“Merry Christmas.” More than 30 years ago, that was the content of the very first short messaging service (SMS) message. Almost immediately after, the new and ingenious invention was implemented into mobile phones by manufacturers around the world. End users loved its quick and effective performance, and it was easy to use. Fast forward to today and much has changed in the world of mobile…, SMS: The standard - for now, SMS is the most established and widest-used form of texting. It’s considered the default messaging type worldwide. Because it’s so common, you can use SMS to reach almost any user without them being connected to a WiFi or data network to receive a message. It also serves as a fallback option when messages over other channels don’t get delivered. SMS can be conversational , but not with the…, RCS: What it is and why it’s the future, The RCS messaging protocol is an advanced service that upgrades the messaging experience for Android users, creating a better experience and functioning more like an OTT app like iMessage or WhatsApp than SMS. However, the difference with RCS is that, users can use it right within their phone’s native messaging app., This means that users can access the more modern features of RCS – like real-time, branded messages, high-resolution video, read receipts, group chats, typing indicators, end-to-end encryption, and more – without having to download a new third-party app. These features make rich communications so powerful, potentially explaining why RCS users are more engaged than SMS users. In fact, those who…, Key features and characteristics of RCS, RCS gives brands the opportunity to send high-quality, multimedia content to guide users through their conversations. These feature-rich messages are received either via WiFi or an operator's cellular data connection (4G, 5G), unlike SMS which is carried by signaling. RCS business messages function to boost customer engagement, with features such as: Rich cards Suggested replies Suggested…, Compare RCS vs SMS, As a subscriber, receiving an RCS message vs SMS message can be quite different. For one, SMS messages are sent over the cellular network, while RCS content requires data connectivity, so they’d have to have a device with mobile data capabilities or an internet connection. Some other key differences come down to reach, media capabilities, and branding opportunities. Take a look at this chart for…, RCS , SMS , Usability No app to download; found in the native messaging app on an Android user’s mobile device. No app to download; found in the native messaging app on a user’s mobile device. Reach One billion active Android users. 100% of mobile phone users on the planet (approx. 7.3 billion people ). Text capabilities Send up to 250,000 characters in a single message. Send up to 160 characters…, What can SMS vs RCS offer your business?, Depending on your customers’ needs and preferences, both RCS and SMS might suit your business. Many businesses combine RCS and SMS as part of their broader messaging strategy to cover all their bases. While SMS is a reliable option for basic text messages up to 160 characters, RCS chat offers enhanced features and the ability to send longer messages to your audience with Android devices. That…, RCS use case - Cdiscount, RCS is a more complete and enticing experience than SMS, which is why RCS users are more likely to be engaged and convert than traditional SMS users. In this way, RCS isn’t replacing SMS, but instead complements it as part of a complete messaging solution . Retailer Cdiscount needed a way to revitalize its marketing strategy and avoid a situation where revenue flatlined or dropped. They used SMS…, 9% increase in cart size, and a, 4% increase in revenue overall, – numbers that indicate how RCS can drive customers to be more engaged and eventually convert. How RCS helped Cdiscount improve their conversion rate RCS's engaging features significantly improved Cdiscount’s conversion rate, resulting in measurable increases in revenue! , SMS use case - AAA, The American Automobile Association ( AAA ) used the reliability and widespread use of SMS to significantly increase its customer support function. AAA found that users were texting its helpline, which wasn’t enabled for text communication – so messages were simply lost and went unanswered. By implementing a two-way SMS solution - which 89% of people prefer to talking on the phone - AAA was able…, 8% conversion, from SMS out of AAA’s 62 million users and, saved AAA, $30,000, in soft costs. Customers choose SMS texting because it’s affordable and scalable, and it converts with as much as a 98% open rate and 19% click through rate. How SMS helps AAA engage customers and save money. AAA implemented two-way SMS communication to drive meaningful customer experiences. , Which media and devices support RCS and SMS?, RCS is a collaboration between Google and mobile operators, and although today it’s only supported on Android devices, support is growing all the time. In fact, in November 2023, Apple announced that it would be rolling out RCS support on iOS sometime in 2024 – though some of the details are still unclear, it holds the promise of an improved messaging experience for users with both Android and…, Find a solution no matter your messaging strategy, No matter your goals, there’s a messaging solution that will help your business achieve conversational commerce success. If your needs are more conversational, RCS has expanded capabilities that liven up marketing communications for an enhanced experience. If you primarily need to send notifications like fraud or delivery updates, then an easy-to-integrate SMS API may meet your needs. Or, if you'…
Type: Blog Article
You may have seen in the news recently that Air Canada faced scrutiny and legal action following a customer’s experience with its AI-powered chatbot. While the airline argued the chatbot was its own legal entity, a court found them liable for failing to provide reasonable care. , This debacle emphasizes the need for enterprises to understand how to implement AI technology responsibly., As companies increasingly integrate AI into their platforms and services, the risk of misinformation and errors soar. At Mobile World Congress (MWC) in Barcelona 2024, industry leaders in healthcare, finance, and technology gathered for a panel discussion called “ Responsible AI in Customer Communications ,” shedding light on essential strategies to mitigate mishaps in the future. Moderated…, Putting boundaries around bots, Air Canada aren’t the only ones to find themselves wading into unknown waters. A number of other AI chatbots have made headlines in recent months for their unusual behavior, like DPD’s chatbot that swore at customers and a GM dealer’s chatbot that was talked into selling a Chevy Tahoe for $1 . These recent events led perfectly into the panel at MWC Barcelona that discussed this crucial point:, Setting appropriate boundaries for AI-powered chatbots to maintain a company’s trust and security., Without boundaries, noted Alexis Safarikas, “AI is a people-pleaser.” An AI bot will give you an answer you want, and without prompts, may create untrue statements or statements that don't align with company values. In the healthcare sector, Geertina Hamstra further emphasized the importance of boundary-setting as misinformation from chatbots can be a recipe for disaster. She stressed the…, Takeaway: Responsible AI means setting parameters, These stories set the imperative for AI developers and technology providers to implement robust guardrails so that businesses that use the tools can use them correctly. That way, businesses can focus on delivering relevant content that leverages the expert knowledge they already have about their industry., Handing off from AI to agents, The panel also discussed the evolving landscape of human and bot-driven conversations, particularly in text-based interactions, exploring both the challenges and opportunities this creates for crafting conversational flows for customers. Hamstra shared a compelling healthcare use case from the Netherlands, where AI voice systems enhance patient triage in emergency rooms. MINDD built a flow that…, Takeaway: Keep your customers at the center of your AI strategy, Anand's advice?, Prioritize the end user, – converse with them the way they prefer to converse. Human interaction may be necessary in the conversation, but the aim is to use AI to help you tailor the conversation to the way your customers prefer to engage., Ensuring you’re ready for regulation, With all the buzz around about the impending AI Act , enterprises should be gearing up to ensure compliance and readiness to avoid costly system overhauls down the line. It's essential for businesses to understand the ins and outs of the act and fine-tune their AI implementation strategies accordingly. During the panel, the experts emphasized the need for readiness, particularly in sectors like…, enterprises should take proactive measures to safeguard privacy and security., Let’s face it: Legislation will move slower than technology will evolve, so abiding by best practices and commitments to ethical AI are essential. , Takeaway: Know your "why”, In the discussion, Safarikas stressed the need for enterprises to understand why their company is using AI to use it well. Companies shouldn’t implement AI for the sake of using AI – they need to know the risk and limitations associated with the technologies, particularly regarding data privacy, and advocate for proactive measures to drive regulatory standards in their respective industry., Maintaining accessibility and equity, AI systems often carry biases and can be challenging for large groups of populations to use and relate to. The panel discussed what they’re doing to ensure fair and accessible communications that will resonate with their entire audiences. In healthcare, Hamstra highlighted the importance of using AI to cater to individuals who may not speak Dutch fluently or at all. Her organization has used AI…, Takeaway: Responsible AI focuses on customer experience, During the session, Safarikas said it best:, “An accessible AI is one that focuses on customer experience.”, Enterprises bear the responsibility of providing positive, inclusive experiences for all users, which means prioritizing accessibility in their AI strategies. , Combatting fraud, Today, fraudsters use various methods meant to deceive businesses and individuals that can pose significant threats. Leading enterprises are fighting back using AI. In banking, Anand explained how some financial institutions are using AI to help ensure security with voice recognition and OTP authentication, boosting customer trust. And in insurance, Safarikas mentioned some fraudsters may…, Takeaway: AI can help enterprises get ahead of scams, The bottom line?, Proactive integration of AI technologies can empower enterprises to stay ahead of the game., With more AI-generated spam and scams now than ever , it’s time for businesses to start training and use AI solutions to detect and mitigate fraud. , Navigating the path to responsible AI in customer communications, The discussions at MWC Barcelona 2024 highlighted the critical importance of responsible AI implementation in customer communications across various industries. From setting boundaries around chatbots to preparing for upcoming regulations, industry leaders have set standards for enterprises venturing into this new technology. As businesses, we recognize that AI is inevitable., How we move forward with being accountable, transparent, and customer-centric will set the tone for a future of AI-driven interactions that enrich the lives of customers worldwide., Joachim Jonkers, Director of Product - Conversational AI, discusses how Sinch works to make sure that applications of our software helps businesses use generative AI responsibly. Ready to explore launching a chatbot or delve into conversational AI? Connect with our team to create a conversational experience that you and your customers will love.
Type: Blog Article
In recent years, Artificial Inflation of Traffic (AIT) has cast a shadow over the messaging ecosystem, leaving brands grappling with inflated costs and diminished trust. AIT is a type of SMS fraud that generates high volumes of fake Application-to-Person (A2P) SMS traffic through mobile applications or websites. It distorts metrics and misleads everyone involved, from operators, to SMS service…, Key findings about the current state of AIT from Mobilesquared, Let’s dive into four key findings from the report about how AIT is changing the way brands use messaging. , Finding 1: International termination rates (ITR) are on the rise, Over the last two years, international termination rates (ITR) have doubled. For clarity, ITR refers to the fee paid by one telecommunications carrier to another for terminating international calls on its network – essentially, it’s the charge incurred when a call originates in one country and terminates in another. The report found how much mobile operators have substantially increased their…, Finding 2: OTPs are in high demand, creating a perfect avenue for AIT, SMS is a perfect channel for sending OTPs because consumers expect to receive these messages within seconds. SMS offers a level of reliability for sending OTPs that’s unmatched by any other communication channel because of its reach and immediacy. According to the report,, OTPs now constitute approximately 89% of total international traffic, . Given that OTPs are primarily sent via international routes, brands must pay existing ITRs to ensure delivery. When it comes to trends that define AIT, Lee Suker, Head of Authentication and Number Information at Sinch, says it best . “It can take just one bad actor to disrupt parts of the mobile ecosystem and generate fake SMS OTP traffic. And the longer the chain of trust, the more…, Finding 3: AIT is everywhere, The increase in ITRs and the number of brands that are sending OTPs via international traffic has created a “perfect storm” scenario for AIT. And it’s cause for significant concern. According to the report, over the last 24 months, AIT has emerged as the foremost threat to the monetization of A2P SMS, more so than even grey routes . Here are a few more of their findings: Between, 19.8 billion and 35.7 billion, fraudulent AIT messages were sent in 2023 alone, constituting a significant chunk of total international traffic – nearly 5%. AIT cost brands a staggering, $1.15 billion in 2023, alone, illustrating its substantial financial ramifications. Furthermore, brands have been compelled to escalate spending on international traffic over the last couple of years, with expenditures ranging from, 10% to 40% above the expected market growth rate, . This spending is highlighting the need to address the threat of AIT to secure the messaging ecosystem. , Finding 4: AIT has hit its peak, The report presents that, AIT had its peak in 2023, , having a projected cost of $655.6 million in 2024. The cumulative impact of AIT from 2022-2024 is estimated to be around $2.4 billion. At the same time, brands are exploring other channels, like WhatsApp, in-app push notifications, and email. This may have to do with higher termination rates and the conversational nature of these channels. But when it comes to SMS, the report details, brands…, SMS remains in their long-term plans, . Here’s how brands are being strategic to navigate the evolving landscape of SMS while also combatting AIT., What leading businesses are doing to combat AIT, While the report paints a growing picture of the impact of AIT on brands, big enterprises are stepping up to tackle AIT head-on. Understanding the critical importance of SMS, these brands implemented anti-bot protection and partnered with Sinch to proactively monitor conversions using both manual and automated methods. Joachim Jonkers, Director of Product - Conversational AI, describes how some…, How a global e-commerce business combats AIT, One global e-commerce company offers a compelling example of combatting AIT. They partnered with Sinch and started with manual detection methods, blocking suspicious traffic from going to specific destinations or based on volumetric alerts. Eventually, they transitioned to an automated AIT detection and prevention system which analyzes traffic patterns and identifies statistically unlikely…, blocked 9.2 million AIT SMS messages, saving approximately $806,000., Building on this success, they estimate savings of around $5 million from January to October 2023. This case shows how being proactive can really make a dent in the financial impact of AIT. Over the course of 18 months, a large global e-commerce company used defined control measures that allowed them to identify and block AIT. , Example of a last-mile delivery company combatting AIT, Noticing severely inflated traffic and low conversion rates with their previous CPaaS provider, a popular last-mile delivery company found itself at a crossroads. They decided to transition from their previous provider to Sinch, aiming to address the signs of AIT they saw head-on. They configured automated blocking rules designed to limit abnormal traffic behavior for all types of numbers and…, 2.7 times more traffic than their actual volume, due to AIT. And by migrating to Sinch Verification with automatic blocking rules, they achieved a remarkable, 70% reduction, in the number of SMS verification attempts globally., Making a cleaner A2P SMS ecosystem for everyone, Combatting AIT is a shared responsibility of the messaging ecosystem, from brands, to aggregators, and mobile operators. Our experience has shown the most successful businesses effectively combat AIT by partnering with a provider that has robust detection and mitigation strategies in place, like: , Automated AIT detection:, The provider should have automated mechanisms that monitor conversion rates and trigger an alert when conversion percentages drop below expected norms. , A process in place on how to handle detected AIT:, They should have a clear, standardized process for handling detected AIT instances. This includes protocols for investigation, escalation, and resolution. , A plan to block identified AIT based on country tier:, They should have a structured plan to block AIT on destination network level and MSISDN range level. At Sinch, we prioritize combatting AIT and have implemented comprehensive measures to address this challenge. Our approach includes: , Having a zero-tolerance approach to AIT:, This means that any instance of AIT is swiftly identified and dealt with. , Partner agreements:, We uplift partner agreements to address AIT. , Routing strategy to exclude fraudsters:, Our routing strategy is designed to exclude fraudsters to keep our network as clean as possible. , Proactive traffic monitoring:, We proactively monitor traffic to identify abnormal usage patterns and inform clients if we detect it. , Over 600 direct carrier connections:, With over 600 direct carrier connections to operators, we maintain a clean ecosystem and minimize opportunities for third parties to benefit from fake traffic. Join us in the fight against AIT. Learn more about our approach to SMS fraud and how we’re helping to safeguard the integrity of the messaging ecosystem.
Type: Blog Article
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