Meet the Players of the SMS Ecosystem
To understand the SMS ecosystem, you’ll first need to familiarize yourself with three key elements:
What is a Communication Platform as a Service (CPaaS)?
A CPaaS is a cloud-based solution that allows businesses to add communication features (like texting) to their existing tech stack without developing them from scratch.
For example, TrueDialog integrates natively with leading CRMs like Salesforce and HubSpot, and also connects with various other tools through a powerful SMS API. This way, our users can plug mass texting and 1:1 messaging directly into existing marketing, sales, and customer service workflows.
What is an SMS aggregator?
An SMS aggregator is a platform that helps businesses send high-volume messages to mobile carriers (like Verizon, T-Mobile, and AT&T). Because many SMS platforms don’t have relationships with carriers, they rely on aggregators to make sure their messages are delivered across networks. (Additionally, many providers build their solutions on Twilio, which adds yet another layer of abstraction and potential point-of-failure between the platform and mobile carriers.)
However, aggregators also add another layer between the SMS platform and the carriers, which can introduce delays, deliverability issues, and less transparency.
What is a direct carrier connection?
A direct carrier connection is a relationship between an SMS platform and a mobile carrier that eliminates the need for an aggregator. When an enterprise SMS solution connects directly with carriers, businesses usually enjoy faster, more reliable delivery and lower overall costs.
For example, because True Dialog has direct carrier connections, our users experience higher message throughput and don’t have to pay markup or carrier pass-through fees. Additionally, direct carrier connections help ensure you can get support when you need it, rather than dealing with vendor finger-pointing.
Who is responsible for 10DLC compliance in SMS Campaigns?
As the sender, you are ultimately responsible for complying with the Telephone Consumer Protection Act (TCPA), the Cellular Telecommunications Industry Association (CTIA) guidelines, and other regulatory requirements. That said, the SMS platform you choose has a major impact on your ability to comply with various consumer protections.
For example, TrueDialog is committed to making sure our customers can safely and securely deliver messages and protect audience data. We have SOC 2 Type II and TX-RAMP certifications, advanced security, multi-factor authentication, single sign-on capability, and functionality to support opt-in management and easy opt-out.
We also help customers register 10-digit long code (10DLC) phone numbers with the Campaign Registry (TCR) — which is an organization that partners with mobile carriers to help reduce SMS spam — through our automated 10DLC registration features pairded with the expertise of our customer success team. (We also help customers with short code registration with the CTIA.)
Unfortunately, many other mass messaging platforms do not operate with the same commitment to compliance, data privacy, or user security. And while SMS aggregators often have their own policies, they aren’t responsible for managing your opt-out list or helping you comply with regulations. To avoid violations and fees, choose an SMS platform that prioritizes regulatory adherence.
How Texts Reach Your Audience
What happens when you press send? Here’s a step-by-step breakdown of how your messages reach your contacts.
- Step 1: Compose the message
First, you write your message within your SMS platform. This can be a 1:1 message with just one contact or a mass message for thousands or millions of recipients.
- Step 2: Send the message
Next, you can choose to deliver the message instantly, schedule a text for the future, or automatically send it based on a trigger event. (For example, a bank might set up payment reminders to help customers avoid late fees, or a university might send automated reminders for academic advising appointments.)
- Step 3: SMS software connects with aggregators or directly with mobile carriers
The third step depends on which type of SMS solution you use:If your provider relies on aggregators, then the aggregator will route those messages to carriers. Sometimes, the platform will queue or batch the sends to reduce the risk of carrier throttling.However, an SMS platform with direct carrier connections (like TrueDialog) will immediately route your messages to carriers — no batching or queueing required.
- Step 4: Message delivery
After your messages reach the mobile carriers, they’ll pass through SMS gateways, which help ensure the message can be delivered to various mobile messaging applications.
Messages also pass through carrier networks’ filters, which analyze texts for potential spam markers. If the carrier flags your message as spam, they may block delivery. If not, it will pass through to your contacts’ devices.
- Step 5: Receipt and reporting
Finally, the carrier sends delivery receipts back through the chain so you can see whether messages were delivered or failed, as well as other details like opens and link clicks.(Note that if your SMS platform uses aggregators, you may have difficulty pinpointing why a message failed.)
How TrueDialog Compares to Other SMS Vendors
There are plenty of SMS platforms on the market today, which can make it tricky to choose. Here’s what sets TrueDialog apart from the rest:
- Direct carrier connections
Unlike platforms that are built on a third-party application like Twilio and rely on aggregators to get their messages through, TrueDialog has direct relationships with carriers. This helps ensure better deliverability and saves you money on your campaigns.
- Expert support
When you’re using a platform that relies on third parties for delivery and something goes wrong, it can be tough to figure out which vendor is responsible for fixing it, and it’s easy to get caught in a finger-pointing situation.Of course, even after you’ve diagnosed the problem, it can be hard to get live help from a human, and businesses often report getting stuck in phone trees, being directed to irrelevant help center articles, and navigating a seemingly endless round of support tickets. To eliminate this headache, the TrueDialog team offers 24/7 support from SMS experts via text, email, or call to resolve your concerns quickly.
- Industry-leading security and compliance
TrueDialog works with organizations in highly regulated industries, like higher education and financial institutions, and supports high-demand verticals like B2B software and sports/entertainment. That’s why we maintain enterprise-level certifications, top-level security infrastructure, and help you comply with the TCPA, the Campaign Registry, and the CTIA guidelines.
Ready to partner with the SMS platform that leads in reliability and enterprise-level support? Request a demo to learn more about TrueDialog.
