Messaging is increasingly relied upon by today’s businesses to communicate with their customers as we operate in a very fast-paced digital world. There are many different forms of messaging; for example, a transactional alert, a promotional campaign, or an update from customer support. Selecting the proper communication channel can impact your ability to engage customers as well as build trust and drive conversions.

Application-to-Person (A2P) messaging is the process of sending automated SMS, MMS, or push notifications from a software application to a user. Two of the best-known methods of messaging are A2P SMS (Application-to-Person SMS) and OTT (Over-The-Top) services like WhatsApp, Telegram and Messenger. While OTT messaging platforms are frequently used by consumers, A2P SMS remains the top method of communication for businesses for 3 primary reasons. To learn more, read further below.

Unmatched Reach and Accessibility

A2P SMS makes it possible to deliver messages to all mobile phones and their users, no matter what kind of device you are using or how much internet service you are connected to. Users don’t have to install any apps or make an account or stay connected online in order to receive critical communications from a business.

Furthermore, OTT messaging platforms rely on the use of applications, the configuration of notifications and the availability of data connectivity meaning they are limited by those factors which restrict the reach and reliability of their ability to deliver time sensitive messaging to a business customer.

1. Guaranteed Reach Across All Devices

Businesses can send SMS messages to customers regardless of device type; this includes both smartphone and basic feature phones. Customers do not need to download applications, register, or change their configuration settings in order to receive SMS messages; they are delivered straight to customers’ inboxes.

With regard to over-the-top (OTT) messaging platforms, they rely upon users having the specific app installed, remaining logged in, and permitting notifications. If any of these conditions fail, there is no guarantee that the user will ever see that message, thus making the likelihood of message receipt through OTT channels less certain for business communications.

2. Higher Open and Read Rates

High open rates achieved by SMS is due to the perception that text message is immediate, personal, and of high importance to the recipient. The majority of recipients will read their SMS as soon as they get them unless the content is lengthy or not relatable.

Compared to SMS, Over-the-Top (OTT) messages are subject to competing with personal chats, group chats and many media-laden conversations. This competing noise can limit the person’s ability to be aware of, and engage with, the business-related OTT messages.

3. Ideal for Time-Sensitive Communication

Speed and reliability are critical attributes of A2P SMS delivery in high-volume messaging applications such as OTPs, payment alerts, login notifications, appointment reminders and delivery updates. A2P SMS is built for rapid message delivery and is highly reliable when delivered in a low signal area or when there is network congestion.

As an example, the speed of delivery will be dependent upon background processes associated with the app, device configuration settings, and whether you have an active internet connection. As a result, there may be delays in the delivery of an emergency message using an OTT messaging app versus that of using an A2P SMS application.

4. No Dependency on Internet Connectivity

An important reason why A2P SMS is so powerful is that it does not require Internet access to deliver a message; instead, A2P messages are sent using telecommunications resources which guarantee a consistent level of communication, regardless of the availability or stability of data connectivity.

On the other hand, OTT messaging services rely entirely on Internet connections to deliver messages, therefore a customer who does not have access to their data cannot receive important notifications issued by businesses using OTT messaging platforms in real-time.

5. Better Compliance and Brand Trust

Under strict regulations, such as verified sender IDs and DLT compliance frameworks, A2P SMS has a well-structured telecom environment. This structure helps to reduce spam, increase transparency, and instill trust that businesses are using A2P SMS to send messages to customers.

As OTT platforms change their policy, message template and pricing model regularly, these changes impact businesses’ ability to deliver A2P SMS messages, plan A2P SMS campaigns, and develop long-term strategies for A2P SMS users.

6. Simpler and More Accessible Customer Experience

With A2P SMS, interaction between customers and brands is smooth. Customers are able to receive messages as long as they have a mobile phone number; no need to opt into third-party apps; no need to update (frequently or at all); and there is zero learning time for customers.

The implementation of OTT messaging creates extra steps for customers, such as installing an application, managing permissions, and interacting differently with each platform this may decrease both response rates and accessibility.

7. Scalable and Cost-Effective for Business Use

Due to the scalability of A2P SMS , it can handle companies of all sizes and all sectors from small start-up companies to large enterprises in a highly-effective and reliable manner, allowing brands to communicate with thousands or millions of customers at the same time, while being able to deliver consistent messaging through consistent channels (SMS) to their end-user.

While OTT messaging may seem to be cost-effective compared to traditional SMS services initially, OTT messaging does come with several recurring limitations such as limited templates, session-based pricing structure, and dependency on other platforms; all of which will negatively affect scalability.

8. Stronger Performance for Transactional Messaging

Regarding transactional communications in which accuracy is crucial to delivery assurance, A2P is still the best channel for sending SMS messages. It ensures that your messages will be delivered to your customers quickly, independent of the type of device they use and how they use it.

When OTT Messaging Makes Sense

• Campaigns with rich media
  
• Customer support
  
• Marketing with images, videos, or catalogs
  

Rich media can be most effectively used in conjunction with, but never as a substitute for, A2P SMS.

The Smart Strategy: Use Both, Lead with SMS

• Utilize A2P SMS for timely and high-priority transactional notifications
  
• Utilize OTT for creating an engagement-driven media-rich experience.

This hybrid approach allows for both reliability and reach (i.e., customers receiving their SMS messages), but offers the advantage of one-way communications for all.

Final Thoughts

A2P SMS continues to be an important part of business communications despite the increasing influence of OTT messaging platforms on how data is communicated to customers and businesses. A2P SMS has a wide and global reach, and is a very reliable and easy-to-use way of sending time-critical messages. For companies, the ability to deliver consistent, timely service while demonstrating to customers that they value them and have developed a trusted relationship through the use of A2P SMS, is much more advantageous than using Over-The-Top (OTT) platforms.

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