Messaging glossary

This article is a glossary of commonly used terms related to SMS Messaging and Messaging Campaigns.

To learn about Messaging related to your Avaya.cx account, see: Messaging

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Text messaging terms

10DLC (10-digit Long Code)

10-digit Long Code (10DLC) is another way of saying A2P for a local number. Toll Free doesn’t need this distinction because all Toll Free numbers are business owned. 

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A2P (Application to Person)

Application-to-person (A2P) messages are sent from an application (or business) to a person; any text messages from a business landline to a mobile number are considered A2P.  

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Brand

Brand is the company or entity the end user believes to be sending the message.

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Campaign

Campaign is the documented version of your use case that gets submitted to the sms industry for approval.

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Deliverability

Deliverability is the ratio of messages that are delivered vs not delivered.

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MMS

Multimedia Message Service (‘MMS’) is an extension of the SMS standard that enables multimedia content over a cellular network.

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MNO (Mobile Network Operator)

MNO (Mobile Network Operator) is the mobile operator who provides connectivity to end users.

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Opt-In

Opt-in is the process of agreeing to receive communications from a particular business entity.

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Opt-Out

Opt-out is the process of revoking prior consent to receive communications from a business entity. 

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P2P (Person to Person)

Person-to-person (P2P) messages are sent from one person to another. More specifically these are consumer to consumer text messages.

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Registration (also see 'Verification')

Registration is the process of getting your number certified for business texting.

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SMS

Short Message Service (‘SMS’) also referred to as a “text message” is a GSM standard that enables short messages up to 160 characters on mobile devices.

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Throughput

Throughput is the amount of messages you can send at a given time.

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Use case

Use case is a particular situation for how messaging will be used.

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Unverified

Unverified (‘messages’) are messages that are subject to additional filtering when they travel over carriers’ networks. Filtering is based largely on content, consumer complaints, or volumes.

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Verification (also see 'Registration')

Verification is the process of getting your number certified for business texting.

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Verified

Verified (‘messages’) are messages that are sent from an approved phone number that has an identifier to minimize industry filtering.

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