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NTT Communications Launches A2P SMS International Hubbing Service for Global Enterprise SMS

Upgrades legitimate commercial SMS by blocking fraudulent practices.

TOKYO, JAPAN — NTT Communications Corporation (NTT Com), the ICT solutions and international communications business within the NTT (NYSE: NTT) Group, announced today that its new A2P SMS International Hubbing Service, available immediately, enables enterprises to send Application to Person (A2P) SMS messages for marketing and authentication purposes to mobile subscribers overseas via short, secure routes. Messages from SMS aggregators (A2P SMS distributors) are relayed to mobile carriers worldwide via NTT Com’s high-quality global network.

The service ensures that mobile network operators, which receive huge volumes of SMS from overseas, provide their subscribers with valid SMS by filtering out spam and other fraudulent SMS. The service also helps over-the-top (OTT) players, which deliver A2P SMS to overseas users, and A2P SMS aggregators to improve SMS reach rates and reduce latency.

The advantages of the new service are as follows:

  • Japan’s only SMS international hubbing service with anti-spam function

The service blocks SMS sent via fraudulent (gray) routes by using a database of invalid SMS, which is constantly updated, so even new types of invalid SMS are blocked. Mobile network operators benefit by earning revenue for valid incoming A2P SMS while ensuring that their subscribers receive less spam. Also, OTTs reach their users with higher frequency while by avoiding SMS spam.

  • Direct connection to high-quality route for reliable delivery to mobile network operator in Japan

A2P SMS sent to Japan benefit from the service’s short, low-latency routing. A2P SMS sent to the subscribers of mobile network operator NTT DOCOMO are delivered directly via NTT Com’s network, enabling reduced latency, high accuracy and problem isolation in the case of any trouble. Going forward, more mobile network operators will be directly connected by leveraging NTT Com’s network connection with more than 700 carriers worldwide, including via IPX.

  • Alliance with CLX Communications, a major global A2P SMS provider

Partnering with CLX, a world-leading Tier 1 global A2P SMS vendor, has enabled NTT Com to deploy its new A2P SMS International Hubbing Service rapidly and ensures a high-quality service that leverages CLX’s expertise and system. CLX benefits from NTT Com’s experience and high-quality network in Japan.

Johan Hedberg, CEO and President of CLX, says “We have become one of the world’s largest A2P SMS providers by acquiring Mblox, another Tier 1 A2P SMS provider. CLX is delighted to collaborate with NTT Communications, one of the world’s largest providers of networks and data centers.”

SMS usage is increasing due to its ease of use and high reach rate (percentage of messages that users view). SMS has become a marketing tool for enterprises and a means of sending authentication codes because it is not easily susceptible to identity fraud. The International A2P SMS market is growing at a rate of about 10% annually.

Gray routes are being used widely to distribute SMS, which has raised the need for antifraud measures. Certain international hubbing providers engaged in sending and receiving fraudulent international A2P SMS have learned how to misuse the “bill & keep” pricing arrangement that was set up to eliminate interconnection billing and invoicing. Normally, mobile network operators charge for distributing A2P SMS, but fraudulent international hubbing providers pretend to be mobile network operators by using gray routes to avoid paying legitimate fees.

In the coming future, NTT Com looks forward to further strengthening the detection logic of its SMS firewall for enhanced filtering of fraudulent SMS.

Originally posted on

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