Effective communication in this era of e-commerce is key to cementing relationships with customers. Its content, being delivered and at the right time is very important. As the organization grows, it starts using different types of communications including SMS, WhatsApp, Email, Notification and IVR. And with increasing scale it onboards different vendors. By this time, you generally abstract out the vendors and implementation logic by providing channel-wise services. Although it was simple and served us well, as we scaled with more use cases and more services, we ran into some limitations. To solve them, we created Raven.