If you scroll through your incoming text messages, did most of them come from an actual phone? Or was it an automated message that originated from a computer?
Application-to-person messaging (A2P) is an important communication channel for many businesses since some customers may prefer text over email. An emailed appointment reminder might get lost in an overflowing inbox, but a text message grabs the customer’s attention.
In this article, we’ll cover A2P messaging and how you can use it effectively in your business. We’ll also help you understand carrier requirements to remain compliant and ensure your messages aren’t marked as spam.
Example use cases of A2P messaging
A2P messaging is effective because your customers are used to receiving automated messages — and, in some cases, expect them.
A2P messaging allows you to deliver timely and relevant messages to your customers. For example:
- Appointment reminders: Reduces the likelihood that customers forget appointments and can also communicate pre-appointment paperwork or preparation needed.
- Alerts and notifications: Informs customers of activities like account changes, fraud alerts, or booking confirmations.
- Security and authentication: Sends customers security codes for 2FA (two-factor authentication) or OTP (one-time password or one-time PIN), providing extra account security.
- Marketing campaigns: Offer text-based promotional messages, such as sales or new merchandise notifications.
A2P (Application-to-Person) vs. P2P (Person-to-Person) SMS
With P2P (person-to-person) SMS interactions, both the sender and recipient use a phone. For example, a property manager may directly text a customer to let them know they are en route.
Alternatively, A2P interactions are initiated by an application, not a mobile device. While there may be some human involvement, such as using a VoIP app to send messages, the process can be automated. Both P2P SMS and A2P SMS allow for two-way communication, but many A2P messages sent from your messaging platform don’t require a response.
Since A2P messages are sent from applications — which can potentially be misused by bad actors — you must obtain consent from the customer via opt-in. Otherwise, the messages might be filtered or your number may be marked as spam.
| A2P messaging (Application-to-Person) | P2P messaging (Person-to-Person) | |
|---|---|---|
| Definition | Business SMS text messages that are sent from an application to an individual’s mobile device | SMS text messages that are sent from one person to another person via a mobile device |
| Use cases | Appointment reminders, marketing campaigns, and other communications between businesses and customers | Personal conversations between individuals |
| Sender type | Businesses or organizations | Individual users |
| Compliance | Strict regulations, including TCPA compliance and carrier restrictions | Fewer regulations, but still subject to general carrier rules |
| Carrier filtering | Subject to heavy filtering to reduce spam and fraud | Minimal filtering |
| Opt-in requirement | Requires explicit SMS opt-in from the recipient | No opt-in required |
| Cost | Usually included in VoIP app plans | Usually included in mobile plans |
Benefits of A2P messaging
When you first start sending texts, it might make sense to contact customers individually with personalized messages. However, as your business grows, automating some messages helps to maintain a high level of customer service. It’s more efficient for you and maintains a great customer experience by providing your customers with timely, relevant, or important information.
Not only are you able to automate messages, but an application like OpenPhone has additional functionality:
- SMS and MMS (multimedia messaging service): Send photos, videos, audio, GIFs, files and more
- Scheduled texts: Send your customers timely information, such as appointment reminders 24 hours in advance
- Shared inboxes: Let your team collaborate to reply to texts in real-time with shared numbers
- Auto-replies: Send automated messages if a customer responds and your team isn’t available, such as outside business hours
- Group messaging: Send a single message to up to nine recipients simultaneously, such as a reminder about an upcoming sales demo or an update to your contacts in an organization
Best numbers to use for A2P messaging
When you use A2P messaging, you have to set up a sending phone number in your application. You have a few options and will want to choose the one that makes the most sense for your business.
10-digit long codes (10DLC)
A 10-digit long code (10DLC) number sends messages from local numbers. To a customer, they’ll look the same as a phone number from any mobile phone or landline, so they’ll feel familiar. You can also register multiple A2P 10DLC numbers if your business operates from several locations.
If you use A2P 10DLC numbers, you need to be aware of carrier requirements and regulations. You have to register the number with The Campaign Registry and provide samples of the types of messages you’ll send.
Toll-free numbers
Toll-free numbers can make your business look larger or more established. Customers can call your business without paying long-distance fees, and the number isn’t tied to a specific location. Toll-free numbers require registration as well.
Short codes
Short codes are abbreviated phone numbers, typically five or six digits long. Companies use them when sending a high volume of texts or transactional messages (like confirmation codes), making them feel less personal. They’re less cost-effective than 10DLC numbers and aren’t offered on all VoIP app platforms.
Stay compliant with A2P 10DLC messaging using OpenPhone
For many small businesses, 10DLC numbers make the most sense for A2P messaging. You can send messages from a local number, improving trust and customer engagement. As a result, you’ll have better deliverability and open rates.
If you follow the registration process and maintain compliance with carrier requirements, you can reliably reach your customers — even when sending automated messages.
For more details and how to get started, check out What is A2P 10DLC? Everything you need to know.
FAQs
A2P messaging refers to text messages sent from a software application rather than a personal mobile device. You can send automated messages to your customers using A2P messaging, such as confirmation texts or auto-replies when you’re out of the office.
For business owners, A2P messaging is ideal because it allows you to communicate from a business number, automate texts, and scale as needed. P2P messaging (also known as peer-to-peer texting) is best for personal, one-on-one conversations that don’t require automation.
A2P SMS pricing varies by VOIP service provider. With OpenPhone, plans start at $15 per user per month and include unlimited calling and messaging to phone numbers in the US and Canada.
If you plan to use a 10DLC (10 digit long code) number to send A2P messages, you need to first complete a registration process with The Campaign Registry. You can do this through a VoIP provider like OpenPhone’s platform.
