What are Application-to-Person (A2P) SMS?
Application-to-Person (A2P) SMS are text messages that are sent from an application to a person. Even if you are not familiar with the terminology, chances are that you probably receive them on a regular basis from your favourite brands and local service providers that you interact with on a regular basis.
A2P SMS are the opposite to the widely known P2P SMS, these are the conventional SMS that we are all used to using for conversational purposes on a two-way basis.
While you may consider SMS to have been eclipsed by other digital channels, you will be presently surprised to learn that it boasts impressive metrics including, an open rate of 98%, far higher than other marketing channels.
As it is delivered to a device that individuals have close to them throughout the day, you can see exactly why it is so powerful and trusted by brands around the globe to deliver important, time-sensitive information to billions of people.
If you are a business owner and not using A2P SMS, then you should keep reading to find out how to use this channel and the advantages that it provides for businesses like yours.
What Can I Use A2P SMS for?
A2P messages enable businesses to automate the sending of SMS for important and essential purposes, including:
Chances are that you receive and use A2P SMS for security purposes on a regular basis. For example, when you sign-up for a new account on a platform then you will often be sent an SMS with a one-time passcode to verify your identity as part of the sign-up process. This helps to ensure that the account being created is being done so by a human and is being used for genuine purposes.
However, this type of two-factor authentication can also be utilised by software providers whose product may contain users’ sensitive data and helps to guarantee a more robust form of security. It is possible to ensure that each time someone wishes to log into the platform that an OTP is sent via SMS and the person accessing the account then must enter this code. Thanks to API, there are numerous instances in which this extra layer of security can be utilised.
These SMS are also used on a regular basis by banks who want to add an extra layer of security for users using their credit card to make purchases online. Each time the credit card holder wishes to make a purchase they are sent an OTP to enter as part of the payment process. If the code is not entered, then the transaction is not completed, this is a highly effective tool in preventing on fraud for financial institutions.
Transactional SMS are used by companies to remind customers of upcoming appointments that they have booked or to encourage them book news ones in the future or updates to products or services that they have previously purchased. This could something as simple as a short SMS reminding the recipient of an appointment that they have for later that day, or even a delivery updated from an eCommerce company to advise when a package will be delivered to someone’s property.
Both examples help to demonstrate the value that A2P SMS brings to a business and how it helps to enhance the user’s experience of a brand and improve the level of service, which in turn assists in ensuring that the customer remains loyal to your brand or institution.
The Current A2P Landscape
A2P SMS continue to enjoy an increase growth and it is not surprising when we consider the range of diverse possibilities that it provides for both enterprises and brands. The wider SMS channel also provides the possibility to reach users on a device that users have with them most of the time. This means that A2P SMS can be opened at a time of the user’s choosing and when is convenient to them. Providing this convenience is important as an increasing number of users prefer to interact with brands via SMS rather than engage with them over the phone.
As you can see, if you are a business owner or enterprise not utilising A2P SMS as part of your strategy to provide a better user experience, whether it is terms of security or convenience, then now is the time to start taking those first steps in the world of A2P SMS.
rdcom has over two decades of experience in providing A2P messaging solutions for brands like yours, get in touch with one of our experts to find out what our expertise and A2P solution could do for your business.