Peter Bell (Twilio): “If it’s not relevant, it’s spam” — Brands risk killing trust even with RCS

Trust in business messaging is at risk not just because of scams, but because brands themselves are sending irrelevant, context-poor communications—turning even legitimate outreach into perceived spam, with major implications for customer engagement and brand reputation. In this episode of MEF Podcast Perspectives on Mobile, host Riccardo Amati speaks with Peter Bell, VP Marketing EMEA at Twilio, exploring how messaging challenges are driven both by fraud and poor targeting, whether RCS can realistically rebuild trust through verified identities and richer experiences, and how the rise of AI-generated messaging introduces both opportunities and new risks around transparency, manipulation, and scale.