Data storage in the context of SMS/MMS/WhatsApp involves recording and storing messaging data, including recipient information and message content. Companies often use SMS/MMS/WhatsApp data storage to track communication with clients or for internal monitoring purposes.

However, data storage is subject to privacy regulations such as GDPR or HIPAA. So organizations processing third-party personal data are required to implement privacy controls, such as message content storage redaction.

Plivo's Enhanced Data Storage Options

To address this we're thrilled to introduce new comprehensive data storage options for SMS, MMS and WhatsApp messaging. This empowers Plivo customers to fine-tune their data storage preferences, aligning with regulatory requirements and their unique business needs.

Customizable Data Storage Preferences for Messaging

Outbound Messages

Plivo now offers four custom data storage preferences, enabling customers to personalize the handling of their outbound messaging data in alignment with global data protection standards and business needs.

The preference for data logging of outbound messages is set as a parameter in the Send Message endpoint and is applied at the message level. The four available settings for modifying content storage preferences include:

‍

Illustrative Example of Data Storage Options

Consider a message with the destination number '+12025550123' and content: 'Hello, your appointment is confirmed for tomorrow at 3 PM.' processed under each storage setting:

Important Note: Message content redaction prevents Plivo from troubleshooting or retrieving messages in case of issues. The default setting is to store both the number and message content, ensuring outbound messages are fully retained unless the log parameter is explicitly set to ‘false’.

Inbound Messages

Similarly, for inbound messages, customers can specify their storage preferences, which are configured at the application level. The available settings for inbound messages are:

Important Note: If inbound messages are redacted, Plivo cannot debug or recover message content if there are any issues with the callback URL.

Default Settings for Outbound and Inbound Messages

Standard policy ensures the accessibility of outbound message content for 7 days and destination numbers for 90 days. After this period, both message content and numbers are stored in compliance with GDPR. This policy similarly applies to inbound messages, facilitating content and number access under the same terms.

These features depend on the selected storage settings and are available unless message data has been redacted. Users can explore this data via the Messaging Logs section of the console — with options to review a specific timeframe or search a UUID to retrieve message details.

Discover more about our message log redaction processes in our developer documentation.

Plivo’s WhatsApp Business API makes sending and receiving WhatsApp messages easy. Getting started is simple — even for non-technical users. Here’s how to onboard your WhatsApp Business Account (WABA), register your number, and send messages in seconds.

Meet the prerequisites

There are several prerequisites you must meet to begin using our API. Before you can send your first message, check these steps off your list.

• Sign up for a Plivo account if you haven’t already done so. We’ll give you some credits to use when you’re first starting out. Once you’ve used them, set up your payment details to ensure your account always has funds. 
• Log in to the Facebook account with access to your company’s Meta Business Manager. To add a WABA with Plivo, the Facebook account should have the “Full Control” access level of the company’s Meta Business Manager. 
• Make sure you have a phone number that can receive a one-time passcode (OTP) either via SMS or voice call without an IVR

Step 1: Connect your WhatsApp Business Account with Plivo

Next, create a new WABA or link an existing WABA via the WhatsApp landing page on the Plivo console. This will open Meta’s embedded signup flow that will take you through the following steps to connect your WABA with Plivo.

• Log in to Facebook and select Continue
• Select your business
• Select an existing WABA or create a new one. Note that if you select an existing WABA, it will be delinked from any previously connected business service provider (BSP).‍
• Name your WABA account. The name you use will not be visible to your messaging audience. It should match or closely align with your registered business name with regional identifier (if any). Avoid using special characters and abbreviations.
• Set the WhatsApp Business Display Name. This name is visible to your messaging audience. Therefore, it should match your company’s name as closely as possible and adhere to the WhatsApp Business Display Name Guidelines. 
• Select the business category
• Enter a phone number and verify with an OTP
• Click Continue, and you’re ready to go. Select Finish.

Step 2: Verify that Meta onboarding was successful 

Once you’ve completed the first step, the WABA will be shown in your Plivo console. Verify that onboarding was successful by visiting the Business Settings of your Meta Business Account, and clicking on WhatsApp Accounts. Go to the Partners tab. You should see Plivo included on your partners list.

Step 3: Create a WhatsApp Template for approval

Meta requires you to use approved templates to initiate WhatsApp messages to your audience. Go to the WhatsApp Template Management page on Meta and create a template. Choose the best fit from Meta's list of templates according to your business needs. 

Note that the message template determines your conversation type, which also determines how you will be charged. Meta charges different fees for different types of conversations. Expect Meta to take up to 24 hours to approve new templates.

Once the template you’ve created is approved by Meta, use the “Sync Templates from WhatsApp” function in your Plivo console to fetch the template details.

‍To successfully configure WhatsApp Channel in Plivo Verify, you will need at least one approved “Authentication Template” in your WhatsApp Manager. 

Step 4: Send your first WhatsApp message! 

When your template is approved, you’re all set to use our API to send your first message. Create a file called send_whatsapp.js and paste into it this code.

var plivo = require('plivo');

var client = new plivo.Client("""", """");

const template = {
          ""name"": ""sample_purchase_feedback"",
          ""language"": ""en_US"",
          ""components"": [
            {
              ""type"": ""header"",
              ""parameters"": [
                {
                  ""type"": ""media"",
                  ""media"": ""https:'//'plivo.com/s3/img1.jpg""
                }
              ]
            },
            {
              ""type"": ""body"",
              ""parameters"": [
                {
                  ""type"": ""text"",
                  ""text"": ""ABM Water Purifier""
                }
              ]
            }
          ]
        }
client.messages.create(
    {
       src:"""",
       dst:"""",
       type:""whatsapp"",
       template:template,
       url: ""https:'//'.com/sms_status/""
     }
     ).then(function (response) {
       console.log(response);
      });

Customize the code with the following changes:

• Replace the auth placeholders (such as <auth_id>) with your authentication credentials that can be found on the Plivo console. 
• Replace the phone number placeholders with your phone number in E.164 format (for example, +12025551234). 
• src should be the phone number registered for your WhatsApp Business Account.
  
• dst should be the recipient's WhatsApp number.

Note that WhatsApp templates support four components: header, body, footer, and buttons. When you send messages, the template object you see in the code acts as a way to pass the dynamic parameters. header can accommodate text or media (images, videos, documents) content. body can accommodate text content. footer cannot have any dynamic variables.

That’s it - you’re all set to start using Plivo’s WhatsApp API. To learn more about Plivo’s WhatsApp API, please refer to our developer resources or reach out to our support team. 

‍

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. 

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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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