Eleven front doors to the same building.
Years of evolving regulations had turned Twilio's compliance experience into a fragmented collection of workflows, making it difficult for customers to understand what was required and how to get compliant. A2P, toll-free, short code, and the rest, eleven registration types in total, each had its own entry point, its own vocabulary, and its own idea of what a “profile” was. A customer who needed more than one had to learn the system more than once. There was no single place that answered “what’s my compliance status, and what do I do next?”
One Console set out to fix that: unify all eleven types under Trust Hub as a single compliance home, with a more linear onboarding flow that carried a user from profile creation straight through to registration.
Every flow ran through Persona, a third-party identity verification platform embedded in Console. Persona gave Twilio real identity verification tooling without building it from scratch. That mattered most for the Primary Customer Profile, where verifying who a business is is the step. The tradeoff was strict rules about what the embed could do and when.
The Persona expert in the room.
I co-designed the compliance onboarding experience and brought about three years of hands-on compliance work to the team. I owned the core registration flows:
- Primary Customer Profiles, Individual and Business
- Secondary Customer Profiles
- A2P 10DLC Brand registration
- A2P 10DLC Campaign registration
- Regulatory Compliance registration
My role was also connective. I’d already designed the A2P embeddable, so I knew how Persona actually behaved, including which screens had to come first for the embed to work at all. The team consulted me on screen order and on fitting the embed into flows I didn’t own.
