WhatsApp’s Business Platform is one of the most powerful channels for businesses to connect with customers. 

Whether you need to notify customers about order confirmations, delivery, and tracking status or answer inquiries and resolve issues promptly, the WhatsApp Business Platform is an affordable way to reach your audience. 

In this guide, we’ll cover the WhatsApp Business Platform's many powerful features, benefits, total cost, and best practices for successfully using it. We’ll also provide details on how to find a WhatsApp business solution partner to make it easy to optimize your use of this channel.

What is the WhatsApp Business Platform?

WhatsApp Business Platform is a suite of communication tools designed for businesses to connect and engage with their customers on their preferred texting app. With over 2 billion active users worldwide, WhatsApp is the most popular mobile messenger app globally, making it a crucial platform for businesses to reach a vast audience. 

​You can integrate WhatsApp into your existing tech setup using a WhatsApp Business API solution like Plivo. 

There are two primary ways to use WhatsApp Business Platform: customer-initiated conversations or outreach after opt-in consent. In addition, WhatsApp supports text, media-based, and interactive messaging. Businesses can send images and video content or engage customers through rapid responses to their needs with the right call to action.

WhatsApp’s flexibility makes it the ideal channel for sending everything from order confirmations to product updates to promotions, not to mention responding to customer service inquiries in a familiar, easy messaging environment. 

What’s the difference between the WhatsApp Business Platform and WhatsApp Business App? 

WhatsApp Business Platform is a different product than WhatsApp Business App (WABA). 

The WhatsApp Business App is designed for small businesses to help them manage customer interactions from a single device.

The WhatsApp Business Platform provides programmatic access to WhatsApp at scale to medium to large businesses. The Platform offers rich messaging features to send media and add quick reply buttons.

Built for developers, the platform has a friendly user interface. It offers enterprise resources such as free access to test numbers, detailed documentation, and support for automating and integrating communication workflows. Whether you're building interactive customer experiences or automating routine communications, the WhatsApp Business Platform equips you to create high-quality, engaging messages quickly. 

WhatsApp Business Platform features

The WhatsApp Business Platform offers features such as rich messaging, automated responses, analytics, and improved security. 

1. Rich Messaging:

‍Send not just text but also images, videos, and documents. This makes the messaging experience richer and more engaging. With such extensive versatility, the WhatsApp Business Platform can be used to showcase a new product through a video, share a brochure as a PDF, or simply update customers on their latest transactions.    

2. Templates:

WhatsApp mandates using pre-approved templates to communicate with your customers. You can create predefined message templates for different use cases, such as shipping notifications, appointment reminders, or even purchase order confirmations. You can further personalize these templates for every customer based on their details for greater engagement and faster response times. 

3. Automated messages:

Schedule automated messages and responses for common customer inquiries. Automate and schedule messages to acknowledge when a customer has reached out to support or to welcome a new customer.

4. Security

WhatsApp ensures end-to-end encryption, maintaining the privacy of business and customer conversations. 

Get started with the WhatsApp Business Platform

Any business that wants to leverage WhatsApp for customer communication can benefit from a WhatsApp Business Solution Provider (BSP).

A WhatsApp BSP is essentially a middleman between your business and the WhatsApp Business Platform. They are approved by Meta to help businesses leverage the power of WhatsApp for customer communication. 

Here are some ways in which working with a BSP can help your business:

• Expert integration: BSPs provide expert assistance in integrating WhatsApp into your existing systems, ensuring smooth and efficient setup.
• Enhanced support: BSPs offer dedicated customer support and troubleshooting, helping to resolve any issues that may arise quickly.
• Advanced features: BSPs often provide additional tools and features, such as analytics, automation, and customization options, which are unavailable through direct sign-up​.

What to look for in a WhatsApp Business Solution Provider (BSP)

Choosing the right WhatsApp Business Solution Provider (BSP)  directly impacts your ability to communicate and engage with customers on WhatsApp. The features that your BSP offers will determine the level of automation, efficiency, and reliability of your messaging operations. 

For instance, if the BSP offers robust automation capabilities, you can streamline customer interactions, respond promptly to inquiries, and provide round-the-clock support. This improves user experience by ensuring quick and relevant responses to queries, ultimately leading to higher customer satisfaction and retention. 

Here are some key features to look for when selecting a BSP.

• Embedded onboarding

Choose a BSP that offers an easy and quick onboarding experience. Detailed documentation, a knowledge base, and developer support can help you integrate their services into your applications efficiently. The platform's API should also allow for easy messaging and voice functionality integration, ensuring you can get started with minimal hassle.

• Robust and reliable platform

Choose a BSP that comes with an enterprise-grade communication platform. For instance, Plivo offers connectivity in over 190 countries, serving thousands of businesses globally. Additionally, ensure the platform you choose can handle a wide range of API requests per month, thus guaranteeing reliable communication for your business. 

• Integrated WhatsApp signup and registration

Find a BSP that enables quick sign-up and easy registration for the WhatsApp Business API on its website. The registration process should be straightforward and provide options to describe your primary use case and expected monthly volume so you can start sending messages to your customers in just a couple of minutes. 

• No-code, WhatsApp AI chatbot

A good platform will allow you to create or integrate an AI chatbot for WhatsApp. It should also help you automate engagements and use features like SMS and voice messaging to enhance your customer service and interactions.  

• Marketing automation

Consider BSPs offering marketing automation features, such as SMS marketing and automated messaging on WhatsApp. These features can help you send alerts and notifications and effectively engage with customers throughout their journey.

• Simplified pricing model

Opt for a BSP with a transparent and simplified pricing model. Avoid providers that charge per-message fees and look for one that offers a single rate for all types of conversations. Additionally, consider BSPs that offer volume-based discounts as your business grows.

How much does a WhatsApp Business API solution cost?

The costs for WhatsApp Business API solutions vary considerably by provider. With Plivo’s WhatsApp Business API, a simplified pricing model combines Meta's fee per conversation with a flat fee of Rs. 0.066/conversation, eliminating per-message charges. 

This unified flat fee rate by Plivo applies to any conversation type, making budgeting more predictable. Plivo also supports multimedia messages at no additional cost, and you can get volume discounts based on your needs and scale. 

Check out the WhatsApp Business API pricing in detail. 

Prerequisites for using Plivo’s WhatsApp Business API

To integrate WhatsApp with Plivo for using the Messaging API, there are a few prerequisites:

• Meta Business Suite:  Make sure you have a Meta Business Suite account to access Meta's products, including WhatsApp. If you don’t have one yet, you can either set it up via Meta Business Suite or use the embedded signup in the Plivo console. 
• Admin Rights: Ensure you have admin access to the Meta account linked to your business.
• WhatsApp Business Account (WABA): To start messaging, you need an active WABA mapped to Plivo. As part of the signup flow, you’ll need to register a business phone number under this WABA. 
• Business Phone Number: Make sure the business phone number you’re registering for WABA during the signup flow in Plivo’s console can receive one-time passwords (OTPs) sent via text message or a voice call. If you have an existing number with a different WhatsApp solution provider, you can migrate it under the new WABA with Plivo here. 
• Templates: To send outbound Application-to-peer (A2P) messages, make sure you only use approved templates. Refer to our guide to draft templates and ensure you adhere to WhatsApp’s messaging guidelines. 
• Compliance: Before launching your messaging efforts with Plivo's WhatsApp API, review the terms and conditions of WhatsApp’s Business Messaging Policy, Commercial Policy, Plivo’s acceptable use policy (AUP), and other relevant guidelines. 

How to get started with WhatsApp Business Platform using Plivo

1. Create a WABA in the Plivo console 

When setting up your WABA in the Plivo Console, register a business phone number that can get a one-time password (OTP) by text or call. This number will be used for messaging customers and will appear on WhatsApp. 

You can either rent a number from Plivo or use your own. If you're switching from another provider, you can transfer your number to Plivo. Check Meta’s guidelines and Plivo's requirements for phone number registration and migration.

2. Customize your WhatsApp profile 

Choose a display name for your WhatsApp and follow the guidelines for setting it up. Then, allow Plivo the permissions needed to serve as your WhatsApp solution provider.

3. Verify successful onboarding 

To confirm successful onboarding, check your Meta Business Account. Select your Meta account, then go to Business Settings and choose WhatsApp Accounts. Under the Partners tab, Plivo should be listed among your partners. 

Then, navigate to the Settings tab, where you should find 'PLIVO INC' listed as a payment method.

When you select "WhatsApp Manager," the number you've added should show up as connected.

4. Register WhatsApp templates

Businesses must use templates approved by Meta for WhatsApp messages. You can create new templates in WhatsApp Manager. Meta segments templates into utility, marketing, or authentication categories, based on the message content. The category impacts both the conversation type and the cost. 

In the Plivo console, you can find template information. Navigate to Messaging > WhatsApp Business Account > Templates to sync and view details from Meta. 

Note: Approval for new templates could take up to 24 hours. Adhering to Meta's guidelines ensures quicker approval times.

5. Manage your business phone number

To manage business phone numbers in Plivo, go to WhatsApp > WhatsApp Business Account. Select your account and click 'Configurations.' Under account details, use the ‘+Add Phone Number’ button to add numbers. 

You'll see the option to 'Unlink Number' once added. In the console, under the same section, you can view all linked numbers, their connection status, name status, and quality rating. Statuses include connected, pending, or disconnected. The name status shows Meta's verification feedback, and the quality rating reflects recipient feedback.

Get started with the WhatsApp Business Platform

As a registered Meta Business Solution Provider (BSP), Plivo offers an easy WhatsApp Business Accounts (WABA) onboarding process. Our integrated signup and registration system, embedded into the Plivo console, allows you to quickly verify your WhatsApp numbers and start sending messages without delay. 

Additionally, to simplify billing, we provide a postpaid option, handling invoicing for you and alleviating the complexity of billing from Meta.

Plivo provides a strong and dependable API platform, granting access to all your channels with the convenience of a single bill, contract, and point of contact. We offer competitive pricing, and our support, rated 99/100 for satisfaction on G2, is consistently top-notch.

Using the WhatsApp Business Platform through Plivo means effortlessly managing customer interactions on a larger scale. With features like rich messaging and advanced automation tools, you'll enhance customer satisfaction and engagement while streamlining your communication processes.

Ready to get started? Sign up for a free trial. 

Short codes and long code numbers can be used to send text messages and directly engage and educate your customers about your products or services. Deciding whether to use a long code or short-code number isn’t always obvious. While short code text messages are more suitable for sending bulk messages, long codes appear more personal to customers. However, long codes have limited use. 

So, which one should you use: short codes vs long codes? 

In this article, we’ll explain what each type of SMS is, their key benefits, and which type of campaigns each option is most suitable for. 

Short code vs long code: A quick comparison 

SMS long codes 

SMS long codes are 10-digit numbers used for business text messaging. In the US, the long code includes a three-digit area code. They’re used for corporate phone numbers, chat applications, and automated phone systems. These numbers also support voice and multimedia marketing.  

Types of long codes 

There are two types of long codes: 10-digit long codes and toll-free numbers. 

1. 10-digit long codes (10DLC): 10DLC preferentially allows A2P SMS traffic for use cases like sending alerts, marketing messages, and notifications. They offer enhanced deliverability and support voice and multimedia messaging service (MMS) marketing. 10DLC offers higher messaging throughput compared to unregistered long codes—up to 4,500 transactions per minute per operator. However, they do not support read receipts.
   
   
2. Toll-free numbers: Incoming calls are billed to the receiver and are free for the entity making the call. In the US, area codes 800, 888, 877, 866, 855, 844, and 833 indicate toll-free numbers. Most countries have their own set of dialing prefixes that indicate toll-free numbers. They’re mostly used for voice calls but can also support two-way messaging. Toll-free numbers offer a throughput of up to 10 messages per second without any extra carrier surcharges.

Benefits of long codes for your business

Long codes offer your business the following advantages.

1. Personalized experience: Long codes include an area code and a two-way texting feature, enabling businesses to send targeted alerts and reminders to relevant audiences.
   
   
2. International reach: Long codes support text messages for global businesses. You can send and receive SMS using your extended code virtual number.
   
   
3. Set-up advantages: They are easy and quick to set up. Even a landline number can be converted into a 10DLC code. 

SMS short codes

Short codes are five—or six-digit numbers used to send SMS and MMS to customers at scale and cost-efficiently. Customers can recall short codes easily, making them a great way to reach a large audience. 

Businesses utilize short codes for SMS marketing, two-factor authentication (2FA), customer surveys, and more. Short codes can handle massive messaging traffic. They’re an excellent choice for businesses with large customer bases.

Types of short codes 

There are three types of short codes:

1. Dedicated short codes: Businesses own and use these codes exclusively to send unlimited text messages for a specific keyword. Since the brand owns the code, it also owns the available keywords for it. Thus, brands can customize the opt-in keywords for their SMS marketing campaigns.

2. Shared short codes: They are codes shared among several distinct businesses. They are not allowed in the US, Canada, and a majority of countries across the world. 

3. Vanity short codes: These codes are specifically picked by brands due to their aesthetic appeal. They may have repeating numbers or consequent numbers. For example, Chipotle uses the short code 888-222.

Benefits of short codes for your business

Short codes have the following benefits.

1. Easy to remember: Short codes have more recall value, which increases if your business opts for a vanity number.

2. Faster deliverability: Short codes offer the best deliverability across the US and Canada. 

3. Allows bulk messaging: SMS short code lets you send up to 400 messages per second. Default throughput starts at 50 messages per second.  

Scalable messaging with Plivo’s SMS API platform

You can interact with your customers in 220+ countries all over the world using Plivo. 

Plivo’s global reach is just one reason why enterprises choose our platform for their SMS campaigns. Here are a few more. 

1. Enterprise-grade platform: Plivo is engineered for high availability, reliability, and 99.95% uptime SLA.
   
2. Proven quality and scale: Plivo’s direct to carrier network and intelligent routing ensure the highest SMS deliverability in the US and Canada.

3. Premium customer support: Plivo’s 24/7 customer support ensures you receive technical guidance and industry expertise whenever you need it.

4. Lower cost of ownership: Plivo offers usage-based pricing where you pay only for what you use. You also get additional discounts with committed use as you scale your campaigns.

Request a trial today to learn more about how Plivo can help your business. 

Customer service representatives face a constant barrage of inquiries across many channels. A Forbes report reveals that 86% of consumers would pay more for a great customer experience. Hence, businesses are turning to customer interaction management platforms to streamline processes and boost customer satisfaction as the need for seamless interactions rises. 

Gartner even predicts that 80% of interactions will involve AI by 2025 to improve agent efficiency and enhance the customer experience.

To help you get started with customer interaction management tools, this guide covers the following concerns:

• What customer interaction management is and its benefits for customer service
• Key features to consider when choosing customer interaction management software
• Top customer interaction management solutions compared to find your perfect fit

We also discuss why PlivoCX stands out as a cloud-based omnichannel contact center solution.

Let’s begin!

What is Customer Interaction Management?

Customer interaction management refers to the process and technology used by businesses to manage and analyze customer interactions across various channels.

Customer interaction management systems typically integrate multiple communication channels, such as phone, email, chat, social media, and in-person interactions, into a single platform.

The primary goals are to enhance customer satisfaction, improve customer service efficiency, and increase customer loyalty and retention rates.

How to Choose the Right Customer Interaction Management Software to Improve the Customer Experience

Selecting the perfect customer interaction management software is like finding your customer service dream team. Consider the following aspects to find the appropriate customer interaction management platform:

• Omnichannel integration: Choose a solution that ensures seamless communication across all channels your customers use, such as email, phone calls, social media platforms, and live chat.
  
• Customer data management: Look for software that gathers and stores all customer interactions and data, such as past purchases, support tickets, etc., in one place. This will help your agents personalize interactions and close help tickets faster.
  
• Interaction tracking and analytics: Analyzing response times for different channels or tracking customer satisfaction scores over time will give you data-driven insights, which will, in turn, guide your strategic decision-making for your customer service operations.
  
• Workflow automation: Having software that automates routine tasks like ticket routing, sending follow-up emails, or generating canned responses to FAQs will allow your agents to focus on more complex issues and provide hyper-personalized service.
  
• Chatbots and AI assistants: Consider customer interaction management software that offers OpenAI-powered chatbot functionality. These bots can handle everything from simple inquiries to providing self-service options and deflecting basic questions, thus reducing the load on your agents and offering 24/7 customer support.
  
• Customer segmentation: By segmenting your customer base based on demographics, purchase history, and support needs, you can target them with relevant communication.
  
• Integrations with CRMs and other tools: Choose customer interaction management software that provides the benefits of CRM integrations with widely used tools such as Salesforce and HubSpot and other customer support tools like Zendesk. This will facilitate your agents’ work, allowing them to focus on more complex tasks while automating repetitive ones.
  

• Real-time transcriptions: Real-time transcriptions enhance agent training and development and can improve the customer experience by providing real-time assistance, ensuring customers’ needs are met promptly and efficiently. Accurate transcriptions of conversations enable agents to identify areas for improvement and strengthen their communication skills.

Top Customer Interaction Management Software: Quick Comparison

Let’s look at each software in detail: 

1. Plivo CX (Service module)

Key features: 

• Allows you to view every conversation on a single screen and eliminate tool switching with a fully integrated unified agent desktop
• Helps you gain real-time insights into customer emotions during interactions with conversation analytics scores
• Workflow builder creates personalized experiences for customers by crafting unique user journeys that seamlessly connect across all your channels
• All communication channels are presented in a straightforward interface, allowing agents to view the customer’s conversation timeline and interaction history easily
• Integrates with various systems, including home-grown systems and popular CRM, ERP, and helpdesk systems, such as Salesforce, Salesforce Service Cloud, Zendesk, etc., to provide businesses with a unified view of customer interactions
• Enhances agent productivity and enables real-time coaching opportunities
• Enables you to build automated workflows with just a click using the drag-and-drop feature

Pros: 

• Integrating all business systems with the unified agent desktop reduces handling time and agent errors
• Real-time live dashboards display current metrics and allow users to drill down into specific data
• The reporting dashboard shows detailed historical data and is ideal for analyzing trends and performance over time

Limitations: 

• Plivo CX lacks features for workforce management and quality assurance
• Does not have a mobile version for the support agent
• It may not be the ideal tool for transactional ticket-based customer support interactions

Pricing: 

• Offers a free trial 
• Chat only: $228/user
• Growth: $348/user
• Business: $828/user
• Enterprise: Custom pricing

Best suited for: 

Businesses seeking a fully customized omnichannel contact center platform with a user-friendly interface. It is ideal for mid-market e-commerce, fintech, healthcare, and B2C brands.

Ratings: 

• G2: 4.5/5 (700+ reviews)
• Capterra: 4.3/5 (85 reviews)

2. Zendesk 

Key features: 

• Track, organize, and route tickets and use CSAT ratings, time tracking, and service-level agreements (SLAs) for quick resolution
• Prioritize urgent tickets using the ticket handling feature and ensure prompt resolution of critical issues
• Use AI-led insights to optimize operations with personalized intent

Pros: 

• You can access professional CX guidance and a supportive community through the Zendesk platform
• The platform seamlessly integrates with a wide range of existing tools

Limitations: 

• The calling functionality is limited
• Customizable workflows are not supported 
• The support platform is incapable of providing businesses with the ability to offer a conversational support experience at present
• All tasks require the creation of tickets, leading to a transactional experience

Pricing:

• Suite Team: $55/agent/month
• Suite Growth: $89/agent/month
• Suite Professional: $115/agent/month
• Suite Enterprise: Custom pricing
• Suite Enterprise Plus: Custom pricing

Best suited for: 

Mid-sized and enterprise-level telecommunications, FinTech, retail, software businesses, etc.

Ratings: 

• G2: 4.3/5 (5800+ reviews)
• Capterra: 4.4/5 (3800+ reviews)

3. Gladly

Key features: 

• Ensure prompt resolution of customer inquiries by the appropriate agent through advanced routing and queuing features
• Match customers with your best agent for optimal support using People Match
• Gain insights into agent productivity in real time, thanks to SLAs and response times used by Gladly

Pros:

• Simplifies data migration, reducing downtime and disruptions
• Offers 360^o real-time customer view across all communication platforms

Limitations: 

• Users have expressed frustration with Gladly as it times out every hour when you are in long meetings or training sessions. (Source)
• You may require adapters for accessing data as it lacks native storage solutions, thereby slowing down the process (Source)

Pricing: 

• No self-service free trial
• Hero package: Starts at $180 per user/month 
• Superhero package: Starts at $210 per user/month 

Best suited for: 

Small to medium-sized businesses with customer-centric teams

Ratings: 

• G2: 4.7/5 (900+ reviews)
• Capterra: 4.8/5 (100+ reviews)

4. Kustomer 

Key features: 

• Optimize productivity with Kustomer's omnichannel approach that facilitates real-time communication between agents and customers and eliminates duplication of tickets by providing a consolidated panel for each customer
• Automate everyday tasks and provide round-the-clock customer support using AI. This helps reduce response time and streamline operations
• Create personalized IVR journeys before reaching an agent
• Track customer sentiment to guide agent interaction and measure their effectiveness
• Unify agent workspace for seamless access to all customer information

Pros: 

• Kustomer offers customizable workflows, insight cards, and business rules
• It supports seamless social messaging channels and allows internal notes for Q/A purposes

Limitations: 

• The self-service option lacks crucial features like knowledge management publishing and approval workflows, resulting in higher support costs (source)
• Does not offer native voice and SMS functionality
• Has limited reporting customization features

Pricing: 

• No free trial
• Enterprise: $89/user per month
• Ultimate: $139/user per month 

Best suited for: 

Medium-sized and enterprise-level businesses, especially retail, restaurant, and healthcare industries 

Ratings: 

• G2: 4.4/5 (400+ reviews)
• Capterra: 4.6/5 (50+ reviews)

5. Aircall 

Key features: 

• Visually map call flows, auto-routing customers to the right agents
• Hold your call and seamlessly launch a separate one to do parallel calling
• Design a smart IVR that guides callers to the correct team on the first try

Pros: 

• Aircall offers an intuitive and user-friendly product experience
• It ensures consistent call quality through dynamic carrier switching
• In-house support and a knowledge base simplify onboarding

Limitations: 

• Aircall lacks a helpdesk and knowledge base support capabilities
• Workflow designer lacks the flexibility to design custom journeys
• You get limited omnichannel support as it provides only calling functionality

Pricing: 

• Offers a free trial
• Two tiers: Essentials starts at $30 per license, with three licenses for $1080, and Professional starts at $50 per license, with three licenses for $1800
• Minimum three licenses
• Provides add-on packs

Best suited for: 

FinTech, retail, e-commerce, and healthcare industries. It is ideal for sales and customer support teams managing high call volume with calling as the primary communication channel.

Ratings: 

• G2: 4.3/5 (1000+ reviews)
• Capterra: 4.3/5 (400+ reviews)

Benefits of Using Customer Interaction Management Software

Customer interaction management software goes beyond managing interactions; it transforms customer connections in the following ways:

• Enhanced customer relationships: Agents aware of their customers’ histories can better personalize their interactions and form lasting relationships with them.
  
• Improved customer satisfaction: Streamlined communication produces faster responses and ensures more effective problem-solving, increasing customer satisfaction.
  
• Increased customer retention: Using automatic alerts to identify at-risk users and taking proactive steps enables agents to resolve issues before they lead to their churn.
  
• Data-driven insights: Evaluating your interaction data to learn more about your customers’ preferences, behavior, and problems will furnish insights to develop your product and marketing strategies and accelerate growth.

Why Plivo CX is Your Ideal Customer Interaction Management Software

Built on a proven, scalable platform, Plivo CX offers a unique blend of features designed for today’s mobile-first world.

• Effortless omnichannel management: Manage all your customer interactions—voice calls, live chats, social media messages, emails, and SMS/Text—within a unified agent desktop.
• IVR and AI chatbots: With its fully customizable IVR, you can self-select options that will route you to the right department and resolve your issue quickly. Say goodbye to long wait times and hello to faster solutions. Personalize workflows and automate tasks, ensuring a seamless experience for your team with no-code AI chatbots.
• Seamless integrations: Plivo CX boasts pre-built integrations with popular CRMs, helpdesks, and business tools, such as Salesforce, Zendesk, Shopify, Kustomer, and more.
• Drag-and-drop workflows: The Workflow builder helps build custom user journeys across channels through which the business interacts with customers.

Book a demo to explore how Plivo CX can transform your customer interactions.

At the most practical level, your SMS OTP service provider should give you all the features you need to deliver OTPs to your customers. 

Every SMS one-time passcode (OTP) service provider is different. 

Some providers offer a more extensive network of carrier partnerships, enabling you to send OTPs worldwide with better deliverability. Others focus on building a strong infrastructure to manage domestic OTP deliveries. 

OTP providers also vary in the availability and flexibility of APIs and SDKs for integration into existing systems, impacting the ability to customize and implement the OTP experience in your existing tech stack. 

Choosing the right OTP provider requires defining your requirements and goals, vetting various providers, and understanding how well each solution works with your existing tech stack. 

In this guide, we’ll explain the features you need to look for in an SMS OTP service provider, the top seven most popular SMS OTP service providers in the market, and how to choose the right one for your needs. 

What features should I look for in an SMS OTP service provider?

Consider eight features when choosing an SMS OTP service provider. 

• Time-to-deploy 
• SMS OTP conversion rates
• Fraud detection
• Security and compliance
• Analytics and tracking
• Integrations
• Customer support
• Price

1. Time-to-deploy 

Developers already have enough on their plates— and adding a complicated tool t that requires intensive onboarding and implementation is counterproductive to achieving your other development needs. 

When selecting an OTP provider, look for services that require minimal setup. This will allow your team to start sending OTPs with little to no downtime. 

Your SMS OTP service provider should also provide clear documentation and SDKs that make it straightforward for developers to integrate OTP with your platforms, significantly reducing the time and resources needed for deployment.

2. SMS OTP conversion rates 

One of the most frustrating experiences a customer can have is receiving a delayed OTP, or worse, not receiving an OTP at all. Delayed or undelivered OTPs can cause anxiety, potentially leading the customer to abandon the transaction or lose trust in your brand. 

Verify that an SMS OTP provider has high delivery rates to ensure that your customers can receive and act upon OTP messages.

3. Fraud detection

In international markets, OTPs in SMS and voice channels are particularly susceptible to SMS Pumping fraud. 

Advanced fraud detection should include dynamic risk assessment algorithms that adapt to emerging threats and unusual patterns. 

4. Security and compliance

When assessing the security and compliance of an OTP service provider, there are two key aspects you need to consider: data encryption and regulatory compliance. 

End-to-end encryption ensures that an OTP is encrypted at the origin and only decrypts at the receiver’s device. This protects the OTP message from being intercepted or read by hackers. To verify the robustness of the encryption, look for an OTP service provider that uses recognized standards like AES (Advanced Encryption Standard) with a suitable key length (e.g., 256-bit).  

Additionally, look for OTP service providers that adhere to data protection regulations like the General Data Protection Regulation (GDPR) in the European Union, the California Consumer Privacy Act (CCPA), and the Health Insurance Portability and Accountability Act (HIPAA) as they are mandatory for different countries. 

5. Analytics and tracking

Choose an SMS OTP service provider that offers detailed analytics and tracking. Real-time insights into OTP delivery rates and failures help identify issues as they arise. 

Custom reports with a trend analysis of KPIs, such as success rates of OTP deliveries across different regions, can highlight areas for improvement, whether in technology or carrier partnerships. You can also leverage these reports to make strategic decisions and draw behavioral insights. 

6. Integrations

Even the most robust OTP provider must play well with your existing tech stack. Think about which platforms you need your OTP tool to communicate with. Does this OTP solution fit your long-term technological needs? 

Plivo, for example, integrates with most popular tools including Zapier, Microsoft Power Automate, Integromat, Pipedream, Integrately, GitHub Actions, EngageBay, and more. 

7. Customer support

Look for an SMS OTP service provider that is available 24/7. This level or service translates to immediate assistance, minimized downtime, and enhanced reliability. Having multiple support channels, such as email, phone, web-based chatbots, and SMS, will also provide more convenience, accessibility, and personalization for your company. 

8. Price

There’s no getting around pricing. Look for an OTP service provider with clear, straightforward pricing. Most OTP providers offer multiple pricing plans; look for one designed to scale with your business as you grow. Check out Plivo’s pricing.

The 7 best SMS OTP service providers for security and reliability

Here are our top seven picks for the best OTP service providers. Read a detailed analysis of why we chose these platforms below. ‍

1. Plivo 

Key features

• Turnkey single-API solution: All you need to do is integrate using a single API with Plivo and it’ll take care of the heavy lifting. For instance, Plivo keeps numbers ready for usage, so customers do not need to purchase any numbers separately. Bottom line: Plivo customers can conveniently use a secure solution without worrying about compliance issues. 
• Multichannel support: Plivo supports both SMS and voice OTP to ensure businesses have the flexibility they need to authenticate users. 
• High deliverability: Verify API enjoys specialized routes from carriers that are not available with the SMS API. It also uses intelligent routing to identify optimal routes and number types for enhanced conversions. Plivo also ensures sender ID and template compliance to ensure carriers do not fail them due to compliance issues.   
• Built-in fraud control: Plivo’s Fraud Shield includes an autopilot mode to help you monitor your messaging patterns, build thresholds for each country, and automatically send alerts with irregular patterns. 

You can fine-tune and override messaging throughput thresholds for each country and access an in-built reporting to evaluate your cost savings from preventing fraud attacks using Fraud Shield. 

• Support: Premium 24-hour support, comprehensive documentation, seven global points of presence, and 99.99% uptime SLAs are available. 
• No additional costs: Plivo has straightforward pricing plans where you only pay for what you use. There are no charges for authentication, regulatory compliance, fraud shield, and SMS verification, making it an ideal solution for those on a modest budget. 

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Pros 

• Supports SMS OTP delivery in 220+ countries 
• High deliverability rates, minimizing SMS failures
• Customizable OTP templates for a personalized user experience
• Detailed analytics for tracking OTP success rates
• Robust security features protect data integrity
• Comprehensive API and documentation support ease of integration
• Scalable solutions cater to businesses of all sizes
• 99.99% uptime SLAs available with 24-hour support 

Cons

• The vast array of features can be overwhelming for new users.

Most suitable for Companies that need a scalable, customizable SMS OTP solution with extensive integration capabilities, security, and reliability. G2 rating: 4.5 stars, 724 reviews 

2. Twilio

Key features

• Multichannel authentication support: Twilio provides APIs that enable you to send OTPs through SMS, passkeys, WhatsApp, email, voice, and TOTP (authenticator apps like Authy and Google Authenticator), going beyond traditional email and website communication.
• Fraud monitoring: Twilio uses one API endpoint to validate users and detect fraud. It also lets you customize geo-permissions, rate limits, and other fraud controls. 

Pros 

• Wide range of additional communication channels available
• Extensive API for custom integrations and workflow automation
• Fraud detection and security features to protect customer data
• Real-time analytics dashboard to monitor and optimize OTP deliveries
• Global reach with localized number support

Cons

• Steeper learning curve due to platform complexity
• Pricing can become expensive as usage scales.

Most suitable forTech-savvy businesses and developers seeking a robust, customizable OTP solution.

3. Authkey.io 

Key features

• Multichannel support: Authkey.io supports SMS, email, and voice OTP. 
• Live analytics: It gives detailed analytics about OTP delivery, failure, and latency reports. 

Pros 

• Cost-effective solution for businesses on a tight budget
• User-friendly platform ideal for those new to OTP services
• API support for straightforward integration
• Quick and easy setup with minimal configuration required
• Responsive customer support team

Cons

• Limited advanced features for complex implementations
• Somewhat restricted global coverage compared to larger providers

Most suitable forStartups and small to medium businesses looking for an affordable, reliable OTP service with basic features. ‍

4. Exotel

Key features

• Real-time analytics: Exotel provides real-time analytics and delivery reports, allowing businesses to track the status of each OTP code sent. 
• Customizable OTP timers and lengths: Exotel allows users to customize the length of the OTPs and set timers for how long an OTP is valid. 

Pros 

• Simple and intuitive user interface
• A reporting dashboard with conversational AI 
• An extensive reach in the Asia-Pacific (APAC) and Southeast Asia (SEA) 
• High delivery speed for OTPs

Cons

• Limited global presence 

Most suitable forBusinesses primarily operating in APAC & SEA, as they have an extensive network in this region.

5. SMSCountry

Key features

• Quick integration: SMSCountry allows you to send OTPs directly from anywhere with an easily integrable SMS API that supports several applications through SDK, XML, Web, and HTTP-API plug-ins.
• Compliance and security: The OTP provider is powered by 100+ direct-to-carrier connections in 180+ countries, enabling users to send OTPs internationally. 

Pros 

• Easy to use and integrate, reducing time to market
• Supports 180+ countries
• Cost-effective for businesses mindful of budget constraints
• Real-time delivery reports for tracking OTP status
• Dedicated account management and 24/7 customer support

Cons

• Limited functionality for advanced customization needs
• Fewer global direct carrier connections may affect delivery in certain regions.
• No option to add team members from the dashboard

Most suitable for SMBs seeking a reliable, no-frills basic OTP service that's both affordable and easy to implement.

6. MSG91

Key features

• Built-in IP security: The OTP service provider comes with in-built IP data security that ensures the flow is halted when an unusual login is attempted to prevent potential fraud activities. 
• Multichannel support: MSG91 supports multiple channels including SMS, email, Voice, and Whatsapp. 

Pros 

• Robust APIs for flexible OTP service integration
• Comprehensive analytics for insights into OTP performance
• Global coverage ensuring worldwide OTP delivery
• Advanced data security protocols for customer data protection
• Scalable pricing model that accommodates growing businesses
• Exceptional uptime and reliability track record

Cons

• Pricing transparency could be improved for clearer budget planning.
• The platform's extensive features present a learning curve.
• Limited reports—only offers a pre-selected timeframe for accessing reports. 

Most suitable forBusinesses that need multichannel support with other basic functionalities of an OTP provider.

7. TeleSign

Key features

• Global coverage: Telesign’s verification API can authenticate customers across 230 countries and over 80 languages. 
• Dynamic routing: The OTP provider’s API intelligently routes messages using the most effective routing available to provide high-speed delivery. 

Pros 

• Extensive global network for reliable OTP delivery across different regions
• Support for a wide range of languages and localizations
• Developer-friendly APIs and SDKs for easy integration

Cons

• Inflexible pricing plans with plenty of friction in free trials 
• Significant delay in receiving OTPs 
• Lacks accurate number validation 
• Doesn’t support its entire list of countries and numbers 

Most suitable for Startups and small businesses needing a simple, budget-friendly OTP solution.

How to choose an SMS OTP service provider?

There is a wide range of SMS OTP service providers on the market right now—but how do you decide which one meets your needs best? 

If choosing an OTP provider feels daunting, here are six steps to help: 

Step 1: Determine your OTP requirements and goals

Before diving into the selection process, get clear on your specific needs for an OTP service. Consider things like the data security level of your application, the volume of OTPs you'll need to dispatch, and whether you anticipate significant growth as this will require a scalable solution. 

Step 2: Look at key features

Jot down a list of the must-have and nice-to-have features you need from your OTP provider, like high deliverability rates, speed of OTP delivery, the ability to customize your OTP messages, and authentication flows. 

Step 3: Research the best OTP service providers

Begin your search by compiling a list of potential OTP providers. Read online reviews, testimonials, and case studies to explore each provider's reputation. 

Step 4: Set your OTP provider budget

Seek out pricing plans that offer transparency and don't hide fees in the fine print. Consider how the pricing structure fits your expected volume of OTP messages and whether the provider offers the scalability you need without increasing costs.

Step 5: Check for integration support

Look for providers that offer robust support for integration, including SDKs, APIs, and comprehensive documentation. These tools and resources will significantly smooth the integration process and reduce the time to deployment.

Step 6: Test, analyze, and report on ROI

Once you’ve set up your new OTP system, take measures to determine its return on investment. The goal is to have an efficient tool with a positive ROI. 

The bottom line is that regardless of which OTP service provider you choose, it must deliver on your goals. It should give you complete control and flexibility over how, when, and where you want to send OTPs.  

Get started with Plivo today

Choosing the right SMS OTP service provider involves considering key factors. Start by understanding your business’s needs and goals, listing out specific of your must-have and nice-to-have features like customization, global presence, and customer support. 

Think Plivo might be the perfect OTP SMS service provider for your needs? Find out today with a trial. 

Whether you run a food and grocery delivery service, a ride-hailing app, or a marketplace where you need to call your customers regularly creating a customer experience is a top priority. 

Phone number masking is a tool that allows these business types to design customer-centric communications that prioritize privacy and security, improving customer satisfaction and building trust in your business. 

But how do you implement phone number masking? What are the benefits of call masking? And, is it worth the effort and resources? 

In this guide, we’ll answer all of these questions and help you choose the right service provider for your call masking needs. 

What are masked phone numbers? 

Masked phone numbers, also known as anonymized, proxied, or cloaked phone numbers, conceal participants' personal phone numbers and anonymize communication between multiple parties. 

Instead of directly calling from one phone number to another, users communicate through a third-party "proxy" phone number that forwards the call to the desired destination. To build familiarity and affinity, you can even opt for a specific area code local to a particular state, territory, or region. 

How does call masking protect your number?

Phone number masking often includes features such as call routing, caller ID protection, call duration limits, and encryption, adding layers of security and privacy. This setup achieves several goals at once. 

Firstly, it prevents the parties' numbers from being exposed to one another by using a temporary virtual number as a bridge between the caller and the recipient. Vendors can automatically discontinue communication once a transaction or service is completed, ensuring that all parties involved are secure. 

Second, number masking allows companies to monitor and control communication for quality and security purposes. By routing calls through a controlled environment, you can monitor conversations for compliance with service standards like GDPR, resolve disputes by reviewing call records, and detect any fraudulent activities. 

With reliable masking providers like Plivo, you can also accelerate your go-to-market time with an off-the-shelf, packaged API solution and implement masking within a day. The feature-rich platform provides robust logic that facilitates two-way calling and phone number reuse. Additionally, the advanced infrastructure ensures high call quality and minimal call drops, ensuring your customer experience is on-point. 

6 benefits of using phone number masking API

Let’s take a look at six of the biggest problems call masking solutions solve for business: 

1. Ensure privacy and security of both customers and vendors

By masking phone numbers, you can build trust with your customers and vendors and ensure the safety of their personal information. Call masking keeps numbers private and secure from unauthorized access—spam calls, fraudulent websites, and others. 

2. Prevent platform leakage

Platform leakage occurs when buyers and sellers bypass the marketplace to avoid platform fees and obtain better deals by communicating directly to complete a transaction. 

Phone number masking adds a layer of protection that discourages users from taking their transactions off your platform. It anonymizes and conceals sensitive information to protect user privacy while preserving the data's functionality. 

3. Uphold the brand reputation

Call masking makes business representatives and customers feel secure knowing their personal information isn’t exposed to strangers. This reduces the risk of a privacy breach or unwanted contact post-transaction (i.e., contact once the cab ride is over). 

Call masking also reinforces the brand’s role as a trustworthy intermediary, making customers more likely to continue using the service. 

4. Get enhanced data insights for better decision-making

Plivo offers streamlined data analysis and reporting of your call masking operations. Simplifying key information allows Plivo users to set the stage for higher rates of adoption, impact customer loyalty, and increase revenue. 

5. Go global in a cost-effective way

Expanding to new markets is tough. It’s often resource-intensive and expensive to comply with local regulations and the General Data Protection Regulation (GDPR) while building trust with local customers. 

Partnering with a trusted phone number masking provider like Plivo can also reduce the risk of unintentional violations that could be costly or damage your business’s reputation. 

6. Enhance your customer experience 

Call masking makes business interactions feel safer for customers by combining security and streamlining customer service. 

For instance, a food delivery service can use anonymized virtual numbers to facilitate communication between customers and delivery drivers without revealing personal phone numbers. 

This setup ensures customers can easily resolve any issues with their delivery, such as providing directions, without compromising their privacy. Such a seamless and secure communication management process enhances the overall customer experience, increasing customer satisfaction and loyalty.

Benefits of number masking for your business

Businesses across industries can benefit from number masking. This solution helps build trust with customers, improves security and compliance, and can help your company run more efficiently. 

From a consumer standpoint, number masking protects phone numbers from unauthorized access, minimizing unwanted calls and SMS in the process. These solutions demonstrate a commitment to data privacy, something that helps build brand loyalty. 

Number masking helps companies mitigate the risk of fraud while complying with data privacy regulations, including GDPR and CCPA. Number masking safeguards customer identities as well as employee contact information — especially useful in industries like real estate or sales, where professionals frequently use their personal devices for work purposes. 

It also helps companies work more efficiently. Number masking solutions optimize call distribution and management, reducing the need for multiple phone lines. These solutions can also provide insights into call performance and customer behavior.

How to mask your phone number with Plivo?

Plivo's Number Masking API makes it significantly easier and faster for companies to set up phone number masking, cutting out 80% of the in-house development steps required by non-packaged solutions. 

Plivo’s Voice API allows you to seamlessly manage call flow and assign virtual phone numbers. Simply send the real phone numbers of the parties involved in the call via an API request. Plivo will then respond with a virtual number from your account, which you can use to host the masked session.

Plivo’s API simplifies the process and adopts a straightforward pricing model flat per-session fee, with no variable components such as call rates or phone number rentals. 

You can implement phone number masking with Plivo in just two steps.

To begin, you'll need a Plivo account — register using your work email if you haven't already done so. 

You must have a voice-enabled Plivo phone number to create number masking sessions. You can lease numbers through the Numbers section on the Plivo console or the Numbers API.

Step 1: Get a phone number on the Plivo console 

Step 2: Complete a single API integration 

How different types of businesses use call masking?

Number masking benefits businesses in many different industries. Here are a few examples of enterprises that use number masking in their daily operations.

Ride-hailing apps

Apps like Uber rely extensively on phone number masking to keep both drivers and passengers' phone numbers private. 

When a driver and passenger need to communicate about a ride, such as confirming a pickup location or sharing arrival updates, the app provides a temporary number for their communication. 

Marketplaces that connect buyers and sellers

India’s e-commerce market is one of the fastest growing globally. E-commerce marketplaces are responsible to both buyers and sellers for ensuring the trust and safety of both parties’ communication.

Phone number masking helps do just that. When a buyer wants to inquire about an item, the marketplace can provide a temporary number for the buyer and seller to communicate. 

This maintains the anonymity of both parties' real contact details until they decide to share more information, reducing the risk of scams and unwanted contacts. 

E-commerce delivery and Logistics

The need for security in e-commerce doesn’t stop at the marketplace level. E-commerce brands need a way to ensure the delivery experience meets customer expectations; partly, this can be achieved by integrating security throughout the transaction including phone calls made during the time of delivery. 

Call masking allows customers to contact delivery agents without revealing their personal phone numbers, and vice versa. 

Healthcare service providers

Number masking can help healthcare organizations comply with HIPAA regulations by safeguarding patient information. Masking patient phone numbers prevents unauthorized access to personal data, minimizing the risk of patient identity theft. Likewise, masking numbers can contribute to better patient care: offering a way to mask a patient’s number can alleviate anxiety about receiving calls from healthcare providers, especially in sensitive cases.

Real estate businesses

Real estate agents often use their personal phone numbers to get in touch with clients. Number masking protects the health and safety of individual agents by keeping those numbers private. Number masking helps agents maintain a healthy boundary between work and personal life, shielding them from unwanted calls or harassment. 

Financial service providers

Banks, lenders, and creditors use highly sensitive personal information; number masking can be a valuable tool for protecting the identities of both customers and employees. Masked numbers can help prevent scammers from obtaining customer phone numbers, reducing the risk of fraudulent activities like SIM swapping or phishing attacks. Likewise, reducing the exposure of employee contact information helps safeguard sensitive internal data. Number masking can also help financial institutions be compliant with PCI DSS regulations.

Get started with Plivo’s number masking API

Lack of security and trust can be frustrating for business owners and consumers alike, but there are certain communications you can use to build affinity and reduce costs. 

At Plivo, our enterprise-ready premium communications network has a 99.99% uptime. With our global reach supporting communications to 190+ countries, we help our customers cast a wider net globally—minus the legwork and hefty costs associated with infrastructure setup. Sign up for a free trial with Plivo today and get started.

‍

EasyPark. 23andMe. Idaho National Laboratory. T-Mobile. What do these seemingly random organizations all have in common?

These five brands experienced significant data breaches in 2023 that exposed sensitive user data and business records. A lack of multifactor or two-factor authentication as part of the login process contributed to these data breaches.

Although data breaches are common—with more than 3,200 cases in the US exposing 353 million users in 2023—many can be avoided with simple security measures such as two-factor authentication (2FA). These added security measures ensure the login request comes from the same user who created the account. 

Multiple verification options, including email, voice, and other biometrics, are available. For most businesses, SMS verification with a one-time passcode is the easiest and most convenient way to authenticate a login request.

Here’s why: SMS (text subscription) is the ideal channel for user verification communication. 

• More than 97% of Americans and 7 billion people worldwide use a cell phone. 
• People look at 99% of text messages, usually within 15 minutes of receiving them, whereas other channels, such as email, lack that immediacy. 
• Over 75% of consumers are OK with receiving SMS messages from brands they’ve opted in.

Even if you’re already familiar with SMS verification, it’s important to stay up-to-date with the latest trends and innovations SMS verification services offer. In this guide, we’ll dive deeper into SMS verification and how the latest APIs help authenticate users to keep your business and customer data safe. 

What is SMS verification?

SMS verification is a security technique that employs Short Message Service (SMS) to verify the identity of users during online activities such as transactions, account logins, or accessing sensitive information. It is widely adopted by websites, apps, banks, and social networks as a method to strengthen security and ensure that access is granted only to verified users.

The primary function of SMS verification is to introduce an additional security layer on top of the standard username and password. This extra security is crucial for businesses looking to protect themselves from unauthorized access, identity theft, and other cyber threats.

SMS verification is often referred to by several terms that, while similar, emphasize different aspects of this security feature:

• Two-factor authentication (2FA) and multi-factor authentication (MFA) highlight the addition of extra security layers.
• One-time passwords (OTPs) focus on the generation of single-use codes that enhance security by ensuring that access codes cannot be reused.
• SMS authentication refers to the broad application of text messages as a means to confirm a user’s identity.

Is SMS secure?

SMS verification is more secure than passwords alone. By adding a second factor, SMS authentication makes it more difficult for bad actors to steal credentials and hack accounts. 

What is SMS authentication?

SMS verification and SMS authentication are two phrases that are often used interchangeably. However, these are different terms worth understanding. 

SMS authentication happens during ongoing customer interactions and includes MFA (multi-factor authentication) or 2FA, such as at login or on high-value transactions, customer service calls, etc.

SMS verification when your business first associates details with a customer account: at signup or when the customer provides new contact information like an email address or phone number.  

How does SMS verification work?

SMS text verification lets apps, websites, banks, and other businesses double-check a user’s identity. Companies can verify if the person requesting to log in to an account is who they say they are by sending a one-time passcode via SMS to the number registered with the account. The recipient enters the code into the login page or app to complete the login process. 

Here’s what this process involves: 

• Step 1: A user logs into your remote server with their username and password. 
• Step 2: The server cross-checks the username and password. If they don’t match, the server denies access to the person. 
• Step 3: If the credentials match, the server generates an OTP (one-time password) and sends it to the user via SMS, which is valid for a few minutes. 
• Step 4: The user enters the password into the login screen, and if it’s correct, the server grants access.

SMS verification is more secure since a hacker needs (at least) two pieces of information instead of just a password. This extra step makes it difficult for hackers to steal credentials and hack accounts.

Users and businesses like the convenience of SMS-based verification. Additionally, best-in-class SMS authentication systems, like Plivo’s Verify API, can deliver passwords via voice call.

Advantages of SMS verification

There are several advantages of SMS verification. 

• Enhanced security: SMS verification makes it difficult for unauthorized individuals to access accounts.
• Improved user experience: SMS verification is a fast and convenient way for users to verify their identity. 
• Cost-effectiveness: SMS verification is generally more affordable than other verification methods.
• Scalability: SMS verification can easily scale to accommodate a growing user base.
• Global reach: SMS is a widely used communication channel suitable for businesses in different countries and regions.
• Reduced fraud: SMS verification helps prevent fraud by verifying the authenticity of user accounts.
• Compliance: SMS verification can help businesses comply with data protection and security regulations by providing a secure authentication method.

While these advantages make SMS verification the right choice for most organizations, there are some drawbacks to using this security measure. 

Challenges of SMS verification

SMS verification comes with a few disadvantages. For one thing, it’s possible for users to lose their phones or neglect to carry them with them, locking them out of systems and resources that they need.

A more significant disadvantage is the cost to an organization of sending text messages for each authentication transaction. Even if an outbound text message costs only half a cent, those costs can add up. Most organizations consider 2FA messaging a cost of doing business, since the cost of unauthorized access to systems and accounts can be far greater.

If a hacker has physical access to someone’s phone, the “something you have” factor is compromised. And hackers don’t necessarily need to hold the phone in their hands. Attacks such as SIM swapping or SIM jacking and social engineering of mobile network operators’ staff can gain hackers access to SMS messages sent to users’ phones. If a hacker gets both password credentials and the second authentication factor, there’s no keeping them out of targeted systems.

SMS verification also depends on having access to a wireless network. The one-time passcode SMS won’t be delivered if the phone is out of network coverage.

Finally, there’s a privacy issue — for SMS verification to work, an organization has to have access to someone’s phone number. While it’s reasonable for an employer to request its employees’ numbers for 2FA, consumers might balk at registering for an account and providing contact information before they can access resources. People aren’t always willing to share that information. Storage of user identification data should be governed by a published privacy policy.

Nevertheless, despite possible drawbacks, SMS verification in the form of OTPs for 2FA is an effective approach to enhancing authentication.

Overcome key business challenges with SMS verification

1. Avoid SMS traffic pumping fraud 

Also called artificially inflated traffic, SMS traffic pumping fraud occurs when fraudsters use the phone number input field to receive a one-time passcode (OTP), an app download link, or anything else via SMS. Fraudsters can then generate a large volume of SMS messages to premium-rate numbers controlled by them, resulting in significant financial losses for businesses.

Without adequate controls, mitigating the risk of SMS pumping fraud is a significant business challenge. Plivo’s Fraud Shield comes built into our Verify API to stop pumping fraud in its tracks. Plivo Fraud Shield is an AI-driven model that automatically detects and blocks fraudulent messages — and it’s ready with a simple one-click setup.

2. Stop SMS phishing attacks

SMS verification, when used correctly, can be a valuable tool in preventing phishing attacks, but it's not foolproof. SMS verification adds a second layer of security beyond just a password. It requires users to have access to their registered phone number, making it more difficult for attackers to gain access to accounts.

Likewise, if an attacker attempts to log in to an account from an unrecognized device, an SMS code will be sent to the registered phone number. This can alert the user to suspicious activity and prevent unauthorized access.

3. Protect user credentials from brute force attacks 

Unsurprisingly, brute force attacks that use trial and error to deduce login information and encryption keys are highly effective in data breaches. Organizations that simply rely on usernames and passwords are still vulnerable to brute-force attacks. 

SMS verification mitigates the risk of a successful brute-force attack. The account is locked if a user enters the wrong PIN or marks passwords invalid after a certain number of unsuccessful attempts, making it harder for hackers to tweak/identify the user credentials. 

How to choose an SMS verification service

When you’re ready to implement SMS verification, there are two options: You can either build a 2FA solution in-house or integrate an SMS API provider. 

There are a few reasons why some businesses build their own OTP solution. Building an in-house system allows for tailoring authentication methods to precisely fit the company’s unique workflows and data sensitivity. In some cases, regulations might mandate a specific level of control over user data that can only be configured with an in-house solution. 

However, building a custom SMS verification solution is too technical and expensive for most businesses. Instead, a reputable communications platform as a service (CPaaS) like Plivo offers robust 2FA APIs that are secure, cloud-based, and cost-effective. These APIs are simpler and more efficient than writing code from scratch, so an SMS API provider makes setting up OTP easier.

Plivo’s Verify API is an off-the-shelf solution designed to meet regulatory compliance across the countries where your users are based. 

Plivo Verify API: effortless, robust SMS verification

Plivo’s Verify API makes it simple to start offering SMS verification. Our 2FA technology helps protect your business, build trust with customers, and protect against SMS pumping attacks. Plus, unlike with other CPaaS providers, you pay no extra fee for successful verifications with Plivo’s Verify API.

Here’s why thousands of businesses use Plivo Verify API to integrate SMS verification and deliver a better customer experience. 

Fraud Shield

Plivo’s Fraud Shield is an AI-driven model that automatically detects and blocks fraudulent messages. Set up your SMS pumping fraud protection with a simple one-click setup. Fraud Shield allows you to choose how your system responds to signs of SMS pumping fraud. Customize your settings and automate alerts to quickly take action in case of a breach. 

The geo permissions setting allows you to control the countries to which your SMS traffic is sent by creating an approved countries list. We block any messages intended for countries not on your approved destination list free of charge. 

Go live in one sprint

Use Plivo’s pre-registered sender IDs and templates to slash implementation time by 90%. You could start sending SMS verification to users in 150+ countries in under five minutes.

Reduce OTP costs

Plivo’s Verify API delivers the lowest costs per verification. You only pay to verify real users, with zero authentication fees and zero additional costs for Fraud Shield. With Plivo, you save over 91% of costs compared to other platforms for every 100,000 SMS sent. 

Maximize OTP conversion rates

Plivo’s API delivers a 95% conversion rate across multiple authentication channels. Take advantage of specialized routes from carriers that are not available with the SMS and Voice APIs. Intelligent routing identifies the best routes and number types for conversions. Plus, get automatic load balancing and traffic routing to another carrier in the event of a carrier failure.

Alternatives to SMS verification

This year, Okta announced that it would sunset its SMS and voice verification service. Instead, Okta will focus on password-less options like FastPass or FIDO2 WebAuthn — two popular alternatives to SMS verification.

While FastPass and WebAuthn undeniably offer advanced security features, we believe SMS and voice authentication methods remain relevant in enterprise environments. There are compelling reasons enterprises should continue using Plivo with Okta for SMS and voice OTP authentication. Compared to passkey options, SMS verification is: 

• Universally accessible. SMS and voice authentication methods are not limited by the type of device a user has.
• Easy to integrate. Most enterprises already support SMS and voice OTPs, making these methods easy to maintain and expand.
• Familiar and convenient. The simplicity of receiving and entering a code into a system makes SMS and voice OTPs convenient for users of all ages and technical proficiency levels. 
• Affordable and scalable. Enterprises do not need to purchase and distribute hardware tokens or ensure all users have compatible devices. 
• Compliant. SMS and voice OTPs are recognized and accepted methods for multi-factor authentication.

Ultimately, passkeys and other forms of authentication are best used as complementary or additive ways to verify a user’s identity. 

Conclusion

‍Plivo's SMS Verification API offers a robust solution for businesses looking to integrate this technology seamlessly. With Plivo, organizations can leverage a scalable, reliable, and secure platform that simplifies the process of sending OTPs to users worldwide. Plivo's SMS API is designed to ensure high deliverability rates and rapid transmission, minimizing delays and enhancing user experience.

By choosing Plivo, businesses can not only fortify their security measures but also maintain a cost-effective approach to protecting their digital assets and user data. Implementing Plivo's SMS Verification API means choosing a partner committed to your security needs and to the smooth operation of your authentication processes.

This guide explains how 10DLC helps businesses reach US audiences, improve deliverability and throughput, and ensure compliance.

Many businesses struggle to send text messages en masse while meeting compliance restrictions. Mid-level and enterprise companies that often send texts at scale can face deliverability issues and frustrating red tape that prevent them from easily communicating with their audience. 

Fortunately, there’s an easy solution: 10DLC. 

A 10-digit long code, or 10DLC, is a type of phone number used in business text messaging to send large volumes of SMS/MMS messages directly to customers. 10DLC numbers meet the telecom industry’s constantly evolving demand for solutions that are efficient, compliant, and cost-effective. 

In this guide, we’ll share more about how to register for a 10DLC number, the costs associated with it, how they can benefit your business, and some key considerations for using 10DLC in your next campaign. 

What is 10DLC? 

10 DLC (10-digit long code) numbers are local long code numbers that mobile network operators specifically approve for business messaging. When sent, 10DLC SMS messages show up as standard 10-digit numbers from the sender to the recipients.

10 DLC is used for application-to-peer (A2P) messaging. Here’s how this works: 

In comparison to other types of SMS codes, 10DLC offers a relatively more convenient and inexpensive way for businesses to text consumers with stronger credibility and deliverability. 

From a customer’s point of view, they get more relevant, trustworthy messages on their devices, and from the brand’s perspective, they benefit from a higher quality messaging service with better throughput levels in 10DLC. 

Learn the cost of setting up 10DLC numbers for your business here. 

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How to register and implement A2P 10DLC?

To implement 10DLC, you must register your 10DLC number with The Campaign Registry (TCR). It’s a central hub for A2P 10DLC messaging campaigns by North America’s major mobile carriers like AT&T, Verizon, and others to help businesses communicate with their consumers more efficiently and securely. 

At Plivo, we’re focused on making it as simple as possible for businesses to complete their 10DLC registration process promptly. Our 10DLC console experience delivers more visibility into your entire brand and campaign registration process. 

If you're a reseller planning to register a messaging campaign for a third party, you need to provide information about who will receive the messages. This includes details about their company and the messaging plans they have chosen.

To help you further, we created a step-by-step 10 DLC registration with all the important things you need to complete your 10DLC registration. 

Step 1: TCR vetting process

When a brand wants to send messages through a carrier, the maximum amount of messages they can send is determined by their vetting score. 

Third-party vetting partners, such as Aegis Mobile, Campaign Verify, and WMC Global, use undisclosed algorithms to compute vetting scores that verify brands based on the type of organization account and other company details.

To vet a brand and its campaigns, TCR charges a one-time fee of $40 for the brand's license plate number. This cost is passed on to customers by Plivo. If a brand's messaging volume exceeds 6,000 per day, Plivo recommends they pay for additional vetting.

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Step 2: 10DLC Costs 

For standard brands, there is a one-time registration fee of $4. Additionally, there is an optional fee of $40 for vetting, which allows for higher throughput. You will be charged a monthly fee of $10 per campaign, with a limit of 100 campaigns and 49 long code numbers per campaign.

Depending on the brand and campaign’s score, the throughput varies up to a maximum of 4,500 TPM. 

Step 3: Messaging throughputs 

US operators have set specific tiers for messaging throughput in terms of transactions per minute (TPM) and transactions per day (TPD). Based on your vetting score assigned by TCR, your messaging rate limits and throughput are determined. 

If you want to learn more, check out our 10DLC support page. 

What are the benefits of A2P 10DLC?

10DLC is one of the best ways for businesses to communicate with their consumers. It establishes a credible, authentic, direct line of contact between a business owner (you) and a 10DLC recipient (your audience). 

Here are some of the key benefits of 10DLC: 

1. Get higher messaging deliverability and low latency 

Since 10DLC numbers are authorized and vetted by TCR, messages sent via these numbers have a higher chance to pass through carrier spam filters as compared to messages sent via traditional long code numbers. 

As a result, 10DLC campaigns tend to have higher SMS open rates, better customer engagement, and higher conversion rates. 

For example, at Fluent, whose business revolves around customer acquisition, using Plivo as one of their cloud communications platforms for 10DLC helped their business meet its messaging goals. 

Additionally, 10DLC has low latency, meaning there’s minimal delay between sending a message and its delivery to the targeted recipient. This is critical for time-sensitive communications, ensuring that messages are received almost in real-time, enhancing the effectiveness of customer interactions and services. 

2. Reduce costs and drive higher ROI

10DLC provides a more affordable entry point for businesses to engage in A2P messaging. The lower cost barrier allows small and medium-sized businesses to effectively utilize SMS marketing and business communication. 

Besides, 10DLC can be used for both A2P and P2P (Person-to-Person) messaging, so businesses can consolidate their messaging activities under one number, reducing the need for multiple numbers and the associated costs.

3. Ensure better compliance

10DLC minimizes the risk of non-compliance penalties, which can be costly. By adhering to carrier and regulatory guidelines, businesses can protect their reputation and avoid potential fines. 

Additionally, using a compliant and carrier-approved messaging channel like 10DLC enhances a business’s reputation among consumers, which in turn, impacts brand affinity and customer retention. 

4. Provide a more localized experience 

Given 10DLC numbers maintain the standard 10-digit format familiar to users, they are perceived as local or regional numbers. Since a local phone number feels more familiar, it can increase the likelihood of message engagement, as recipients may be more inclined to trust and respond to messages from numbers that appear local. 

It also presents a great opportunity for businesses to tailor their messaging campaigns to local audiences, increasing the relevance of their campaigns. 

What are the limitations of A2P 10DLC?

While 10DLC comes with plenty of benefits, it also has a few limitations that could impact your business and specific needs. 

1. Lack of support for lengthy messages

If you frequently send long SMS messages to your audience, you might find 10DLC limiting. That’s because 10DLC systems may impose restrictions on the length of messages that can be sent. 

These restrictions may be challenging for companies trying to convey complex information or multiple calls to action within a single message. 

2. Appears like a regular phone number

One of the strengths of 10DLC — its appearance as a standard, local phone number — can also be a double-edged sword. This feature may also result in a lower perceived authority or prestige compared to messaging from short codes, which are often associated with large-scale brands or nationwide campaigns. 

For businesses seeking to establish a commanding brand presence, this might be seen as a drawback.

Business messaging: who should consider using 10DLC?

10DLC is an incredible solution packed with benefits, but certain businesses may find it more useful than others. Specifically —

1. Brands that need better control and flexibility over their messaging campaigns 

10DLC lets you manage campaigns with a high degree of specificity, from targeting and personalization to timing and frequency. You can create more meaningful, relevant campaigns that speak directly to your audience and leave a stronger impact. 

2. Brands seeking improved delivery rates and higher messaging throughput

For businesses that rely on SMS for time-sensitive communications—including financial institutions, healthcare providers, and emergency services—reaching your audience promptly is a critical, non-negotiable aspect of your communication strategy. 

10DLC’s improved deliverability and throughput rates ensure that messages promptly reach their intended recipients. 

3. Brands that need to meet compliance standards

10DLC provides a compliant messaging solution that can mitigate risk for businesses. 

The registration process for 10DLC involves vetting by carriers and adherence to industry standards, offering businesses peace of mind that their messaging practices are in line with legal and regulatory requirements. 

This is particularly important for businesses in highly regulated industries such as finance, healthcare, and education, where non-compliance can result in significant financial penalties.

Ready to improve your sender reputation with 10DLC? 

10DLC checks all the right boxes when it comes to SMS messaging campaigns. It ensures fast delivery speeds, higher throughput, stronger security, and compliance — all while being a scalable solution and an affordable option for businesses. 

As consumers’ demands change and businesses compete for their attention and engagement, being able to communicate in real-time securely will become more crucial; this is where 10DLC fits in. 

You can use the Plivo console or our SDKs (now in public beta) to register your brands or campaigns. Make sure you provide accurate information, as the TCR and carriers review it during the registration process. 

Sign up for Plivo 

10DLC FAQs

1. Who needs to register for a 10DLC?

If you're a business looking to use A2P messaging services in the United States, it's important to register for a 10DLC number. It is crucial to comply with the carrier regulations to ensure that your messages get delivered to your intended audience efficiently.

2. What happens if I don’t register a 10DLC?

When you fail to properly register your 10DLC, there is a risk that messages may be blocked or flagged as spam. It can result in extra expenses and harm to your reputation as a sender. Ensure your messages are registered correctly to avoid such negative consequences.

3. How do I get a 10DLC number?

Businesses can obtain a 10DLC number through service providers like Plivo, which assist in the registration and setup process.

4. What is the difference between 10DLC and short codes?

Short codes are designed for high-volume messaging campaigns and offer faster delivery rates but come with a higher cost. 10DLC, on the other hand, provides a more affordable solution with improved deliverability and compliance. 

5. What is the difference between 10DLC and toll-free numbers?

While toll-free numbers offer high-volume, two-way SMS messaging at a relatively low cost and enhance brand perception, they may not provide the same level of deliverability and compliance with carrier network’s messaging guidelines as 10DLC numbers. The latter are optimized by carrier networks for efficient, large-scale SMS campaigns and are compliant with mobile carriers' A2P messaging regulations.

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Customer engagement, especially omnichannel engagement, helps you personalize the customer experience, which is of utmost importance to your customers. 

As McKinsey's report notes, 71% of customers expect personalization, and 76% get frustrated when they don’t find it. 

Still, only 11% of organizations have a sophisticated omnichannel implementation of personalization, suggesting that a significant majority may still face difficulties in this area. Additionally, 63% of marketers consider data-driven personalization the most challenging digital strategy to execute.

Solution? Choosing the right customer engagement platforms. 

Customer engagement tools help you engage with your customers across multiple channels. We’ve compiled the top engagement software currently available to make your search easy. 

What is Customer Engagement Software?

Customer engagement software is a platform that tracks, manages, and enables interactions with customers and prospects via various channels, such as email, SMS, and WhatsApp. 

Basically, it acts as a single source of truth about your business's perception of your customers and prospects.

What's the Difference Between a CRM and a Customer Engagement Platform?

The key difference is that customer engagement platforms focus on creating real-time interactions and unified experiences for your customers, while CRMs record customer data to help sales and customer service teams manage their processes and pipelines.

Here's a table highlighting the key differences between a customer engagement platform and a customer relationship management (CRM) platform:

How Does a Customer Engagement Platform Work?

A customer engagement platform unifies customer interactions across multiple channels into one centralized hub. It helps you provide an omnichannel experience to your customers. 

Here's a quick breakdown of how it works:

1. A customer signs up on your website. 
2. The customer engagement platform captures this and automatically triggers actions like a welcome email sequence. 
3. If your customer does not engage, it can prompt a follow-up SMS nudge based on user behavior insights that say mobile users are more active.
4. It also tracks user activities in your storefront or website, such as purchases, feedback, etc. 
5. If your customers leave negative feedback, it can initiate an automated response flow like this:

• Apologetic message
• A discount to compensate
• Flag for personalized outreach from support

The true power of a customer engagement platform lies in interconnecting data from the web, mobile, email, SMS, support systems, and more. With this data, you can optimize engagement by:

• Adapting messaging and content
• Adjusting channel and cadence
• Tailoring outreach using customer segmentation

Therefore, it acts as a command center where you build omnichannel campaigns to deliver hyper-relevant messages at every touchpoint.

Best customer engagement software solutions

1. Plivo CX 

Plivo CX (Engage module) is one of the top-rated customer engagement platforms that combines marketing with customer service to drive maximum engagement from your present and prospective customers. It offers the perfect tool stack to personalize your customer engagement and resolve their problems instantly. 

Plivo CX Features

• Create customer segments with as many rules as you like. Then, capture actions and events in the storefront and use them as triggers for ‘journeys.’ This helps you send the right message to the right customer at the right time. (link)

• Tired of repetitive tasks? AI assistants in Plivo CX let you automate content creation and management. So, you reduce personnel costs and save hours of manually writing hyper-personalized messages based on your objective. (link) 

• The SMS channel in Plivo CX offers low prices as it works directly with carriers. You can also incorporate emojis and media in your SMS to capture your customers’ attention. (link)

• Enjoy omnichannel customer engagement as Plivo CX offers communication through SMS, MMS, email, and Whatsapp. (link)

• Manage all engagement campaigns from one place. No matter what channel you prefer, select an audience, choose a channel, and schedule your message. For maximum customization, use AI assistance and ready-to-use templates. (link)

• Embed chat in your app or use AI-powered chatbots to answer common customer questions automatically. You can send and receive images and documents through live chat to resolve a customer query faster. (link)

• Keep interacting with possible buyers with cart abandonment automation, back-in-stock alerts, and flash sales messages.

• Track your campaign performance with live dashboards and historical reports that share insights into average wait time, average handle time, average abandonment rate, active agents, and much more. (link)

Plivo CX Pros

• Omnichannel campaign management from one platform
• AI assistance to automate content creation
• Low prices for SMS delivery
• Triggers to send personalized messages
• No-code chatbot to solve customer queries (link)

Plivo CX Cons 

• The engagement capability currently works only for Shopify ecommerce stores.
• Plivo CX Engage comes with advanced features and a small learning curve. But after that, it’s smooth sailing ahead. 

Plivo CX 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.

Plivo CX Rating and Reviews 

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

2. Sendlane

Sendlane is also an omnichannel customer engagement platform that lets you interact with your customers via SMS, email, reviews, and forms. 

Features

• Create automatic email and SMS funnels that run themselves. Sendlane lets you combine SMS with email marketing so you can engage with customers where they’re most active. (link)

• Blend a mix of various customer behaviors and data to build perfect customer segments. With Sendlane, you get access to 100+ data points like interests, buying behavior, browsing activity, etc. (link)

• A/B test your messaging, fonts, and colors to find winning options. Sendlane automatically tracks variables in your messages and sends the best-performing one to your audience. (link)

• Send messages based on triggers from your website. Sendlane Beacon collects data to send abandoned carts, page views, and orders placed to send automated messages. (link)

Pros

• Automatic A/B testing 
• Top-notch customer service (link)
• Easy user interface (link)

Cons

• Lack of integrations (link)
• Recent price updates can be expensive for small businesses (link)

Pricing

• Sendlane has customizable pricing based on several emails and SMS. 

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Review

• G2 reviews: 4.7/5 (65 reviews)
• Capterra: 4.3 / 5 (34 reviews)

3. Omnisend

Omnisend is a customer engagement platform for ecommerce brands that lets you interact with your customers through integrated emails and SMS campaigns. 

Features (link)

• Whip up eye-catching emails with your branding, product images, and customized discount codes in just minutes.

• The drag-and-drop email builder is a real timesaver. Just pull in pre-made content blocks designed specifically for eCommerce, and your campaigns practically build themselves.

• Get up close and personal with your customer data and shopping histories. Segment them any way you want - by average spend, how recently they bought, and more.

• Ominsend's sales dashboards give you the full scoop on your campaigns' performance and total revenue, which email designs are working based on click data, and more. 

• Ominsend provides omnichannel engagement. You can also run SMS, web notifications, Facebook ads, MMS, and Google ad campaigns—everything in one slick package.

Pros

• Excellent customer service (link)
• Clearly defined analytics (link)
• Easy user interface (link)

Cons

• Limited design templates for emails (link)
• Email preview can be different from the actual email (link)
• The tool becomes costly once you upgrade from the base price (link)

Pricing

• Basic plan: Free
• Standard: $16
• Pro: $59

Review

• G2 review: 4.6/5 (879 reviews)
• Capterra review: 4.7/5 (714 reviews)

4. Klaviyo

Klaviyo is a popular customer engagement tool famous for its email marketing capabilities. 

Features

• With Klaviyo, you capture customer data from various sources (websites, POS systems, etc.) and build detailed customer profiles. (link)

• Klaviyo uses machine learning to help segment your audiences based on ​​specific purchases, discount code usage, and predicted customer lifetime value. You can sync your email list segments with Facebook and Instagram to create laser-focused ad campaigns. (link)

• Build email flows with a drag-and-drop flow builder based on various triggers such as checkout, price drop, SMS signup, and more. Use flow templates for abandoned carts, post-purchase follow-ups, and price drop reminders to kickstart a flow without much effort. (link)

• Use forms to gather more information about your website visitors without disturbing their experience. Add pop-ups, fly-outs, or teaser forms to any page or section of your website. Also, you can A/B test colors and fonts and copy them on the form to find the best options. (link)

• Like Plivo CX Engage and Omnisend, Klaviyo offers omnichannel engagement through SMS, email, and push notifications. (link)

Pros

• Omnichannel engagement 
• Vast customer segmentation options (link)
• Detailed analytics dashboard (link)

Cons

• Subpar customer service (link)
• Plans can be expensive with some unnecessary features (link)
• Steep learning curve (link)

Pricing

• Starter: Free
• Email: $45/month
• Email and SMS: $60/month

Review

• G2 review: 4.6/5 (1028 reviews)
• Capterra review: 4.7/5 (416 reviews)

5. Postscript 

Postscript allows you to engage with your customers through SMS. Although it caters to SMS marketing only, it comes with several features to nail it for your business. 

Features (link)

• Postscript has pop-ups to grab new phone numbers and emails. These pop-ups match your brand's look and give people incentives to sign up.
• You can make unlimited "text-to-join" keywords with Postscript and share them anywhere to track where opt-ins come from.
• Bridge online and in-person with unique QR codes from Postscript. Put them on product packaging, signs, or anywhere physical to easily turn in-person interactions into new SMS subscribers.
• With tons of trigger events and filters, Postscript's intuitive Flow Builder lets you build automated SMS campaigns that react to customer behaviors.
• Postscript opt-in forms collect SMS signups right on checkout pages for platforms like Shopify, Recharge, and Carthook - catching subscribers at the perfect moment.

Pros

• Offline lead generation with QR codes 
• Text-to-join keywords 
• Easy user interface

Cons

• SMS is the only channel available
• Only integrates with Shopify

Pricing

• Starter: Free ($0.015/SMS, $0.045/MMS + Carrier fees)
• Growth: $100/month ($0.01/SMS, $0.03/MMS + Carrier fees)
• Professional: $500/month ($0.007/SMS, $0.024/MMS + Carrier fees)
• Enterprise: Custom pricing 

Review

• G2 review: 4.9/5 (159 reviews)
• Capterra review: No reviews 

What to Look for in a Customer Engagement Platform?

1. Omnichannel experience

Omnichannel engagement can increase store visits by 80%. That’s why your business needs a tool to help it engage with customers across multiple channels and send the right message at the right time. 

2. Integrations with existing software

The best customer engagement platforms integrate with your current systems, such as CRM and e-commerce platforms.

For example, by integrating your customer engagement tool with Shopify, you provide access to order history and interactions to personalize your engagement campaigns.

3. Easy set up

Look for customer engagement platforms with user-friendly setup flows and configurations so you can kickstart your engagement ASAP.

4. Advanced analytics

Sophisticated analytics reveal your most valuable audience segments. That’s why you need a tool with an advanced analytics dashboard to optimize your campaigns. Look for customer journey analytics, website page views, click-through rates, add-to-cart rates, etc. 

4. Personalized experience

77% of customers say they’re frustrated when they see a push notification they’re not interested in. That’s why you need a customer engagement tool that lets you segment users and customize their messages to provide a personalized experience.

5. AI functionality

AI assistance drives smarter engagement strategies, such as copywriting, customizations, and predictive segmentation. It saves you hours of manual labor so you can focus on growing your customer base. 

Pick the Best Customer Engagement Platform 

With the information in this guide, you can choose the best customer engagement platform for your business. But if you want to start using a customer engagement tool immediately, try Plivo CX.

Plivo CX boasts of an intuitive UI, AI-assisted customizations, in-app customer service, and fully customizable IVR with personalized automation. You can engage customers through multiple channels, such as live chat, voice chat, SMS, WhatsApp, and email. 

Plivo CX helps you reach the right customers at the perfect moment with targeted segmentation. Be the top choice when they're ready to buy.

Sign up to Plivo CX today and start engaging with your customers. 

If you’re not sending text messages to your customers, you’re leaving money on the table.

• 52% of customers purchased a product and 28% purchased a service after being influenced by brand messaging received via SMS or other messaging platforms. 

• 57% of customers admit that they’ve intentionally waited for brand text messages, hoping for incentives—only to go a long time without hearing from a brand. As a result, 32% of these customers ended up purchasing from a competitor. 

In this blog post, we’ll explore SMS marketing, discuss its benefits, and explain how to get the most ROI from it. 

What is SMS marketing?

Short message service (SMS) marketing refers to the process of marketing a product or service through short messages sent directly to the prospect’s mobile device or smartphone. These messages can be: 

• promotional offers
• discount coupons
• shipping notifications
• cart abandonment messages.

Like email marketing, SMS marketing is an opt-in service. This means you must seek your customers’ permission before sending them messages. 

SMS marketing increases access to customers at the right time and the likelihood of being seen since they receive messages directly in their mobile inbox—no logging in, connecting to the internet, or signing in. 

Importance and benefits of SMS marketing

Here are some more benefits of SMS marketing for businesses:

1. Reach customers faster

Text messages are perfect for delivering time-sensitive information that can’t be communicated by email. In the US alone, people check their smartphones 144 times a day. Since text messages don’t need internet connectivity and are mostly displayed on the mobile banner, the likelihood of checking SMS increases. 

You can send a text message about a flash sale or a new product launch to reach a large number of customers immediately and drive them to your website or store.

2. Better open rates

Text messages are delivered directly to a recipient's mobile device and usually appear as notifications, unlike emails. This makes them easier to open and read. 

Moreover, 45% of consumers demonstrate a preference for sales and promotional messages from brands, which makes it a better channel to engage customers. 

3. Complement other marketing channels

SMS marketing complements other marketing strategies like blog or social media marketing. You can use text messages to drive traffic to your website or social media page or promote email campaigns to increase engagement. 

For example, after sending an email newsletter about a new product line, send a follow-up text with a discount code and a link to the product page on your website.

4. Build customer loyalty

You can establish a personal and direct connection with your customers. Sending personalized text messages with your customers’ names and purchase information fosters a sense of exclusivity and strengthens brand loyalty.

For example, send birthday or anniversary messages with special offers, offer loyalty program updates and rewards, or provide personalized recommendations based on past purchases.

Types of SMS marketing campaigns

There are various types of SMS marketing campaigns to achieve different goals and objectives:

1. Promotional SMS marketing campaigns

Promotional SMS campaigns are designed to generate buzz, drive sales, and increase brand visibility. These messages typically highlight special offers, discounts, promotions, or upcoming events. 

You can announce a flash sale, offer exclusive discounts to loyal customers, or showcase a new product launch. The goal is to entice recipients to take immediate action, such as making a purchase or visiting a website.

2. Transactional SMS marketing campaigns

Transactional SMS campaigns are focused on delivering essential and time-sensitive information to customers regarding their transactions or interactions with a business. 

Specific actions, such as order confirmations, shipping updates, appointment reminders, or account notifications, trigger these messages. Transactional SMS campaigns maintain transparency and trust throughout the customer journey.

3. Conversational SMS marketing campaigns

Conversational SMS campaigns prioritize building relationships and fostering two-way communication with customers. Unlike traditional one-way messaging, they encourage interaction and engagement by inviting recipients to respond and participate in a dialog with the brand. 

For example, Plivo CX Engage tracks customer behavior to create triggers and automatically sends personalized messages with discounts, surveys, etc, so customers feel tempted to engage. 

Whether it's asking for feedback, conducting surveys, offering customer support, or initiating personalized conversations, conversational SMS campaigns humanize the brand and create meaningful connections with customers, ultimately strengthening loyalty and retention.

Best practices to drive higher ROI from SMS marketing

1. Get consent with opt-in and opt-out messages.

You need to obtain consent from your customers to send marketing text messages. There are a couple of ways you can do this:

• Ask for consent through opt-in forms to use their phone numbers for marketing. 
• Run keyword campaigns to allow your customers to text a specific word or code to your number to opt-in for text messages.
• Offer an SMS opt-in checkbox for customers to receive SMS updates or exclusive offers during the online checkout process.

Remember to leave them the option to unsubscribe via a link in each text message. An opt-out or unsubscribe link puts your customers in control of the text messages, as they can unsubscribe whenever they want.

Here’s an example of an SMS with an opt-out option:

2. Include your brand name upfront.

Your customers (most likely) won’t have your numbers saved in their contact lists. You must add your brand name at the beginning of the message. It infuses a sense of familiarity in the text and makes your customers more receptive to your messages.

Add your brand name at the beginning of your SMS so your customers know who it’s from. 

Here’s an example 

3. Add a CTA

The end goal of SMS marketing is to engage with customers and nudge them to take the desired action. That’s why you need to add a CTA to each message, such as “Shop now” or “Buy now,” so customers can make a purchase directly from a text message. 

Here’s an example of a message from an ecommerce brand. 

4. Keep messages concise, relevant, and engaging

Avoid jargon or filler content to keep your messages relevant to recipients. Long links and unnecessary information can eat up your 160-character limits. Use link shorteners to keep your messages concise.

Personalize messages with your customers’ names and orders whenever possible and focus on sharing value like product, cart, or shipping updates in your messages so they resonate more with your audience.

5. Adhere to privacy laws and regulations

Ensure compliance with privacy laws and regulations, such as the Telephone Consumer Protection Act (TCPA) and the CAN-SPAM Act in the United States or the General Data Protection Regulation (GDPR) in the European Union. 

The TCPA outlines rules for obtaining customer consent before sending promotional messages via SMS.

To ensure SMS marketing compliance, businesses should:

• Obtain opt-in consent 
• Avoid misleading or deceptive content
• Identify yourself and the purpose of your message
• Respect do-not-call lists and time restrictions for sending messages
• Provide opt-out options.

After checking all these pointers, you’re ready to get started with SMS marketing.  

Choosing the right SMS marketing platform

Features to consider when selecting an SMS marketing platform:

1. Campaign Management

You should be able to launch, manage, and monitor specific marketing campaigns within one platform. This gives you precise control over messaging and targeting. 

With Plivo CX Engage, you can deploy a campaign in 4 steps:

• Select audience : Choose the right customers from the lists or segments and add them to your campaign. 
• Choose the timings of sending SMS : Send your messages instantly or schedule them for the right time to maximize ROI.
• Create messages (AI assist, templates): Craft hyper personalized messages with AI-generated suggestions or message templates. ‍
• Analytics : Track key metrics to measure the ROI and effectiveness of your campaigns.

2. Audience Management 

An effective SMS marketing platform should let you manage and segment your customers based on their buying habits. Once you create segments, you can create triggers to send the right messages to the right customer at the right time. 

3. Campaign Effectiveness Measurement

The SMS marketing platform should have robust analytics tools to measure the effectiveness of each campaign. Look for metrics such as open rates, click-through rates, and conversion rates to optimize your strategies.

4. Journeys 

The SMS marketing tool should be able to identify key events to trigger messaging that meets the customer where they are in their journey. It helps you send time sensitive messages to the right customer at the right time.

5. Scheduling Flexibility

You’ll need to create and schedule messages in bulk, so look for a tool that provides scheduling capability. This tool separates the preparation phase from the actual sending time for better efficiency.

6. AI assistance 

You need AI to help you write and personalize your message copy. An AI copywriter can determine the goal, parameters, timing, and urgency of your message to craft a fitting message. For example, Plivo CX's Copywriter AI enables you to identify the objective of your copy and create several copy options for you to choose from. 

With Plivo, you can do more with less resources. You don’t need a team of copywriters as the AI assistant generates relevant messages through a few clicks. 

7. Compliance Assurance

Look for an SMS marketing platform that is compliant with various regulations, including GDPR, SOC2, HIPAA, and PCI-DSS. This ensures that data security and privacy standards are met to safeguard customer information and maintain trust.

Pricing:

• There is a free plan that allows 300 SMS a month.
• Paid plans start from $19/month and allow brands to send 1500 texts a month.

All the product features are available in all plans.

The difference between each plan is the number of text messages brands can send.

SMS marketing strategies with examples

1. Send welcome messages to new subscribers

Craft short and sweet welcome messages and avoid adding salesy sentences to them. 

You can also add opt-out links in the welcome messages to allow them to leave whenever they want. Here’s an example of a welcome message:

2. Follow up on abandoned shopping carts.

According to the Baymard Institute, the average cart abandonment rate is 70.19%. 

You can use abandoned cart messages to remind your customers that they can still buy the products they’ve left in the cart. Also, you can throw in some offers to nudge your customers to buy. 

You can get creative with these messages. Here are a few examples: 

The “Journeys” feature in Plivo CX Engage enables you to track your customers’ activity on the storefront and trigger a customer journey based on that. For example, if your customer added items to a cart and did not place the order for a day, you can send a coupon code to follow up on them and nudge them to buy.

3. Inform customers when products are back in stock

Your customers shouldn’t have to keep checking if their favorite products are back in stock. Through SMS marketing, you can send messages whenever you add a product back in stock. 

Add a link to the same product so the customer can buy immediately. 

4. Collect customer feedback

Ask customers to provide feedback on their experience via a link, form, or star rating. You can also offer discounts or special offers for customers who provide feedback. 

Monitor customer feedback and use it to improve customer experience. For example, if you receive a one-star rating, connect with your customers to dig deeper into the cause, and if you receive a 5-star rating, send a thank you text or email with a discount code.

5. Announce product releases

Don’t wait for your customers to check out your online or offline store. Send them information on new product releases directly through SMS. 

These can be new season launches or the new festive collection. Either way, share an SMS with a link so they can purchase it. 

Drive Greater Revenue with Plivo CX Engage

Plivo CX Engage is an SMS marketing platform that lets you send personalized messages to your target audience. It provides an end-to-end experience where you:

• Integrate your Shopify store into the platform 
• Optionally, Import your existing contacts via CSV or API
• Analyze their behavior and group them into segments 
• Identify key events to trigger personalized messages at the right time through Journeys
• Start creating and sharing messages 
• Analyze metrics and KPIs 

Not only this, Plivo CX Engage comes with AI assistance that helps you compose SMS for your prospects and customers. It also shows a preview of how it will look on your recipient’s screen. 

Also, you don’t have to worry about data security, as Plivo CX Engage is GDPR, SOC2, HIPAA, and PCI-DSS compliant. 

It’s time to invest in high-ROI marketing strategies like SMS marketing with Plivo CX Engage. 
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Book a demo today!