Is It Wise to Use an SMS Aggregator for Mobile Marketing?

The whole idea behind sending SMS (short message service) messages is in the name - you’re sending a short message that you expect sent in a short amount of time. By using an SMS aggregator for mobile marketing you can send messages quickly, but it is important to choose the right aggregator. Not all providers, or aggregators, are of the same quality. 

Understanding the difference between good and bad aggregators means understanding the history of SMS, grey routes included. Check it out: 

A Brief History Lesson

SMS technology came about in the 1980s as a method of sending messages to offline or otherwise unavailable mobile phones. Messages were (and still are) up to 160 characters in length, and use a ‘store and forward’ approach, meaning messages are stored and sent once a mobile link is established. SMS also uses a signaling channel in that it does not interfere with phone calls--sending and receiving messages is possible while on a call. 

Few realized how popular SMS would become when the first text message was sent in 1992. Mainly viewed as a way for professionals to page each other, it quickly became a easy way to communicate anywhere, anytime. SMS use “exploded” in 1999 when it became possible to text regardless of whether the receiver was in your network or not. Especially popular among teens and adults, texting also served as a less expensive communication option. 

Telecommunication companies set up international roaming networks as well so those traveling internationally could still send texts to loved ones at home. The subsequent adoption of SS7 (Signaling System #7) was a way to facilitate global P2P SMS.

Telco companies have never charged each other interconnect fees for sending P2P SMS across networks. When a person sends a message, the receiver usually replies, thus canceling fees out. 

Aggregator Origins

Eventually assorted entrepreneurs found a way to send SMS messages to vast numbers of mobile phones through a computer. All that was required was a Global Title, which provided a network identity and allowed them to send traffic on SS7 roaming networks. 

This resulted in aggregators, or non-telco companies that allowed businesses to send bulk SMS. Such companies did not have individual customers, and created issues for telcos by sending huge numbers of SPAM messages. Other aggregators went for illegal grey routes. 

Grey routes were used to send messages to recipients in other countries without paying networks for message delivery. And while some aggregators don’t use grey routes, they do utilize least cost routing (LCR), which usually involves passing messages through several aggregators. It is not considered a reliable means of communication. 

Wrap-Up 

Grey routes not only interfere with legitimate SMS traffic, they also cost telecommunication companies millions of dollars in lost revenue every year. A grey route crackdown by telecos has resulted, with companies working with trusted aggregators only. 

So when debating whether you should use an SMS aggregator for mobile marketing, remember that old piece of advice: if it seems too good to be true, it probably is. If you want to use an SMS aggregator for mobile marketing, choose one that has a direct relationships with telcos - you may pay more, but the investment is very much worth it.