Is your Messaging Provider Throttling you?

In the fast-paced world of digital marketing, speed and efficiency are paramount 💨. When it comes to A2P (Application-to-Person) messaging via 10DLC, are you truly maximizing your investment 🤷? Many businesses unknowingly suffer from throttled throughput, leading to delayed message delivery and frustrated customers 🤬. Let's dive into the critical aspects of 10DLC throughput and uncover how to ensure you're getting the performance you deserve 😎🙌

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

Understanding 10DLC and Throughput 🌊

10DLC (10-Digit Long Code) A2P messaging utilizes standard 10-digit phone numbers for business-to-consumer communication. Carriers like AT&T and T-Mobile impose throughput limits to prevent spam and ensure network integrity (Verizon does too, but it's not public info). However, these limits vary significantly.

• AT&T: Measures throughput in segments per minute (SPM), where a segment is 160 characters. Standard campaigns allow 240 SMS SPM and 120 MMS SPM.
• T-Mobile: Measures throughput in messages per day. Standard campaigns start at 2,000 messages per day, but can be significantly increased through standard vetting.

The Hidden Throttling Issue 🫣

Here's the critical point: some messaging providers impose their own arbitrary throughput limits, often well below carrier-set thresholds. This can result in significant message delays, impacting time-sensitive campaigns and customer experience.

• A provider limiting you to 1-3 messages per second, even with high carrier allowances, can severely bottleneck your operations, especially for high-volume campaigns or resellers handling multiple accounts.
• These delays can translate to poor response times, making your system appear slow and unreliable.

Actionable Insights 💡

1. Ask the Right Questions:
   
   • "What are your API throughput limits?"
   • "Will my throughput ever be limited below carrier limits?"
   • "How can I increase throughput, and what are the associated costs?" (note, there shouldn't EVER be costs for getting the throughput you paid for!)
2. Understand Carrier Limits: Familiarize yourself with AT&T's SPM and T-Mobile's daily message limits
3. Vet Your Provider: Ensure your messaging provider aligns with carrier limits and offers transparent throughput management
4. Consider Standard Vetting: Standard vetting can dramatically increase your daily and per-minute message allowance, reaching up to 200,000 messages for T-Mobile and 4,500 SMS/min with AT&T
5. Monitor Performance: Track message delivery times and identify any potential bottlenecks
6. Demand Transparency: Your messaging provider should be upfront about their throughput policies and avoid hidden fees for increasing limits
7. Segment Knowledge: Understand that a segment is 160 characters, and longer messages will use more segments, which is important for AT&T

Don't let hidden throughput limitations sabotage your messaging campaigns ✋🏼. By asking the right questions and understanding carrier guidelines, you can ensure you're getting the performance you paid for 👍. Choose a provider that prioritizes transparency and empowers you to maximize your messaging potential 🙌