What is A2P (Application-to-Person) SMS messaging?
Application-to-person messaging, or A2P messaging, is the process of sending mobile messages from a business application to a mobile user, usually via an automated process, for marketing or service reasons.
A2P messaging and A2P SMS are used interchangeably.
Also called business SMS or enterprise SMS, A2P enables businesses to automate sending large volumes of messages to facilitate business-critical messages like two-factor authentication, emergency alerts, and appointment reminders – but also more promotional and sales-type messaging.
Instead of someone manually typing out and sending an SMS from their phone, a company uses a program to automate the process. This allows them to send messages to a large number of people quickly and efficiently.
In A2P, messages are often sent from a short code to take advantage of the scalability and efficiency that this provides.
What are the top use cases for A2P messaging?
Rather than high-volume and low-value promotional messages, the following use cases are the best application for A2P messaging:
- Alerts: High-priority alerts cover everything from package delivery notifications to real-time anti-fraud alerts, emergency alerts, extreme weather warnings, and appointment reminders.
- Security and authentication: Two-factor authentication (2FA) where an OTP (One-time pin code) is sent to a recipient to verify a transaction or access to an account.
- Marketing campaigns: Marketing messages are part of an omnichannel communication strategy where recipients only receive targeted messages that are relevant to them and reflect their past interactions with the brand across all channels.
How is A2P messaging different from P2P messaging?
Although the actual messages that the recipients receive on their devices are the same, the delivery mechanism differs to accommodate the high-volume nature of A2P traffic.
With P2P messaging, a single message is sent from one person to another, while in A2P, the same message can be sent to a very high number of people. Networks handle traffic differently, and in many countries, there are restrictions to prevent sending a large volume of unsolicited messages. For example, in the US and Canada, any business sending A2P messages needs to register with the network carriers and abide by their rules in return for quick and guaranteed delivery.
When sending A2P messages, especially over national boundaries, it is strongly advisable to use a professional enterprise SMS solution with a built-in global compliance engine that includes all in-country regulations and operator requirements.
Benefits of A2P messaging
A2P SMS messaging offers a ton of benefits for businesses. Here’s a breakdown of some of the key advantages:
For businesses
- High open and engagement rates: People are more likely to read an SMS message than an email. Studies show that SMS open rates can be as high as 98%, and most messages are read within minutes of delivery.
- Wide reach: Almost everyone has a mobile device capable of receiving SMS messages, making it a great way to reach a broad audience.
- Direct and immediate communication: SMS messages are delivered instantly, allowing real-time customer communication. This is crucial for time-sensitive information like urgent updates or security alerts.
- Improved customer experience: A2P SMS can be used to provide personalized and timely support, send appointment reminders, and offer quick updates, leading to higher customer satisfaction.
- Cost-effective: Compared to traditional marketing channels like print or television, A2P SMS is relatively inexpensive, especially when sending messages in bulk.
- Increased efficiency: Automating communication tasks like appointment reminders and delivery notifications frees staff time and resources.
- Better deliverability: A2P SMS messages have high deliverability rates as they are not typically filtered as spam.
- Easy integration: A2P SMS services can often be easily integrated into business applications and CRM systems.
- Scalability: A2P SMS can handle high volumes of messages, making it suitable for businesses of all sizes.
- Detailed analytics: Many A2P SMS providers offer analytics and reporting features to track message delivery, open rates, and other metrics.
For customers
- Convenience: Receive important information and updates directly on their mobile phones.
- Quick and easy responses: Can quickly reply to messages or confirm appointments with a simple text.
- Personalized experience: Receive tailored messages relevant to their needs and preferences.
- Improved security: Two-factor authentication via SMS adds an extra layer of security to online accounts.
What numbers to use for A2P messaging?
This is a crucial question because using the right number for A2P messaging impacts deliverability and compliance. Here’s a breakdown of the standard number types and their best use cases:
10-digit long codes (10DLC)
- What they are: Standard 10-digit phone numbers like the ones we use personally.
- Best for: Businesses sending A2P messages in the US. They offer better deliverability and throughput than traditional long codes, especially for high-volume messaging.
Short codes
- What they are: 5-6 digit numbers specifically designed for high-volume messaging.
- Best for: Time-sensitive campaigns, large-scale promotions, and situations where a memorable number is beneficial (e.g., voting, contests).
Toll-free numbers
- What they are: Numbers with 800, 888, 877, etc. prefixes that are free for the caller to use.
- Best for: Businesses that want to enable customers to quickly reply to messages without incurring charges.
Laws and regulations regarding A2P messaging
Compliance is key with A2P messaging.
In the US, the Telephone Consumer Protection Act (TCPA) and related FCC regulations set strict guidelines for SMS communication. Here’s what businesses need to know:
Consent is king
- General consent: Before sending any A2P messages, businesses must obtain explicit consent from the recipient. This means customers must actively agree to receive messages, whether it’s for account updates or marketing offers.
- Express written consent for marketing: Sending marketing messages requires an even higher level of consent – express written consent. This typically involves a clear opt-in mechanism, like a checkbox on a web form or a text message keyword (e.g., “Text YES to 12345 to receive special offers”).
- Easy revocation: Customers must always be able to easily unsubscribe or revoke their consent. This usually involves a simple keyword like “STOP” or “UNSUBSCRIBE.”
Understanding message types and consent
The level of consent required can depend on the type of message you’re sending. Here are the three main categories:
- Informational: These messages provide essential information related to a transaction or account (e.g., order confirmations, delivery updates, appointment reminders). While general consent is usually sufficient, it’s still best practice to be transparent about message frequency and provide opt-out options.
- Transactional: These messages facilitate a specific transaction or request initiated by the customer (e.g., password resets, two-factor authentication codes). Consent is generally implied in these cases, as the customer actively requests the information.
- Marketing: These messages promote products or services, offer discounts, or aim to drive sales. Express written consent is always required for marketing messages.
FAQs about A2P SMS
Keep on exploring
Read some of our latest blog posts
10DLC registration: A step-by-step guide for A2P messaging
Learn how to register a 10DLC number and campaign with Infobip to improve deliverability for SMS and MMS messages.
Promotional vs. transactional SMS – What is the difference?
Promotional SMS is used for marketing and sales, while transactional SMS is used to provide information. Learn more about the differences and how to leverage these two types of SMS for your business.
A2P 10DLC guide: US compliance and regulations explained
Here is everything you need to know about using A2P 10DLC (10-Digit Long Code) to communicate with customers in the US.
What is P2P and A2P messaging?
Discover the key differences between P2P and A2P SMS and find out which one is better for your business.
SIM farms and SIM boxes: Understanding the threat to A2P messaging
What are SIM farms, why should MNOs and enterprises be concerned about them, and what can be done to avoid them?
A2P MMS: More Than Just Picture Messages
Discover the differences between A2P (application-to-person) MMS and SMS
