Promoting a Shopify store is easier said than done. There are hundreds of ideas, and finding the right first move can be confusing. 

This is why we have listed a step-by-step guide on how to start promoting a Shopify store. This guide shows where you can start and how to expand your marketing strategy. 

This way, you are neither putting all your eggs in one basket nor spreading yourself too thin. Let’s begin!

1. Get on Instagram

With over 1.4 billion users, Instagram remains the most popular social media channel. If you are just starting out with the promotion of your Shopify store, then Instagram is the best place to start. 

Why? Firstly, the impressive reach. Secondly, the platform is also eCommerce friendly. Being visual-heavy in nature, you can easily showcase your products. There are ample features available that can be used to further sell products, such as shoppable feeds, ads, and collaborations. 

On top of that, customers are also open to interacting with brands or consuming diverse content on Instagram. So, you meet them where they are. Start by thinking of your unique brand voice and creating organic content around it.  

How Frank Body became a $20 million beauty brand | Instagram success story

Frank Body, a popular skincare brand, started out as a side project by two college graduates. They had no marketing budget as beginners (as expected), so they turned to Instagram. They spent their maximum time on this channel to create a unique brand voice and presence. With time, they diversified to newsletters and other social media platforms. 

However, Instagram remained their primary channel, with over 744k followers. What stood out for Frank Body was their playful brand personality, which they kept consistent with their content. That's how a $5000 start-up became a $20 million beauty brand. 

2. Expand on TikTok

After Instagram, TikTok is one of the most widely used social media platforms, boasting over 900 million monthly unique users. With its focus on short-form videos, TikTok content is engaging for consumers, especially Gen Z. 

You can create offbeat, informative videos that showcase your products or highlight your brand values. TikTok also provides features like product links and integration options with Shopify to boost sales for eCommerce businesses. 

How Pure Daily Care increased sales by 450% | TikTok success story

Pure Daily Care, a health and personal care brand, started sharing videos on TikTok highlighting their product and demonstrating benefits. They collaborated with many creators to produce these videos. 

The creators used TikTok's in-app video creation tools to create authentic and raw TikTok content without any fancy editing. These videos resonated with the audience, and with time, they saw an increase in unit sales by 450%.

3. Run SMS marketing campaigns

Two in five consumers want to hear from brands via SMS. In fact, consumers from ages 25 to 54 prefer to communicate with brands via SMS over email. SMS is a growing marketing channel. 

Consumers are looking for quick SMS notifications that are not as elaborate as email and not as small as a push notification. SMS lies in the sweet spot. You can design various SMS campaigns for various use cases, such as abandoned carts, shipping notifications, flash sales or limited-time offers, personalized campaigns, and more for engaging customers. 

How Domino's acquired customers in as low as 15 cents per subscriber | SMS marketing success story

Domino's started its marketing initiatives with TV and Facebook ads. Slowly, they also wanted to use SMS also as a medium to gain more traction, and the results were astonishing. 

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By putting in only a $25 investment initially, the brand saw an increase of 125 orders from a single SMS message. Their SMS subscriber base was increasing, and with time, the cost per acquisition went as low as 15 cents per subscriber.

4. Start email marketing

Email remains one of the top marketing channels, with one in four consumers wanting to hear from brands via email. Emails are an excellent way to showcase your offers, as you can play around with graphics, incorporate storytelling, and personalize recommendations. 

You can design email campaigns for order fulfillment flow, limited offers, personalized recommendations, loyalty programs, and more.

How Dormify converts audience  almost two times the site average with email | Email marketing success story

Dormify, a lifestyle brand, was using email marketing only on an ad-hoc basis. They would send bulk emails in a go and then plan for the next campaign. They later improved their email marketing strategy, started segmenting users, and created three automated email series: a welcome series, cart abandonment, and a post-purchase.  

By implementing the new strategy, Dormify saw a 92% increase in email revenue and the email audience converting almost two times the site's average.

5. Collaborate with influencers

Collaborating with influencers is helpful as, firstly, they come with an already engaged audience who trust their recommendations. Secondly, influences create excellent content around products, which you can reuse later in other marketing channels. 

You can start influencer marketing by finding nano or micro-influencers with highly engaged audiences in your niche. As your marketing budget grows, you can also start reaching out to bigger influencers with higher follower counts.   

How Happy Skin Co generated $12 million in revenue | Influencer marketing success story

Happy Skin Co, an online retailer, did its market research and concluded that social media is the best place to reach their ideal customers. The company tried to partner with an average of one influencer each day. 

They initially started with smaller influencers doing barter collaboration, i.e., sending products for free and influencers promoting them in return. Now, their homepage is a carousel of influencers touting their product on Instagram, some with follower counts reaching into the tens of millions. The founder credits influencer marketing as a major reason behind their $12 million in revenue.

6. Build partnerships with other brands

By partnering with other brands, you can tap into their user base and reach a wider audience. Why do such brand collaborations work? 

Firstly, by combining two brands and creating unique products or combos together, you can create something that is useful for customers or keeps them hooked. 

Secondly, collaborating with credible brands also improves your positioning. 

Partnerships can also be cost-effective and may not necessarily require a high investment. You can find complementary brands and reach out to them for collaboration.

Balenciaga X Crocs | A brand collaboration success story

Balenciaga is a high-end fashion, and Crocs is known for everyday wear. No one expected the fusion of two. But the brands surprised their consumers by launching a collaboration. 

Their first Balenciaga x Crocs collaboration retailed for $850 and got sold out immediately. 

7. Run paid ads

Once you have done some brand-building work, it's a good time to run paid ads. Why so? Your customers will only bounce if they are redirected to any empty page by the ad. 

So, after you have created some organic content, you can run paid ads to increase brand visibility and reach the targeted audience. Another good part of running paid ads is they are measurable. You can easily measure the results of your campaign. 

You can first decide on the platform on which you want to run ads: Instagram and Google ads are the most popular. You can create compelling ads, start with small budgets, and further optimize with time.

How Seltzer Goods increased monthly revenue by 785% | Paid ads success story

Seltzer Goods, a retailer, runs paid ads to generate leads and nurture them through the sales funnel. They started with a small budget and further decided to increase their ad spend. They kept their ad creation simple and largely used automation to place ads. 

Their efforts resulted in a 785% increase in monthly revenue, a 319% increase in clicks, and a 105% increase in total brand impressions.

8. Promote user-generated content

User-generated content (UGC) further helps you to build your brand's credibility. UGC looks more authentic than influencer collaborations. Shoppers are more likely to trust recommendations from real users. 

Also, when customers share their experiences on social media, it creates word of mouth and reaches a new audience.

How GoPro created an audience of over 20.8 million followers | UGC success story

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GoPro is an excellent example of a brand acing its UGC strategy. They promoted their branded hashtags #GoPro, #GoProCommunity, and #GoProAwards heavily on Instagram. Users share their GoPro videos by using the hashtag. 

Some of the best videos are also rewarded under the hashtag #GoProAwards. Currently, their main hashtag, #GoPro, has over 5 million posts. What an amazing way to have regular content on the product and keep it in front of users. 

9. Build a community

Building a community further helps you create a loyal user base. A community allows you to hear feedback directly, improve customer service, and create deeper connections with consumers. 

Also, by creating a two-way communication channel, consumers think of your brand as one that listens to its consumers and increases your brand reputation.

How Alo Yoga scaled to $247 Million in revenue | Community success story

Alo Yoga focused on creating a community of yoga lovers. They offered exclusive perks to community members, such as exclusive access to premium wellness content, virtual retreats, workshops, and challenges. 

The brand slowly became a regular among celebrities and crossed $247 million in revenue.

10. Create shoppable feeds

Creating a shoppable feed on Instagram and TikTok will improve your customer experience. Whenever they see an ad or any video and want to see products further, they can directly view products on your shoppable feed and hit purchase. No need to go to the website. Shoppable feeds reduce friction. 

Apart from social media, you can also create a shoppable feed (known as product feed) in Google Merchant Center so customers can see the products directly upon Google search. They don't have to go to the website to search for products.

How Carbishopper increased sales by 15% | Shoppable feeds success story

Caribshopper, an eCommerce marketplace for Caribbean-made products, started listing their products in Google Merchant Center. 

Their improved listing strategy increased customer acquisition through the organic search channel and enhanced shopping campaigns to increase sales by 15%.

11. Get press coverage

With the rise of social media, there are many ways to reach consumers, but good old PR is never a bad idea. It increases your credibility and helps you get links from reputable sites. 

You can check for reputable publications in which you want your products to be included and then reach out to them. You can also collaborate with any PR agency if required to get more press coverage. 

How Warby Parker reached a $3 billion valuation | PR success story

Warby Parker, an eyewear company, took advantage of old-school PR when starting out. They collaborated with a brand consultancy to increase their PR efforts. 

With the help of the consultancy, they were featured in GQ and Vogue. After the feature, the company fully sold out its inventory and had a 20,000-person waitlist. It gave the company an amazing start, and it has now reached a $3 billion valuation.

12. Invest in SEO

For any eCommerce brand, investing in SEO is the long-term game. While it doesn't give results immediately, it helps to consistently gain organic traffic. SEO helps you reach the right audience. 

By optimizing your website for relevant keywords, you will attract potential customers who are already looking for similar products. You can define your content strategy and identify relevant keywords to get started. 

How Etsy gets ~100 million site visits every month | SEO success story

Etsy consistently creates shopping guides for customers, targeting relevant keywords that show how their products would be a perfect fit for the occasion. 

Further, they have also optimized the pages for speed and good-quality images. With all the investment in SEO, they get consistent ~100 million site visits every month valued at $14 million. 

Promote Shopify Store with Plivo

With direct integrations available with Shopify, Plivo CX helps you reach your target consumers via SMS, email (upcoming), and WhatsApp (upcoming) campaigns. 

The platform, with its single window pane for multiple channels and self-service chatbots, is also extendable to the support teams, so you can attract new customers, consistently engage them, and provide excellent customer service via an all-in-one platform.  

You can also quickly launch campaigns with pre-built templates or create new campaigns quickly with our AI-powered copywriter. Our Audiences feature also helps segment customers effectively based on their online behavior, engagement levels, and purchase history and create well-targeted campaigns.

 Sign up for a free trial to increase the reach of your Shopify store.

Running a Shopify store is easier said than done. More so, when you have to regularly manage tasks such as updating product listings, handling customer inquiries, and executing marketing campaigns, to name a few. 

These small tasks add up, taking focus away from your most important job—making sales.

Missing sales due to slow responses or not knowing the latest trends can really hurt your online business. However, Shopify apps can help solve this problem. These robust tools are designed to automate, optimize, and streamline various aspects of your ecommerce store operations. 

But among the thousands of apps available, which tools do you need to use to improve customer experience, increase sales, and simplify store management? Which tools can help you maximize your ROI on the platform?

To help you get started, we’ve compiled 11 top-performing Shopify apps that can propel the sales of your ecommerce store. Remember, each of these apps has a unique use case that can amplify a specific aspect of your ecommerce business.

Let’s dive right in!

Why do you need Shopify apps to increase sales?

Here’s how Shopify apps can help you grow your sales figures:

1. Enhanced customer experience

Shopify apps provide personalized recommendations to automated customer service chatbots. These apps ensure customers enjoy a smooth and engaging shopping journey, leading to enhanced customer experience.

2. Streamlined operations

They help streamline routine operations like inventory management and order fulfillment, reducing manual work and minimizing errors. 

3. Effective marketing strategies

Shopify apps offer a range of marketing solutions, from automated email campaigns to social media content creation. They also automate the content creation process and provide analytics to track performance metrics. 

4. Data analytics and insights

With the apps, you can better understand your customers' behavior and your store’s performance. They provide powerful insights to track key metrics and identify trends. With these insights, you can properly optimize your store and align marketing efforts better.

5. More conversions

These apps are designed to help you achieve this by optimizing various aspects of your store. They provide SMS marketing automation to capture attention, interactive quizzes to recommend products, and pop-ups that capture leads. All these activities combined will help you increase sales for your Shopify store. 

11 best Shopify apps to increase sales for your ecommerce store

1. Plivo CX - to automate emails and SMS

Plivo CX is an all-in-one, AI-driven ecommerce marketing automation platform designed to help Shopify brands automate their email, WhatsApp, and SMS campaigns. 

It seamlessly integrates with your Shopify store and allows you to share personalized messages through its premium carrier network, which is spread across 200+ countries. With Plivo CX, you can send the right messages to the right customers at the right time.

Key features:

• Two-way messaging: Engage with your customers in interactive SMS conversations, powered by Plivo’s premium carrier network with low latency. The two-way messaging feature provides real-time communication and improves customer engagement

• Automated workflows: Set up automated workflows through a drag-and-drop builder, without any coding 

• Audiences: This feature helps you gather all your customer information in one place. You can easily segment customers based on their interests or how they shop on your site. Then, you can send them super-relevant messages to engage with them effectively

• Journeys: Identify key events to trigger messages and multi-step campaigns to meet customers where they are in their journeys. You can also control the timings of these messages. For example, you can start a journey based on an abandoned cart, wait for three days and then send a personalized message to nudge them to buy

• Campaigns: Launch and manage SMS and email campaigns from a single platform. Simply select your audience, choose your preferred channel, and create and schedule your message. Also, track key metrics to measure ROI and campaign effectiveness, optimizing your strategy for maximum return.

• Copywriter AI: Utilize AI-driven tools to generate compelling copy for your messages. The AI Copywriter ensures that your content is engaging and professional with a high TAT

Pricing

• Free: for up to 1,000 contacts and 3,000 engagement credits
• Starter: $19 for up to 5,000 contacts and 15,000 engagement credits
• Growth: $75 for up to 25,000 contacts and 90,000 engagement credits
• Pro: $199 for unlimited contacts and 270,000 engagement credits
• Enterprise: Contact sales for customized pricing

2. OptinMonster - to automate emails

OptinMonster is a powerful lead-generation tool that offers a range of customizable pop-ups, slide-ins, and opt-in forms to capture emails. It also comes with an intuitive drag-and-drop builder that allows users to create compelling campaigns without coding

Key features:

• Exit-intent technology: It detects user behavior and displays targeted messages just before they leave your site. This helps you reduce bounce rates and recover abandoning visitors
• A/B testing: You can test different form designs and messages to find the most effective versions. This gives you real data to optimize your campaigns
• Page-level targeting: It shows personalized messages based on visitor behavior and specific pages they visit
• Integrations: OptinMonster connects with popular email marketing services and CRM tools like Mailchimp, Constant Contact, HubSpot, and Salesforce. This ensures that captured leads are automatically captured into your marketing system

Pricing:

• Basic: $9.97/month when billed annually
• Plus: $19.97/month when billed annually
• Pro: $29.97/month when billed annually
• Growth: $49.97/month when billed annually

3. PushEngage - for push notifications

PushEngage is a push notification tool for sending personalized messages directly to your subscribers' browsers. Its easy-to-use interface allows you to quickly set up and manage your push notification campaigns.

Key features:

• Auto-responder: It creates a series of automated notifications to engage new subscribers. And keep your audience engaged
• Triggered notifications: It sends notifications based on user behavior, such as browsing history or cart abandonment, to make messages more relevant
• Segmentation: It segments your audience based on various criteria, such as location, interests, and behavior, so that you can send highly targeted messaging
• A/B testing: It lets you experiment with different notification messages to determine the most effective approach
• Detailed analytics: It lets you access in-depth reports on notification performance, including click rates and conversions. This gives you insights into your campaign’s success and areas for improvement

Pricing:

• Starter: Free
• Business: $9/month
• Premium: $19/month
• Growth: $39/month

4. OctaneAI: Advanced quiz maker - to create quizzes 

OctaneAI is a robust tool that creates engaging quizzes to help you gather valuable customer data on your website. You can build customized quizzes that can recommend products, collect email addresses, and provide insights into customer preferences.

Key features:

• Conversational interface: Create interactive, conversational quizzes that mimic a real conversation to make the quiz-taking experience more enjoyable
• Product recommendations: Use quiz responses to suggest products tailored to each user’s preferences, offering personalized shopping
• Dynamic lead capture: Collect email addresses and other contact information during the quiz. Builds your email list while providing value to your customers through personalized results
• Conditional logic: Implement conditional logic to guide quiz takers through different paths based on their answers 
• Shopify integration: Seamlessly integrates with Shopify to sync quiz data and automate workflows 

Pricing:

• Octane: $50/month for 20 engagements
• Octane Plus: $200/month for 1500 engagements
• Enterprise: Starts at $500
  
  

5. Outfy - to automate social media content creation 

Outfy is a social media automation tool that helps you create and schedule social media content for your ecommerce store. It supports a wide range of social media platforms such as TikTok, Instagram, Facebook and Pinterest. 

Key features:

• Creative templates: Access a variety of customizable templates for different social media platforms to make your posts more visually appealing and optimized for each platform’s requirements
• Animated GIFs and videos: Create and post animated content to attract more engagement 
• Hashtag suggestions: Provides relevant hashtag recommendations based on your content and trends so your posts are easily discovered by your target audience
• One-click publish: Instantly share your content across multiple social media platforms with a single click. It simplifies the publishing process and ensures you always post on time 

Pricing:

• Trial: free (with limitations)
• Starter: $20/month
• Pro: $40/month
• Ultimate: $70/month
• Enterprise: $120/month

6. Instafeed - to automate Instagram content creation

Instafeed is another content creation tool that automates the display of your Instagram content. It’s specially designed for Instagram, so it rapidly integrates your Instagram feed with your Shopify website, making way for a formidable visual presence on the social media platform.

Key features:

• Real-time syncing: Automatically update your store with the latest posts from your Instagram feed. So, your website content is always fresh and engaging without manual updates
• Customizable feed layouts: Choose from various layout options, such as grid and slider layout, to match your store’s design and maintain a consistent aesthetic
• Shoppable posts: Enable shoppable tags to link Instagram posts directly to product pages. This allows customers to shop directly from your Instagram feed
• Hashtag feeds: Display posts from specific hashtags to create community-driven content sections 
• Moderation tools: Approve or hide specific posts to maintain control over your feed’s content and ensure only relevant and appropriate content appears on your site

Pricing:

• Starter: Free
• Pro: $6/month
• Plus: $20/month

7. PopSmart - to build pop-ups

PopSmart designs engaging and high-converting pop-ups for your ecommerce store. It offers various customization options and advanced targeting features to help you capture leads, increase sales, and reduce cart abandonment. 

Key features:

• Smart targeting: Utilize advanced targeting options such as geolocation, device type, and traffic source to ensure your pop-ups are displayed to the right audience at the right time, enhancing effectiveness
• Exit-intent technology: Triggers pop-ups when a visitor is about to leave your site. This reduces bounce rates and recovers potentially lost customers by offering timely incentives
• Scroll-based triggers: Display pop-ups based on how far a visitor scrolls down a page. Engages users who show interest in your content, increasing the chances of conversion
• Dynamic text replacement: Personalize pop-up content based on user behavior and preferences. Creates a more personalized user experience, leading to higher engagement and conversions
• A/B testing: Compare different pop-up designs and messages to identify the most effective ones. Optimizes your campaigns based on real-time data, ensuring better results

Pricing:

• Starter: free
• Basic: $ 32.5/month 
• Advanced: $57.5 / month 
• Pro: $82.5/month
• Expert: $132.5/month 

8. Oberlo - to find trending products for your store

Oberlo is a dropshipping app that allows you to find and import trending products directly into your Shopify store. It simplifies the process of sourcing products, managing inventory, and fulfilling orders so you can run your ecommerce stores efficiently. 

Key features:

• Product sourcing: Access a vast marketplace to find trending and high-demand products. You get the latest and most popular items 
• Real-Time inventory updates: Oberlo keeps your inventory synced with suppliers in real time to prevent overselling
• Price automation: Set pricing rules to automatically adjust product prices based on your preferences
• Sales and performance tracking: Monitor sales data and product performance directly within the app. You get insights into what products are performing well to make informed business decisions
• One-click import: Import products directly from suppliers to your Shopify store with a single click to expand your inventory

Pricing:

• Not mentioned on the website 

9. Bee Low Stock Alert - to keep track of your inventory

Bee Low Stock Alert is an inventory management tool that helps Shopify store owners keep track of their stock levels. It sends timely notifications when your inventory is running low, allowing you to restock products before they run out.

Key features:

• Customizable alerts: Set custom low stock thresholds for individual products and receive alerts via email or Slack. This reduces the risk of stockouts
• Multi-location support: Track inventory across multiple locations or warehouses
• Variant-level alerts: Monitor stock levels for specific product variants. For example, if you sell a T-shirt that comes in multiple sizes (small, medium, large) and colors (red, blue, green), you can set alerts for when the stock of red T-shirts in medium size falls below 10 units
• Daily stock summary: Receive a daily summary of your stock levels to stay updated on your inventory status
• Historical data: Access historical stock data to analyze trends and predict future inventory needs

Pricing:

• Starter: free
• Professional plan: $5.99/month
• Advanced plan: $11.99/month 
• Enterprise plan: $39.99/month 

10. Google Channel - syncing your product information to Google

Google Channel is an integration that connects your Shopify store with Google's merchant services. It allows you to sync your product information seamlessly with Google. This integration helps you list your products on Google Shopping, making it easier for potential customers to find them through Google search and advertisements.

Key features:

• Automated product sync: Automatically sync your product listings, descriptions, and prices with Google Merchant Center. This ensures that your product information is always accurate and current on Google
• Google smart shopping campaigns: Leverage Google's machine learning to optimize your ad placements and bidding. This will increase the visibility of your products and drive more targeted traffic to your store
• Multi-country and multi-language support: Easily expand your reach by listing your products in multiple countries and languages to tap into international markets 
• Performance tracking: Monitor the performance of your products on Google Shopping and other Google services. It provides insights into how your products are performing and helps you make data-driven decisions 

Pricing:

• Google Channel is free to integrate with your Shopify store, but additional costs may apply to Google ads. 

11. Plug in SEO - to optimize your site for SEO

Plug In SEO is designed to enhance your website’s position on search engines. It identifies SEO issues, provides actionable recommendations, and helps implement changes to improve your site's visibility on search engine results pages. 

Key features:

• SEO audits: Conduct site audits to identify SEO issues and improvement opportunities 
• Structured data support: This service adds structured data (schema) to your site to improve search engine indexing and rich snippets 
• Bulk editing: Edit bulk SEO attributes like meta titles, descriptions, and alt texts. This saves time and ensures consistency across your entire site
• SEO template editor: Create and apply SEO templates for product pages, collection pages, and blog posts. This way, you can optimize large volumes of content quickly
• Keyword suggestions: Provides keyword suggestions and tracking to help you target the most effective keywords 
• Performance tracking: Monitors your site's SEO performance and provides detailed reports 

Pricing:

• Small store: $29.99/month
• Medium store: $49.99/month
• Large store: $79.99/month

Choose one of the best Shopify apps to skyrocket sales

Each of these Shopify apps helps you increase sales by automating a unique task for your ecommerce store. But truth be told, many do not prefer such disjointed resources while operating their store’s marketing activities. 

If you’re looking to automate SMS marketing or email marketing from a single platform, you can go for Plivo CX.

As noted above, the platform leverages Plivo’s own premium carrier network spread across 190+ countries. On top of this, you get access to segmentation features like Audiences that segregate your customers into specific groups. Subsequently, you can use Journeys to send highly targeted messages based on triggers. 

Plivo CX also helps you quickly generate engaging messages with Copywriter AI. Not only that, once you’ve lanched your campaign, you can continuously monitor your marketing strategy performance with detailed analytics. 

Request a demo today! 

In today's fast-paced business environment, customer interactions play a pivotal role in determining success. Imagine a scenario where a call center receives hundreds of calls daily. Each call contains valuable insights about customer preferences, pain points, and overall satisfaction. However, without the right tools, these insights can remain untapped, buried within the raw audio of customer interactions. This is where Plivo’s Audio Stream comes in, transforming how businesses can leverage real-time audio data.

Plivo’s Audio Stream allows businesses to stream raw audio from active calls to applications or third-party systems over WebSockets. This feature empowers organizations to capture and analyze customer interactions automatically, thereby enhancing the overall customer experience.

Getting Started with Audio Stream

In this blog, we’ll outline the key highlights of this feature and offer tips for making the most of Audio Stream.

How Does Audio Stream Work?

Plivo’s Audio Stream, part of Plivo's Voice API, represents the next generation of real-time access to raw audio data. When coupled with AI-based tools, businesses can leverage audio streaming to offer enhanced voice-based services, extract valuable insights, and elevate customer interactions.

To get started with Audio Stream, establish a WebSocket connection to stream raw audio from active calls in real-time to applications or third-party systems. With this connection, you can play audio, interrupt and clear buffered audio, and send a checkpoint event to indicate the completion of playback. Refer to our API and XML documentation for detailed instructions on establishing and managing this connection.

The illustration below shows how a call center could use audio streaming to document key details from a customer interaction — data points that can later improve the customer experience.

Other Real-Life Use Cases:

• Healthcare Services: In a healthcare setting, audio streaming can be used to transcribe patient calls in real-time, ensuring accurate record-keeping and immediate access to patient information for better service delivery. Additionally, by utilizing audio streams, healthcare providers can develop AI-based virtual assistants or bots that assist patients in booking appointments, refilling prescriptions, and answering common medical inquiries, thereby reducing the burden on human staff and improving patient satisfaction.
• Financial Services: For financial institutions, audio streaming can help monitor and analyze conversations for compliance purposes, ensuring that all regulatory requirements are met while also enhancing customer service. Additionally, AI-based virtual assistants can be integrated to assist customers with routine banking inquiries, and streamline tasks such as loan applications and account management. This not only improves operational efficiency but also elevates the customer experience by offering prompt and accurate assistance.

These are just a few examples of how audio streaming can be used across industries. Audio streaming can be applied in various use cases across different sectors.

Bidirectional Audio Streaming

Upon establishing the audio stream via WebSocket, Plivo forks and transmits raw audio over the WebSocket in real-time, ensuring high quality. With bidirectional audio streaming, Plivo offers the functionality to transmit audio from your application back to Plivo, enabling real-time conversational use cases. During the call, Plivo will then relay this audio back to the caller or end user.

What Can I Build with Audio Streaming APIs?

Audio streaming opens up numerous opportunities to enhance customer satisfaction by providing deeper insights into customer interactions. Here are some potential applications:

• Conversational AI Bots: Integrate raw audio captured by Audio Stream with AI bots via Amazon Lex or Google Dialogflow to create AI virtual assistants that engage with your customers.
• Real-Time Transcriptions: Use services such as Amazon Transcribe or Google Speech-to-Text for real-time transcriptions in multiple languages.
• Sentiment Analysis: Monitor conversations between your customers and agents to analyze service quality and improve training by identifying high and low performers.

Getting started with Audio Stream

It’s easy to get Audio Stream up and running — simply follow the steps below.

1. Sign up with Plivo.
2. Purchase a number from the console or via API. 
3. Attach the purchased number to the application which returns the audio stream XML instruction.
4. Dial the number. 
5. Return the following XML instruction to start getting raw audio from Plivo and enable a conversational AI bot (bidirectional audio stream).

<Response>
	<Stream bidirectional="true" keepCallAlive="true">wss://yourstream.websocket.io/audiostream</Stream>
</Response>

6. Send audio back to Plivo via the same Websocket connection with the format highlighted below.

{
  "event": "playAudio",
  "media": {
    "contentType": "audio/x-l16",
    "sampleRate": 8000,
    "payload": "base64 encoded raw audio.."
  }
}

7. Plivo relays the audio back to the call.

Clear Audio

In scenarios where you need to interrupt or halt audio that you've sent to Plivo, use the clear audio command to seamlessly interrupt and clear buffered audio. Send the following instruction via WebSocket:

{
  "event": "clearAudio",
  "streamId": "b77e037d-4119-44b5-902d-25826b654539"
}

Pricing

Audio streaming is priced at $0.003 per minute per stream, in addition to the charges for voice minutes associated with a call. Pricing is subject to change, so check our pricing page for the most up-to-date information.

‍Sign up with Plivo today to try this powerful new capability for your calls.

SMS isn't just a nice-to-have; today, it's the backbone of great customer experiences.

In fact, your SMS strategy may impact your brand reputation more than you realize. More than 60% of consumers say that businesses that text them provide a better overall customer experience than companies that don’t.

Surprisingly, most consumers receive texts from one to three businesses; but they’re willing to opt into texts from up to six businesses. 

There’s still untapped potential to be mined from SMS marketing. And, the easiest way to gain a competitive advantage is with an SMS API provider. 

Choosing the best SMS API provider is about reliability, cost, and, ultimately, finding the perfect fit for your business. Your SMS API provider should help you connect deeper with your customers, scale effortlessly, and future-proof your business. 

In this guide, we're diving deep into what to look for in an SMS API provider and sharing the best bulk SMS API providers in the market in 2024. Read on to find your perfect match and start optimizing your SMS marketing efforts. 

What to look for in an SMS API provider

Trust is everything when it comes to texting customers. Your SMS API provider should help you stay compliant and communicate in a way that makes your customers feel secure giving you their personal contact details. A 2021 Deloitte study shows that, on average, consumers spend 25% more money on trusted brands.

Look for SMS API providers that make it easy to follow industry regulations, among other criteria, so that you can reliably reach your customers without putting their information at risk.

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Reliability and uptime

The best SMS gateway API provider delivers your messages on time, every time. This should be the baseline standard for any API you consider. Need to confirm appointments or update customers on deliveries? You should be able to send an SMS and never think twice. For instance, Plivo's 99.99% uptime guarantee ensures that your time-sensitive messages are delivered reliably, letting you send messages in total confidence. 

Pricing and value for money

Most businesses will consider price first and foremost when selecting a provider. And while the price tag is obviously a huge factor, consider the bigger picture. What value are you getting from your provider? The lowest-priced option doesn’t guarantee high-quality service, security, or reliability. 

Your pricing assessment should factor in volume discounts, pricing models, and hidden fees. You want the best value,  and that’s where SMS API providers like Plivo shine. We offer competitive pricing and scalable solutions.

Geographic coverage

Wherever your customers are today, your SMS API provider must be able to reach them. You may not need to send messages worldwide in your current operational capacity. But, if your business is still growing, it might be nice to have the flexibility to deliver your messages wherever your customers live and work.

Features and customization options

The best SMS API providers let you personalize messages, track results, and build stronger customer relationships. It's not just about sending texts; it's about creating meaningful connections.

Ease of integration and documentation

Developers already have a lot on their plate. Save them time by opting for an API with clear and comprehensive documentation and easy integration. It’s a win-win for your team and your customers!

Customer support

Look for an SMS API provider that is available 24/7. This level of service translates to immediate assistance, minimized downtime, and enhanced reliability. Your company can also benefit from the convenience of multiple support channels, such as email, phone, web-based chatbots, and SMS.

5 best SMS API providers: at a glance  

Need help picking the right SMS API provider for your company? We've compared five of the most popular providers, breaking down their features, pros, cons, and pricing. Check out our in-depth analysis following the table below to find the best fit for your business.

1. Plivo

Key features

With Plivo, you can focus on growing your business, not troubleshooting your tech. The Plivo SMS API handles the heavy lifting of scaling globally, with features such as:

• Smart queuing: Plivo’s smart queuing feature allows you to send multiple SMS messages in a single API request. Plivo dynamically manages message priority and expiry, handling message queueing for you.
• ‍Built-in fraud control: Protect your business from SMS pumping fraud with Plivo's Fraud Shield. Its geo permissions feature lets you control the countries to which your SMS traffic is sent, while the fraud thresholds feature sets limits on message volume and adds an extra layer of security to your SMS strategy — at no extra cost. 
• ‍24/7 customer support: We offer a range of support plans to meet any organization’s needs, from a free basic plan to a 24/7 premium support option. No matter your plan, you’ll have access to our team of experienced support engineers. Premium support plan users, however, get prioritized responses to their queries within a guaranteed timeframe, depending on the priority of the issue. 
• ‍Message redaction: Plivo's message redaction feature can hide sensitive details like numbers and names while still getting the message across if you need to send sensitive information via text. This makes perfect sense for highly regulated industries, such as healthcare, financial services, and education. Implementing redaction with two-factor authentication (2FA) increases overall security and ensures compliance
• ‍Multi-language messaging support: Plivo’s built-in GSM Unicode character set lets your users communicate in any language, including Chinese, Japanese, and Arabic, and with symbols and emojis. 
• ‍MMS-rich media support: You can send and receive photos, videos, and audio clips, as well as picture messages and SMS texts using the same phone number.
• ‍Real-time delivery notifications: Get real-time delivery notifications of messages sent globally. Track delivery rates and account performance. 
• ‍Global compliance: Non-compliance with regional security protocols increases the risk of hefty fines and puts your reputation at risk. Plivo’s SMS API adheres to security best practices, including 2FA, to help protect your communications.

Pros

• High API call speed 
• Reliable service and uptime 
• Privacy Shield and GDPR compliance 
• Support for any character set 
• Easy to integrate with comprehensive documentation and sample codes
• Server-side SDKs in all popular programming languages 
• Ready-to-use templates to add functionalities
• Usage-based pricing with additional volume discounts 

Cons 

• A steep learning curve for new users 

Pricing 

Offers a pay-as-you-go pricing model 

Suitable for 

Most suitable for companies that need a scalable, customizable SMS API provider with extensive integration capabilities, security, and reliability

Reviews and ratings

G2: 4.5 stars ( 724 reviews) 

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2. Twilio 

Key features 

• Supports MMS: You can drive two-way engagement with cross-channel messaging for MMS and more using a single API.  
• ‍Screen-sharing and live chat: Developers can add live chat and share screens. Plus, they can create their own custom video players. 
• ‍Personalized messages: You can customize messages for reminder notifications, delivery updates, and more. 

Pros

• Easy integration 
• Handles high volumes of messages 
• High deliverability 

Cons 

• A steep learning curve for new users 
• It gets expensive with usage  

Pricing 

The SMS/MMS pricing differs for each country; go through Twilio’s official website for all pricing plans. 

Suitable for 

Companies across industries seeking a comprehensive, scalable, and programmable messaging solution. 

Reviews and ratings

G2: 4.2 stars (471 reviews) 

Note: Many reviewers on Quora highlight Twilio for its reliability and features. However, others report that Twilio can become costly with high usage and may have scalability issues. For those seeking a cost-effective and reliable messaging solution, Plivo is a top Twilio alternative. 

3. Messente 

Key features 

• Message templates: Messente creates and uses message templates for different scenarios, such as transactional updates, promotional messages, or alerts. 
• ‍Schedule messages: You can schedule messages for future delivery and automate sending based on specific triggers or events. 

Pros

• Easy to integrate
• Solid customer support 
• User-friendly interface 

Cons 

• Expensive for bulk messages
• There may be delays in sending SMS due to the reliability of network partners 

Pricing 

It starts at 0.01 €(0.011 $) per message. Reach out to their sales team for custom pricing. 

Suitable for 

Companies seeking a reliable global messaging solution with strong customer support. 

Reviews and ratings

G2: 5 stars (2 reviews) 

4. Telnyx 

Key features 

• Automatic opt-outs: If a customer responds to their message with "stop," it'll automatically unsubscribe them from future communication. 
• ‍Message concatenation: The API automatically breaks content into different sentences if the message is too long for its destination. 
• ‍Intelligent text encoding: The Telnyx system automatically chooses the most compact encoding possible, minimizing the cost per send. 

Pros

• 24/7 customer support 
• Offers competitive pricing 
• Scalable API 

Cons 

• Lacks advanced features 
• Not as reliable as other providers on this list

Pricing 

Starts at 0.004$ per message. Reach out to their sales team for custom pricing. 

Suitable for 

Companies on a modest budget seeking a comprehensive messaging solution. 

Reviews and ratings

G2:  4.7 stars (405 reviews) 

5. Bird 

Key features 

• Multi-channel support: MessageBird supports channels like WhatsApp, SMS, chatbot, SIP Trunk, and Google Business Messages. 
• ‍Interactive SMS features: It supports interactive SMS features such as SMS surveys and polls, enabling more dynamic and engaging communication with recipients.

Pros

• High-speed API calls for fast communications 
• Provides clear, effective API documentation 
• Carrier-level analytics 

Cons 

• Gets expensive with usage 
• API may take time to load 

Pricing 

Starts at $45 per month. Reach out to their sales team for custom pricing. 

Suitable for 

Companies seeking a messaging platform to engage customers and collect feedback through SMS. 

Reviews and ratings

G2: 4.1 stars (67 reviews)

Choosing the right bulk SMS API provider for your business needs

Choosing the best SMS API provider for your business is no easy task. Here’s a recap of what to look for as you evaluate possible SMS API partners.

1. Align API capabilities with business requirements

Choosing the right SMS API provider is a different process for every business. There’s no one-size-fits-all solution; however, Plivo’s customers appreciate its reliability, global reach, ease of use, responsive support, and competitive pricing.

2. Assess scalability and future growth

Select an SMS API provider that can grow with your business. Evaluate the API’s ability to handle increasing message volumes, geographic expansion, and evolving communication needs. Scalable APIs, like those offered by Plivo, support high-traffic demands and offer flexible pricing, ensuring they remain effective as your business scales and diversifies.

3. Ensure compliance and data security

Prioritize SMS APIs that adhere to regulatory standards with robust data security measures. Compliance with regulations such as TCPA, GDPR, and HIPAA is crucial for safeguarding user data and avoiding legal issues. 

Choose SMS APIs like Plivo with built-in security features and clear policies on data protection to maintain trust and ensure your messaging practices are secure and compliant. 

Plivo: The Best SMS API provider

Plivo stands out as the best SMS API provider for virtually any business due to its comprehensive features. Plivo users love the platform’s robust messaging capabilities, high deliverability and high reliability (up to 99.99% uptime SLAs), competitive pricing, and advanced analytics. Offering a user-friendly interface, Plivo can be integrated with multiple popular tools like Zapier. 

Want to figure out if Plivo's the right choice for your needs? Request a trial and see how it elevates your SMS strategy.

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Business is booming for IVR systems — and this market segment is poised for even more growth. 

Fueled by the increasing adoption of cloud-based customer experience tools, the interactive voice response (IVR) system market is projected to reach $8.30 billion by 2030, with a steady growth rate of 6.31% from 2024 to 2030. 

Businesses of all sizes can utilize the benefits of IVR systems. Small to medium-sized companies can take advantage of IVR’s versatility and adaptability. For enterprises, these tools run 24/7, allowing customers to reach a business at any hour without incurring team overtime costs.

In this guide, we’ll discuss different cloud IVR solutions, how they compare with one another, key features to consider when choosing an IVR solution, and how to select the right one for your business.

What is IVR?

Interactive voice response (IVR) is an automated telephony system companies use to manage customer calls. It provides callers with a list of options to choose from using voice or by selecting a number on their phone’s dial pad. When a customer calls a business and hears a pre-recorded voice guiding them through options like "Press 1 for account information”—that's IVR in action. 

IVR menus lead customers through a series of prompts with one of two options as the end result: 

1. Self-service resolution: If the query is straightforward, customers can solve their problems with pre-recorded self-service alternatives. For instance, if a customer wants to know their bank account balance, they can enter their account number followed by an OTP or PIN, and confirm their balance.‍
2. Connect to an agent: If the query is complex or requires human assistance, the IVR system will automatically send the customer to the right agent. Similarly, if a transaction is disputed and the customer needs help, an advanced IVR system can identify the need for specialized assistance and direct the call to the right trained agent.

In both cases, IVR menus offer a range of benefits for customers and businesses alike. 

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What are the benefits of using IVR software?

Here are the top benefits to consider as you explore your options. 

1. Improve customer service with effective call handling

The best IVR systems are designed to enable customers to resolve their queries as often as possible. An IVR solution can easily direct customers to automated inbound customer service or a knowledge base, resulting in shorter waiting times and more satisfied customers. 

2. Save operational costs by automating routine questions

By automating routine calls, you free up your team’s time for more complex issues. Investing in IVR services pays dividends. At Plivo, we’ve seen companies substantially save operational costs by implementing IVR systems. It’s even possible to keep your workforce small and mighty by implementing an IVR system that intelligently routes callers based on specific criteria. 

3. Enhance call routing and management capabilities

IVR systems quickly connect your customers to the right department or agent, cutting down on hold times and getting them to the right person faster. Imagine a customer calling with a technical issue. Instead of being bounced around, they go straight to the tech team. It's efficient, less frustrating for the customer, and helps to solve problems faster.

4. Get insight into customer behavior and queries

IVR systems can collect data on what your customers are calling about, helping you spot patterns and trends that can guide your product or service’s future roadmaps. If many callers ask about the same issue, it shows that you need to focus on and fix that issue fast. 

5. Provide round-the-clock self-service support 

Having customer service representatives on duty around the clock is not the best idea (nor the most affordable one). IVR systems are accessible around the clock and effectively handle customer calls across numerous time zones, which helps businesses solve resource management difficulties. 

Key features to look for in an IVR solution

There are a few important factors to consider while selecting an IVR system for your business. 

• Customizable call flows: A customizable call flow is a powerful tool for designing personalized IVR experiences for your callers. Create specific workflows and communication channels based on customer needs and preferences. 
• Call routing and forwarding: The best IVR systems are well-equipped to handle intelligent call routing and forwarding. That means you can set up the IVR to route calls based on CRM data or other predefined values. ‍
• Speech recognition and DTMF tones: IVR systems are designed to be convenient for both you and your customers. A dependable IVR system should have robust speech recognition and support for DTMF tones (the tones you hear when pressing phone keys). This way, customers can choose their menu option by speaking or pressing buttons, making the whole process intuitive and accessible for everyone. 
• Extensive integration: An IVR tool should seamlessly integrate with all popular business systems, including payment processing, workforce management tools, customer relationship management systems, and more. This ensures that your IVR has all the necessary intel to perform operations. 
• Analytics and reporting: Strong analytics and reporting features in your IVR system help you track call patterns and understand what your customers ask about. With this information, you can make data-driven decisions to improve your service and address any recurring issues.

The best 7 cloud IVR solutions at a glance

We’ve rounded up the best IVR services to help you choose the right platform for your needs. Read the table below for an overview of our top picks. 

The 7 best cloud IVR solutions in 2024

Here’s a rundown of the best IVR systems in the market.

1. Plivo

G2 rating: 4.5 out of 5

Plivo’s standout IVR solution is packed with fully customizable features designed to deliver all the benefits listed in this guide. It offers features like callbacks to hold customers’ place in line and reply on their voice channel, stick routing to route repeat callers to the same agent to improve experience, and feedback to collect important CSAT scores after each call automatically. Plivo’s IVR is highly popular among businesses of all sizes because of its affordability and reliability. 

Key features 

• Ease of use: Provides easy-to-use APIs and XML, making it easy to create custom IVR flows tailored to meet your business needs.
• Fully customizable: Create multi-level IVR menus tailored to your business. Design custom greetings, prompts, and messages using either pre-recorded audio or text-to-speech.
• Intelligent call routing: Advanced call routing options ensure that calls are directed to the most appropriate agent or department based on predefined criteria such as caller input, agent skills, or business hours.
• Outbound IVR support: In addition to using IVR for inbound calls, you can set up custom menus for outbound use cases such as voting and surveys.
• Global reach: Get stable connections in more than 220 countries and territories.
• Developer-friendly: Access comprehensive documentation and a helpdesk for developers.
• Reporting and analytics tools: Get insights into call patterns, customer interactions, and system performance. 
• Scalability: Easily adjusts to the needs of your business; suits growing companies perfectly.

Is Plivo right for your business?

If you are looking for a cost-effective but scalable communication solution with a user-friendly interface and robust API capability, then Plivo may be the perfect IVR system for you. It is particularly helpful for businesses that are dependable on voice and/or SMS services globally. 

Plivo pricing

Generally, Plivo's pricing is considered competitive compared to other players in the market. Please refer to the official website for more details about our pricing.

2. Twilio 

G2 rating: 4.2 out of 5 

Twilio is known for its flexibility and rich developer tools, thus becoming a favorite business option for firms that require customized communication solutions. The company’s strong global presence and reliable infrastructure ensure high service availability. 

Key features 

• Customizable call flow: Build and modify call flows using the drag-and-drop interface in Twilio Studio. 
• Call routing: Automatically route callers to the appropriate department or escalate to live agents with context collected by the IVR. 
• Extensive API library: Supports diverse communication tasks.
• Global reach: Get stable connections in more than 180 countries.
• Developer-friendly: Access comprehensive documentation and a helpdesk for developers.
• Scalable: It can grow as your company grows.

Is Twilio right for your business?

Twilio is well-suited for businesses that want customizable and scalable communication systems. For instance, it would be ideal for companies with strong development teams to utilize its many API options.

Twilio pricing

3. Talkdesk

G2 ratings: 4.4 out of 5

Talkdesk is popular because of its friendly user interface and reliable customer support.  

Key features 

• Multi-level IVR: Set up multiple customizable menus, levels, and prompts.
• Customizable call routing: Multiple routing options are available.
• AI-powered tools: Use functions like predictive dialing and speech analytics.
• Seamless integrations: Integrates well with popular CRM software like Salesforce.  

Is Talkdesk right for your business?

If you need a reliable, easy-to-use call center solution with advanced AI features and seamless CRM integration, Talkdesk could be a good match for your business.

Talkdesk pricing

4. CallHippo

G2 rating: 4.4 out of 5 

CallHippo is loved for its cheap cost and ease of use. This IVR is a great option for small to medium businesses that need a straightforward, functional solution.

Key features 

• Multi-level IVR menus: Create multi-level IVR menus to route calls intelligently based on predefined criteria.
• Customizable IVR menu: Customize call flow based on your needs.
• Call routing: Automate call distribution using smart call routing based on various parameters.
• Analytics tools: Get detailed insights into call data, performance metrics, and agent productivity. 
• Integrations: Integrates well with popular third-party tools like Zapier, Pipedrive, and HubSpot.

Is CallHippo right for your business?

If you are a small or medium-sized business looking for an inexpensive, easy-to-install IVR solution, CallHippo may be your best bet.

CallHippo pricing

5. Dialpad

G2 rating: 4.2 out of 5 

Dialpad is on this list for its advanced VoIP features and seamless integration with Google Workspace and Microsoft Office 365. It's ideal for businesses looking for a modern, cloud-based communication solution.

Key features 

• Easy setup and customization: Create and customize call flows easily using their online dashboard.
• Call routing and forwarding: Set up call forwarding to multiple numbers.
• Analytics tools: Get real-time tracking of important metrics.
• Integrations: Integrates with popular tools like Salesforce, Zendesk, Google Workspace, HubSpot, and Microsoft Teams.

Is Dialpad right for your business?

Dialpad is perfect for businesses that need advanced VoIP features and strong integrations with other business tools. It’s beneficial for remote teams.

Dialpad pricing

6. Genesys Cloud CX

G2 rating: 4.3 out of 5

Genesys Cloud CX is an AI-powered contact center platform that enhances customer and employee experiences. It features easy-to-use tools like drag-and-drop flow building, omnichannel bot support, and advanced speech recognition, making it ideal for businesses needing a scalable and versatile IVR solution.

Key features 

• Drag-and-drop flow builder: Create multilevel IVR interaction flows and menus using a simple drag-and-drop interface.
• Omnichannel bot support: Design and manage self-service flows in one app, making them available on voice, web, SMS, or messaging channels with full context.
• Speech enablement: Automatic speech recognition for menus or integration with native and third-party natural language understanding (NLU) for improved accuracy.
• Customer identification and personalized routing: Identify customers and verify their identity during self-service.
• Open APIs: Use public APIs to better manage and configure call flows, audio prompts, and other data.
• Visual and adaptive IVR: Provide intuitive touchscreen navigation for customers and build self-service applications that adapt to real-time customer journeys across channels.

Is Genesys Cloud CX right for your business?

Genesys Cloud CX is ideal for businesses seeking a comprehensive, scalable, and AI-powered IVR solution. The platform’s extensive integration capabilities and omnichannel support make it a versatile choice for companies across various industries, from healthcare to retail.

Genesys Cloud CX pricing

7. Nextiva 

G2 rating: 4.5 out of 5

Nextiva is a unified, AI-powered customer experience platform. As part of its contact center solution, it offers both a basic IVR and an advanced IVR. What makes Nextiva stand out from other IVR services is its AI-powered tools, which enable customers to speak in their natural language, state their requests, and get help instead of relying on a long list of IVR menus. 

Key features 

• Conversational AI: Offers open-ended prompts, automates routing intelligently, queues callback, and more. 
• Speech recognition and text-to-speech: Integrates with advanced speech technologies to offer voice commands and text-to-speech capabilities
• Customizable call flows: A web-based portal offers pre-built templates and drag-and-drop functionality for easily creating and managing call flows. 
• Virtual agents: Automate routine interactions using AI-powered virtual agents, freeing up human agents for more complex tasks.
• Integrations: Seamlessly connects with CRM systems, databases, and other tools.
• Analytics tools: Provides comprehensive analytics on call interactions.

Is Nextiva right for your business?

Nextiva is an excellent choice for businesses seeking a robust, scalable IVR solution. Its advanced call routing, integration capabilities, and AI-powered features suit companies of all sizes. 

Nextiva pricing

Get started with Plivo today

The right IVR solution is different for every business. Start by understanding your business’s needs and goals, listing specific must-have and nice-to-have features like customization, global presence, and customer support.  

Think Plivo might be the right IVR solution for your needs? Get started with Plivo.

According to a 2022 report by IBM, data breach costs reached an average of $4.35 million, a 3% increase over the previous year. Yet, despite the increasing frequency and severity of data breaches, a significant number of companies still fail to implement common-sense security measures. 

According to a 2023 survey by the Ponemon Institute, 64% of organizations have not fully implemented multi-factor authentication (MFA) across their systems and applications. This statistic is particularly alarming given that research shows MFA can prevent more than 99.9% of account compromise attacks 

One-time passwords (OTPs) play an integral role in MFA, 2FA, and basic account security. OTPs are a simple, yet effective way to  protect sensitive information and ensure secure transactions. 

This guide provides an in-depth look at OTPs and equips product managers and engineers to implement and leverage security measures that protect users and technology platforms.

What does OTP stand for?

A one-time password, or OTP, refers to unique codes generated for use in only one login session or transaction. 

OTP systems generate temporary passwords for authentication. These passwords are usually a series of numbers, such as “123456”. Their validity expires after a single use. These passwords are auto-generated by a trigger and sent to the user via email, voice call, WhatsApp,or SMS.

Why are OTPs better than static password generation?

Unfortunately, it’s common for someone to use the same static password (such as 123456) for ten different accounts. However, this practice leaves all ten accounts vulnerable to breaches. Poor passwords are the root cause of 81% of company breaches; 27% of hackers get in by guessing unoriginal and predictable passwords. Stolen and reused credentials cause 86% of hacking incidents. 

OTP generation is instant and has only a single-time-use validity. Hackers can’t steal, guess, or reuse an OTP. When used in combination with one or more other login factors, OTPs are extremely effective in securing user accounts. 

How do one-time passwords work?

OTP systems rely on “shared secrets” between the user's device (typically a smartphone app or hardware token) and the authentication server. A shared secret is a unique key that is known only to the user's device and the authentication server. It's typically generated during the initial setup of the OTP system. 

When someone attempts to access an app or account that uses OTP authentication, the network server's protocol generates a series of characters or numbers (the shared secret) using OTP hash algorithms. A device or an authenticator app will send these single-use codes. 

OTPs come in three main forms:

1. Time-synchronized OTPs: A hardware device or two-factor authenticator apps, such as Google Authenticator or Microsoft Authenticator, syncs the OTP device's clock  with the authentication server's clock. Both generate a current-time-dependent OTP that gets hashed to create another unique numerical OTP. It uses a Unix timestamp to ensure universal time coordination, avoiding time zone issues.
2. Lockstep-synchronized OTPs: The HMAC-based one-time password (HOTP) method generates an OTP based on a previous OTP, using the older seed code to create a new seed code and hash chain. It’s hard to reverse-engineer and, hence, more secure against hacking. The OTP tool generates random, non-repeating passwords that prevent pattern recognition.
3. Transmission-based OTPs: This is the most common and well-known form of OTP implementation. Every OTP generates a new password and sends it to the end user via SMS, WhatsApp, email, or even voice call. It is also the easiest to implement for developers since an authentication server simply generates a random password and sends it to the user.

What are 2FA and OTP? How are they different?

Two-factor authentication (2FA) is a type of multifactor authentication system that requires two different types of verification before granting access to an account. These verification types are either:

1. Something you know, such as a password or PIN.
2. Something you have, such as a device like a mobile phone.

The idea behind 2FA is that a user's account remains secure even if the first factor (a static password) is compromised since the second factor remains intact.

OTPs are specific passwordless authentication tools within a 2FA system that provide an extra layer of security. The second factor isn;t always an OTP; it can be other passwordless authentication methods, such as biometric verification or hardware tokens.

How to implement OTP

Before outlining how to implement OTPs, it’s important to understand the mechanism behind OTP generation and verification.

Understanding OTP generation and verification

OTP systems integrate a PIN using a microprocessor-based smartcard, a token. These tokens generate numeric or alphanumeric codes that make the OTP authentication effective. The HMAC algorithms work with a variable parameter to generate these OTPs, such as time-based OTPs (TOTPs) and event-based OTPs.

Note: If you use TOTPs, a user who seeks access gets time-stamped OTP values that expire after a few seconds or minutes. The security token in the smart card uses the exact algorithm for verification and helps prevent replay attacks.

Implement OTPs in 4 steps with Plivo

Plivo’s Verify API enables you to start sending OTP verifications in under five minutes. Simply follow these steps to get started.  

• Step 1: Sign up with Plivo using your business email address.‍
• Step 2: Set up an application in the Plivo console and get your API key and token to send and validate code.‍
• Step 3: Verify the accessibility to the phone numbers you want to use to send verification codes.‍
• Step 4: Install the required libraries into your development environment to use the Plivo API. Get the Plivo Software Development Kit (SDK) for your selected language: Python, Ruby, JavaScript, and other languages are all compatible with Plivo.

To summarize, create a Plivo account with an application. Define the right parameters, such as session expiry, log in attempts, length of OTP, etc. Get a library/module/SDK available in different programming languages from Plivo to make or direct HTTP requests to Plivo’s API.

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Plivo protects your system from unauthorized access

Pilvo’s off-the-shelf solution makes it easy to go live in just one sprint. With built-in, complementary Fraud Shield and pre-registered sender IDs, Plivo’s Verify API handles security and compliance in one streamlined experience. 

We manage the entire end-to-end process, from number procurement and sender ID and template registration to OTP generation, storage, and validation. Plivo boasts the market’s highest OTP conversion rates (95%) as well as the lowest cost per conversion. Our users do not pay monthly phone number rental fees, nor do they pay any extra fees for fraud control or verification. 

[Learn more: Verify API - SMS and Voice OTP Verification]  

3 Key benefits of one-time passwords

Enhanced security through unique, temporary codes

Algorithms generating OTP codes guarantee uniqueness; users can use each code only once. Users receive OTPs through email or text messages on their phone number, which only they can access and enter to verify their identities. The process prevents hackers from accessing user data for phishing, password sniffing, brute force attacks, and man-in-the-middle attacks.

Reduction in stolen passwords and password sharing

OTP authentication effectively mitigates common bad security habits, such as password reuse, weak passwords, and credential sharing. Since users can only use OTP once, it reduces the risk of stolen and reused login information. OTPs also prevent replay attacks by thwarting hackers who try to intercept and reuse valid data transmissions. 

A frictionless user experience

The simplicity of use associated with OTPs hits the right balance between security and a great user experience. Customers can receive their code using their method of choice and type it in to complete the login process. In turn, IT administrators spend less time on password queries since OTPs automate password management.

5 best practices to implement one-time password authentication

As you implement a one-time passcode solution, keep these tips in mind. 

1. Combine OTPs with 2FA and MFA: Integrate OTPs with other authentication mechanisms, such as biometrics or smart cards, for more secure user access.
2. Use cryptographically secure generators: Cryptographically secure random generators will send a new random OTP each time. No attacker can guess the new OTP by studying previous OTPs. 
3. Provide backup options: Implement secure fallback mechanisms, such as backup codes or alternative authentication methods for users who cannot access their OTPs.
4. Limit OTP length: Balance security and user convenience by keeping OTPs six to eight digits long.
5. Regularly update systems: Review OTP systems to address new security threats and vulnerabilities.

How Plivo helps with OTP implementation

With its API, Plivo’s cloud-based communications platform can send codes to your customers worldwide.  Automate sending and receiving SMS and voice OTP via over 1,600 carriers in 220+ countries and territories.

Here’s why Plivo stands out from other SMS OTP service providers.

• High deliverability: We assure high delivery with our simulated handsets as test nodes and genuine phone numbers from regional carriers. The test nodes' responses enable our dynamic routing engine to route messages around delays to ensure deliverability.

• Turnkey single-API solution: Simply integrate with Plivo using a single API to get started in five minutes or less. 
• Multichannel support: Plivo users can send OTPs using SMS, voice, and WhatsApp, with email and RCS messaging coming soon. 
• Carrier-specific routes: We employ intelligent routing to find ideal routes and phone numbers and ensure high deliverability. We also check sender ID and template compliance to avoid carrier failures. 
• Built-in fraud control: Plivo's Fraud Shield helps prevent and respond to potential cases of SMS pumping fraud. Set thresholds for different countries, determine your alert preferences, and curb fraud-related expenses with this free tool. 
• Support: Our premium service includes round-the-clock assistance, detailed documentation, seven worldwide points of presence, and 99.99% uptime SLAs.
• No additional costs: Plivo offers simple pricing options that allow you to pay only for the resources you utilize. No fees are associated with authentication, regulatory compliance, fraud protection, or SMS verification. Get Volume Pricing to determine if an annual agreement is the right solution for you.
• Best-in-class documentation: Our comprehensive documentation will address most of your questions and help you get started quickly.

Join thousands of businesses in over 220 countries and territories that use Plivo to simplify customer communications.

Request a trial to see how we can help you send your first one-time passcode.

Plivo’s Verify API is a turnkey solution designed to make it easy to send one-time passcodes to your users. Market leaders in finance, tech, and healthcare have all come to rely on Plivo’s Verify API — and it’s easy to see why. 

Plivo’s Verify API simplifies the implementation of two-factor authentication (2FA) and multifactor authentication (MFA) and offers a seamless user experience through SMS and voice OTP verification. With features designed to prevent fraud and boost conversion rates, Plivo's Verify API stands out as a comprehensive tool that meets the diverse needs of businesses in virtually every industry. 

Read on for six compelling reasons why companies of all sizes have embraced Plivo's Verify API as their go-to solution for user verification.

Best-in-class, built-in fraud protection

SMS pumping fraud is a growing problem. A recent study estimated that SMS OTP fraud made up around 5% of all SMS traffic — and that percentage is only increasing. 

Many verification platforms will charge extra for fraud protection. For instance, Twilio’s Fraud Guard starts at $2,500 for 100,000 SMS sent. Telesign Verify Plus will cost your business around $1,500 for 10,000 new customers. Plivo’s Fraud Shield is free — and comes built into Plivo’s Verify API. 

Plivo Fraud Shield is an AI-driven model that automatically detects and blocks fraudulent messages. With geo permissions and automatic responses to signs of fraud, it can prevent SMS pumping from eroding your budget. Fraud Shield’s settings allow you to customize how your system responds to signs of fraud and automate alerts to quickly take action in case of a breach. 

Geo permissions give you control over the countries to which your SMS traffic is sent. That means we’ll block any messages intended for countries not on your approved destination list free of charge. Head to our Verify landing page to see how much you could save by implementing geo permissions and switching to Verify. 

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The lowest costs per verification

Plivo’s pricing is designed to help businesses get the best value from their OTP solution. That’s why only messaging (SMS/ WhatsApp) or voice costs apply — verification is free. 

What does that mean for your business? Other verification solutions charge an additional fee when a user completes the one-time password completion process. That means your business pays twice: first to send the code and again when the customer uses the code. 

Plivo doesn’t charge you again when the customer submits their code. Nor do we charge for Fraud Shield. As the chart below demonstrates, Plivo is the most affordable solution compared to our competitors. 

Plus, save even more: 

• Plivo’s Verify API helps bypass the number/sender ID registration and template whitelisting process, reducing your overhead costs. 
• Verify API uses Plivo’s pre-approved phone numbers, meaning you don’t have to spend extra on monthly phone number rental fees. This can result in thousands of dollars in savings annually. 
• Volume discounts are also available for enterprise-level messaging needs. 

Highest OTP conversion rates 

Plivo Verify users can leverage our solution’s 95% conversion rate across multiple channels. Plivo Verify can send OTPs via WhatsApp, SMS, and voice, with email and RCS messaging coming soon. That means your customers can choose their preferred method for receiving an OTP, guaranteeing a higher likelihood of conversion. 

On the technical side, Plivo offers specialized routes from carriers that are not available via our SMS and Voice APIs. This intelligent routing system identifies the best routes and number types for conversions. We also deliver automatic load balancing and route traffic to another carrier in case of a carrier failure.

Fast, painless implementation

Plivo’s Verify API is designed to “go live in one sprint.” We manage the entire end-to-end process, from number procurement and sender ID and template registration to OTP generation, storage, and validation. With our developer-first APIs and sample code, companies can slash implementation time by 90%.

Go live in just five minutes and send OTPs to users in 220+ countries and territories. 

Compliance made easy

Plivo takes compliance seriously. We are HIPAA compliant and have earned ISO 27001:2022, SOC 2 Type 2, and PCI DSS certifications. Plivo’s Verify API helps users bypass regulatory paperwork and go live instantly using pre-registered sender IDs (for example, PLVRFY or PLVSMS). Plus, Plivo Verify users can access pre-vetted templates to ensure spam blockers do not filter out messages. 

World-class support 

There’s a reason why Plivo is rated #1 in customer satisfaction on G2 with a score of 99/100. Plivo offers superior support, with white-glove onboarding featuring personalized live sessions led by experienced solutions engineers. Our support team can offer expert advice on industry best practices and compliance and prioritized issue resolution with 24/7 premium support.

Get started with Plivo Verify

Plivo Verify is a flexible, scalable solution that provides the best value to businesses seeking to improve their security with OTPs. Built-in Fraud Shield and low costs make our turnkey solution accessible for companies of all sizes. Plus, developer-friendly support documentation and fast, easy implementation mean you can start sending OTPs to your customers in just five minutes. 

Learn more about Plivo Verify by requesting a free trial.

New user verification is an integral part of security for e-commerce, entertainment, and technology companies alike. Data from the Federal Trade Commission shows that total fraud and identity theft cases have nearly tripled over the last decade. New user verification solutions aim to combat these crimes by confirming the identity of a new user during the registration or onboarding phase of a service or platform. 

The decision to build or buy a user verification system isn’t always straightforward. Technical resources, cost, and scalability are just a few factors that can help your business choose to buy an out-of-the-box verification API or create a custom solution in-house. Keep these pros and cons in mind as you weigh your options.

Build vs. buy: understanding your options

Before we discuss the pros and cons of each path forward, let’s first understand what the new user verification process entails. 

New user verification is when a customer registers for a new account or service, and the business requests personal information such as the customer’s name, birthdate, and address. The company then verifies the accuracy of this information, which might involve simple steps like confirming the customer’s email or phone number through a one-time passcode. 

For more sensitive transactions, such as opening a bank account, applying for a loan, or transferring large amounts of money, businesses might cross-check the provided details against various databases to ensure they align with existing records. Some companies use biometric verification in addition to one-time passcodes, such as fingerprints or facial features. 

Throughout the identity verification process, companies must balance robust fraud prevention with minimizing customer disruptions. Your business must verify new users efficiently so the customer experience is not interrupted. It’s a tricky balance, but it's an important one to get right. 

With this in mind, let’s examine some of the key factors that can influence your customer experience and fraud protection results, whether you build or buy your new user verification solution. 

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Fraud protection

Of course, fraud protection is the number one reason for implementing new user verification. Building an in-house solution means you have full control over your system’s fraud protection features. However, it takes significant resources to combat the new and growing threat of SMS pumping fraud. 

An API like Plivo’s Verify includes built-in fraud protection for free. Fraud Shield is an AI-driven model that automatically detects and blocks fraudulent messages. Automatic message thresholds and geo permissions make it easy to customize your company’s fraud defense with little to no developer resources. 

“Plivo’s no-cost, built-in Fraud Shield solution has lowered costs and boosted ROI, all while allowing us to focus on growth instead of constantly monitoring for signs of SMS pumping fraud,” said a prominent global technology platform, one of Plivo’s clients.

Assess your readiness to build your own fraud protection features by answering these questions: 

• Does your team have the expertise required to build a robust system? Do your developers have specialized knowledge in security and authentication protocols?
• Are you prepared to stay current with changing security regulations and specific industry standards? 
• Is your company equipped to handle sensitive user data in-house? What are the risks of trusting a third-party provider?

Cost per verification and ROI

The next biggest factor to consider is your budget. The budget for building an in-house verification solution will vary significantly based on the complexity of the system, the size of your user base, and the level of security required. 

There is a wide range of costs to consider when building a solution in-house: personnel costs, such as salaries; infrastructure costs; development and testing costs; and maintenance and compliance ongoing expenses. Ultimately, it helps to calculate two metrics in order to compare the upfront investment of building your own solution to the ongoing cost of an off-the-shelf solution. Calculate your Total Cost of Ownership (TCO) and your cost per verification. 

TCO is the full cost of building and maintaining an in-house solution versus purchasing from a vendor. Cost per verification considers the total price of verifying new users. 

Plivo offers the lowest cost per verification among turnkey solutions on the market today. Plivo Verify charges nothing for both Fraud Shield and OTP verification services. Plivo users only pay SMS, voice, or WhatsApp charges. Plus, Verify API uses Plivo’s pre-approved phone numbers, meaning customers do not pay monthly phone number rental fees. 

Verification methods

There are many ways to verify new users, some more complicated than others. Even within categories, there are multiple channels to consider. For instance, Plivo offers one-time passcodes delivered via voice, SMS, and WhatsApp - with RCS and email coming soon. 

New user verification needs to be lightweight, functional, and user-friendly for your customers. Bugs or downtime can frustrate new users and prevent them from completing account sign-ups. When weighing your options, consider your technical needs. 

Answering these questions can help: 

• How well would a third-party solution integrate with your existing systems? 
• What verification methods do potential new users prefer?
• Do you need a highly customized solution to meet specific industry requirements? 
• Is your solution scalable and capable of handling increasing volumes of users without compromising performance?

Scalability

Do you need a solution that can grow with your business? Plivo’s turnkey solution is designed to verify users in 220+ countries and territories within five minutes. That type of global reach is tough to match with an in-house solution. Plus, there are development costs that hit your bottom line each time you need to scale your system to reach new users. 

Ease-of-use

Plivo’s Verify API is designed to “go live in one sprint.” Developer-first APIs and sample code can slash implementation time by 90%. 

This ease of use provides a great experience for your team—and your customers, too. Plivo Verify boasts a 95% conversion rate across multiple authentication channels. This high rate demonstrates that customers are reliably receiving and sending one-time passcodes to verify their identities. 

Consider how the verification process will impact your user onboarding and retention. Determine if you need the ability to quickly adapt the verification process to user preferences or new technologies. A third-party solution is often more flexible and frictionless than an in-house solution. 

Compliance

Finally, determine what compliance hurdles your new user verification solution needs to overcome to go to market. Depending on your industry, your user verification solution may need to be HIPAA, PCI DSS, or GDPR compliant. This adds a layer of complexity to the development process as well as a new level of risk for your company to consider. 

Plivo is ISO 27001:2022, SOC 2 Type 2, and PCI DSS certification, as well as HIPAA compliant. We help our customers bypass regulatory paperwork and go live instantly using pre-registered sender IDs (e.g., PLVRFY, PLVSMS). Plus, Plivo Verify users can access pre-vetted templates to ensure messages are not filtered out by spam blockers. 

Which option is right for your business? 

There’s no single best new user verification solution for every business. Some companies will choose to invest the time and resources to develop and maintain an in-house platform. Others can turn to Plivo to get best-in-class fraud protection, easy implementation, and low-cost verification in one seamless API. Learn more about Plivo Verify and request a free trial to get started. 

At Plivo, security is more than just a checkbox — it's at the core of our operations and our commitment to you. That’s why we're excited to announce that we've upgraded our Payment Card Industry Data Security Standard (PCI DSS) certification from version 3.2.1 to the more advanced PCI DSS 4.0. 

Plivo Earns PCI DSS 4.0 Certification

Plivo Cloud has achieved PCI DSS 4.0 certification, the most recent update to the requirements. This accomplishment reinforces our commitment to compliance and data security, giving you even greater confidence in our services.

Understanding PCI DSS: The Gold Standard in Data Security

The PCI DSS is a rigorous set of requirements designed to ensure that any company that processes, stores, or transmits credit card information maintains a secure environment. This certification is crucial for any organization that processes payments. 

With PCI DSS 4.0, Plivo meets industry-standard controls and requirements using:

• Firewalls and antivirus software: We implement essential tools for protecting against unauthorized access and threats.
• Data encryption: We safeguard your information by encrypting data during transmission using TLS 1.2+ and securing it at rest with AES-256 encryption.
• Passwords and multifactor authentication: We enforce strict access controls to ensure that only authorized personnel can access sensitive information.
• Roles and responsibilities: We clearly delineate responsibilities to maintain compliance and security at every level of the organization.

These requirements are regulated by the PCI Security Standards Council (PCI SSC), a consortium of major credit card brands like Visa, Mastercard, American Express, and Discover. 

Plivo’s PCI DSS Certification: What It Means for You

Plivo is proud to hold a PCI DSS Level 1 certification, which applies to organizations that annually process more than six million credit or debit card transactions. Achieving and maintaining this certification involves rigorous annual audits by authorized PCI auditors and regular scans by approved scanning vendors to ensure ongoing compliance.

 A third-party, cloud-based payment platform handles our transactions to reduce Plivo’s exposure to direct payment data, yet our PCI DSS compliance remains essential. This certification aims to reassure you that Plivo’s platform provides the necessary infrastructure to protect your data.

PCI DSS Compliance: A Shared Responsibility

While Plivo takes extensive measures to secure your data—such as encrypting data in transit and at rest, and redacting sensitive details in logs—it's important to remember that PCI DSS compliance is a shared responsibility. As our customer, you play a critical role in maintaining the security of your data. This includes:

• Secure authentication credentials: Ensure that your login details and API keys are protected and not shared.
• Use the Plivo console securely: Follow best practices for secure access and use of our console.
• Ensuring compliance in your applications: Make sure that the instructions your applications send to Plivo adhere to PCI DSS requirements.

This partnership approach is vital to keeping the platform secure for everyone involved.

Beyond Compliance: The Plivo Promise

Our upgrade to PCI DSS 4.0 is just one aspect of our broader commitment to data security. For large enterprises, this level of compliance is part of a comprehensive suite of security measures we offer. From robust internal controls to continuous monitoring and threat assessments, we go beyond what's required to provide a platform you can trust.

If your organization needs a reliable partner to securely handle payment data communications, we invite you to explore what Plivo can offer. Reach out to our sales team to learn more about how our enterprise solutions can meet your security needs.

Your security is, and always will be, our top priority. We deeply appreciate your trust in Plivo, and we’re committed to continually enhancing our platform to protect your data.