and Jon Hyman, will bring their expertise to Marketing Cloud, the announcement says.

"Every interaction is an opportunity to wow your customers," said Patrick Stokes, Salesforce's president of applications and marketing.

J.P. Morgan is Salesforce's financial adviser. Qatalyst Partners advises Braze.

What this means for developers

For teams that run Braze today, nothing changes until the deal closes in Salesforce's fiscal 2028. The questions are about what comes after.

• Inventory your integrations. List every Braze SDK, webhook and data export your apps rely on. Those are the pieces most likely to change if Salesforce merges Braze into Marketing Cloud.
• Check your contract terms. Look at renewal dates and price protections now, while Braze still negotiates as an independent company.
• Watch the data layer. Salesforce plans to connect Braze with Data 360. If you send customer events to Braze, expect new options, and new pressure, to route them through Salesforce.
• Plan for agents sending messages. Pairing Braze with Agentforce points toward AI agents that decide and send customer messages themselves. Review your consent rules and approval steps before that arrives.
• Keep an exit path. Make sure you can export audiences and message history in a standard format, in case the combined product stops fitting your stack.