Overview: Messaging

This article covers the basics of sending text messages with your Avaya.cx account. Continue reading this article to learn about what you should know before using your account to message customers.

Messaging number types

You can send messages over one of two types of number:

• 10DLC or Long Code (aka: Local Numbers). 10DLC messaging allows businesses to send sanctioned A2P messaging traffic over local phone numbers. Business messages must be approved (verified) by the industry prior to sending consumers messages.

• Toll Free numbers begin with 800, 888, 877, 866, 855, 844, or 833. They’re used by businesses for inbound customer service calls where the callers don’t incur long distance charges. Messages from toll free numbers are automatically classified as business communication and must be approved (verified) by the industry prior to sending. Note that all toll free messaging is considered A2P.

Messaging traffic types (P2P vs A2P)

Traffic type depends on the entity sending the message. There are two types of traffic types for messaging:

• Person-to-person (P2P)

• Application-to-person (A2P)

Person-to-person (P2P) messages are sent from one person to another. This was the intended use case when text messaging was created. Messages that aren’t person-to-person must be verified in an effort to protect end consumers from fraudsters using SPAM, phishing, etc.

Application-to-person (A2P) messages are sent from an application (or business) to a person. A2P messaging is most often done on behalf of entities like businesses or political campaigns. Senders of A2P messages typically have the ability to send a high quantity of messages to recipients over short periods of time.

Verified vs unverified messaging

Since the implementation of A2P 10DLC, A2P has grown in popularity, and the industry is catching up with rule-making. Because of this, A2P messages now fall into two classifications:

• Unverified: Messages that are subject to additional filtering when they travel over carriers’ networks. Filtering is based largely on content, consumer complaints, or volumes.

• Verified: Messages that are sent from an approved phone number that has an identifier to minimize industry filtering.

Messages that are sent from an application and/or from a business fall into the A2P traffic type. They must be verified by the industry as compliant.

Mobile carriers only agree to accept A2P traffic on their networks as long as the identity of the message sender (i.e. the brand), and the content of the messaging (i.e. the campaign) is registered. This is done in an effort to protect consumers so that only the messages a recipient wants to see make it to them.

• Verifying your Campaign: Mobile carriers only agree to accept A2P traffic on their networks as long as the content and business entity are verified (i.e. the campaign). 

  • • Messages that are not verified are subject to additional filtering and blocking based largely on content, consumer complaints, and/or volumes. 

    • Even if you have a verified campaign you are required to follow our Messaging Best Practices.

Please Note: New regulations and processes continue to be released in this space to protect consumers from bad actors and unwanted text messages.

Frequently asked questions

Are all messages A2P?

Messages that are sent from an application and/or from a business fall into the A2P traffic type and must be verified by the industry as compliant. (If you believe your use case is an exception to this please reach out to LNP@avaya.cx.)

What happens if I don't register my traffic?

Unregistered campaigns/numbers are subject to industry throttling, blocking and filtering.

What if my use case is person to person messaging?

Person-to-person (P2P) messages are sent from one person to another. Text messages that originate from an application or business are considered A2P. If you believe your use case is an exception to this please reach out to LNP@avaya.cx.

What happens if I send over 160 characters in a message?

If you send over 160 characters in the body of your SMS message (Short Message Service) the message will turn into a MultiMedia Message (MMS). MMS is not supported on 10DLC and you will most likely experience deliverability issues.