Messaging is the most attractive and easy to use mobile communication form. Application-to-person (A2P) messaging is a type of SMS where a message is sent from an application, typically a web app, to a mobile subscriber. SMS or message can also be sent from the mobile subscriber to the web application, also known as person-to-application (P2A). The message is centrally invoiced and can reach any network across the globe.
The common use of A2P messages is to send notifications, alerts, and marketing messages. A2P messaging has applications in tourism, financial services institutions, healthcare, e-commerce, entertainment, and others. A2P messaging is preferred over other content delivery mediums because it offers multiple advantages.
A2P messaging is used for pushed content services, promotional campaigns, customer relationship management services (CRM), and inquiry related services. Pushed content services provide updates such as health tips and news, CRM services are used to offer billing and transaction related information to customers, and promotional campaign services promote a brand or offers by a business organization. The inquiry and search related services are SMS-enabled services that the user initiates to get the desired information such as the address of a certain retail outlet.
The global A2P messaging market is driven by the rising trends of mobile payments and mobile banking. The increasing mobile marketing activities are also boosting the A2P messaging market. The technological advancements and developments of new messaging platform tools with integrated APIs are further anticipated to propel the A2P messaging market. Messaging is supported by all mobile handsets. This leads to a wider audience and acceptance level, boosting the adoption of A2P messaging.