Global customer relationship management (CRM) platform Braze said on April 8 it would expand investment in the South Korean market.

The investment includes building a South Korea data centre and launching a KakaoTalk messaging channel. Braze said the investment creates an environment in which South Korean companies can meet data sovereignty and regulatory requirements while delivering personalised customer experiences based on KakaoTalk.

Braze's South Korea data centre runs on Amazon Web Services (AWS), the company said. It supports South Korean companies in securely storing and using customer data within the country.

Shahid Nizami (샤히드 니자미), Braze's APAC vice president, said South Korean companies have needed a balance that meets both localised features and global platform infrastructure. He said the South Korea data centre and KakaoTalk messaging channel launch would provide a foundation for storing data securely in the country while delivering advanced customer experiences across multiple channels.

With the KakaoTalk messaging channel launch, companies can use Braze to communicate directly with about 49 million users in South Korea.

Using Braze enables faster campaign execution through simplified channel management and no-code message creation functions. It also enables personalised target messaging based on rich customer data and real-time response indicators to improve engagement and conversion rates, and integrated customer experience design linking KakaoTalk with other channels to optimise marketing cost efficiency.

Hyun-soo Jeon (전현수), performance leader for Kakao's AD domain, said the integration of the Braze platform and KakaoTalk business messages is expected to significantly expand brands' customer engagement capabilities. He said the company plans to continue building an effective and strong communication platform between users and companies with various partners.