What is A2P messaging (application-to-person messaging)?

Types of A2P messaging

Businesses use A2P messaging for many different purposes.

One popular application is for marketing campaigns and promotional codes. As part of a mobile marketing or omnichannel marketing strategy, businesses can use A2P messages to target certain customer segments and send them relevant or customized messages that encourage greater brand engagement and purchases. Often, the messages are designed to be appealing to recipients and to land in the recipient's messaging inbox rather than the spam folder. Businesses might also track important metrics for such campaigns, such as open rates, click-through rates, conversion rates and opt-out rates. These metrics allow marketers to gauge the success of marketing campaigns and identify areas of improvement for future campaigns.

In addition to marketing campaigns, organizations can also use A2P messaging to send alerts and notifications. For example, a retailer might send a "payment completed" alert or a shipping notification when a package has been shipped, while a bank might send an alert to a user for "salary received." A2P messaging can also be used to send emergency alerts, appointment reminders and account pin codes.

Many companies use A2P messaging to complete the following:

• Send one-time password (OTP) codes for two-factor authentication (2FA) to increase account security or verify changes to a user's account, typically by sending a one-time passcode to the user's mobile device.
• Send anti-fraud alerts that are immediately sent to a user when suspicious account activity is detected.
• Create support channels through applications like Facebook Messenger and WhatsApp.
• Set up online reservation systems (e.g., hotels) that provide real-time confirmations about room bookings, check-ins and other updates.
• Send internet of things (IoT) device alerts and notifications between smart devices, such as AI assistants and mobile phones.

Some of the other ways that businesses use A2P messaging include the following:

• Loyalty programs.
• Rewards opportunities/notifications.
• Medication reminders.
• Test result notifications.
• Surveys.
• Voting.
• Feedback requests.

The wide range of uses of A2P messaging accounts for its growing popularity across many industries:

• Retail.
• Banking.
• Telecom.
• Healthcare.
• Travel and tourism.
• Hospitality.

How A2P messaging works

The A2P ecosystem includes four main components:

• Sender's A2P messaging platform.
• SMS gateway.
• Carrier network.
• Recipient's mobile device.

The message creator sets up the automated message in a messaging platform, which is a software application. Once the message is set up, the application routes it to an SMS gateway. The gateway functions as a connector between the sending device and the mobile network, converting the message into a format that the network can understand. It uses standard protocols like HTTP to communicate with the mobile network and ensure that the message reaches the intended recipient's mobile device. Without the SMS gateway, businesses cannot send A2P messages, much less send them in bulk.

Next, the mobile carrier network transmits the message from the gateway to the recipient's mobile. The network licenses the radio spectrum (a set of frequencies used by the serviced phones) and owns all the equipment that's required, such as base stations, interconnections and so on, to transmit the message and data. The carrier also performs certain checks to confirm if the message is unwanted by the recipient, or worse, spam.

If the A2P message is deemed to come from a legitimate sender and if the recipient has explicitly agreed to receive such messages from that sender (by opting in), the recipient receives the message on their mobile device.

Benefits of A2P messaging

Since a majority of all text messages are opened by the receiver -- some experts estimate that the number is as high as 98% -- A2P messaging is an effective way for businesses to increase customer engagement. A2P messages can also enhance customer experiences by providing relevant, timely messages for a variety of situations, including appointment reminders, check-in confirmations, rewards earned, support updates and more. Furthermore, since the messages are automated, it frees up organizational personnel to focus on other tasks.

The increasing ubiquity of mobile phones means that A2P messages can have a wide reach. With the proper setup and adherence to legal requirements, any business can set up A2P messaging to reach and connect with a broad audience. Also, these messages are already checked by the carrier network so they are not typically filtered as spam when received. This ensures high deliverability rates as well as maximum eyeballs for each message.

A2P messaging is also a cost-effective way of connecting with a relevant target audience. With an A2P messaging platform, businesses can set up automated messages that they can then send out in bulk at very little cost. Messaging platforms are built to be scalable, so they can handle high message volumes. This makes them suitable for all kinds of businesses that want to scale up their communication capabilities, not just organizations with deep pockets for massive technological investments.

Organizations looking to engage in real-time customer communication or to send time-sensitive information like emergency alerts or extreme weather warnings can benefit from A2P messaging. This is because SMS and Multimedia Messaging Service (MMS) messages are usually delivered instantly (unless there are problems with the carrier network that might hinder deliverability) and are frequently opened by recipients immediately.

Finally, some A2P platforms include analytics and reporting features, and may also integrate with customer relationship management (CRM) and other systems. These features and integrations can yield valuable insights that enable businesses to better understand their customers. Additionally, many types of companies can use these platforms to track important metrics and then use the information to guide their future communication tactics and campaigns.

A2P messaging vs. P2A messaging and P2P messaging

The reverse of A2P messaging is person-to-application (P2A) messaging, when a customer initiates an SMS conversation with a software application. As with A2P messaging, P2A messaging helps to increase engagement between a business and its target audience. It also expands communication reach and reduces communication costs. Furthermore, the automation facilitated by P2A messaging frees up time for marketing, sales and customer support teams so they can focus on other tasks.

Examples of P2A messaging include the following:

• A TV viewer voting for their favorite contestant on a show using their mobile device.
• A shopper asking a chatbot for the sizes and colors available for a certain article of clothing.
• A tourist texting a short code to a particular hotel to reserve a room.
• A customer sending feedback to an electronics company after receiving service for a broken part.
• An individual participating in a lottery contest.

Unlike A2P and P2A messaging, P2P messaging (person-to-person or peer-to-peer) involves two people, rather than a person and an application. These messages are sent from one person to another and from one single mobile number to another mobile number. In most countries, these numbers are usually 10 digits long. A2P and P2A messaging usually use long codes rather than phone numbers.

P2P messaging involves two-way communication: person A sends a message to person B, and person B then responds. A2P and P2A messaging can be one-way or two-way. It's rare for individuals to send more than a few messages per day. In contrast, businesses can send hundreds or thousands of messages at a time using A2P messaging.

A2P messaging laws and regulations

In many countries, A2P messaging by businesses is regulated by certain laws and specific requirements. In the United States, one crucial law regulating A2P messaging is the Telephone Consumer Protection Act (TCPA). The TCPA is a federal law that's meant to protect U.S. citizens from unwanted or unsolicited text messages and telephone calls. Enforced by the Federal Communications Commission (FCC), the TCPA makes use of a Do Not Call (DNC) registry. This registry prohibits businesses from texting users who have entered their numbers in the registry.

The United States uses the A2P 10DLC system for A2P messaging. This requires American businesses to use a standard 10-digit long code (10DLC) phone number to contact consumers in the U.S. using automated A2P messages. Previously, short codes (5 or 6-digit numbers) or toll-free numbers were allowed for A2P messaging. However, the 10DLC system is now mandatory for any U.S. businesses that use A2P messaging for U.S. recipients. A ten-digit long code looks something like (555) 123-4567. Long codes are easy and fast to set up and can be used to send SMS and MMS texts, to make voice calls and to receive customer responses in line with TCPA and FCC requirements.

However, before using a 10DLC, US businesses must complete a registration process, in which they register both the brand (legal business name, contact information, employer identification number, etc.) and the campaign (purpose, content, recipient opt-in status) with the carrier network.

In addition to using 10DLCs, U.S. businesses must comply with U.S. messaging guidelines. For example, they must get mobile users to opt-in to receive such text message notifications. An opt-in means that the user provides explicit consent to receive SMS from the business.

Customers must also be able to easily opt-out or unsubscribe from the company's A2P and any type of business messaging. This usually means that businesses must provide a simple keyword like "STOP" or "UNSUBSCRIBE" that recipients can send as a text message to facilitate the opt-out.

An SMS marketing strategy delivers significant advantages for organizations and customers alike. By leveraging tactics such as personalization, real-time communication, and building strong loyalty, businesses can effectively engage their audience and drive success. Explore several benefits of SMS marketing.