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
In this article
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.
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.
Brand
Brand is the company or entity the end user believes to be sending the message.
Campaign
Campaign is the documented version of your use case that gets submitted to the sms industry for approval.
Deliverability
Deliverability is the ratio of messages that are delivered vs not delivered.
MMS
Multimedia Message Service (‘MMS’) is an extension of the SMS standard that enables multimedia content over a cellular network.
MNO (Mobile Network Operator)
MNO (Mobile Network Operator) is the mobile operator who provides connectivity to end users.
Opt-In
Opt-in is the process of agreeing to receive communications from a particular business entity.
Opt-Out
Opt-out is the process of revoking prior consent to receive communications from a business entity.
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.
Registration (also see 'Verification')
Registration is the process of getting your number certified for business texting.
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.
Throughput
Throughput is the amount of messages you can send at a given time.
Use case
Use case is a particular situation for how messaging will be used.
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.
Verification (also see 'Registration')
Verification is the process of getting your number certified for business texting.
Verified
Verified (‘messages’) are messages that are sent from an approved phone number that has an identifier to minimize industry filtering.