Introduction: The A2P messaging industry continues to go from strength to strength, with brands everywhere creating more and more use cases to communicate with their customers. SMS remains the trusted channel of choice – with ubiquitous technology and an unrivalled reach and open rate. But maintaining and growing that position – in the face of […]

The last two years have seen significant changes in A2P messaging prices – with operators and aggregators alike implementing price hikes in response to their own business and market needs.

In this series of insight articles from HAUD, we ask two of our senior experts – Global Head of Market Intelligence, Joanna Kuligowska, and VP of Pre-Sales and Product Manager, Ron Bonnici, to share their thought in the A2P market, and offer up actionable areas of focus around messaging monetisation.

The world of mobile messaging has witnessed a seismic shift in recent years with the proliferation of Over-The-Top (OTT) messaging platforms like WhatsApp, Viber, RCS and Apple iMessage.

Foreword How Mobile Network Operators monetise their A2P SMS traffic, while at the same time protecting both their subscribers, clients and the impact of the channel, has never been more critical. At a time when personal and work lives are converging on the digital space, the opportunity to secure sustainable, scalable, revenue from the expected […]

The value of A2P messaging has never been so high – both in economic and in societal terms. Throughout the past year and a half, as the pandemic swept across the world, A2P messaging has been critical to supporting people and the operations that serve them. A2P and P2A have enabled business. It’s allowed more […]

Grey route traffic is the biggest cause of lost revenue in the A2P messaging sector. Some estimates suggest up to 45% of all A2P messaging is being sent via these routes, with MNO’s missing out on billions of dollars in revenue. Further on in this guide we will come to solutions to address this issue, […]

In many ways, these two issues are part of the root cause of the increase in grey route traffic. Again, we will address solutions to these lower down, but for now what has led us to this point and why does it create problems. Let’s start with flat pricing. Many MNOs these days effectively give […]

Over-the-top messaging services – Whatsapp, WeChat etc – are clearly incredibly popular with consumers.. Although their initial growth was spurred on by cost-effectiveness – messages are, of course, largely free to send with an internet connection – their popularity also stems from aspects like security, anonymity, group creation and connectivity, multimedia messaging simplicity and fantastic […]

Overall what we are seeing, then, is an industry vertical facing a pivotal moment. If, together, those with an interest in securing a lucrative future for SMS A2P take action now, then the opportunity to 10X revenues from the channel are certainly there.  But if collectively we don’t, then this could be the start of […]