8x8, Inc. (8x8) provides integrated customer experience and business communications solutions, purpose-built to unify customer and employee engagement across the enterprise.
The company's Platform for CX combines contact center, business communications, and application programmable interfaces, or APIs, for communications into a single, secure, AI-powered system that delivers seamless, data-driven interactions. Designed for agility and scale, the company's platform helps businesses eliminate sil...
8x8, Inc. (8x8) provides integrated customer experience and business communications solutions, purpose-built to unify customer and employee engagement across the enterprise.
The company's Platform for CX combines contact center, business communications, and application programmable interfaces, or APIs, for communications into a single, secure, AI-powered system that delivers seamless, data-driven interactions. Designed for agility and scale, the company's platform helps businesses eliminate silos, improve operational efficiency, and turn every conversation into actionable intelligence. By aligning technology with measurable outcomes, the company empowers organizations to transform how they connect, serve, and grow — from first interactions to lasting relationships.
The company serves a broad customer base—from small businesses to large global enterprises—across every major industry and in over 160 countries. These customers often have more complex communication and customer service needs and are more likely to benefit from—and invest in—multiple services across the company's platform. This focus aligns with the company's strengths, eliminating communication silos and enabling businesses to transform every customer interaction into a strategic asset. The company also invests resources in retaining its small business customers, including world-class onboarding and customer care specialists that serve as a single point of contact for all service and support needs.
The company reaches customers through a diversified go-to-market strategy that includes both direct and indirect channels. The company utilizes a diversified partner ecosystem to complement its direct sales efforts and expand its global market reach. The company's go-to-market strategy includes technology solutions distributors, or TSDs, and their sub-agent networks, which contribute to pipeline growth through referrals. The company also engages value-added resellers, or VARs, who market, sell, implement, and support its solutions, helping to drive customer acquisition and optimize its routes to market.
In addition, the company collaborates closely with strategic technology partners—particularly those with whom it maintains deep integrations or original equipment manufacturer, or OEM, relationships—via structured referral agreements and coordinated lead flow processes. The company's carrier partnerships extend its service availability to over 100 countries and territories, ensuring high-quality, reliable communications that support its international footprint.
Strategy
The company's solutions are intentionally engineered for effortless adoption, enabling information technology (IT) teams and customer experience leaders to improve customer satisfaction, and drive better business outcomes as their needs evolve and mature over time.
The company’s strategy is built around six key pillars:
Unified Platform for Customer Experience (CX): The company's cloud-native 8x8 Platform for CX integrates contact center, unified communications, and communications platform-as-a-service capabilities into a single, secure architecture. The platform is powered by the company's Customer Interaction Data Platform, which captures, connects, and contextualizes interaction data across the organization. With embedded artificial intelligence and omnichannel functionality, the 8x8 Platform for CX enables consistent, intelligent customer and employee experiences across voice, video, chat, and messaging—helping businesses drive operational efficiency, elevate service quality, and unlock actionable insights at scale.
Outcome-Driven Innovation: The company invests in innovation designed to reduce complexity for its customers, help its customers elevate their experience, improve agent and employee productivity, and modernize legacy systems. Flexible user interfaces and artificial intelligence-based features are enabled across the company's platform to improve productivity and drive proactive customer engagement. Features, such as real-time call summaries, sentiment analysis, AI-based routing, and AI coaching on next-best-action enable proactive, personalized service and faster outcomes.
Customer Focus: Mid-Market, Enterprise, and Public Sector: The company's go-to-market strategy and innovation efforts are centered on serving mid-market, small to mid-sized enterprises, and public sector organizations—segments that often face complex communication and engagement challenges. With a modular platform and a comprehensive suite of capabilities, the company enables these customers—many of whom may not have dedicated customer experience engineering teams—to easily adopt and integrate multiple products. This approach drives greater value, improves outcomes, and fosters long-term, strategic partnerships.
Modern Go-To-Market Approach: The company reaches customers through a hybrid approach that includes direct sales, digital channels, value-added resellers, and strategic integrations with large platforms like Microsoft Teams and Salesforce. This allows the company to scale efficiently while tailoring its approach to different customer segments.
Customer Lifecycle Success: The company's customer success teams deliver a full lifecycle engagement model focused on rapid onboarding and long-term adoption based on account potential, resulting in increased share of wallet over time. This proactive approach is intended to drive higher customer satisfaction, increased cross-sell of additional products, and higher customer retention.
Technology Partner Ecosystem and Platform Extensibility: The company's Technology Partner Ecosystem—a carefully curated set of technology innovators—enables customers to integrate best-of-breed customer experience solutions through deep platform integration for a native-like experience. The extensibility of the company's platform enables rapid innovation, tailored solutions, and faster deployment of best-of-breed and emerging technologies while eliminating integration complexity.
Platform for CX
8x8 delivers an integrated, AI-powered Platform for CX that unifies contact center-as-a-service (CCaaS), unified communications-as-a-service (UCaaS), and communications platform-as-a-service (CPaaS) capabilities into a single cloud-native solution. At the core of the platform is the 8x8 Customer Interaction Data Platform, which captures, connects, and contextualizes interaction data across the organization. This comprehensive, high-fidelity data foundation powers a growing portfolio of AI-based features—including intelligent routing, sentiment analysis, live agent guidance, and journey optimization—that enable the company's customers to drive operational efficiency and proactive, personalized customer engagement with their end customers. The unified nature of the company's Platform for CX ensures seamless data capture, consistent processing and analytics, and continuous AI learning, offering a strategic advantage in delivering scalable, outcome-driven customer experience for its customers.
The platform also includes tools such as AI Orchestrator for managing multi-vendor virtual agent environments, JourneyIQ for visualizing end-to-end customer journeys and moving customer engagement from reactive to proactive, and 8x8 Engage, a mobile-inclusive solution extending modern customer experience capabilities beyond the contact center to all customer-facing teams with the right-sized tool, as well as visibility to all customer data, interactions, and touchpoints. With support for omnichannel communications—including short messaging service (SMS), rich messaging services, or RCS, for business messaging, WhatsApp, video, and voice—plus AI-powered features like real-time transcription, live summaries, Customer 360, Agent Assist, customer AI-health scoring, and Compose with AI for message generation, 8x8 enables enterprises to deliver faster, more intelligent, and more empathetic customer service across every channel and interaction.
Solutions
The company delivers a portfolio of cloud-based business communications and contact center solutions that integrate voice, video, messaging, and team collaboration channels through its Platform for CX. This platform leverages shared services—including a unified data model, advanced analytics, transcriptions, translations, and workflow automation—to enhance productivity, scalability, customer experience, and interaction intelligence. The company's offerings are designed to support both horizontal and vertical use cases and are extensible through application programmable interfaces and integrations with its technology partner ecosystem.
The company’s solutions incorporate artificial intelligence across multiple touchpoints to improve business outcomes, optimize agent performance, and deliver more personalized and efficient customer experiences.
8x8 Work: 8x8 Work is the company's UCaaS solution designed to enable seamless collaboration and business continuity across voice, video, chat, and messaging. Delivered through a cloud-native platform, 8x8 Work empowers organizations to streamline communication, support hybrid work environments, and integrate with broader customer experience workflows. Key capabilities include:
Integrated Voice, Video, Messaging, and Collaboration: A single application for business telephony, HD video meetings, team chat, and SMS enables more efficient internal and external communication, reducing tool sprawl and improving employee productivity.
Enterprise-Grade Cloud Architecture and Global Reach: Built for resilience and scale, 8x8 Work offers secure, compliant communications with high availability in over 55 countries, supporting mobile and distributed teams with consistent reliability.
Intelligent Integration and Platform Extensibility: Native integrations with Microsoft Teams and leading business applications, along with deep interoperability across the 8x8 Platform for CX, allow customers to unlock data-driven insights and seamlessly transition between unified communications and contact center functions.
8x8 Contact Center: 8x8 Contact Center is a cloud-based CCaaS solution designed to deliver consistent, intelligent, and personalized customer engagement across voice, chat, email, and digital channels. Integrated into the 8x8 Platform for CX, it enables organizations to elevate service experiences, improve agent productivity, and unlock actionable insights through AI-driven capabilities. Key capabilities include:
Omnichannel Customer Engagement: A single interface enables agents to manage voice, email, chat, SMS, and social interactions in real time, ensuring seamless and consistent customer experiences across all channels.
AI-Driven Performance and Analytics: Embedded artificial intelligence powers features such as speech analytics, self-service virtual bots, agent assist capabilities, and sentiment tracking—providing supervisors with real-time visibility and enabling data-informed decisions to enhance customer satisfaction and operational efficiency.
Flexible, Scalable Deployment and Global Availability: Delivered via a cloud-native architecture, 8x8 Contact Center supports global operations with robust reliability, security, and compliance. The platform allows for rapid scaling and easy integration with customer relationship management systems, workforce optimization tools, and third-party applications.
8x8 Engage: 8x8 Engage extends digital engagement tools to non-traditional customer-facing employees—sales, field service, finance—enabling them to deliver consistent, AI-informed customer experiences at their desk, in the field or on the go. Engage merges UCaaS and CCaaS capabilities, equipping users with a team-based, collaborative customer experience solution, including unified customer profiles, interaction history and sentiment tracking; AI-powered interaction summaries and action items; real-time insights for context-aware service; all interactions captured in the customer’s journey to eliminate blindspots; and empowering team leaders and customer facing teams to turn customer engagement from reactive to proactive.
8x8 Communications as a Service: The company’s communications-as-a-service solutions allow businesses to embed communications directly into digital experiences via communications application programmable interfaces, or APIs. Services include voice, SMS, rich messaging services and numerous additional digital and social channels.
Solutions for Microsoft Teams Users: The company’s integrations with Microsoft Teams enable global telephony, customer engagement, and advanced analytics without leaving the Microsoft Teams interface.
The company's solutions are delivered through the 8x8 X Series packages, a tiered set of service plans that align with employee communication and customer engagement needs. X1–X4 plans include core unified communications functionality. X6–X8 plans add contact center capabilities, including embedded AI features such as interactive voice response, virtual agents, predictive routing, and conversational analytics.
Technology Partner Ecosystem
The 8x8 TPES strategy aims to provide customers with Best-of-Breed from a Single Source, addressing the market divide between those preferring specialized solutions and those seeking the convenience of single-vendor offerings. 8x8 deeply integrates with industry leading providers of Conversational AI, Analytics, Security and Compliance, Workforce Engagement Management, general and vertical customer relationship management, or CRMs, and enterprise resource planning, or ERPs, enabling its customers to differentiate themselves from their competition by easily assembling customized customer experience solutions and workflows using no-code approach. The Technology Partner Ecosystem delivers carefully curated, orchestrated, and unified technology partner solutions, creating a native-like user experience and positioning the ecosystem as a powerful competitive advantage that fuels innovation, leveraging substantial partner investments in research and development.
Routes to Market
The company sells directly to customers as well as through indirect sales channels. Its indirect sales channels consist of partners with multiple operating models, including global and regional networks of value-added resellers and carriers, as well as a partner network consisting of technology solutions distributors, and a sub-agent community, independent software vendors, system integrators, and service providers selling 8x8 solutions to small, mid-market, and enterprise businesses. The company's Elevate channel program supports multiple routes to market for partners, including both resale (wholesale) and agency models, and also offers 8x8 sales and technical certifications. In addition to direct and indirect sales motions, the company jointly goes to market with its technology partner ecosystem partners through a tiered program based on the degree of platform integration.
Customers
The company has a diverse customer base of more than 55,000 customers with users in over 160 countries, including small businesses, mid-market, public sector, and enterprise customers, across a wide range of industries and use cases.
Marketing and Promotional Activities
The company employs a range of marketing strategies to increase brand awareness, generate demand, and support its global sales organization. In fiscal 2025, the company continued to take a performance-driven approach, allowing it to allocate resources more effectively by linking marketing spend directly to measurable sales outcomes.
The company’s marketing programs include:
Digital marketing efforts such as paid search, search engine optimization, content syndication, email campaigns, and targeted social media advertising.
In-person and virtual events, including industry conferences, trade shows, customer webinars, and regional roundtables that provide opportunities for deeper engagement.
Peer reference and advocacy programs that leverage satisfied customers to influence new prospects through testimonials, case studies, and advisory engagements.
Localized and regional advertising initiatives designed to increase visibility in key geographic markets through digital, print, and community-based channels.
Partner and co-marketing initiatives with channel and technology partners to amplify its reach and improve campaign efficiency.
The company uses a suite of analytics tools and marketing automation platforms to improve targeting, personalize messaging, and optimize campaign performance. These tools also help the company monitor key performance indicators such as customer acquisition cost, lead conversion rates, and marketing return on investment.
Intellectual Property
As of March 31, 2025, the company had at least 405 patents, with another 90 United States and foreign patent applications pending. The company's portfolio of patents, with expiration dates through 2042, and patent applications cover diverse aspects of its unified communications, video, application program interface and integrations, collaboration, contact center services, infrastructure, AI, and user experience design and functionality.
Competition
The company’s business competes across several overlapping segments, including UCaaS, CCaaS, and CPaaS.
Because the company offers an integrated platform that spans multiple service categories, it faces competition from a wide range of companies, including:
Cloud-native providers, such as RingCentral, Inc., Zoom Video Communications, Inc., Twilio Inc., Five9, Inc., NICE Ltd. (including NICE inContact), Genesys Telecommunications Laboratories, Inc., Dialpad, and Talkdesk, Inc.
Legacy communications vendors, such as Cisco Systems, Inc., Mitel Networks Corp., and Avaya Holdings Corp., which are shifting from on-premises to cloud-based solutions.
Large technology and cloud service companies, such as Microsoft Corporation (Teams), Alphabet Inc. (Google Meet and Google Voice), and Amazon.com, Inc. (Amazon Connect), which offer communications services either standalone or as part of broader platforms.
Operations
8x8 operates a global infrastructure designed to support the delivery of its unified communications, contact center, and communications-as-a-service offerings. The company’s operations span software platforms, service quality monitoring, customer and technical support, and interconnection with global telecommunication networks.
Platform and Infrastructure: The company's operational systems encompass data management, security, service quality control, customer relationship management, provisioning, billing, and accounting. These systems support both customer-facing services and internal business operations.
Key components include customer quoting and ordering tools, provisioning and access control, fraud prevention, network and application security, media processing, message routing, quality and reliability monitoring, detailed call and message logging, usage metering, product interfaces, billing, and integrations with third-party applications.
The company’s cloud software platform manages the admission, control, rating, and routing of calls and messages. It is built for scalability, redundancy, and high availability. The company continuously invests in infrastructure and service monitoring to support reliable delivery and minimize downtime.
Network Operations: The company operates global network operations centers staffed by experienced personnel located in the United States, United Kingdom, Romania, Indonesia, Singapore, and the Philippines. These teams provide 24/7 monitoring and support, whether onsite or remotely.
The company's network operations centers use synthetic testing, application performance monitoring tools, and telemetry data to manage both its own networks and those of select partners and customers. The company also collaborates with the network operations centers of its telecommunications carriers and data center providers to extend its monitoring and response capabilities. The distributed nature of the company's operations supports business continuity through redundant, geographically dispersed operations.
The company’s services are designed with failover capabilities to ensure minimal disruption in the event of data center outages, natural disasters, or other emergencies, including those related to pandemics and climate-related disasters.
Customer and Technical Support: The company maintains a global customer support organization with personnel in 10 countries, including the United States, United Kingdom, Philippines, Singapore, Australia, and Romania. Support is available through multiple channels—phone, chat, web, SMS—and emergency assistance is provided 24/7.
The company's support model follows the customer lifecycle—from onboarding and deployment through renewal—to drive user adoption and satisfaction. Enterprise customers benefit from dedicated deployment teams, active support through go-live milestones, and, where applicable, a designated customer success manager. The company also offers a premium success program and user training through 8x8 University, available via instructor-led sessions and self-paced online courses.
Interconnection Agreements: 8x8 maintains interconnection agreements with SMS, voice, and mobile network operators worldwide. These agreements allow the company to provide inbound and outbound voice and messaging services across global telecommunication and mobile networks via its platform.
Regulatory Matters
In the United States, at the federal level, its services are regulated by the Federal Communications Commission (the FCC). FCC regulations applicable to the company’s VoIP services include requirements related to enhanced 911 (E-911) services, customer proprietary network information (CPNI) protection, phone number porting under specific conditions, and contributions to the Universal Service Fund (USF) and other federal regulatory funding mechanisms. The company is also subject to state and local regulatory requirements concerning universal service funding, emergency communications services, and other state-specific telecommunications obligations.
Additionally, the company is subject to a growing array of privacy and data protection regulations at the state level. The California Consumer Privacy Act (the CCPA) and the California Privacy Rights Act (the CPRA) impose significant data protection obligations and potential liabilities on companies like the company that process personal data of California residents.
Internationally, the company faces a complex regulatory landscape, with significant compliance obligations in various jurisdictions. In the European Union (EU), the company's services are subject to the General Data Protection Regulation (the GDPR), which imposes stringent obligations on companies processing personal data and creates significant liabilities for non-compliance. Additionally, the EU Accessibility Act mandates specific requirements related to the accessibility of digital services, necessitating substantial research and development investment to ensure compliance. In the United Kingdom, the company must comply with regulations under the UK Telecommunications Act, which similarly demands continuous enhancements to its technology and compliance framework.
History
8x8, Inc. was founded in 1987. The company was incorporated in 1987.
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