Twilio SendGrid Introduces Unified Login for Cloud Marketplace Customers

On October 16, 2026, Twilio SendGrid announced the launch of Unified Login for customers who use the email delivery service through the Microsoft Azure, Google Cloud, Amazon Web Services, and Heroku cloud marketplaces. The update changes the authentication mechanism: instead of access through a marketplace account with shared administrative permissions, each employee gets their own Twilio account with individual permissions.

The new mechanism applies to existing and new SendGrid accounts created through the supported marketplaces. Twilio planned a phased rollout to all such customers over approximately two weeks after the announcement.

Moving From Shared Administrative Authentication to Individual Accounts

Previously, SendGrid customers connected through cloud marketplaces used an authentication mechanism based on the Account Provisioning API. When SendGrid was opened, the marketplace generated a one-time code and exchanged it for access to the account. This approach had several limitations.

Any user with access to the corresponding marketplace subscription could get SendGrid account owner permissions. The company could not assign separate access levels to different employees directly through this mechanism. In addition, it was difficult to distinguish the actions of several users: the authentication did not make it possible to reliably determine who exactly performed operations in the account.

Unified Login removes these limitations by linking an individual Twilio Identity to the SendGrid account. On first sign-in, the user authenticates with their own account and then becomes a member of the SendGrid team (a teammate). This makes it possible to manage employee access separately from access to the cloud subscription.

The new mechanism supports four platforms:

Microsoft Azure Marketplace
Google Cloud Marketplace
Amazon Web Services Marketplace
Heroku Add-ons

The process starts in the familiar interface of the cloud platform. When opening SendGrid, the user is redirected to a Twilio Identity setup page, where they need to enter an email address. If a Twilio Identity with that address already exists, the system will prompt them to sign in.

If there is no account, a new one will need to be created. After successful authentication, Twilio links the employee's personal account to the corresponding SendGrid account. Going forward, the user can use these credentials to sign in to the service.

Thus, the move to Unified Login does not require creating a new SendGrid account or migrating the existing email infrastructure to another service.

A Single Account for Several Twilio Services

If an employee already uses other Twilio products, they do not need to create a separate login for SendGrid. When connecting, they can enter an existing email address and use their current Twilio credentials. This capability brings together access management for the company's different products.

For example, an organization can use Twilio for SMS communications and SendGrid for transactional and marketing email. In this case, an employee who works with both products will be able to use a single Twilio Identity. In addition, one account can be linked to several SendGrid accounts as a separate team member.

This is useful for companies with several projects, divisions, and client accounts.

However, unified authentication does not mean that access to all products or accounts is granted automatically. Permissions are assigned separately for each resource.

Separating Employee Access Permissions

The main practical change is related to the use of the SendGrid Teammates role model. An administrator can invite users and assign them permissions depending on the tasks they perform. For example, a member of the marketing team can get access to the necessary reports, while a developer can get access to integration settings.

Administrative, restricted, and read-only permission levels are available. This makes it possible to stop the practice of several employees using shared administrative credentials. In the agency scenario, it also becomes possible to separate access to client accounts.

For example, an agency that serves several online stores can use its employees' own accounts and give them access only to the corresponding SendGrid accounts.

From an information security standpoint, the new scheme follows the principle of least privilege: an employee gets only the permissions they need for their work.

Unlike the old marketplace access mechanism, individual accounts also make it possible to track user actions better.

How Signing In to SendGrid Will Change

Twilio has published instructions for each supported marketplace.

AWS: Set up your account.
Microsoft Azure: Open SaaS Account on publisher's site.
Google Cloud: Manage on provider.
Heroku: open SendGrid in the list of Add-on Services.

After navigating there, the user enters an email address and signs in to or registers a Twilio Identity. Twilio checks whether the corresponding account exists and offers the appropriate authentication option. After the procedure is completed, a link is created between the Twilio Identity, the team user, and the SendGrid account.

If an error appears at the sign-in stage, Twilio recommends following the instructions shown in the interface and, if the problem persists, contacting SendGrid support. Heroku users can also still open the SendGrid interface with the heroku addons:open sendgrid command, after which the new authentication process applies.

Impact on Email Sending and API Integrations

Unified Login relates primarily to the authentication of users who work with SendGrid accounts through cloud marketplaces. The announcement does not describe changes to the Email API, the message delivery mechanism, email templates, or deliverability analysis tools.

Therefore, the update should not be viewed as new email marketing functionality or as changes directly in the sending infrastructure.

For example, an online store can continue to use SendGrid to send order confirmations, shipping notifications, and other transactional messages. At the same time, employees who need to manage the service through the web interface will use individual Twilio accounts. For API integrations, Twilio recommends using separate API Keys instead of a user's login and password.

This makes it possible to manage access for software integrations and for employees independently. Unified Login does not replace checking API keys, sender domain authentication, and other email infrastructure settings.

On October 16, 2026, Twilio designated the update as Generally Available for cloud marketplace customers.

However, the actual enablement was carried out in phases.

The company reported that the rollout to all the relevant accounts would take approximately two weeks. The new authentication applies to both existing and new SendGrid accounts provisioned through marketplaces. For customers who use SendGrid directly, Unified Login is not an entirely new feature: shared authentication between Twilio and SendGrid was introduced earlier, in July 2024.

Thus, the October update extends the existing identity model to a separate category of customers for whom an intermediary authentication mechanism was previously used.

Twilio SendGrid: Individual Access for Email Teams

Twilio SendGrid is a delivery service for transactional and marketing emails that provides an Email API, sender management tools, and analytics reports. Unified Login for marketplace customers addresses the task of managing user access. Companies no longer need to rely on shared administrative permissions when signing in through Azure, Google Cloud, AWS, or Heroku.

Each employee gets their own Twilio account, which can be linked to one or more SendGrid accounts and limited to the necessary permissions. For E-commerce, SaaS, and service companies, this simplifies the separation of permissions between marketing, development, and administrators. For agencies, the update is especially useful when working with several client accounts and different teams.

The main change is not an expansion of email capabilities but a move to a more manageable and secure model of access to the existing email infrastructure.