CPaaS is one of the most talked-about concepts in enterprise communications – but delivering on its promise is far from simple. In this guest post, Matko Bulić, Senior Software Engineer and Team Lead at TeleSystems, explores what it really takes to build a CPaaS platform that lives up to the hype.
If you’ve attended a conference lately – whether it be the recent giant known as Mobile World Congress in Barcelona, or smaller regional gatherings such as those MEF excels at putting on – you’ll have seen the term “CPaaS” thrown around liberally. From keynote speeches to panel discussions, Communications Platform as a Service (CPaaS) is a buzzword that’s hard to escape. Scroll through industry publications, a plethora of LinkedIn posts, or analyst reports from the likes of Mobilesquared and Juniper Research, and you’ll find CPaaS mentioned very frequently.
Market projections only fuel the excitement: estimates suggest the CPaaS market could be worth north of $100 billion by 2030. But what is CPaaS really? And why, despite the hype, do so few companies truly deliver a solution that’s easy to manage and universally effective for organisations worldwide? Because don’t forget, the world of business messaging is relevant for all organisations, well beyond the traditional ‘enterprise’ sector.
CPaaS: Beyond the Buzzword
At its core, CPaaS is a cloud-based platform that empowers developers to embed real-time communication channels – like voice, SMS, RCS Business Messaging (RBM) and chat apps – into existing applications without building complex backend infrastructure from scratch. Think of it aa a Lego set for communication: you pick the pieces you need, snap them into your applications and processes, and voilà, customised, scalable communication tools emerge. For businesses, this promises so much – agility, cost savings, and the ability to meet customers on their preferred channels.
So, what does a top-tier CPaaS platform look like? It can’t just be about features, rather about execution. To be a standout in the CPaaS world, one has got to do far more than just talk the talk – you’ve got to deliver solutions that are scalable, secure, and genuinely easily managed across diverse use cases.”
The attraction is obvious: in a world where seamless customer experience is king, CPaaS offers a shortcut to integrating omnichannel communication without the headaches of managing servers or negotiating with telecom carriers. Analysts and vendors alike shout about its flexibility, scalability, and potential to transform industries like healthcare, finance, and retail. Case studies abound – think banks managing potential fraud scenarios via text or telehealth apps adding video consultations and rich content capabilities. Articles in Forbes, TechTarget, CX Today and even Computer Weekly amplify the narrative, framing CPaaS as a cornerstone of digital transformation. Yet, for all the enthusiasm, the reality of building and deploying a truly great CPaaS platform that even those of a non-technical disposition can easily manage is far from plain sailing.
The Hidden Complexity of CPaaS
On the surface, CPaaS sounds straightforward enough: provide APIs, connect to carriers, and let developers do the rest. But look under the hood, and the task of building a platform that’s both easy to manage and globally effective is a Herculean feat. Here are just some of the reasons why:
- Global Scale, Local Feel: Operating worldwide isn’t just about coverage – it’s about compliance and performance. A CPaaS platform has to be able to navigate a maze of regulations, from GDPR in Europe to CCPA in California, while ensuring low-latency delivery across continents. Supporting local languages, number formats, and messaging preferences (e.g. RBM in Europe versus WhatsApp in Asia) adds yet more complexity. Few providers can seamlessly bridge these gaps without difficulty.
- Integration Nightmares: While CPaaS promises plug-and-play simplicity, integrating it with legacy systems or diverse enterprise software stacks – like CRMs or ERPs – often requires custom coding and technical expertise. For the majority of the world’s 300 million listed businesses, this can turn “easy to manage” into a fantasy. Even large organisations with deep pockets struggle when APIs lack flexibility and guidance lacking.
- Reliability Under Pressure: A great CPaaS solution must be effortlessly scalable (think Black Friday for retailers with huge demand spikes), all without degrading delivery quality. This requires robust infrastructure, redundant carrier connections, and smart traffic routing.
- Security and Trust: With communication comes sensitive data – phone numbers, payment details, conversation logs and so much more. Unencrypted channels or weak access controls will expose vulnerabilities fast. A truly exceptional CPaaS platform provider invests heavily in encryption, fraud detection, and compliance.
- Support and Usability: Beyond the tech, the human element matters hugely. There needs to be crystal clear documentation, responsive support, and intuitive tools to make CPaaS work. Enterprises need go-to-market strategies and assistance with onboarding and compliance. Too often, providers only scratch the surface with all these.
Building a CPaaS platform that tackles these challenges isn’t just hard – it’s a rare achievement. Pure-play vendors excel at APIs but may lack enterprise-grade support. Telecom giants offer scale but struggle with agility. New entrants promise innovation but fall down on reliability.
The Standouts: What Sets the Best Apart?
So, what does a top-tier CPaaS platform look like? It can’t just be about features, rather about execution. To be a standout in the CPaaS world, one has got to do far more than just talk the talk – you’ve got to deliver solutions that are scalable, secure, and genuinely easily managed across diverse use cases. The difference lies in a design which encompasses everything, provided by organisations which anticipate the complex realities of global deployment and prioritise genuine user experience, not just technical specs.
Why the Gap Between Hype and Reality Matters
The buzz around CPaaS isn’t misplaced. It is a genuinely transformative concept with real potential. Conferences and articles spotlight its promise because businesses need what it offers: a way to stay connected in a digital-first world. But the disconnect between the hype and the execution underscores a critical point: not all CPaaS platforms are created equal.
All of what you have read to this point is something we at TeleSystems have spent years ourselves getting to grips with. The result is what we think is a CPaaS solution to be proud of, something that can truly empower the stakeholder engagement strategies of organisations of any size. Something as practical as it is powerful. And to find out more about how we can make a real difference to your business, feel free to contact me at matko@telesystems.hr. See you at more MEF events around the world very soon!
