Investigating the Carriers 🕵️‍♀️

How well do you truly understand the infrastructure that carries your messages? 🤷 No worries, we have your back! 😎. We’re breaking down the nuances of AT&T, Verizon, and T-Mobile—shedding light on their unique characteristics within the 10DLC A2P messaging ecosystem 🙌

If you’re a product manager or marketer leveraging SMS and MMS, this is your 🫵 essential guide to navigating carrier complexities 💪

Want to see the video that inspired this post? You can check it out Here!

Key Carrier Insights 🔑

• AT&T: The Steady Performer
  • AT&T is characterized by its “slow, deliberate, and consistent” approach; they prioritize stability and polish over rapid deployment
  • Their messaging throughput is measured in segments per minute, providing a clear metric for managing message volume
  • Connecting with AT&T is seamless, thanks to their standardized approach
  • Actionable Insight: AT&T is reliable, with consistent, predictable messaging

• Verizon: The Enigmatic Innovator
  • Verizon is known for its “secretive” nature, with limited visibility into their backend processes
  • They are first movers in innovative technologies like RCS, demonstrating a forward-thinking approach
  • Message routing is standard, similar to AT&T
  • Actionable Insight: Verizon flags often occur after other carriers

• T-Mobile: The Dominant Disruptor
  • T-Mobile is “strict, different, and unique,” holding a significant market share and driving industry changes
  • They have a distinct provisioning and routing process, leading to potential technical delays
  • Throughput is measured per day, requiring careful management of message volume
  • T-Mobile enforces strict content policies and is sensitive to message frequency and “segment bursting” (sending a high volume of messages w/ the same content)
  • Actionable Insight: T-Mobile’s dominance requires meticulous adherence to their rules. Break down large messages, monitor daily throughput, and be prepared for longer provisioning times

Actionable Takeaways 💡

• Understand Carrier-Specific Quirks: Recognize that each carrier has its own set of rules and behaviors ☑️
• Optimize for T-Mobile: Given their market share, pay close attention to T-Mobile’s requirements to avoid flags and delays 🚩
• Segment Your Messages: Break down long messages to avoid segment bursting and potential flags 📜
• Monitor Throughput: Be aware of each carrier’s throughput metrics (per minute for AT&T, per day for T-Mobile) to stay within limits 📈
• Leverage Standard Vetting: Utilize standard vetting processes to increase throughput and improve message deliverability 🌊
• Stay Informed: Keep up with the latest carrier updates and industry changes to adapt your messaging strategy accordingly 🔎
• Utilize your messaging providers information: If your provider says “This is a T-Mobile issue” believe them 😅

By understanding the distinct characteristics of AT&T, Verizon, and T-Mobile, product managers and marketers can optimize their 10DLC A2P messaging strategies for maximum effectiveness 🙌. Stay informed, adapt to carrier-specific nuances, and leverage these insights to drive successful communication campaigns 😮‍💨