In a challenging voice market, carriers need to take every opportunity to maximise the potential of every minute on their networks. As Origin Based Rating (OBR) is implemented in more countries, carriers are looking for a solution that quickly enables them to take control of their traffic and give them predictable margins.
For all the talk about transformation in our industry, it took a global pandemic to really push organisations to reflect and evaluate how they move forward in a challenging market.
2020 was uncertain for many sectors of the communications market but A2P messaging continues to show resilience and growth. Its role in online transactions, identification, verification, brand engagement and customer service mean that A2P was even more important to businesses in 2020, and the total number of A2P messages sent grew around the world.
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