A2P SMS Messaging (Application-To-Person Messaging)

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Learn what A2P messaging is as well as the most common use cases for this marketing tool.

If you’re at all familiar with what we do here at SimpleTexting, then you already know a bit about A2P SMS messaging. You just may not have known what it was called!

Definition of A2P Messaging

A2P (application-to-person) messaging is defined as the process of sending text messages from an application, such as SimpleTexting, directly to a mobile user. It’s also commonly referred to as “enterprise” or “professional” SMS.

A business may use A2P SMS messaging for a number of reasons including to:

  • Send automated, event-based notifications
  • Avoid using their personal number for business
  • Message large groups instantly
  • Track click-through rates
  • Deliver time-sensitive alerts

On the other hand, P2P (person-to-person) messaging is defined as back-and-forth texts sent between two humans. In other words, a conversation!

With SimpleTexting, you can have 2-way conversations. Even though you are using an application, the recipient won’t be able to tell. Messages will appear as though they came from a phone.

How Does A2P Messaging Work?

There are four basic steps that occur when you send an A2P (application-to-person) message:

  • Access your A2P messaging platform (such as SimpleTexting)
  • Use an A2P messaging platform to send SMS or MMS message (in bulk or individually)
  • The A2P message gets sent through a mobile network operator
  • The A2P message arrives to your audience just like a regular SMS or MMS message

Recent Changes to the Meaning of A2P Messaging

Until recently, people strictly associated A2P SMS with mass texts, or automated messages such as appointment reminders, shipping notifications, one-time passwords, and two-factor authentication.

In October 2019, the Cellular Telecommunications Industry Association (CTIA) released an update to their Messaging Principles and Best Practices. In it, they clarified that P2P messaging must be between two consumers. People acting on behalf of business or organizations are not considered consumers. This, in turn, widened the definition of A2P messaging.

What Are The Benefits of A2P SMS?

There are plenty of benefits of A2P SMS, many of which are specific to different industries and use cases. However, there are some A2P benefits that are universal.

High response rates
SMS engagement rates are six to eight times higher than email marketing engagement rates.

Faster responder time
The average response time for a text message is 6,000% (60X) faster than email.

High conversion rates
The average SMS campaign conversion rate is 45%.

Enhanced privacy
Every SimpleTexting account comes with a toll-free number, with the option to switch to a short code or local number. This means you don’t have to worry about sharing your personal number.

High volume messaging
If you’re looking to send messages to large groups of people at once, A2P SMS allows you to do it in one click.

Record keeping
Archive all your communications in one space for safe record keeping.

API integrations
Our SMS API allows you to add custom texting capabilities to your existing software or products.

There are just a few of the benefits of texting. For more industry specific insights, check out our industry guides for text marketing.

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