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The Communications Platform-as-a-Service (CPaaS) industry has changed significantly in recent years due to the rise of OTT players and the shift to the cloud, enabling CPaaS solutions to utilize artificial intelligence (AI) and machine learning (ML) to perform complex tasks such as layered campaign testing, predicting friction points, and using modules to improve time to market while also ensuring enhanced customer experience. CPaaS is used in several verticals, including e-commerce, BFSI, healthcare, and more, and can help brands strengthen their business intelligence with real-time analytics.