Business messaging is a key element for enterprises’ communication suite, but its full potential and importance may not yet be fully recognised for businesses and users alike. Application to person messaging (A2P) allows businesses to process order information, deliver marketing campaigns and customer services quickly and effectively via SMS and messaging apps.

This study is a snapshot of the trends taking place in 2020 before the COVID19 pandemic. Even if the global crisis has skewed all metrics in the economy, consumer behavioural and attitudinal insights are invaluable.  Change in the mobile ecosystem is fast, spending time to understand end users is an intelligent response to digital transformation accelerated by the pandemic.

The report examines:

  • Business messaging reach – who is reading business messages?

  • Country views – what markets are embracing A2P messaging?

  • A2P Messaging VS. Voice – what do users think of messages and calls from businesses?

  • SMS & OTT – what are the recent developments between the universal text services and the new multimedia apps?

  • Messaging Fraud & Spam – what is the impact on consumers?

MEF’s A2P Business Messaging 2020 report is based on 6500 interviews across 10 countries: Brazil, China, France, Germany, India, Japan, South Africa, Spain, UK, USA.

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Executive Summary