What is application-to-person messaging?

Application-to-person (A2P) is any kind of message a person receives from an application rather than another person. In marketing, A2P messages are typically used for one-way communication and don’t require a reply from the receiver.

Subscribers typically opt in to receive automatic messages by providing their contact information, allowing mobile marketers to reach out to them for promotional purposes.

Aside from marketing messages, A2P is also used for:

  • Chatbots
  • Order notifications
  • Appointment reminders
  • One-time passwords
  • Account PIN codes
  • Other types of notifications

How does A2P messaging differ from P2P messaging?

Unlike A2P messaging, person-to-person (P2P) messaging involves direct, personal exchanges of SMS and MMS messages between two or more individuals using their mobile devices.

Some other key differences are:

  • Sender ID: A2P messages are typically sent by organizations using a short code, a long code, or a toll-free number. P2P messages are sent through a personal 9- or 10-digit phone number.
  • Message volume: P2P messaging is a limited exchange between individuals used for personal communication. A2P allows for a higher sending volume to a large number of individuals in multiple locations.
  • Regulation and compliance: P2P messaging is less regulated than commercial messaging since it involves low-volume exchanges. A2P messaging is subject to specific requirements set by carriers and industry regulatory bodies. These requirements include obtaining the recipient’s consent, adherence to data protection laws, and compliance with local messaging regulations.

The benefits of A2P messaging in mobile marketing

  1. Reach more people, faster: Whether you’re sending promotional messages, time-sensitive alerts, or important announcements, the high throughput of A2P is more likely to deliver your messages to your subscribers promptly and without delays.
  2. Improve customer retention: Use segmentation to send targeted messages that create personalized customer experiences to encourage repeat purchases and boost loyalty.
  3. Make more money with automated messages: Increase revenue with automated SMS responses, such as abandoned cart notifications or order confirmations.

Ready to integrate A2P SMS messages into your marketing initiatives? Sign up for Klaviyo.

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