Only 23% of Canadians find A2P Messages Useful

Despite the almost universal use of A2P messaging channels to send delivery and appointment reminders, notifications, promotional discounts and other services the messaging industry believes to be of value to the end-user, only 23.2% of smartphone users in Canada actually said the messages they receive are useful and appreciated. This compares with 25.4% of all users surveyed by MEF across 15 markets. The greatest complaint was to do with receiving spam (by 47.4% of users in Canada), followed by receiving too many messages (43.8%), receiving messages at inconvenient times (29.2%), or using apps/ services the users doesn’t wish to use (23.2%). Full details for all markets are available to download in MEF’s 10th Annual Consumer Trust Study.