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Grey route messaging is a huge problem for the A2P industry – costing it nearly $18 billion in 2016 alone. Nick Lane, Chief Insight Analyst at mobilesquared discusses how the industry can work to realise its true potential.
A2P messaging represents a massive opportunity, but right now it has the aura of an industry that is gold-plated as opposed to pure gold. If you sliced open the marketplace today it would be filled with grey.