Why do some brands thrive actively while others do not? 

What’s the secret to winning customer loyalty in a digital-first world? 

The answer could lie in their handling of the omnichannel customer experience.

According to Salesforce, 71% of customers prefer different channels depending on the context. While business buyers engage with companies across ten channels, consumers typically use eight.

Therefore, mastering the strategies to an omnichannel customer experience has become the key to having a competitive edge in the market. 

If you are looking to do the same, this blog will break down the strategies you need to understand and execute a winning omnichannel customer experience.

What is an omnichannel customer experience?

An omnichannel customer experience refers to a fully integrated approach that covers multiple touchpoints. Executed properly, it enables customers to initiate their journey on one platform and continue on any other platform of their choice. 

An omnichannel customer service platform provides a comprehensive overview of the entire customer journey on one platform, ensuring that support quality remains consistent and top-notch even as customers switch from one channel to another. 

The omnichannel customer experience is often confused with multichannel strategies. While both involve engaging with customers on multiple channels, the two are extremely distinct in outcome and implementation. 

The multichannel customer experience refers to the availability of multiple channels for customer interactions, with each channel operating independently of the other. However, with an omnichannel customer experience, there is a definite integration of all channels such that customers and agents can pick up where they last left off. 

In this context, an omnichannel strategy brings a consistent and personalized experience, enhancing customer satisfaction and fostering trust. 

Why is the omnichannel customer experience important? 

Consider a customer who orders a laptop online and needs help setting it up later. They initiate a support request on live chat. On completion, they receive a follow-up email with the setup details, warranty information, and a feedback survey. 

In this situation, the customer receives support across different channels without any hassles. Omnichannel customer experiences establish a sense of trust that customers will be assisted at every phase of their support journey. 

By integrating all the channels together, you can reduce friction, increase satisfaction, and build long-lasting relationships. Consistent custom service significantly boosts customer retention by building connections rooted in trust and loyalty. 

Benefits of an omnichannel customer experience 

When done right, the omnichannel customer experience comes with a huge ROI for your business. A cohesive and seamless experience across different customer channels opens up multiple advantages that contribute to business growth and profitability. 

Here’s how:

Frictionless customer journeys

From pre-purchase to post-purchase, the omnichannel approach ensures that customers can quickly navigate the different stages. The focus is on simplifying the customer journey and removing any operational hiccups that come in the way of issue resolution. 

As a result, customers can connect with your business on their preferred channel without having to repeat themselves, re-enter information, or face inconsistencies in service. This brings an ease of interaction that holds great value for every customer.  

Personalized customer experiences

A huge advantage of the omnichannel strategy is access to customer data from every channel customers interact on. By integrating this data, businesses gain a more precise, comprehensive understanding of customer needs. 

This allows for a more personalized and consistent experience regardless of where and when customers connect. 

In addition to ensuring continuity in the experience, the omnichannel customer experience also includes personalized support, tailored recommendations, and special offers and discounts—all of which go a long way toward building a loyal customer community.    

Customer retention

What inspires customers to stick around for a long time? 

Forrester suggests that customers are 2.4 times more likely to stick with a brand when their problems are solved quickly. 

With an omnichannel contact center, customers can easily switch from chat to phone to email without revisiting their queries. The agent has all the necessary information to provide customers with a swift and seamless resolution without disruptions. 

When customers see that their time is valued and their needs are accounted for properly, it establishes a sense of trust and a layer of familiarity that encourages a long-term engagement with the brand.

Consistent experience across channels

The omnichannel customer experience promises end-to-end consistency. Irrespective of the devices that customers use to contact customer support, the experience remains unified and seamless. Each touchpoint reflects the same quality of experience, brand values, and service standards. 

One of the best omnichannel customer experience examples that demonstrate this is how tech companies provide support through various channels. Here, a customer may initiate a query about troubleshooting on your chatbot and finish the issue over a call without repeating the entire issue. 

Such examples highlight the powerful impact of building fantastic customer service experiences using an omnichannel strategy. 

Agile channel activation

Businesses with established omnichannel systems can quickly introduce new channels without starting from scratch. A robust omnichannel customer support platform enables you to integrate new channels and touchpoints into your existing ecosystem, such as new messaging apps, emerging social media platforms, and so on. 

This not only saves time and resources but also ensures that new channels are immediately aligned with the brand’s support quality and overall strategy. This way, you meet your customers where they are while maintaining a unified customer experience. 

Customer data

Your customer data contains a treasure trove of insights that can help you build exceptional customer experiences. Omnichannel experiences facilitate collecting and integrating customer data from every point of contact. 

For instance, a financial services provider can derive data from customer interactions across the banking app, live chat, email, and voice calls to deliver customized financial advice, promotions, and offers. 

Leveraging these insights can help you deliver more responsive and effective support, resulting in an overall higher customer satisfaction rate and loyalty. 

Building a fail-proof omnichannel customer experience from pre to post-purchase

While there is no thumb rule to build a solid omnichannel customer experience, some proven strategies and practices can guide you on this journey. Here’s how you can craft an effective omnichannel experience that keeps customers coming back: 

Build clear customer personas

Knowing your customers' needs and preferences is the most important step toward creating an omnichannel customer experience strategy. Clearly define your ideal customer personas (ICP) based on their behaviors, motivations, pain points, and use cases so that you can anticipate their needs at every stage of the journey. 

In practice, this could involve building the right messaging for the right customer segments. Some customers may clearly prefer in-depth product information and regular product updates, while others may demand more personalized attention. 

By aligning your omnichannel strategy with these personas, you can more effectively meet their expectations and foster a stronger connection with them. 

Create customer journey maps 

A customer journey map represents the different stages a customer goes through, from initial awareness to post-purchase engagement. By mapping out these phases, you will clearly understand each stage of a customer’s journey.

In doing so, you can spot friction points where customers are likely to experience frustration, allowing you to address these issues proactively. 

For instance, if most of your customers typically research products online but prefer to purchase in-store, you should take the necessary steps to ensure that your online and offline experiences align with each other through consistent messaging and integrated data. This is the best way to ensure your customer feels recognized and valued at every step. 

Tap into customer feedback

Feedback provides direct insight into how your customer experience is faring and, more importantly, what your customers value, where they encounter challenges, and where there is room for improvement. 

Proactively collect feedback from different channels to comprehensively understand your customer experience. These insights are crucial for identifying gaps in your strategy and taking your service quality to the next level. 

Let’s say your customers frequently complain about difficulties navigating your voice bot menu. By incorporating this suggestion and taking the necessary steps to address their concerns, you will demonstrate your commitment to meeting customer needs and expectations throughout the omnichannel journey.

Deploy the right technology 

The key to a successful strategy is using the right omnichannel tools and technologies. The tool should support the integration of all the customer experience channels where your customers proactively interact with your brand. 

To deliver uniform experiences, the ideal omnichannel platform incorporates real-time data sharing, consistent messaging, and personalized interactions. Additionally, it should use innovative technologies like voice bots and AI-driven support. 

Recognize key players in the process

For an omnichannel customer experience to work effectively, you must ensure that all key stakeholders and employees are in sync. This includes the customer-facing teams like sales and support staff and other teams like back-end, tech support, marketing, supply chain, and so on. 

Clear communication and collaboration among these teams are essential for properly aligning with business goals and meeting customer needs. You must equip these key players with the right skills, practices, and tools to help them put their best foot forward. 

Your support staff, in particular, will probably need rigorous, hands-on training to be ready to deliver superior quality experiences. 

Frame a strong post-purchase strategy

The real test of a strong customer experience lies in the post-purchase phase. How you continue to engage with your customers after they purchase can significantly impact their perception of your brand and how long they will stick around. 

A well-planned post-purchase strategy is essential for customer retention. It should focus on nurturing the customers with the right kind of engagement. This includes timely follow-ups, product updates, personalized recommendations, and proactive support.  

Promote customer loyalty with Plivo CX’s omnichannel customer service platform

Customer loyalty is built on delivering a unified and responsive service. As an AI-driven omnichannel customer service platform, Plivo CX offers small and mid-sized businesses a single window pane for managing all customer interactions across LiveChat, SMS/MMS, WhatsApp, and more. 

For those looking to harness the full potential of omnichannel support, Plivo provides various features and tools to ensure a cohesive experience, such as: 

• Omnichannel communication via a unified agent desktop: Handle customer conversations seamlessly across various channels like email, voice, SMS, WhatsApp, and live chat from a single platform.  Provide your agents with a single interface to manage all customer interactions, regardless of the channel.
• Smart chatbots: Train and deploy OpenAI-powered self-service chatbots to automatically handle routine customer inquiries, freeing up your agents for complex issues.
• Visual workflow builder: Create custom workflows and automations using a drag-and-drop interface, even without coding knowledge.

• Wide-ranging integrations: Seamlessly integrate Plivo CX with your existing tech stack, including homegrown systems, ERP, CRM, Order, Payment systems, and helpdesk tools 
• Real-time analytics: Track and monitor key performance indicators (KPIs) to gain insights into customer interactions and agent performance.
• Call recording and monitoring: Record calls for quality assurance and agent training purposes.
• Customizable reports: Generate reports tailored to your specific needs and requirements.

• Internal notes and collaboration: Enable agents to share information and collaborate seamlessly on customer issues.
• Skills-based routing: Automatically route calls to the most qualified agent based on their skills and expertise.

• IVR: Create automated phone menus to guide callers and route them to the right department or agent.
• Multi-language support: Cater to a global audience with support for multiple languages.
• Security and compliance: Ensure data security and compliance with industry regulations.

Book a demo or contact us to learn more.

With customer expectations and demands constantly soaring, AI chatbots can be your sales teams’ strongest partners. Powered with the latest tech, they serve as round-the-clock virtual agents who are always online, ready to field queries, convert leads and, most importantly, reduce customer support costs by up to 30%. 

Invesp reports that chatbots have significantly enhanced customer service efficiency. They can handle 80% of routine inquiries while delivering responses 80% faster than human agents. This remarkable speed translates into substantial time savings, as Juniper Research predicts chatbots will save businesses and consumers a combined 2.5 billion hours.

Since chatbots are often the first point of contact for inbound prospects, they must be used strategically. These tools, combined with the intuitive capabilities of AI, can help close deals and raise revenue efficiently, all while allowing you to scale sales teams’ operations.

In this blog post, we will discuss how an AI sales bot fits right into your sales tech stack and how you can use different AI chatbots to increase sales conversions. 

What is an AI sales bot?

An AI sales bot is a software automation tool that leverages natural language processing (NLP), machine learning, and knowledge base integration to simulate natural, human-like conversations with customers. 

Acting as a virtual agent, an AI sales bot intuitively responds to customer queries, provides information about the product, and helps customers self-serve in their interactions with your business. These tools proactively offer assistance to prospects from the get-go, taking them through the entire sales process down to the post-purchase phase—without little to no intervention from the sales teams. 

AI sales bots are quite versatile and can be classified into the following types: 

• Knowledge-based chatbots 

A knowledge-based chatbot responds to customer queries and FAQs by searching through your knowledge base and surfacing the relevant articles.

• Voice bots 

Voice bots are advanced AI-based software that uses spoken language for voice interactions. It greets and guides inbound callers, executes customer requests, and routes the call to an agent.

• Decision tree chatbots 

A decision-tree chatbot, also known as a rules-based chatbot, provides pre-programmed responses to customer queries without the involvement of a live agent. It maps out conversations in a flow chart format, predicting customer queries and programming the responses accordingly. 

• Task-specific chatbots

Task-specific chatbots are built with the capability to perform certain tasks for customers, like setting up customer accounts, taking users through purchases, and connecting customers to a live agent. 

What are the benefits of using AI sales bots? 

Incorporating an AI chatbot into your sales efforts comes with the following benefits: 

Generate leads efficiently

Many high-intent buyers on their way to making a purchase may have certain questions and queries about the product that the AI sales bot can rapidly address. Besides responding to queries, these bots can analyze a range of interactions to identify potential leads. More sophisticated sales bots also enable lead qualification, helping sales teams spring into action and zero in on the hot leads. 

Round-the-clock availability 

Sales bots are built to field queries from potential customers, irrespective of the business hours or the peak holiday season. They cater to markets across time zones and geographies, ensuring that none of your precious leads and customers slip through the cracks. 

Scale-up with minimal costs 

AI chatbots reduce the dependency on human agents for simple, repetitive tasks. So, when expanding your business, you can count on your AI sales bot to perform various sales tasks like answering FAQs, sharing product details, and routing leads to the right knowledge base—eliminating the need to hire new human agents. 

Automate support 

Sales bots can go beyond fielding queries with customer support automation. Knowledge-based chatbots are designed to direct customers to relevant articles and resources to help solve their queries. 

By incorporating automation into your sales processes, AI sales bots can notably reduce the workload of your sales agents.

Upselling opportunities

The probability of selling to an existing customer is 60-70%, compared to the probability of selling to a new prospect. Sales bots can send premium products or service recommendations to customers based on their transaction history. 

Customer sentiment analytics 

Many AI sales bots use machine learning and natural language processing to capture customer sentiment. This gives agents clear cues on framing responses that are best in tune with the customers’ moods. 

Integration with analytics 

Tracking chatbot performance is essential for improving the overall customer experience, monitoring the number of leads generated, and determining the average time spent per conversation. 

Seeing prospects drop off during chats? Chatbot analytics can also reveal when and why that’s happening. 

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AI sales bots in action: Top use cases 

Incorporating AI sales bots into your sales operations is a smart and strategic move that will enhance your overall customer service experience. Let’s explore the most impactful use cases where bots can deliver the most value: 

Discounts and offers 

One of the most effective ways sales bots can generate more revenue is by surfacing timely discounts and offers. For instance, sales chatbots can pop up on specific categories and product pages, offering a targeted discount based on customer browsing patterns and purchase history. 

Winning back abandoned carts

Cart abandonment can be a huge challenge, increasing the loss potential and inventory confusion. In such situations, the sales bot can encourage purchases by dropping automated follow-up messages reminding customers about the items left behind in the cart. 

Answering FAQs

An AI sales bot can be at prospects' beck and call, responding to their questions and directing them to the integrated knowledge base resources and articles. This ensures that the leads’ queries are acknowledged and addressed on time.

Helpdesk and automated ticketing

Sales chatbots can also help streamline helpdesk operations and ticketing systems. For instance, when a customer encounters an app crash, they can initiate a chat with the AI bot and share details about the issue. Based on these details, the chatbot routes the ticket automatically to the corresponding tech support.

Dynamic pricing adjustments

Also known as surge pricing or demand pricing, dynamic pricing adjustments allow e-commerce retailers to adjust product and service prices flexibly based on market trends. AI-powered chatbots can adjust dynamic pricing by tapping into vital customer data such as demand, customer behavior, and market conditions.

Lead scoring and prioritization

AI sales bots play a crucial role in identifying promising leads/accounts. Using conversational AI, the chatbot analyzes customer interactions, behaviors, and engagement to assign different scores to different leads. 

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Best AI sales bots in the market right now

Integrating AI sales bots into your communications is not just desirable but a must-have for building productive sales processes. To help you find the perfect match for your business, here is a list of the best AI chatbots: 

1. Plivo CX 

Best for catering to sales and enhanced customer experience

Use the Plivo CX chatbot for conversations with prospects and leads

Plivo CX is an all-in-one customer service platform equipped with an AI chatbot powered by OpenAI that handles a wide range of complex customer interactions. It is an ideal solution for small and mid-sized businesses. 

Integrated with a knowledge base about your company’s policies and brand guidelines, it enables easier self-service for inbound leads and prospects. Also, you can train the tool based on your custom dataset, guided by company policies to frame correct and highly- relevant responses.

The platform uses automation to handle customer questions, lower support costs, help support teams work better, and manage high volumes of customer interactions during peak hours. It also offers 24/7 availability to all inbound leads across different time zones.

Key features 

• AI-based chatbots/ Live chat: These automate customer interactions and provide personalized customer experiences
• Voice bots: offer real-time customer support across all communication 

• Omnichannel communication: Plivo CX allows for a unified management of customer interactions across various channels—email, voice, SMS, WhatsApp, and live chat and provides a 360° view of customer issues.
• Integration capabilities: The platform offers direct integration with popular CRMs and custom APIs, along with integration with Helpdesk, Order, and Payment systems.
• Ticket categorization: AI is used for ticket categorization and prioritization, and AI agents can be customized to reflect your brand's identity and policies.
• Efficiency tools: The platform supports media exchange, offers message templates and internal notes, and allows for instant updates to AI agents.

Limitations (Capterra)

• Lacks features related to quality assurance and workforce management.
• Does not support a mobile version for the support agent.
• May not be the best solution for transactional ticket-based customer support interactions.

Pricing

Omnichannel (annual plans):

• Growth: $29 per user per month
• Business: $69 per user per month
• Enterprise: Available on request

Voice-Only annual plans

• Growth: $25 per user per month
• Business: $40 per user per month
• Enterprise: Available on request

Chat-Only annual plans

• Growth: $15 per user per month
• Business: $30 per user per month
• Enterprise: Available on request

Plivo CX ratings and reviews

• G2: 4.5/5 (700+ reviews)
• Capterra: 4.3/ 5 (80+ reviews)

2. Zendesk

Best for businesses of all sizes 

Zendesk bots are built to deliver rich conversational experiences 

Zendesk bots are built with AI and automation for a seamless experience. All conversations are stored in a centralized workplace, so agents have the entire context to offer a more personalized customer experience. 

Key features

• Messaging integrations such as customized bots or location maps enable customer self-service
• Delivers instant responses across the platform around the clock
• Taps into customer data for more interactive and personalized customer interactions

Limitations (Trust Radius)

• Everything requires creating tickets, resulting in a transactional experience 
• The mobile app could be more efficient when it comes to ticket updates and management

Zendesk rating and reviews

• G2: 4.3/ 5 (5800+ reviews)
• Capterra: Not enough reviews

Pricing 

• Sell Team: $19 per agent/month (billed annually)
• Sell Growth: $55 per agent/month (billed annually)
• Sell Professional: $115 per agent/month (billed annually)

3. Tidio

Best for capturing real-time performance

Use Tidio to manage customer inquiries with minimal human intervention

Tidio is another major AI sales bot provider for sales and support use cases. It offers conversational AI features to support shoppers and website visitors in real time. Additionally, it grants access to vital customer data, such as conversation history and previous orders, for more contextual conversations. 

Key features

• Removes repetitive questions from your team workload
• Offers assistance to multiple customers at the same time
• Performs recurrent tasks on behalf of the agent, such as initiating tickets and order

Limitations (Capterra)

• Does not allow users to manage client chats via popular messaging platforms such as WhatsApp, Instagram, or Twitter. 
• Often struggles with managing multiple chats simultaneously. 

Tidio rating and reviews

• Capterra: 4.7/ 5 (450 reviews)
• G2: 4.7/ 5 (1500+ reviews)

Pricing 

• Free plan: Available
• Starter: $24.17 per month (billed annually)
• Growth: $49.17 per month(billed annually)
• Tidio+: $749 per month(billed annually)
• Enterprise: $2999 per month (billed annually)
• Lyro AI: $32.50 per month (billed annually)

4. Intercom

Best for advanced AI capabilities

Fin by Intercom uses sophisticated AI models to deliver accurate, conversational responses

Intercom’s AI chatbot, Fin, uses your in-house customer support content to frame solid conversational answers to tricky queries. When complex problems arise, the AI-first chatbot is designed to escalate to your support team. Its content targeting ensures that the right content reaches the right audience at the right time. 

Key features

• Enables omnichannel conversations across live chat, email, SMS, WhatsApp and social media
• Pre-built and custom reports to asses the chatbot performance for reporting on CSAT, resolutions, and more
• Respond to questions from multiple sources, including Intercom articles, help center, and public PDFs and URLs

Limitations

• The platform can experience lag times in customer support responses, which is particularly damaging in B2B environments
• Many users have reported a lack of robust monitoring and supervision tools

Intercom rating and reviews

• Capterra: 4.5/ 5 (1000+ reviews)
• G2: 4.5/ 5 (3000+ reviews)

Pricing 

• Essential: $29per seat per month (billed annually)
• Advanced: $85 per seat per month (billed annually)
• Expert: $132 per seat per month (billed annually)

5. HubSpot

Best for ease of use and implementation

HubSpot for building AI chatbots that simplify lead qualification and customer interactions

HubSpot brings you a free AI chatbot builder ideal for lead qualification and scaling one-to-one customer conversations. With this platform, creating and setting up your AI chatbot takes minutes, and once you get started, it becomes ready to deliver 24/7 customer support. It comes with a GPT-powered chat experience right on your website.

Key features

• Intuitive templates and no-code chatbot builder for quickly creating and customizing chatbots
• Performs tasks like scheduling meetings with the sales teams, triaging tickets, and closing conversations automatically
• Uses your knowledge base or website URL to respond to customer questions 

Limitations (Capterra)

• Pay per seat restricts usage and can become expensive for a growing team
• The mobile app could be more user-friendly 

Intercom rating and reviews

• Capterra: 4.5/ 5 (100 reviews)
• G2: 4.4/ 5 (2300+ reviews)

Pricing 

• Free plan: Available
• Sales Hub Starter: Starts at $15/month/seat (billed annually)
• Starter Customer Platform: Starts at $15/month/seat (billed annually)
• Sales Hub Professional: Starts at $90/month/seat (billed annually)
• Sales Hub Enterprise: Starts at $150/month/seat (billed annually)

Boost sales revenue with the Plivo CX AI sales bot

Incorporating sales chatbots into your workflows can significantly increase your sales revenue. AI sales bots are essential to your sales processes, streamlining lead engagement, automating routine tasks, and crafting personalized experiences. 

Plivo CX’s AI chatbot is a comprehensive solution that can easily be incorporated into your existing sales stack and integrated with top business tools and homegrown systems. 

Besides, the platform offers multiple useful features to propel your customer service efforts, such as:

• Omnichannel support: Deliver seamless customer service across multiple channels from a single window pane.
• Quick integrations: Connect Plivo CX with your existing tools for a complete view of customer data.
• Automated workflows: Design custom customer journeys across all channels with a visual workflow builder.
• Real-time analytics: Track and analyze customer interactions to improve your service.
• Agent coaching tools: Utilize call recording, barge, and whisper features to enhance agent performance.

‍Book a demo to learn more.

Customers with crowded mailboxes now prefer to hear from brands via quick and short SMS. In fact, the latest data seems to confirm this: every two in five consumers are open to hearing from brands through SMS. 

Surprisingly, consumers from ages 25 to 54 prefer to communicate with brands via SMS, even over email. So, undoubtedly, SMS is a growing marketing channel. 

But the question is, how do you make the most out of it? 

Sure, you can grow your SMS list now by encouraging customers to sign up. The Internet will also (t)sell you some other shortcuts to buy phone numbers. However, the Telephone Consumer Protection Act (TCPA) prohibits companies from buying phone numbers—and you may incur substantial penalties.  

What if we tell you—there is a way you can collect phone numbers, being totally compliant with regulations, by getting consent from customers. 

This article will discuss some tried-and-tested strategies on how to get people’s phone numbers for SMS marketing. 

10 ways to collect phone numbers

Here are the top 10 ways to collect phone numbers compliantly from customers:

1. Include a sign-up form on the website with offers

One simple step is to include a sign-up form on your website to collect phone numbers. You can highlight the benefit of signing up to the SMS list. 

For instance, you can give 15% off on subscribing to an SMS list or promise exclusive offers. You can create a simple form on your website and connect it with SMS or an omnichannel marketing platform that collects all the data.  

For example, Ice Jewellery, an accessories brand, added a sign-up form on your site to collect their website, and customers would receive exclusive offers via SMS.

2. Get opt-in on the order page

Another way to boost SMS marketing is to get opt-in on the order page. This is a low-effort step for customers, who have to just tick a box while placing an order.

This strategy reduces the friction. You can add a small checkbox on the checkout page and a small note highlighting the benefits of signing up for the SMS list. It could be early access to new stock, exclusive perks, and more.

For example, Domino's asks customers to choose at the checkout page where they would like to get text or email offers.

3. Promote on social media

You can also create exciting posts or stories on social media, providing links to join the SMS list. Highlight the exclusive benefits of subscribing to your SMS list, such as early access to sales, special discounts, or VIP-only offers. 

Petite Studio, a clothing brand, launched a VIP SMS list on social media offering 15% off. Customers who join the SMS list will get style tips and early access to sales.

AOPSIA, a clothing brand, promotes its latest collection on social media by promising early access to SMS subscribers.

4. Run contests or giveaways

Go ahead and run contests or giveaways exclusive to the SMS list subscribers. It gives incentives to customers to join the SMS list.

For instance, Carnegie Deli ran a Valentine’s Day giveaway for its SMS list subscribers and posted about it to encourage followers to join the list. 

5. Promote via collaborations

This step is closely related to the strategy above. Promote such contests or giveaways by collaborating with influencers for wider reach. Find influencers in your niche with a highly engaged audience with whom you can collaborate to promote your SMS list/contest/giveaway. 

Check if the influencer's content and brand image resonates with your brand values and messaging before collaborating.

6. Set up a short code or long code

Other than providing the link to join, you can also set up a short code for your business. A short code is a 5 to 6-digit phone number used in SMS marketing. 

For instance, 12345 can be a short code, and customers can text ‘JOIN’ to 12345 to join the SMS marketing list. Short codes are often shared across companies and used for mass promotion. 

Alternatively, focus on creating a long code. Long codes are 10-digit numbers, similar to regular phone numbers. These long codes are not so common for mass promotion but are usually helpful for two-way communication. They are simple to set up and get approved faster. Having these dedicated numbers brings more trust in customers. 

RIPit, a performance gear brand, promoted its SMS marketing deals on social media. Customers have to message “JOIN” to their long code for exclusive discounts. 

7. Add a CTA on product delivery email

Another underrated way to promote an SMS marketing list is via product delivery emails. Add a quick note about the SMS list at the end of the email. 

For instance, add “Join the VIP SMS list for future offers” with instructions in your email to keep customers hooked to your brand. 

8. Promote via newsletter

You can promote your SMS marketing via your regular newsletter. Create a compelling graphic to promote the benefits of joining the SMS list and provide clear instructions on how to join.

For instance, GoPro, an electronic manufacturing brand, offers 15% off and special perks on joining the SMS list. They promoted these benefits via their newsletter. 

9. Get opt-in at the point of sale

If you have a physical store, you can also ask customers at the checkout counter if they want to opt in for SMS to get offers. Here is where the omnichannel platform helps you. 

Having a single platform that stores customer data and runs marketing will help you run promotions with ease. 

For example, Tom’s of Maine, a personal care brand, encourages customers to join SMS campaigns by texting “prebiotic” to a listed number.

10. Get opt-in via website chat

Use website chat as a medium to sign up for SMS marketing by sending a quick note like below:

"Before you go, join our SMS list for exclusive offers and early access to the latest collection! Enter your phone number, and we'll send you a special discount code."

6 Best practices to get more opt-in from customers

Follow the 6 best practices below to get maximum engagement from customers:

1. Always ask permission before adding to the SMS list

Never add any customer number to your SMS list without seeking permission. It looks like spam and increases your chances of being blocked. Use any of the techniques mentioned above to get customers' opt-in.

2. Keep the opt-in instructions simple

Make it easy for customers to sign up for your list. Provide a direct link for SMS sign-up with simple instructions.

3. Be transparent on purpose

When you ask customers to share their number, ensure they know what they are signing up for. This precaution will help you get a more engaged audience for your SMS marketing efforts.

4. Always give an opt-out option

Provide an opt-out option in every SMS so they can opt out when the messages are no longer relevant to them. It creates a negative experience for customers if they are unable to subscribe easily.

5. Offer incentives on opt-in

Highlight the benefits of signing up for an SMS list for customers. With every brand wanting a share of their time, customers need a solid reason to share their phone number.  

6. Follow data protection regulations

As you are collecting customer information, ensure you are following all data protection regulations such as The General Data Protection Regulation (GDPR), California Consumer Privacy Act (CCPA), and more.

Also read: Discover tips and strategies to boost the ROI of your SMS marketing efforts.

Run meaningful SMS marketing campaigns with Plivo CX

Plivo CX, an omnichannel marketing platform, helps you manage your entire SMS marketing effort end to end. With this web-based tool, easily create an opt-in form on your website. You can also import your existing contracts using CSV or API. 

Plivo CX is powered by Plivo’s award-winning Premium Carrier Network—the low latency, global coverage, and cost can help you save up to 70% in your SMS marketing campaigns. 

Once you have your entire customer database ready, here’s what Plivo CX can do:

• Segment data: Our Audiences feature helps segment customers based on their online behavior, engagement levels, and purchase history and create targeted campaigns.
• Create campaigns: You get templates for writing SMS campaigns. For further support, you also have an AI-powered copywriter to create new campaigns quickly.
• Get short code: Plivo CX also helps you to get short code easily by assisting in filling the application with carriers.
• Execute campaigns: Easily launch SMS campaigns quickly by selecting the audience you want to cater to and scheduling the campaign.
• Check reports: Lastly, you can also get reports of SMS campaigns to understand which campaign is performing better.

Sign up for a free trial to see things in action.

Frequently Asked Questions (FAQs)

1. Why shouldn't you buy a list of phone numbers?

As per the Telephone Consumer Protection Act (TCPA) law, you aren't supposed to buy phone numbers. Also, you are prone to scammers when you try to take this shortcut route. 

2. Why do you need to start building your SMS list right now?

Every two in five consumers are open to hearing from brands through SMS. In fact, consumers from ages 25 to 54 prefer to communicate with brands via SMS, even over email. SMS is a growing marketing channel, and building your SMS list ensures you make the most of it.

3. How to ensure you have written consent from subscribers?

You can add a form on your website to collect phone numbers or add a checkbox on the order page to get consent. Document how and when the customer provided confirmation for compliance audits. 

4. How to set up a short code?

You can contact a wireless carrier and fill in the application form to get a short code. The carrier reviews the application, the type of campaigns you plan to run, and compliance details and then approves the application. 

5. What’s the best tool to collect phone numbers?

Plivo CX Engage, an omnichannel marketing platform, allows you to create web forms to collect phone numbers from customers compliantly. You can further use the platform to run SMS marketing campaigns. 

6. What are opt-out instructions?

Opt-out instructions are added at the end of emails or SMS so that customers can opt out of the marketing list if they no longer wish to receive the messages. For example, they can reply "STOP" to an SMS if they do not find the messages relevant anymore. 

7. How often can I text to subscribers?

As per a latest consumer trends study, a majority (46%) of consumers are comfortable with hearing from brands once a day, 16% want to get messages once a week, and 11% on alternate days. 

8. How can I build trust while collecting phone numbers?

Have a legitimate form to collect phone numbers and link your data privacy policy to build trust. Customers fear misuse of their data, so seeing your data protection measures will instill confidence in them. Secondly, they also fear getting spammed. You can add a general description about how often they can expect messages to set clear expectations.

Google Voice is ideal for small businesses with basic voice-calling needs. However, as your business expands, exploring Google Voice alternatives can offer greater scalability, advanced features, and integration capabilities.

Here’s a table summarizing the pros and cons of Google Voice:

Google Voice’s drawbacks—such as limited CRM integration, lack of innovation, and no call recording—can limit your communication capabilities.

That’s where this guide comes in. We’ll compare the seven best Google Voice alternatives, covering their features, pros, cons, and pricing to help you find the best fit for your growing business.

Top 7 Google Voice alternatives in 2024: A quick comparison

The table below highlights key features, pricing, and limitations of the leading Google Voice alternatives to help you pick the right VoIP solution. Read on for a detailed breakdown of each solution.

1. Plivo

Key features

• Authenticate callers: Plivo’s Verify API combats fraud by validating phone numbers through SMS or voice calls. Integrating it with Plivo’s Voice API adds an extra layer of security and ensures that the phone number genuinely belongs to the user. Plivo offers this service with $0 authentication fees — just pay standard voice charges. 
• Conference calling: Plivo allows you to set up secure conference calls with a PIN for multiple participants, eliminating the need for additional authentication methods.
• Voice alerts: You can send voice notifications for order updates, booking statuses, delivery information, flight cancellation/rescheduling, two-factor authentication (2FA) or one-time password (OTP), promotional offers, and account balances.
• Voice surveys: Plivo enables interactive voice surveys to collect information from customers, such as satisfaction scores of a service. You can set up a voice survey system that automatically calls customers with survey questions through an API call.
• Voicemail: Capture important messages from callers when the support team is unavailable. This way, all customer queries are addressed in a timely manner.
• Call forwarding: Forward incoming calls based on agent availability, business hours, or time zones to ensure round-the-clock customer service availability.
• Scalable and multilingual Interactive Voice Response (IVR) menus: Plivo’s IVR system routes callers through a menu of pre-recorded messages, replacing receptionists or directing calls based on user input. It can also automate appointment reminders, collect satisfaction scores, or facilitate polling.
• Call insights: Plivo offers a detailed summary of key call quality indicators such as latency, packet loss, and Mean Opinion Score (MOS). Calls are segmented by geolocation, carrier network, and device metadata to ensure superior call health management.

Pros

• Easy to deploy
• Strong customer support 
• User-friendly interface
• Competitive pricing

Cons

• Steep learning curve

Pricing

Pay-as-you-go with volume discounts available

‍Basic plan

Outbound: Starts at $0.0100/min 

‍Inbound: Starts at $0.0055/min

Add-on services include: 

• Answering Machine Detection: $0.0000/min
• Call Insights Beta: Basic $0.0000/min
• Premium: $0.0025/min
• Call Recording: $0.0000/min
• Recording Storage: $0.0000/min
• Automatic Speech Recognition: $0.02/15 seconds
• Call Transcription: $0.0095/min
• Conference Calls: $0.0000/min
• Multilingual Text to Speech: $0.0000/min
• CNAM Lookup: $0.00500/lookup

Review detailed Voice API pricing. 

Ideal for

Businesses seeking a scalable, reliable, and cost-effective VoIP that integrates seamlessly with existing systems.

Ratings & reviews

‍G2: 4.5/5 (724 reviews)

2. RingCentral

Key features

• Real-time shareable notes: RingCentral allows users to create, edit, and share notes within the platform in real time.
• Detailed summaries: Access over 250 ready-made reports or customize live dashboards using 350+ available metrics to track customer interactions across the entire journey.
• Sentiment analysis: Gain real-time insights on call volumes, agent performance, customer sentiment, and trending topics through conversation analytics.

Pros

• Easy to integrate with existing CRM tools
• Accommodates extensive calling needs in a unified platform

Cons

• Occasional call drops due to connectivity issues
• Poor customer service

Pricing

Ring Contact Center starts at $65/month 

Core features include:

• ACD, IVR, skills-based routing
• Voice and 20+ digital and social channels
• Dialer - voice broadcast, preview, predictive, progressive
• Queue callback
• Call recordings
• Real-time and historical reports
• Native integration with RingCentral

Ideal for 

Businesses looking for a comprehensive, cloud-based VoIP solution that offers unified communications and collaboration features.

Ratings & reviews

‍G2: 4/5 (136 reviews)

3. Vonage

Key features

• Automatic speech recognition: Vonage API supports self-service in over 120 languages, providing automatic speech recognition for round-the-clock availability and global accessibility.
• Bot integration: It easily integrates with third-party vendors and AI bots in real time, addressing customer queries efficiently.

Pros

• Syncs with laptops, desktops, and mobile devices
• User-friendly interface 
• Integrates well with existing business systems

Cons

• Dropped calls due to poor connectivity at times 
• Lacks advanced features like call analytics and admin controls

Pricing 

Pay-as-you-go; starts at $0.0078/min

Ideal for

Businesses seeking flexible and scalable communication solutions with robust VoIP features.

Ratings & reviews

‍G2: 4.1/5 (85 reviews)

4. Twilio

Key features

• Flexible IVR: Twilio's IVR enables responsive, text-to-speech experiences in hundreds of languages, making global customer interactions seamless.
• Data safety: It uses temporary phone number proxies to ensure secure communication, protecting both customer and business data.
• Global conferencing: Twilio supports multi-party calling for up to 250 participants, with PCI and HIPAA compliance for data safety.

Pros

• Easily integrates with existing business systems

Cons 

• Poor customer support; relies heavily on AI
• More expensive compared to competitors 
• Complex user interface

Pricing 

Pay-as-you-go 

• Outbound: $0.0140/min
• Inbound: $0.0085/min

Ideal for

Businesses with a flexible budget looking for a dependable VoIP solution.

Ratings & reviews

‍G2: 4.2/5 (471 reviews)

5. Telynyx

Key features

• Smart IVR: Build a multi-level IVR phone tree to intelligently route your calls via voice commands.
• Answering machine detection: Leverage advanced AI to detect voicemail systems with exceptional accuracy.

Pros

• Cost-effective
• User-friendly interface 

Cons

• Difficult to implement without technical knowledge
• Quality of support can vary

Pricing

Starts at $0.002/min + SIP trunking fees for outbound calls

Ideal for

Businesses seeking a VoIP system with IVR capabilities to handle high call volumes.

Ratings & reviews

‍G2: 4.7/5 (407 reviews)

6. Grasshopper

Key features

• Simultaneous call handling: Manage multiple calls at once to avoid busy signals.
• Ruby-receptionists: Receptionists coded in Ruby answer customer calls to your Grasshopper number when your agents are unavailable.
• Custom greetings: Record professional greetings to welcome customers when they call.

Pros

• Good virtual phone system 

Cons

• Slight delays in communication compared to calling directly
• No call recording capabilities
• Frequent disconnects requiring re-logging in

Pricing 

• True Solo: $14/month
• Solo Plus: $25/month
• Small Business: $55/month

Souce: G2

‍Ideal for

Solopreneurs who need a simple and reliable communication system with voice calling.

Ratings & reviews

‍G2: 4/5 (147 reviews)

7. OpenPhone 

Key features

• Call sharing: Share calls with your team to get feedback, onboard new hires, or improve performance.
• Audio transcripts: Analyze conversations with time-stamped transcripts for quick access to specific details.
• Automated messages: Enable automatic call recording to make sure you never miss recording important conversations.

Pros

• Good customer support
• Simple implementation
• Intuitive interface that enhances communication

Cons

• Delays in number porting 
• Poor voice quality due to connectivity issues

Pricing 

• Starter: $15 per user/month 
• Business: $23 per user/month 
• Enterprise: Custom pricing

All plans include:

• One new local or toll-free phone number per user
• Calling and messaging to US and Canadian numbers
• Voicemail transcripts

Ideal for

Small to medium businesses seeking an easy-to-use, reputable VoIP system.

Ratings & reviews

‍G2: 4.7/5 (1,807 reviews)

When to look for a Google Voice alternative

Google Voice can be a great fit for solopreneurs, but as your business grows, it might not meet all your needs. Here’s why you might want to explore the best alternatives to Google Voice. 

Expand your VoIP’s feature set

Do you need to reach customers worldwide or send SMS/MMS to non-US residents? Alternatives to Google Voice offer advanced features such as custom call routing, IVR, detailed call insights, or integrations with CRM systems. These features can enhance your communication strategies and improve customer experience.

Manage high call volumes effectively

Users highlight connectivity issues as one of the top drawbacks of Google Voice. As your business scales, you’ll need a VoIP solution to handle high call volumes without compromising quality or reliability.

Integrate with other business tools easily

Effortlessly syncing your VoIP with your CRM or automating workflows is crucial for smooth operations. Unfortunately, Google Voice doesn’t integrate with many CRM tools.

Access round-the-clock customer support

If you require dependable, 24/7 support to minimize downtime and resolve issues quickly, it might be time to switch. The best Google Voice alternatives offer comprehensive support to keep your communication systems running smoothly at all times.

Why Plivo is the smart choice for your VoIP needs

Plivo stands out as one of the best alternatives to Google Voice, offering easy integration with both browser-based and mobile apps. With seven regional points of presence, Plivo ensures low latency and exceptional voice quality through optimized call routing.

Plivo’s Voice API provides global coverage, reaching customers in over 220 countries and territories across 900+ networks. We also feature real-time, data-driven routing and 24/7 customer support, ensuring reliable performance and expert assistance whenever needed.

Thousands of businesses trust Plivo for their communication needs. See if it’s the right solution for you: Request a trial today.

Research shows that most consumers want to receive text messages from brands they know and love. In fact, according to Yotpo, more than 80% of shoppers are already signed up to receive text messages from at least one brand. 

Despite the data clearly indicating that your brand can and should take advantage of SMS marketing, you still explicitly need your customers' permission to text them. Opt-in and opt-out regulations dictate how individuals give or withhold consent for their personal information to be collected, used, or shared. 

Opt-in and opt-out regulations differ from region to region. Some may mandate opt-in for certain data types, while others may allow opt-out. In this guide, we’ll outline the key tenets of opt-in rules, share the most widely applicable best practices, and suggest the best way to manage these permissions so your company remains compliant. 

Why businesses must ask for opt-in permission

There are several reasons why businesses must ask their customers for opt-in permission. First and foremost, it’s a legal requirement in many places. For instance, the General Data Protection Regulation (GDPR) in the European Union mandates opt-in consent for certain types of data processing. Under GDPR, consent must be freely given, specific, informed, and unambiguous. Failing to obtain proper opt-in consent can lead to significant fines and legal issues for businesses.

Opt-in and opt-out options also help businesses demonstrate respect for user privacy and build customer trust. These permissions give users control over their personal information, which can strengthen a company’s reputation. Opt-in models require businesses to clearly explain:

• What data is being collected
• How it will be used
• Who it may be shared with
• The user's rights regarding their data

This ensures users make informed decisions about sharing their information.

Finally, and perhaps most importantly, opt-in/opt-out permissions minimize the risk of a privacy breach. By only processing data from customers who have explicitly granted permission to do so, companies can reduce their exposure to possible privacy violations. 

What are the opt-in and opt-out requirements?

Opt-in and opt-out requirements describe someone’s actions concerning their personal data when accessing an app, website, or marketing campaign. For example, someone could choose to accept cookies, stop receiving text messages, or share their personal information to receive a newsletter. 

Opt-in and opt-out requirements differ in their approach to obtaining consent from individuals regarding the collection and use of their personal data. Opt-in consent requires individuals to actively and explicitly agree before any processing occurs. 

Opt-out requirements assume consent by default, meaning the user has to take action if they do not want their data collected or used. The table below shows a high-level comparison between opt-in/opt-out approaches.

There are certain legal requirements to be aware of as you set up your opt-in/opt-out collections process. GDPR isn’t the only regulation governing consumer privacy with data processing consent requirements. Many countries, including EU member states, Canada, and Australia, require opt-in consent for email marketing. The United States, under the CAN-SPAM Act, allows opt-out approaches for commercial emails.

Rules aren’t limited to governmental bodies, either. Gmail and Yahoo have also issued new email sender guidelines which require every email to have visible and accessible unsubscribe options. 

Opt-in: a deeper dive

For businesses, the level of opt-in required varies based on the type of message being sent. The CTIA, a trade association for the U.S. wireless communications industry, outlines three main categories:

Promotional messages

Promotional messages require explicit written consent from customers before you can send them. 

A promotional SMS marketing message encourages customers to take action, such as purchasing, attending an event, or engaging with a product. Examples include:

• Product recommendations
• Event announcements
• Seasonal offers

Informational messages

Informational messages require written or verbal permission from customers prior to sending. 

An informational message is an update related to a customer's account or their relationship with the business. These messages include:

• Account notifications
• Loyalty program reminders
• Appointment confirmations
• Welcome messages

Conversational Messages

Conversational messages do not require explicit opt-in consent. These types of messages are one-on-one exchanges between a business and a customer, initiated by the customer. As such, the customer's initial outreach implies consent for that specific conversation. However, this doesn't grant permission for marketing messages or discussions on unrelated topics.

Here are some more specific opt-in and opt-out scenarios to consider. 

Double opt-ins 

A double opt-in is one in which a user signs up for an email marketing list or to receive SMS, and then a message (email or text) is sent to the user to click and confirm the subscription. The confirmation click is required for the user to receive future communications. 

The double opt-in confirmation method not only helps reduce the risk of spam emails or fake numbers but it also reduces instances of bots signing up for your communications. This added step ensures that all your recipients are real people who genuinely want to hear from your company. This translates to higher engagement rates and lower costs. 

Opt-in for websites, social media, and email 

Opt-in approaches for websites, social media, and email share some common principles, but also have platform-specific requirements. 

Websites must get explicit opt-in consent before using non-essential cookies. The easiest way to get this consent is to show a banner or pop-up when a user first enters the site. You may also want to include opt-in consent to use analytics tools, depending on your location. 

Social media platforms also generally rely on opt-in consent for data collection and storage, but the platform itself will handle that for you. For example, a Facebook user agrees to Meta’s terms of service and privacy policies when creating an account. You don’t have to ask a second time when you view your business profile’s analytics. 

However, some platforms may require additional opt-in consent for certain ad targeting or data-sharing scenarios. Facebook requires explicit opt-in for some sensitive ad categories.

Opt-in for email marketing and SMS 

Email and SMS campaigns have their own set of rules that your business needs to know. You must get explicit consent before sending any marketing messages via email or SMS. For email, consent is required but can be implied in some cases (such as if the user has an existing business relationship). 

SMS has one additional requirement. Your SMS messages must include clear disclosure of message frequency, potential carrier charges, and how to opt out if the user no longer wishes to receive messages from your business. Follow these best practices when designing your SMS opt-in approach: 

• Keep initial messages short (under 160 characters)
• Clearly state your company name and purpose of messages
• Provide immediate value to the recipient (e.g. welcome offer)
• Make opting out easy with clear instructions

Your email campaigns must include your company’s physical address, as well as an unsubscribe mechanism. Like SMS, try to make the sign-up process simple and user-friendly. 

Offer a preference center to manage subscriptions and set clear expectations about email content and frequency. 

How to incentivize opt-ins

Now that you know the guardrails governing opt-ins, how can you encourage your audience to sign up for and continue receiving your SMS marketing?

First and foremost, as the saying goes, you have to give something to get something. Give your audience a clear reason for subscribing to your SMS messaging list, such as a discount, early access to sales, or personalized shopping recommendations. In the process, set clear expectations: let the customer know how often they can expect to hear from you, as well as what kind of texts they will be receiving (for instance, order updates, appointment reminders, or something else). 

Next, make it easy to say yes. Use keywords for easy text-to-join options; for example, a pet supplies subscription box could ask customers to text “WOOF123” to a short code used by the brand. Any forms that need to be filled out should be optimized for mobile. Think about your sign-up process, too. 

Finally, to retain customers, make sure you stick to your cadence and continue offering value in your SMS marketing outreach. If you start to see opt-out rates creep up, check on your analytics to make sure there are no issues with your delivery. Then, consider whether your SMS messaging delivers your audience something unique and consistent with the rest of your marketing efforts. 

Opt-in and opt-out best practices 

Crafting effective opt-in prompts is more than just a formality. It's a strategic decision that can foster a loyal, engaged audience. By adhering to best practices, you'll enhance your customer experience, ensure compliance with data privacy laws, and build trust. Follow these best practices to make it easy for your audience to control how much they share with your business. 

1. Don’t pre-check the opt-in box. Some forms are set up so that the user has to opt out and uncheck a box to avoid receiving emails. It’s a sneaky way for a brand to collect user information since most people don’t realize they must uncheck the box. Clearly, this does not foster trust with your audience. 
2. Use a CAPTCHA or OTP to secure your sign-up form. A CAPTCHA can help prevent bots from signing up for your SMS list. Screen out bad actors to prevent cost overruns and protect your subscriber list.
3. Maintain your list regularly. Update your contact lists regularly to remove unresponsive subscribers and invalid numbers. Cleaning up your list ensures you are only messaging with engaged users and not spending your budget sending SMS to those who won’t respond. 
4. Use double opt-in. Employing a double opt-in approach can significantly improve your campaign results. When users opt-in twice, you can be assured that they definitely want to hear from and engage with your brand. This leads to better quality and higher performance. 
5. Make your opt-in message crystal clear. Your SMS opt-in form must specifically mention SMS as the communication channel. In the US, 10DLC compliance mandates that you mention SMS in your opt-in form. For example, your opt-in form could read, “Check this box to opt-in to receive SMS text messages from (Your Company Name). Standard rates and data may apply. Reply STOP to opt out."

Ultimately, the goal is clear, simple communication with your SMS subscriber list. These tools can help you manage opt-in to achieve that outcome. 

How to manage opt-in and opt-out requests

Tools like Plivo make it easy to manage opt-in and opt-out requests. Plivo’s SMS platform automatically handles SMS opt-out if your contact replies with an opt-out keyword. We support these opt-out keywords:

• Stop
• Cancel
• End
• Quit
• Unsubscribe

Plivo also supports 10DLC opt-in consent through voice, web form, keyword, and even paper form. We provide extensive guidance on how to collect opt-in consent in our developer documentation. We strongly recommend consulting our A2P opt-in best practices before launching your campaign.   

Conclusion 

Plivo’s SMS API is one of the most effective ways to engage with customers worldwide. With SMS coverage in over 220 countries across North America, Europe, Asia, Oceania, South America, and Africa, Plivo customers use opt-in daily to maintain and grow their contact lists. Powerful, out-of-the-box features beyond opt-out automation help your business gain a competitive advantage in SMS communications. 

Learn more about Plivo’s platform and how our API could work for your business. Get in touch to request a trial.

The right two-factor authentication (2FA) API makes it easy to integrate this security protocol without disrupting existing user workflows. And, while there are lots of tools available, 2FA API providers vary in their offerings. Some excel in carrier partnerships, others focus on ensuring high message delivery, and still more provide intelligent fraud control measures.

So, how do you pick the right one? 

Let’s dive into the most popular APIs for 2FA on the market, and then we’ll help you figure out where and how to integrate 2FA, how to vet various providers to find your best fit and get started with your API of choice.

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Top 5 2FA APIs: a quick comparison 

The table below provides a brief overview of 2FA API market leaders. Read on to get an in-depth analysis of each.

1. Plivo

‍Key features 

• Built-in, free fraud control : Plivo’s Fraud Shield combats SMS pumping fraud with geo permissions, sending limits, and automatic alerts. This advanced algorithm monitors your messaging patterns, builds thresholds for each country, and automatically sends alerts with irregular patterns. It ensures that only legitimized requests get processed, reducing fraudulent activity (and saving money). You can fine-tune and override messaging throughput thresholds for each country and access an in-built reporting to evaluate your cost savings from using Fraud Shield.‍
• Multi-channel authentication: Plivo supports both SMS and Voice OTPs to ensure flexibility to businesses when authenticating users. When your SMS authentication fails, you can easily implement a fallback channel — voice messages.Plivo uses PHLO, a visual development tool, to quickly build a workflow that issues a one-time password (OTP) via SMS and then defaults to voice verification to improve conversions.  ‍
• Turnkey single-API solution: Plivo’s detailed API 2FA documentation and SDKs make its deployment a breeze. Plus, you don’t have to deal with multiple systems or compliance issues. The fact that Plivo ensures number provisioning and compliance means that businesses can focus on 2FA without additional overhead.‍
• Message redaction: Plivo’s message redaction feature lets businesses redact sensitive information like numbers, names, etc., from messages. For industries dealing with confidential data, such as healthcare or finance, implementing redaction alongside 2FA increases overall security, ensures compliance, and builds customer trust.‍
• 24/7 customer support : Our 24-hour customer support guarantees that all your authentication requests are processed as expected. Plivo’s customer engagement teams offer access to dedicated solution engineers for fast, 1:1 guidance on complex integrations.Dedicated in-house carrier teams stay updated on laws and regulations for full compliance and faster issue resolution.‍
• Reliability and security : Plivo is all about reliability. The platform supports over a billion monthly transactions while maintaining 99.99% API uptime.‍
• Global compliance: Non-compliance with regional security protocols increases the risk of hefty fines and puts your reputation at risk. Since each country has different security protocols, Plivo’s 2FA SMS API employs security best practices and policies to ensure that our network is secured virtually and physically.‍
• No SMS authentication fee: Plivo doesn’t charge for SMS verification, authentication, and regulatory compliance, making it a wise investment for businesses on a tight budget. Plus, it offers straightforward pricing plans where you only pay for what you use.‍
• Reduce errors with phone number lookup: Plivo’s new Lookup API can programmatically determine the number format, type, country, and carrier for any phone number worldwide. With this detailed information about a phone number, you can assess risk, prevent fraud, block fake accounts, and increase acquisition without customer input.‍
• Low total cost of ownership: Plivo offers senders a direct route to end users, with a one-hop maximum and without route dilution or blending. Users can make calls and send SMS messages to every country worldwide, avoid delays, and avoid paying for repeated undelivered messages.

Pros

• High deliverability rates, minimizing SMS failures
• 99.99% uptime SLAs available with 24-hour support 
• Customizable OTP templates for a personalized user experience 
• Detailed analytics for tracking OTP requests and delivery status 
• Automatically switches to voice API in case of SMS OTP failure 
• Straightforward 2FA implementation with comprehensive API documentation and SDKs
• Global reach: Plivo’s Premium Communications Network includes more than 1,600 carriers in 220+ countries and territories around the world

Cons 

• Lacks multi-factor authentication that goes beyond SMS and voice
• The vast array of features may overwhelm new users

Pricing 

Supports pay-as-you-go pricing model; $0 authentication fees

Suitable for

Companies seeking a reliable, secure, and scalable API 2FA solution with the lowest cost per conversion. 

Reviews and ratings

• G2: 4.5 stars (724 reviews) 
• Gartner: 4.8 stars (13 reviews) 

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2. Authy by Twilio

Key features 

• In-built fraud prevention: Twilio’s Authy includes mechanisms to detect and mitigate fraudulent activity. It’s focused specifically on protecting custom verification codes sent via SMS within the Twilio Verify service. 
• ‍Real-time insights: It offers detailed analytics for tracking the performance and status of OTP messages. 
• ‍App-based authentication: It provides app-based OTP generation and push notifications for easier user interaction.

Pros

• Easy integration with API documentation for most widely-used programming languages 
• In-built fraud guard to prevent SMS pumping 
• Multi-channel support 

Cons 

• Gets expensive as usage increases 
• A steep learning curve for new users  

Pricing 

Base pricing: $0.05 per successful verification + $0.0079 per SMS (US). The costs vary depending on channels. 

Suitable for 

Medium to large enterprises looking for a robust, scalable, app-based API 2FA provider. 

Reviews and ratings

‍G2: 4.6 stars (68 reviews) 

3. Sinch 

Key features 

• Customizable OTP messages: Sinch provides highly customizable OTP messaging capabilities, allowing businesses to personalize and localize their OTP messages extensively. 

Pros

• User-friendly 
• Strong customer support 
• Well-documented APIs make it easy to integrate into existing systems 

Cons 

• Poor customer support 
• May lack advanced 2FA features like intelligent fraud detection and extensive user management tools

Pricing 

The monthly fee starts from $100. It offers different pricing for different countries, so reach out to their sales team for custom pricing.

Reviews and ratings

‍G2: 3.9 stars (29 reviews)  

4. MessageBird 

Key features 

• Multi-channel support: MessageBird easily integrates with channels such as WhatsApp, SMS APIs, Google Business Messages, and SIP Trunk. 
• ‍Third-party integrations: It also allows for other social media integrations like Instagram, Twitter, Gmail, etc.
• ‍Real-time analytics: It provides insights into message delivery, performance, and user engagement. 

Pros

• Handles up to 400K messages/minute 
• Solid customer support 
• High delivery rates 
• Offers SMS, voice, and email for 2FA 

Cons 

• Pricing increases with usage
• A steep learning curve for new users 
• Poor UI 

Pricing 

Starts at $45 per month 

Suitable for 

Businesses seeking a multi-channel authentication solution. 

Reviews and ratings

‍G2: 4.1 stars (67 reviews)

5. Exotel

Key features 

• Customizable OTP templates: Exotel allows you to customize OTP messages to fit your branding and user experience needs. It includes tailoring the message text and format.
• ‍Regulatory compliance: It adheres to industry standards and regulatory requirements for data protection and security, ensuring appropriate user data handling. 

Pros

• Offers regional strength with a strong focus on South Asian markets
• Simple and intuitive UI
• Easy setup and integration 

Cons 

• Capable of efficiently handling only a substantial number of OTP requests 
• Lacks advanced features in analytics and fraud control 
• Lacks global coverage 

Pricing 

It offers a 7-day free trial period and 500 test credits. 

‍Pricing plans: ‍

‍UAE: ‍

• Dabbler: $65 / month
• Believer: $55 / month
• Influencer: $40 / month

‍Indonesia: 

• Dabbler: $200 / 6 months
• Believer: $500 / 6 months
• Influencer: $1000 /12 months 

Reach out to their sales team for custom pricing. 

Suitable for 

Enterprises primarily operating in Asia Pacific, including Southeast Asia. 

Reviews and ratings

‍G2: 4.3 stars (81 reviews) 

Choosing the right API for 2FA provider for your business needs

Clearly, the range of APIs on the market varies widely. How can you tell which one best meets your needs? 

If choosing an API for a 2FA provider feels daunting, here are three steps to help: 

1. Align the API’s capabilities with your business goals: When choosing a 2FA provider, determine how well its features match your business’s needs. For example, if you need a 2FA validator API solution to safeguard payment processing, integrate a 2FA API developed with financial institutions in mind, such as Plivo. 
2. Assess scalability and future growth: Security gets more complex as your business expands. Choose an API 2FA solution that can adapt to these expanding security requirements. Go through their user reviews and case studies to learn more about how they’ve helped other businesses grow. 
3. Ensure compliance and data security: New research from IBM reveals the global average cost of a data breach in 2024 is $4.88 million. Look for a 2FA API provider with a long track record of meeting regulatory standards and safeguarding user data.

Key touchpoints for implementing 2FA in APIs  

When should you require your users to use 2FA? Well, it depends. 

Some companies require users to complete 2FA every time they log in. 

Others trigger 2FA during high-value transactions, such as when a user changes their password or wants to transfer funds. 

Remember, while security is important, don't forget about your user experience. It can be beyond frustrating to be locked out of your account because you can’t get your 2FA code. Finding the right balance of security and convenience is what makes that five-star customer experience. 

There are a few common scenarios when 2FA is a reasonable, expected part of the user experience. 

1. User login: Integrate 2FA into your user login page to add extra security. Choose the authentication methods such as SMS, voice, etc. based on your security needs and budget. 
2. Financial transactions: Integrate 2FA for financial transactions such as processing payments, transferring funds, or accessing financial statements. 
3. Account information updates: Implement 2FA for actions that alter account information, such as password changes, updating the email on file updates, or modifying a security setting. These changes can be signs of a potential account takeover from phishing or password reuse.
4. Access internal systems: Apply 2FA to access internal systems based on user roles. For instance, two-factor authentication (2FA) for the Plivo console lets users enable 2FA to protect their credentials and prevent unauthorized access.

How to integrate 2FA into your workflow 

Integrating 2FA into your existing system involves a few key steps. First, select a suitable 2FA method, such as SMS, email, or authenticator app. Next, implement a process to trigger the 2FA challenge after successful primary authentication. This could involve sending a code to the user's preferred channel.

Finally, incorporate a verification endpoint in your API to validate the entered 2FA code. It's essential to handle errors gracefully and provide clear feedback to users. Consider using a specialized 2FA API like Plivo to streamline the process and enhance security.

Step-by-step process for integrating 2FA into your workflow:

1. Determine API 2FA type:

Choose the type of 2FA you want to implement (e.g. email, authenticator apps, SMS, hardware tokens). Let’s say you want to send an SMS message that provides a user with an OTP. If you’re using Plivo’s API, a developer would use Plivo's API to make a request and send a 2FA message. 

a) Each API requires certain parameters; in this case, they include:some text

1.  An authentication ID and authentication token, the programmatic equivalent of a username and password. Plivo uses these to make sure the program is authorized to use Plivo services in general and the organization’s data in particular.
2. A source number — the phone number that should appear on the recipient’s handset to show where it was sent from.
3. A destination number — the phone number of the recipient.
4. Message text — the body of the message, which in the case of 2FA might say something like “Your security code is 123456. Enter this six-digit number on your login screen.”

2. Identify key touchpoints:

Determine which touchpoints require 2FA.

3. Choose an API 2FA provider:

Select a 2FA API provider that can help you secure accounts, prevent takeovers, and protect high-value transactions.

‍4. Integrate API 2FA:

Integrate the selected provider’s API in your existing authentication system by following its documentation. Plivo’s 2FA API, for example, offers advanced capabilities like sending images, sending to multiple recipients, and expiring messages that aren’t received within a specified time so you’re not charged for them.

You can also redact sensitive information such as part of the destination number and the message content if you have privacy constraints.

5. Perform unit testing:

‍Conduct automated tests that send OTP requests within specific time intervals to simulate and address potential vulnerabilities in all relevant scenarios such as: 

• Fund transfers: Test OTP requests during financial transactions to ensure secure processing
• Password resets: Verify OTP functionality during password reset requests
• Account updates: Assess OTP verification when updating sensitive account settings to maintain security.

Best practices to ensure comprehensive security:

• Use a pool of phone numbers from multiple carriers to support enterprise messaging demands and give routing options 
• Consider using QR codes that pair with authenticator apps
• Set up alerts for unusual login attempts or repeated login failures 
• Implement a secure process for account recovery through multiple channels 
• Ensure your 2FA implementation complies with regulatory laws such as HIPAA, GDPR, etc. depending on the location 
• Choose an API for 2FA that quickly identifies invalid phone numbers, and discovers the fastest delivery routes
• Divide your network into segments based on functions and apply strict access controls across all networks. 
• Subscribe to threat intelligence feeds and stay informed about emerging threats and vulnerabilities. 

By adhering to these best practices in implementing 2FA, you can enhance the security of both internal and external messaging systems.  

‍Note: For an in-depth understanding of 2FA and how it works, refer to our detailed guide.

‍Plivo: the best 2FA API provider for enterprises

‍Plivo's Verify API not only accelerates time-to-market but also improves fraud control, ensures compliance with regional regulations, and lowers your OTP costs. As a cloud-based service, Plivo’s solution eliminates the need for on-premises hardware, making it cost-effective with a pay-per-use model.

By using Plivo, you bypass the complexities of managing direct carrier relationships. Rather than diverting valuable developer resources to build basic infrastructure, you can focus on core competencies. 

Plivo’s infrastructure uses a network of eight data centers worldwide to power global communications—one of the top reasons why thousands of businesses trust Plivo with their 2FA needs. 

Our 2FA solution’s reliability and scalability strengthen your security systems. With our advanced fraud prevention features and user-friendly API, Plivo delivers a flexible, scalable 2FA API suitable for businesses of all sizes. 

Think Plivo might be the right fit for you? Request a trial to find out.

Most business owners know passwords alone aren’t enough to keep your data safe. Between 2004 and July 2024, passwords were the most frequently leaked type of data, with two billion user passwords leaked during this period.

To better combat data breaches, more companies are turning to stronger authentication methods, such as multi-factor authentication (MFA), single sign-on (SSO), or two-factor authentication (2FA). 

What do all these acronyms mean, and how can you determine which solution is the right fit for your business? In this guide, we’ll break down each approach's core differences, benefits, and security considerations to demonstrate that combining MFA and SSO in a solution like Plivo’s Verify API is best for most businesses.

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What is single sign-on (SSO)?

Single sign-on (SSO) is a user authentication process that allows someone to log in once with a single set of login credentials and access multiple applications or services without needing to re-enter their username and password for each one. 

Think of SSO as a master key that opens many doors—users sign in once and get instant access to all their work tools without having to remember multiple passwords. This approach reduces login headaches and password fatigue, making it easier for users to stay secure and productive.

How does SSO work?

SSO verifies a user’s identity through a centralized system. When the user logs into an SSO portal, the system checks their login credentials. It then generates a token that grants access to various applications within the network, simplifying access management for authorized users. 

5 key benefits of SSO & why you should use it

Single sign-on offers several benefits, but here are five key reasons why you should consider using SSO:

• It streamlines the user experience: With SSO, users only need to use one password to log into a dashboard and access all connected applications—no more wasted time juggling multiple logins.
• It reduces password fatigue: Less is more. Fewer passwords mean less mental load, reducing the risk of weak or reused passwords and enhancing security.
• It improves productivity: Imagine the time saved when users can instantly access all the tools they need. This quick access means more focus on tasks and drives efficiency.
• It simplifies centralized management: IT teams can use SSO to manage user access from a single dashboard. It makes onboarding and offboarding new users smooth and hassle-free. 
• It lowers help desk costs: Fewer passwords mean fewer forgotten credentials. This leads to a significant drop in password reset requests, reducing the burden on IT support teams and cutting help desk costs.

3 key security risks of SSO you should consider

• It creates a single point of failure: If someone gains access to SSO credentials, they could access multiple services connected together, creating a significant security vulnerability.
• It relies on centralized authentication: If the SSO service experiences downtime or technical issues, users may lose access to all associated applications, causing operational disruptions.
• It becomes an attractive target for cyber attacks: Because SSO systems control access to multiple applications, attackers often target them. A successful breach could expose sensitive data across various systems.

What is multi-factor authentication (MFA)?

Multi-factor authentication (MFA) requires users to verify their identity using two or more forms, adding multiple layers of defense against unauthorized access. Think of it as a security system with multiple locks; even if someone knows your password, they still need other credentials to log in. 

How does MFA work?

A lot of people get confused between 2FA and MFA, but here’s the exact difference: 

2FA (two-factor authentication) always requires exactly two forms of verification, usually something you know (like a password) and something you have (like an OTP or security token). On the other hand, MFA covers two or more forms of verification, adding even more layers of security by incorporating things like biometrics (something you are) alongside what you know and have. 

Imagine overlapping circles in a Venn diagram—2FA is one circle inside the broader MFA circle, which lets you combine different layers for extra protection.

In implementation, it could look like this: after typing in your password, you might also need to enter a verification code sent to your phone or use a fingerprint scan. This layered approach makes it significantly harder for unauthorized users to gain access to user accounts.

3 key types of authentication factors used in MFA

Authentication factors are the methods used to confirm a user’s identity. In multi-factor authentication (MFA), at least two different factors are required to gain access. Here's a closer look at the types of authentication factors:

1. Knowledge factors (something you know):

These are login credentials that only the user knows, such as passwords, PINs, or answers to security questions. Knowledge factors are the most common type of authentication but are also considered the least secure due to the risk of being guessed or stolen through phishing attacks.

2. Possession factors (something you have):

These involve something the user physically possesses, like a smartphone, security token, or smart card. Possession factors are generally more secure than knowledge factors because they require an additional physical item that attackers would need to acquire. Common examples include SMS codes sent to a user’s mobile device or authentication apps like Google Authenticator.

3. Inherence factors (something you are):

These are biological traits unique to the user, such as fingerprints, facial recognition, voice recognition, or retina scans. Inherence factors provide a high level of security because they are unique to each individual and are difficult to replicate. This type of factor is commonly used in high-security environments, such as government agencies or financial institutions.

By using multiple authentication factors, MFA creates a layered defense, making it more challenging for attackers to gain unauthorized access.

5 benefits of MFA & why you should use it 

Here are five important benefits for businesses thinking about using MFA. 

• It enhances security. MFA adds multiple layers of security by requiring more than one form of verification, significantly reducing the risk of unauthorized access even if one credential is compromised.
• It protects against credential theft. Since MFA provides multiple authentication layers, even if a password is stolen, additional factors like a biometric scan or a verification code sent to a mobile device make it much harder for attackers to gain access.
• It helps comply with regulatory requirements. Many industries have regulations that require strong authentication methods. Implementing MFA helps businesses comply with PCI DSS, GDPR, and HIPAA standards.
• It reduces the risk of data breaches. By adding extra security layers, MFA helps prevent data breaches, which can save the business from costly fines and reputational damage.
• It improves user trust. Users feel more secure knowing that their accounts and data are protected by multiple layers of authentication, enhancing trust in the organization.

Security risks of MFA

• It can pose usability challenges. MFA can sometimes make the login process more cumbersome, potentially leading to user frustration or reduced productivity if not implemented carefully.
• It is vulnerable to phishing and social engineering attacks. Attackers might still use sophisticated phishing tactics to trick users into providing all required authentication factors, bypassing the additional security layers.
• It relies on secondary factors that can be compromised. If secondary authentication methods (like SMS-based codes) are compromised through SIM swapping or interception, attackers could still gain access despite MFA.

SSO vs MFA: the main differences

Here are five core differences between MFA and SSO:

1. Different goals: MFA enhances security by requiring multiple authentication factors to verify a user's identity. SSO focuses on convenience by allowing access to multiple applications with a single set of credentials; instead of remembering multiple usernames, users can easily sign in once and access all authorized applications they need. 
2. Security vs. convenience: MFA offers stronger protection by requiring multiple authentication methods. SSO, on the other hand, focuses on user convenience, which can lead to vulnerabilities if credentials are compromised.
3. User experience: SSO simplifies the login process and reduces password fatigue. Meanwhile, MFA adds extra steps, which can feel like a hassle to some users but adds extra layers of security.
4. Setup complexity: Setting up MFA involves integrating various authentication methods, which can be complex. SSO requires connecting different applications to one central login, which simplifies user access but can be tricky if not done right.
5. Risk management: MFA minimizes the risk of unauthorized access with extra verification layers, while SSO simplifies access control but can become a single point of failure if hacked.

Both SSO and MFA have their place in your security scheme, depending on what’s more important for your business—security or convenience.

SSO vs. 2FA vs. MFA

When securing access to your systems, understanding the differences between SSO, 2FA, and MFA is crucial. Each method can impact your organization’s security, budget, and user experience. Let’s dive into how these authentication methods compare across key factors.

Cost implications

Implementing MFA or 2FA might involve additional costs due to the need for specialized software or hardware (like biometric scanners or security tokens). SSO solutions can reduce password and user support costs but may require investment in a robust identity management system.

Impact on user experience

SSO enhances user experience by reducing the required logins, while MFA and 2FA may introduce additional steps but offer stronger security. The choice depends on balancing convenience against security measures.

Implications for businesses

Businesses need to consider the nature of their operations, regulatory requirements, and user base when deciding on an authentication method. While MFA offers the highest security, SSO can greatly improve productivity and user satisfaction.

4 important things for selecting the right provider for your organization

If you’re looking for an authentication solution for your business, here are the key things you should consider: 

1. Security needs and compliance requirements

To begin with, consider the sensitivity of the data your organization handles and any regulatory requirements, like GDPR, HIPAA, or PCI DSS, that might mandate specific authentication methods. For high-security environments, a combination of SSO with MFA can provide a balanced approach. 

With Plivo, you get built-in compliance features that help you adhere to regulations without adding extra costs. Plivo's Fraud Shield, for example, protects against SMS pumping fraud, ensuring your authentication processes remain secure and compliant.

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2. User experience and usability

Your authentication method should strike the right balance between security and ease of use, and seamless integration with your current IT infrastructure is key. Plivo simplifies this by offering a reliable OTP solution that integrates effortlessly with your systems, ensuring users get their OTPs when they need them. 

Whether you're using OTPs as part of a 2FA or MFA setup, Plivo guarantees 99.99% uptime, so users never miss a beat. With support for WhatsApp, SMS, and voice call, Plivo provides flexible, secure options to meet your authentication needs without disrupting your existing workflows. 

3. Cost and budget constraints

It’s important to understand the total cost of ownership for your authentication solution, including all associated fees. 

Plivo offers a cost-effective approach: you only pay for the SMS and voice services you use, not for authentication fees. Plus, with Plivo’s pre-registered phone numbers and no monthly rental fees, you can keep operational costs low and predictable.

4. Scalability and flexibility

As your organization grows, your authentication solution should scale with you, accommodating more users, devices, and applications without a hitch. 

Plivo’s solutions are designed to be scalable, supporting global delivery and providing real-time delivery reports so you can track and optimize performance as your needs evolve.

Simplify your MFA rollout with Plivo

Whether you're securing internal systems or protecting customer data, SSO and MFA are crucial for your business. SSO simplifies user access, reducing password fatigue and enhancing user experience, while MFA provides robust protection against unauthorized access by requiring multiple authentication steps.

In today’s digital world, combining SSO with MFA offers the best of both worlds—convenience and robust security. Providers like Plivo make it easy to set up and integrate both, helping you protect your data without sacrificing user experience. 

Request a trial with Plivo.  

66% of customers prefer to use text messages to engage with companies. Since text is more accessible, 37.5% of customers actually wish for brands to use text message marketing. 

But here’s the challenge: with up to 98% open rate for text messages—the invincibility of SMS marketing invincibility undoubtedly draws a huge number of marketers to the fray. As a result, customers are bombarded with SMS from e-commerce brands all over the world. 

This means you have to compete for every click and conversion. To stand out from the crowd, you need to use best practices for SMS marketing. 

In this blog post, we’ve compiled a list of some tried-and-tested best practices for SMS marketing to help you kickstart your next SMS marketing campaign. 

Wait, let’s take care of the law first!

CAN-SPAM Act

Enforced by the Federal Trade Commission (FTC), the CAN-SPAM Act covers certain types of SMS marketing. This law sets rules for commercial messages and gives people the right to opt out if they don’t want to hear from you anymore. 

You definitely wouldn’t want to ignore it as the outcome can cost you big time—hefty fines, which can reach up to $51,744 per individual violation. Also, companies may risk being blacklisted by telecom providers if they consistently send unwanted messages.

What you need to do:

• Make sure your messages aren’t misleading
• Clearly identify yourself as the sender
• Always include a way for people to opt-out
• Respect opt-out requests immediately

GDPR (General Data Protection Regulation)

GDPR is important if you’re doing business in the EU or have customers there. This law regulates how you can collect, store, and use personal data—including for SMS marketing.

What you need to do:

• Ensure that customers actively opt-in to receive SMS communications by requiring them to check a box or click a button
• Collect distinct consent for each communication channel (e.g., SMS, email, push notifications).
• Be transparent about how you’ll use their data
• Keep data secure and only use it for the purposes they agreed to
  

TCPA (Telephone Consumer Protection Act)

As per the TCPA, you need to have their express written consent before sending out any marketing messages. 

What you need to do:

• Get clear consent before sending marketing texts
• Send marketing messages only during reasonable hours, generally between 8 AM and 9 PM in the recipient's local time zone
• Keep a record of the consent provided by each customer

Best practices for SMS marketing 

First, introduce yourself!

Imagine receiving a text from a random number with a great offer, but you have no idea who it's from. The first instinct might be to ignore it or, worse, report it. That’s the last thing you want for your brand. 

Therefore, you should introduce yourself in each message to ensure your audience knows exactly who’s reaching out and why they should pay attention.

A simple introduction helps establish credibility and prevents your messages from being mistaken for spam. These are quite handy, especially for two-way messages, as customers hardly reply to unknown numbers. 

See how Dr. Squatch introduces the brand before beginning the message content. 

Seek permission before sending messages

Before you start sending SMS messages, it is crucial to seek permission from the recipient. As mentioned above, the opt-in process is legally required in many regions.

As noted above, regulations like the TCPA are set up in the U.S. to protect consumers from unwanted communication. If you fail to comply with these regulations, you may face fines or penalties.

By having customers opt-in, you confirm that they are interested in hearing from you. It also increases the chances of customers reading your messages and responding to your offers.

💡Pro Tip: Always send a confirmation message whenever someone opts in. This not only reassures them that they’re successfully subscribed, but it also provides an opportunity to thank them and perhaps offer an immediate incentive, like a discount code, to start the relationship on a positive note.

For example, after someone opts in, you could send a message like: "Thank you for subscribing to [Your Brand Name] updates! Enjoy 10% off your next purchase with the code WELCOME10."

Provide opt-out options

In any SMS marketing strategy, you must give recipients an easy way to opt-out. Like opt-in, the TCPA in the U.S. requires that all marketing messages include a clear and simple way for recipients to opt-out. Failing to provide this can result in significant legal penalties.

Also, providing an opt-out option shows that you respect your customers' choices.

At the end of each SMS, include simple, clear instructions on opt-out. A common practice is to add a line like "Reply STOP to unsubscribe."

Don’t send messages too often

96% of customers say that they are occasionally annoyed by brand messages. The number one reason for this annoyance was “messaging too frequently”. 

​​While there’s no one-size-fits-all rule, you can limit your promotional messages to 2-4 monthly messages. This allows you to stay on your customers' radar without overwhelming them. 

This number can vary depending on your industry, your specific audience, and the messages you send. For instance, a daily deal alert might justify more frequent messaging, but less is often more for general updates or promotions.

Time your texts well

To maximize customer engagement, it’s important to send your messages during the hours when your customers are most likely to be receptive. 

Generally, the best times are between 9 AM and 8 PM local time. Sending messages too early in the morning or late at night can come across as intrusive, which can annoy your customers.

To accelerate your campaigns, you can try an all-in-one SMS marketing platform like Plivo CX to automate your messages. It is an AI-powered customer engagement platform that ensures your messages reach the right customer segment at the right time. 

Plus, you can schedule messages whenever you see fit. It also lets you select your preferred channels, set timings, and schedule the campaign. On top of it, with Copywriter AI, you can create highly personalized and nuanced text messages

Most importantly, Plivo CX leverages Plivo’s low-latency premium carrier network, which is spread across 190+ countries. As a result, you can cut down SMS marketing costs by up to 70% while sending timely messages, even if your customers are spread across different regions.

Use simple language 

SMS has a better open rate than email because it is short and simple. Your message should be easy to read and understand at a glance. Complicated words or industry jargon can confuse your audience and reduce the effectiveness of your message.

Here, you can also use Copywriter AI to maintain simple and consistent brand language across all messages. All you have to do is provide Copywriter AI with your objective and determine the goals, parameters, and urgency for your SMS.

After completing this step, you'll get several versions of your message to pick from. You can review and refine these versions before sending the most suitable one.

Avoid extensive informal wording

You may go overboard with slang while trying to appeal to a younger audience–especially with Gen Z. 

However, excessive slang and tonal dilution can obscure your message and come off as inauthentic. Even with younger customers, you should never sacrifice quality for trendiness. 

Instead, aim for a conversational yet professional tone, ensuring your message is universally understood.

Share relevant, valuable content 

It is crucial to send content relevant to your audience's interests and add value to their experience. Here are some examples of the types of content that work well for different e-commerce brands:

Segment customers for personalized messages 

34% of customers get annoyed by messages irrelevant to their needs or interests. Generic messages won’t cut it anymore. Customers want a personalized experience. 

You can personalize your messages by segmenting your audience based on purchase history, browsing behavior, demographics, or geographic location. Then, tailor your messages to be more relevant and appealing to each group.

You can try Plivo CX’s Audiences to automate the segmentation process. It syncs contacts from your Shopify store in real time and allows you to segment customers based on unlimited rules.

Audiences provide 360° visibility into your customers, so you can see repeat purchases, holiday shoppers, non-active customers, new leads, etc. This information lets you send highly personalized messages to each group. 

Also, the segment builder is code-free, so anybody on your team can create customer segments.

Add links as CTA

Including links in your SMS messages is a powerful way to drive immediate action from your customers. 

Links allow customers to access the content or offer you’re promoting instantly, making it easier for them to take action. By adding links as CTAs, you can also track clicks and measure the effectiveness of your campaign in real time.

Ensure your message indicates what the customer should do next, such as "Shop Now," "Learn More," or "Get Offer.” Use URL shorteners to keep your messages clean and concise. This also helps you stay within the SMS character limit.

Add MMS and emojis

Incorporating Multimedia Messaging Services (MMS) such as images, videos, or GIFs, and emojis into your SMS marketing can make your messages more engaging and visually appealing. These elements can help your brand stand out in a crowded inbox and convey your message more effectively.

For e-commerce brands, MMS is a terrific way to visually display new arrivals, special offers, or product details.

On the other hand, emojis can add a touch of personality and emotion to your messages, making them feel more relatable and fun. However, it’s important to use them strategically and not overdo it.

Using Plivo CX: Maximize the impact of these best practices for SMS marketing

All the SMS marketing best practices we've discussed are crucial for connecting with your audience effectively. But to implement these strategies seamlessly, you benefit from a powerful platform like Plivo CX.

Plivo CX is equipped to handle your SMS marketing needs across the globe, with a carrier network that spans 190+ countries. Whether you’re reaching out to customers for a holiday sale or a special promotion, the platform ensures your messages are always delivered at the right time.

Here’s what Plivo CX offers:

• Audiences: Create precise customer segments using both static and dynamic lists and unlimited rules
• Journeys: Send timely messages triggered by specific customer actions, like abandoned carts or recent purchases
• MMS & Emojis: Enhance your messages with multimedia content and emojis to make your campaigns more engaging and visually appealing
• Campaigns: Easily manage and execute large-scale SMS campaigns with Plivo CX’s user-friendly interface
• Copywriter AI: Generate compelling SMS copy tailored to your goals, brand tone or urgency level

With Plivo CX, you can easily manage everything from segmenting your audience to sending targeted, timely messages that resonate with your customers. 

‍Sign up for Plivo CX today to learn more!

In 2023, customers spent $9.8 billion on Black Friday. This shopping frenzy presents a great opportunity for e-commerce brands like yours to boost their bottom line. 

But, the competition is undoubtedly intense. With so many brands running aggressive ad campaigns, your customers may experience ad fatigue, which makes them less responsive to marketing messages.

On top of this, you need cohesive marketing messaging across multiple channels such as social media, email, and website. Inconsistent messaging can confuse customers and dilute the impact of the promotions.

Therefore, you need innovative Black Friday marketing ideas and a single AI-driven platform to execute targeted campaigns precisely. To set the ball rolling, let us explore both strategy and a tool that can help you maximize sales on upcoming Black Friday.

Best practices to Implement Black Friday promotion ideas

Before discussing Black Friday marketing ideas, let’s discuss some reliable steps to implement these strategies for the maximum impact: 

• Conduct market research: Start by thoroughly researching current market trends, customer behavior, and competitor strategies to identify what’s resonating with your target audience this season
• Brainstorm with the ream: Collaborate with your team to generate creative and relevant promotion ideas that align with the latest trends and your brand’s goals
• Analyze customer data: Leverage your customer data to craft personalized promotions and offers 
• Test and refine: Before launching, test your promotional strategies on a small scale to identify any potential issues and make necessary adjustments
• Plan a multi-channel approach: Ensure your Black Friday promotions are spread across all relevant channels—social media, email, website—to maximize reach and effectiveness

Steal these tried-and-tested Black Friday marketing strategies

Create hype on social media ahead of time

First things first: start engaging your audience early on to generate buzz and excitement that will drive traffic and sales when the big day arrives.

Black Friday marketing strategy for social media:

• Share teasers of Black Friday deals and promotions.
• Use daily or weekly countdown posts to develop a sense of urgency around Black Friday.
• Use popular hashtags like some text
  • #BlackFriday, 
  • #BlackFridayDeals, and 
  • #BlackFriday2024 
  • and brand-related hashtags such as #BrandNameBlackFriday or #Shop{BrandName} 

Start sending “Black Friday” SMS

SMS marketing is one of the best ways to implement your refreshing Black Friday promotional ideas. In 2024,  75% of customers purchased products through SMS marketing. So, it can enhance your Black Friday marketing strategy by delivering timely, personalized messages that encourage immediate action. 

Choosing the right platform is essential when implementing SMS marketing during peak times like Black Friday. 

As an all-in-one AI-powered customer engagement platform, Plivo CX takes SMS marketing to newer heights with speed and convenience.

The platform leverages Plivo’s premium carrier network, which spans 220+ countries and territories. Its low latency and affordability mean you can send your Black Friday messages to anyone at any time. As a result, you can cut your SMS costs by 70%. 

Also, you get robust features to maximize the impact of your SMS marketing efforts:

• First, segment your buyers with the Audiences feature based on factors such as purchase history, demographics, and engagement levels so you can send personalized messages to each group
• Then, use the Journeys feature to send messages based on triggers so your customers get the right message at the right time
• With Campaigns, you can schedule messages to ensure your customers receive the most relevant offers 

Not only that, Plivo CX also comes with a Copywriter AI so that you can create as much SMS marketing content as you need. Simply instruct the tool about your specific goals. You have complete control over the project's purpose, scope, deadline, priority level, and even the desired tone of voice. 

Sign up to Plivo CX to start preparing for the upcoming Black Friday. 

Optimize your website for “Black Friday”- related keywords

Evidently, every year around November, Black Friday-related keywords see a severe surge. You must optimize your website for these keywords to ensure your store appears in relevant search results when potential customers are looking for deals. 

How do you optimize your website for Black Friday marketing strategy?

• Start by identifying the most relevant Black Friday-related keywords for your products or industry. Add these keywords naturally into your landing page content, including the title, meta description, headers, and throughout the text.

For example, "Black Friday deals [your product type]," "best Black Friday sales [your niche]," or "Black Friday [your brand name]".

• Focus on long-tail Black Friday keywords in your blog, such as "how to get the best Black Friday deals on electronics" or "top Black Friday shopping tips for 2024". Long-tail keywords are less competitive and can attract more qualified traffic.

• Promote your Black Friday blog posts on social media to drive additional traffic to your site.

Share holiday gifting guides with product links 

Black Friday marks the beginning of the holiday shopping season. It’s the perfect time to help your customers find affordable gifts for their loved ones. 

Gifting guides let you showcase your products in a curated format. They also help customers who might be overwhelmed by the sheer number of options available during the holiday season—a win-win for both brands and customers. 

Here’s how you can use gifting guides in your Black Friday marketing strategy:

• Segment gifts by recipients such as gifts for him, her, or kids.
• Create budget-friendly sections such as gifts under $10 or $20.
• Create bundles of similar items so customers can buy in groups.

See how IKEA has created a dedicated gift idea page on their website: 

Use “Black Friday” emails to lure customers

Email marketing remains one of the most effective ways to drive sales, especially during high-traffic events like Black Friday. 

With direct access to your customer's inboxes, you can send compelling emails to highlight your best deals and encourage quick action. 

Plivo CX also acts as an email automation tool. It comes with a comprehensive suite of tools that can automate your email marketing ideas for Black Friday:

• Create customer segments based on unlimited rules 

• Journeys in Plivo CX can help you set up automated email workflows that trigger based on specific customer actions, such as cart abandonment or product browsing

• Copywriter AI crafts compelling email content quickly. It can generate high-quality content, regardless of whether you need catchy subject lines, engaging body text, or persuasive CTAs.

Offer gift cards

Gift cards make the perfect last-minute gift. They allow recipients to choose exactly what they want, making them a win-win for everyone involved. 

How to share or create gift cards

• Create and offer digital gift cards that anybody can purchase and send instantly via email or text
• Include gift card options in your Black Friday email campaigns
• Feature gift cards on your website’s homepage and product pages 

Use chatbots to ease customer experience

During Black Friday, many websites experience a surge in traffic. Products often get out of stock, customers can place the wrong orders or payment gateways may not work. As a result, it can lead to frustration and potential lost sales. 

In such a hectic scenario, chatbots can provide instant assistance during peak hours. They can answer queries, and guide customers through their shopping journey in real-time. 

To enhance customer interaction during peak shopping times like Black Friday, you can use Plivo CX’s OpenAI-powered self-service chatbots, along with a customizable IVR that drives personalized assistance to customers. 

Trained on custom data sets for more accuracy, these chatbots can manage multiple conversations simultaneously. They can provide personalized recommendations, answer frequently asked questions, and even assist with checkout processes.

Check out Plivo CX’s chatbots for your next Black Friday campaign. 

Offer exclusive deals to repeat customers

By rewarding your most loyal customers with special discounts or early access to deals, you create a sense of appreciation and exclusivity that can deepen their connection to your brand.

How to offer exclusive deals for Black Friday marketing

• Use your customer data to segment and identify repeat buyers
• Develop special discounts or early access deals specifically for these loyal customers
• Send outreach emails or SMS messages to inform repeat customers about their exclusive offers

Extend referral points 

Referral points incentivize your existing customers to bring in new shoppers. They help you increase customer engagement and expand your customer base at the same time.

How do you provide referral points during the Black Friday sale?

• Use email and social media to inform customers about the extended referral points
• Share them as a limited-time offer so customers are tempted to share referrals
• Ensure your referral program is easy to use and track so customers can quickly see their earned points and redeem them during their Black Friday shopping

Conduct virtual gaming contests

Virtual games create a fun and interactive experience that keeps customers engaged with your brand longer, increasing the likelihood of conversions. 

How do you conduct virtual gaming contests?

• Select a popular game or create a custom game that aligns with your brand such as tournaments or leaderboards)
• Announce the contest through your website, email campaigns, and social media
• Offer discounts, gift cards, or exclusive products as prizes for the top performers 

Come up with rewards 

73% of customers are more likely to refer a business if they are offered a reward, such as discounts or cash incentives. You can offer free gifts with minimum purchases to nudge customers to spend more. This Black Friday marketing strategy can increase your average order value. 

How do you set rewards?

• Ensure the minimum purchase amount required to qualify for the free gift is high enough to boost your average order value
• Choose a gift that complements your products, such as branded merchandise or a limited-edition product
• Advertise the free gift across your website, emails, and social media

Create bundles

Bundles can make your products more appealing, as customers can buy complementary items together at a discounted price. They can also boost your average order value.

• Identify products that naturally complement each other and create bundles for them
• Offer a discount on the bundle that makes it more cost-effective than buying the items separately
• Highlight your bundles on your website, in emails, and through social media

This “raw beauty travel kit” is the perfect example of a bundle. The brand has combined shampoo, cleaning balm, deodorant, and lip balm—a no-brainer choice for anyone who’s traveling.

Offer curbside pickup for Black Friday sale

Curbside pickup is convenient during the Black Friday sale, helping your customers avoid crowds. This service lets you quickly fulfill orders, thus increasing customer satisfaction. 

How to set up curbside pickup?

• Ensure your website has all the information about order placement, notification, and pickup procedures
• Designate clear pickup areas and ensure orders are ready on time
• Offer contactless handover for safe and convenient pickup

Try Black Friday BOGO deals

Running Buy One, Get One (BOGO) deals on Black Friday effectively increases sales volume and moves inventory quickly. It also tempts customers to purchase more than they might have initially planned.

How to run BOGO deals as a part of your Black Friday marketing strategy? 

• Choose products that pair well together or are popular with customers
• In your marketing materials, clearly communicate the value of the BOGO deal. For example, mention individual prices of the products and then compare them with BOGO deal prices
• Limit the BOGO deal to certain hours or while supplies last to create urgency

Send abandoned cart reminders

Abandoned cart reminders help you recover lost sales. With so much shopping activity on Black Friday, it’s common for customers to leave items in their carts. You can nudge customers with well-timed reminders to complete their purchases. 

How do you send abandoned cart reminders?

• Set up automated emails or messages that trigger shortly after a cart is abandoned, reminding customers of the items they left behind.
  
  As an SMS marketing automation tool, Plivo CX offers a no-code interface to build these journeys. You can set delays between an abandoned cart event and the message at your convenience. 

• Share a small discount or free shipping in the reminder email to encourage customers to finalize their purchase.
• To make the email more engaging and persuasive, use the customer’s name and show images of the abandoned products. 

Dominate this Black Friday with Plivo CX

As you prepare for Black Friday, make sure your e-commerce brand is equipped with the tools to maximize sales. To automate the e-commerce marketing process, you can try Plivo CX.

As noted above, Plivo CX is unique because it comes with its own premium carrier network that’s spread across 190+ counties, so you can run your Black Friday campaigns anytime, anywhere, with significantly reduced cost. 

Apart from that, here are some other Plivo CX features that can help: 

• Audience segmentation: Sync customers and segment them for targeted messaging
• Journeys: Send messages based on triggers events so they reach the right customers at the right time
• Launch campaigns: Easily set up and deploy marketing campaigns in a few steps
• Multi-channel delivery: Send messages across various channels (including SMS/MMS, email, and WhatsApp)
• Monitor performance: Consistently track how your campaigns perform 
• Automated copywriter: Generate personalized marketing content on the go. 

Ready to convert maximum customers this Black Friday? 

‍Sign up for Plivo CX today!