Last checked: 21 Jul 2026
Keep Braze. Add the agent that answers.
This is not a rip-and-replace page. If Braze runs your lifecycle campaigns, keep it. Braze is excellent at deciding who to message, when, and with what. The gap is what happens next: your campaign gets a reply, and nothing you own can hold that conversation, let alone finish the job it started. That is where Kontakt sits.
Your campaign got the reply. Then what?
A win-back push goes out through Braze. The customer replies on WhatsApp: "I left because you double-charged me in March." A campaign tool has no answer for that. A Kontakt agent does: it checks the history, refunds the charge if your rules allow, apologises like a person, and completes the reactivation. The campaign made the opening. The agent closed it.
How they divide the work
| Braze | Kontakt | |
|---|---|---|
| Decides who to contact and when | Yes | No. It acts on events and replies |
| Sends the campaign | Yes | Not its job |
| Holds the two-way conversation | No | Yes, on WhatsApp, web, SMS, email |
| Takes the action: refund, rebook, reactivate | No | Yes |
| Hands to your team when needed | No | Yes, with full context |
| Counts finished jobs | No | Yes |
How it connects
Braze fires the campaign. The reply lands with the Kontakt agent via the shared channel or a webhook. The agent works the conversation to a finished job and writes the outcome back, so your lifecycle data stays whole. The same pattern applies to any engagement platform.
When you do not need Kontakt next to Braze
If your campaigns are genuinely one-way, no replies expected or wanted, you do not need this. The moment replies carry revenue, collections, saves, reactivations, you do.