Five Reasons A2P Messaging is a Handy Automated Personalized-Marketing Solution

Five Reasons A2P Messaging is a Handy Automated Personalized-Marketing Solution
Abdullah Muhsin , Senior Content Marketing Officer at Apigate

Application to Person (A2P) messaging is a simple - yet powerful – SMS based communications technology that enterprises can utilize to automate and maintain engagement with customers. As enterprises try to infuse personalization of services - and attract and retain - large volumes of diverse customers at the same time, the gains from automation of personalized services is reaching critical mass. 

Application to Person (A2P) messaging simplifies B2C communications 

This means businesses can implement A2P messaging across their portfolio - activate services through digital means - and maintain economic sustainability of such services. Also, because of advances in communications technologies, customers are increasingly preferring digital interactions via mobile with businesses – via mobile devices - instead of physical interactions.  

Person to Application (P2A) messaging makes everything so much easier 

Similarly, in reverse, innovators are exploring the uses of P2A (person to application) messaging. P2A helps enterprises greatly reduce operational expenses and increase efficiencies in the delivery of online services. P2A messaging can be used in instances where many people are trying to interact with an application – e.g. requesting a service, participating in a raffle draw, expressing preference such as voting, and even opting in or out of a particular service.   

Mobile Network Coverage - the single greatest advantage of A2P Messaging

Because A2P uses simple messagin g protocols such as SMS, enterprises can expect nearly 100% adoption of usage by customers. The underlying SMS technology affords enterprises with an added advantage of customer reach.  

Enterprises that are in need of a simple and effective interface to communicate with customers can implement A2P messaging. To maximize the advantage - enterprises may even partner with Mobile Network Operators (MNOs) - to achieve instant communications or delivery of services across a nation or region. 

What this means for enterprises – simplified customer-journey mapping 

Equipped with A2P and P2A messaging technologies, a business can define its communications and service protocols well ahead of customer needs - and fully automate personalized responses to guide customers through a set of pre-defined interactions.  

An enterprise can initiate an interaction such as an SMS based marketing campaign - directed towards a pre-targeted group of recipients to motivate a predetermined set of behaviors – such as a digital purchase or similar action.  

For example; a fashion retailer can communicate a sales promotion to a group of customers via SMS. The SMS application can be programmed to accept responses and then interact with respondents through a predefined set of actions such as ‘subscribing to a service offering’, or a successful online purchase.  

What’s next - Programmable and interactive marketing campaigns via low cost mainstream SMS services 

A2P and P2A messaging technologies are simple yet highly efficient methods to interact with customers and maintain engagement in the marketplace. By carefully programming a set of applications to accept user requests and respond to such requests accordingly, customers are provided with the facility to directly interact with a service offering.  

The service, in turn, is programmed to be able to accept or decline a customer’s request, thereby allowing the customer to easily engage and navigate through the service options and consume the service if desired.  

To the advantage of enterprises - all the communications involved in the delivery of a service is carried out via SMS between the customer and the application.  The simplicity and widespread adoption of SMS in general, allows for cost-effective, concise and seamless service interactions.

To learn more about our services or set up a meeting, email us at

Share this blog post