Application-to-Person (A2P) is a type of message traffic in which an individual receives a message from an application rather than another individual. Subscribers typically opt in to receive automatic messages by voluntarily providing their contact information, allowing mobile marketers to reach out to them for promotional purposes. In marketing, A2P messages are typically used for one-way communication and don’t require a reply from the receiver.
Aside from marketing messages, A2P includes some of the following message types:
- Chatbots
- Order information
- Appointment reminders
- Notifications
- One-time passwords
- Account PIN codes
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.
Here are some other key differences that set these 2 types of messages apart:
- Sender ID: A2P messages are typically sent by businesses or organizations using a short code, a long code, or a toll-free number. P2P messages are sent through a personal 9- or 10-digit number.
- Message volume: P2P messaging typically offers a limited exchange between individuals used for personal communication. A2P allows sending a high volume of messages 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.
How to use A2P messaging in mobile marketing
- Scale customer outreach: Send SMS messages to a large volume of your subscribers and efficiently reach a broad audience in real time.
- Reduce delivery time: Thanks to the high throughput of SMS messages, you can reach your subscribers nearly instantaneously. Whether you’re sending promotional messages, time-sensitive alerts, or important announcements, A2P ensures that your message gets delivered to your customers’ devices promptly and without any delays.
- Improve customer engagement: Use segmentation to send targeted messages that create personalized customer experiences, boosting engagement and fostering a deeper connection between you and your audience.
- Automate processes: Easily automate repetitive processes at scale by sending automated SMS responses, such as abandoned cart notifications or order confirmations.
- Reduce costs: Minimize manual effort and streamline communications to increase ROI and save time and money while improving the customer experience.
- Centralize your efforts: Integrate A2P messaging into your existing marketing workflows to create powerful omnichannel experiences that increase the effectiveness of your marketing initiatives.
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