By Alan Murphy, VP of Engineering

For a long time, SMS worked on a simple assumption: the network could be trusted. The systems behind it were built in a different era, when the telecom ecosystem was smaller, more controlled, and the number of actors interacting with mobile networks was limited. Security wasn’t ignored, but it wasn’t designed for the scale and complexity we see today.

That environment has changed dramatically. Messaging is now a critical infrastructure for digital services. Banks use it for authentication. Governments use it for notifications. Enterprises use it to communicate with billions of customers every day. And wherever that level of reach exists, attackers will inevitably follow. The reality is that protecting the A2P messaging channel today requires a very different approach than it did even a few years ago.

Attackers evolve faster than static defences

One of the things we see consistently across mobile networks is how quickly attackers adapt. They don’t rely on a single technique. They test different methods, measure the success rate, and modify the attack almost immediately. If a filtering rule blocks one message format, they simply change the structure and try again. If a route is blocked, they look for another path.

From the attacker’s perspective, the objective is straightforward: get the message through. That message might be part of a smishing campaign, a SIM farm operation, an Artificial Inflation of Traffic (AIT) scheme, or a bypass attempt designed to avoid legitimate A2P routes. But the principle is always the same. They probe the network until they find the weakness. And if operators rely on basic filtering or manual investigation to deal with this, they’re not really in the race.

Fraud is no longer just a revenue issue

Historically, messaging fraud was often viewed mainly as a revenue problem. Grey routes or bypass traffic meant lost termination fees, and operators responded by tightening routing controls. But today the consequences are broader. Every fraudulent message that reaches a subscriber erodes trust in the channel. If customers start to associate SMS with scams or impersonation attempts, the credibility of the entire messaging ecosystem is affected.

At the same time, enterprises rely heavily on SMS for critical services such as authentication and customer engagement. If they lose confidence in the channel’s reliability or security, they will look for alternatives. So the challenge is no longer just about stopping revenue leakage. It’s about maintaining the integrity of the messaging channel itself.

Visibility is the most important capability

When we look at security in mobile networks, the most important principle is visibility. You need to understand what is actually happening across the network. Which messages are being sent, how they are routed, what patterns appear across traffic flows, and where anomalies emerge.

Attackers are constantly experimenting. They modify message content, rotate source numbers, and distribute attacks across different routes. Without visibility across the entire ecosystem, these patterns are very difficult to detect. This is where modern analytics and AI systems begin to play an important role.

Moving from filtering to understanding

Traditional systems were designed to detect known threats. They relied on predefined rules or keyword filtering. That worked when attacks were relatively predictable. Today’s attacks are far more adaptive. Modern systems need to understand not just individual messages, but the intent behind them. They must analyse semantics, traffic behaviour, routing patterns and message purpose in real time.

At VOX Solutions, we developed CLARA, our Classification and Recognition AI Agent, precisely for this reason. Rather than relying on static rules, CLARA performs the type of analytical reasoning that human analysts would normally carry out, but continuously and at network scale. Instead of simply seeing text strings, it evaluates the narrative and behaviour behind each message. This allows operators to detect fraud patterns much earlier and reduce the window in which attackers can operate.

Security and monetisation are now linked

There is another important shift happening in messaging. Security and monetisation are no longer separate discussions. If operators cannot reliably identify the intent of traffic on their network, they cannot enforce fair pricing or prevent arbitrage. Marketing traffic may be disguised as lower-cost utility messages, and grey routes may bypass legitimate termination channels.

This is why traffic classification is becoming essential for the commercial model of messaging. Through the VOX360 platform, operators can apply value-based pricing based on the purpose of each message, whether it is authentication, notification or marketing. CLARA performs the classification, and the network can enforce the correct pricing model at scale. The important point here is that classification is not just an analytical exercise. It directly affects how the messaging ecosystem functions economically.

The next phase of messaging security

If there is one lesson we have learned repeatedly in telecom security, it is that attackers will always adapt. The goal is not to create a static defence and assume the problem is solved. The goal is to build systems that can observe, analyse and respond faster than attackers can evolve.

That requires a combination of capabilities:

• visibility across the entire messaging environment
• intelligence that understands traffic behaviour
• automated analysis that operates at network scale
• enforcement mechanisms that protect both security and revenue integrity

In other words, security has to become an active, intelligent part of the messaging infrastructure.

Preserving trust in the messaging channel

SMS remains a trusted channel which continues to be relevant and valuable. It reaches every mobile device, works without internet connectivity, and continues to play a central role in digital services. But its long-term success depends on trust.

Operators that invest in intelligent security and traffic visibility will be able to protect that trust and maintain the competitiveness of the channel. Those that rely on legacy approaches will find it increasingly difficult to keep pace with the threat landscape.

The technology exists to address these challenges. The important thing is recognising that messaging security is no longer optional. It is fundamental to the future of the ecosystem.

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Read the full analysis in the GSMA Intelligence report: Preserving the A2P SMS business in an evolving A2P messaging landscape.

We’re proud to share that our Chief of Staff & Business Development Officer, Teodor Magureanu, has been recognised in the ROCCO 100 2026.

The ROCCO 100 is not a popularity contest. It is one of the industry’s most respected benchmarks, recognising individuals who have made a real impact on telecoms over the past two years through leadership, expertise, and measurable contribution.

Teodor’s inclusion reflects exactly that.

As highlighted in the report, he has played a decisive role in positioning Vox Solutions as a global anti-fraud reference, driving both measurable revenue growth and stronger network protection for operators worldwide.

More importantly, this has been achieved by building long-term trust with our partners and focusing on outcomes that matter, not just activity.

This recognition is a testament to the work we do alongside operators every day to protect revenues, strengthen networks, and bring more transparency to the ecosystem.

Congratulations, Teodor. Well deserved.

By Teodor Magureanu, Chief Business Development Officer, VOX Solutions

Few technologies in telecom have proven as resilient as SMS.

More than three decades after its creation, it remains one of the most effective communication tools ever developed. It works on every mobile device, reaches virtually every subscriber, and continues to power critical interactions between enterprises and consumers. From authentication codes to delivery notifications and customer engagement campaigns, A2P messaging has become a foundational layer of the digital economy.

At a global level, that scale is significant. By 2023, A2P SMS volumes exceeded 2.5 trillion messages annually, highlighting just how embedded the channel remains in enterprise communication. Yet despite its importance, the commercial model underpinning SMS has barely evolved.

This creates what I often think of as the SMS pricing paradox: one of the most valuable and widely used communication channels in the world is still largely priced as if every message carries the same value. In reality, the messaging ecosystem has changed dramatically.

The messaging economy has evolved

Over the past decade, the broader messaging landscape has expanded well beyond traditional SMS. OTT platforms such as WhatsApp, along with emerging channels like Rich Business Messaging, have introduced entirely new models for how enterprises communicate with customers.

What is particularly interesting is not just the technology behind these platforms, but their economics. Instead of pricing messaging based purely on volume, many of these platforms price interactions based on the purpose of the message itself. A marketing campaign, a service notification, and an authentication message are treated as distinct types of communication, each with its own commercial logic. In other words, pricing reflects intent.

This distinction matters because the value of a message is rarely determined by its size or delivery cost. It is determined by the role it plays in a digital journey. A password reset message is fundamentally different from a promotional campaign. A transactional notification has a different value profile than a marketing interaction. Treating all messages as identical from a pricing perspective inevitably creates friction within the ecosystem.

The strategic challenge for operators

For mobile operators, this shift creates a strategic challenge. SMS remains the only messaging channel with true universal reach. It works without an app, without internet connectivity, and across every type of device. That ubiquity is an extraordinary advantage. Globally, SMS can reach around 5.75 billion mobile users, making it unmatched in accessibility.

At the same time, enterprises today operate in a world of choice. Messaging platforms compete for customer engagement, each offering different capabilities, pricing models, and user experiences. When the economics of one channel become rigid while others evolve, traffic begins to migrate toward the more flexible alternatives.

This shift is already visible. A2P SMS traffic volumes have reached an inflection point and are expected to decline over time, with international traffic projected to decrease at a −6.7% CAGR through 2029. This does not happen overnight, and it does not mean SMS is losing its relevance. Quite the opposite. SMS continues to be deeply embedded in enterprise communication. But it does mean the competitive landscape has changed. Maintaining the long-term competitiveness of SMS requires operators to rethink not just the technology behind messaging, but the commercial logic governing it.

Learning from the OTT playbook

If we look closely at how OTT messaging platforms structure their pricing models, a clear lesson emerges. They recognize that messaging is not a homogeneous product. Different interactions carry different levels of business value. Authentication, service notifications, and marketing conversations each contribute differently to enterprise workflows and customer engagement.

By aligning pricing with these use cases, OTT platforms have created messaging economies that reflect the real value of communication rather than just its technical cost. For operators, this model offers an important insight. The future of A2P messaging may not lie in competing with OTT platforms on features, but in adopting a more sophisticated economic framework for SMS itself.

From volume pricing to value-based messaging

This is where use-case pricing begins to play a critical role. Instead of treating all SMS traffic as interchangeable, operators can classify messaging based on its purpose and apply pricing structures that reflect the value of each interaction. Authentication traffic, service notifications, and marketing campaigns can coexist within the same channel while following different commercial models.

Achieving this at scale requires something that historically has been difficult in telecom networks: the ability to accurately understand the intent behind messaging traffic. Advances in AI and traffic analytics are beginning to make this possible.

Within the VOX360 platform, our AI classification agent CLARA analyzes messaging traffic and determines whether messages correspond to authentication, notification, or marketing activity. This classification allows operators to apply the appropriate pricing model directly at network level, ensuring consistency while also preventing bypass and arbitrage across the ecosystem.

This is particularly important in a market where pricing inefficiencies already create pressure. Most operators still rely on flat-rate SMS pricing, while OTT platforms have moved toward tiered, intent-based models, increasing their competitiveness. The result is not simply better monetization. It is a healthier messaging economy where value is recognized more accurately across the ecosystem.

Restoring competitiveness in the messaging ecosystem

Ultimately, the question is not whether SMS will remain relevant. Its reach, reliability, and simplicity ensure that it will continue to play a central role in enterprise communication. The real question is whether the economic model surrounding SMS will evolve quickly enough to keep pace with the broader messaging ecosystem.

Operators that modernize the commercial framework of messaging will be able to unlock new value from an asset they already control: the most universal communication channel ever created. Those that do not risk allowing the value of that channel to gradually shift elsewhere.

In many ways, the future of SMS may not depend on the next technological breakthrough, but on something much simpler: recognizing that not all messages are created equal, and building an economic model that reflects that reality.

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Discover the full analysis in the GSMA Intelligence report: Preserving the A2P SMS business in an evolving A2P messaging landscape.

Messaging remains one of the most powerful and widely used communication channels in the digital economy. Yet the ecosystem surrounding A2P messaging is evolving rapidly. The growth of OTT platforms, the emergence of voice-based authentication methods and changing pricing models are reshaping how enterprises communicate with customers and how operators manage messaging traffic.

Developed in collaboration with GSMA Intelligence, this report explores how mobile network operators can adapt their messaging strategy to remain competitive in this evolving environment. Drawing on operator insights and market analysis, the research examines the key trends affecting the A2P messaging landscape and outlines practical approaches for strengthening the sustainability of the channel.

The report highlights how operators can:

• Preserve trust in the messaging ecosystem.
• Improve the competitiveness of A2P SMS through modern monetisation models.
• Protect their role in an increasingly diverse communication landscape that includes OTT messaging, RCS and voice alternatives.

Download the full White Paper to explore how mobile operators can adapt their strategy to maintain trust, strengthen competitiveness and navigate the future of A2P messaging.

VOX Solutions has entered a year-long strategic partnership with UiPath Foundation to support 100 high school students from underserved communities across Romania through Own Your Path, UiPath Foundation’s long-term educational programme.

This collaboration reflects VOX’s commitment to expanding access to digital skills, AI literacy, and meaningful career exposure for young people who might otherwise lack the resources and networks to shape their future with confidence.

Why This Matters

Romania continues to face significant structural gaps in opportunity:

• 33.8% of children under 18 are at risk of poverty or social exclusion
• Only 27.7% of the population has basic digital literacy
• More than half of the working-age population speaks no foreign language

For teenagers in vulnerable communities, limited access to digital tools, language training, and professional role models can narrow long-term prospects. This partnership is designed to address those gaps through sustained, measurable support.

About Own Your Path

Own Your Path is one of UiPath Foundation’s flagship programmes, currently supporting more than 1,100 high school students across 18 counties, as well as Bucharest and Cluj-Napoca. Students are recruited in their first year of high school and supported throughout all four years of study.

Participants receive:

• Tablets and secure internet access
• Access to a dedicated digital learning platform
• Monthly scholarships tied to attendance and engagement
• Weekly English tutoring
• Digital skills and AI literacy courses
• Psychological counselling when needed
• Sense of Possibility sessions with professionals

Retention rates exceed 80%, reflecting both programme quality and structured accountability.

VOX’s Commitment

Through this partnership, VOX Solutions is supporting a dedicated cohort of 100 students with scholarships and access to the full educational package delivered within Own Your Path.

Beyond financial support, VOX employees will actively contribute throughout 2026 by leading eight Sense of Possibility sessions, sharing practical insights on technology careers, entrepreneurship, financial literacy, online safety, and personal development. These sessions are open to all students enrolled in the programme.

Ehsan Ahmadi, CEO and Founder of VOX Solutions, commented:

“VOX Solutions was founded in Romania, and our roots here continue to shape who we are and what we stand for. Through this partnership with UiPath Foundation, we are investing in the future of Romania’s talent ecosystem because we believe the next great innovators are already out there. Our job is simply to give them the access they need to AI and digital literacy, so that nothing stands in their way.”

Raluca Negulescu-Balaci, Executive Director, UiPath Foundation, said:

“VOX Solutions saw what we’re building for teenagers in underserved communities and didn’t hesitate to join forces. That kind of trust and alignment is rare and powerful. They stand as an example of what impact-driven partnerships can become when built on a shared conviction about what young people deserve, and the willingness to invest in making it real.”

Clear Goals. Measurable Outcomes.

• 100 students supported through scholarships and full programme access
• 90% of AI course participants earning a graduation diploma
• 85% participation across educational activities
• 8 volunteer-led sessions delivered by VOX professionals

Looking Ahead

Throughout the year, VOX will contribute to the #GuidingVoices initiative, spotlighting volunteers and students whose journeys intersect through this programme.

This is not a one-off initiative. It is a structured, long-term investment in education, digital capability, and opportunity.

By Teodor Magureanu, CBDO & Chief of Staff at VOX Solutions

The recent recognition by Forbes 30 Under 30 is a milestone I share deeply with the entire team at VOX Solutions. A collective team effort, and one that surely also goes to Ehsan Ahmadi, our CEO and Founder. However, in the fast-paced world of global technology, accolades are best used as a lens through which we can examine the broader industry shifts we are driving.

For me, this journey began in the world of strategy consulting at Kearney, advising C-suite leaders in Telecom, Banking, and Private Equity. It was a great chapter, that shaped me, but also one that made me wonder how having skin in the game and scaling a company might look like. It sounded exciting, just like it still sounds today.

Four years ago, I joined VOX Solutions, a company with ambition but one that had yet to unlock its full potential. Alongside Ehsan Ahmadi, we embarked on a scaling mission. Today, VOX is a global enterprise operating across 28 countries, partnering with the world’s largest telecom groups and hyperscalers. This transition from advisor to architect allowed me to apply strategic rigor to real-world operational scaling, turning a high-potential startup into a global market leader.

The Strategic Imperative: The “Squeeze” on Global Telcos

To understand the VOX mission and what it is that we want to achieve, one must first understand the crisis facing the modern telecom operator. Recent analysis from companies like McKinsey & Company / Kearney paints a clear picture: the global telecom industry is caught in a “Connectivity Trap.”

While data consumption is exploding, the Return on Invested Capital (ROIC) for operators remains largely stagnant. The factors are systemic:

• The ROIC Gap: For the first time in a decade, the global Return on Invested Capital (ROIC) for telcos has fallen to approximately 6% to 8%, while the Weighted Average Cost of Capital (WACC) has climbed to 8% to 10%. In short most telcos are currently destroying economic value rather than creating it.
• The CAPEX Wall: To keep up with the digital era, operators are projected to spend over $1.2 trillion globally on 5G and fiber infrastructure between now and 2030.
• The Disconnect: While data traffic is exploding at a 30% to 40% CAGR, service revenues are barely crawling at 1% to 3%.
• The OTT Disruption: Hyperscalers and “Over-The-Top” (OTT) players are capturing the high-value layers of the digital stack, leaving operators to manage the asset-heavy “dumb pipes.”

It will sound drastic, but operators are essentially the world’s most expensive digital highways, but they aren’t the ones collecting the tolls. The value is being captured “over the top” by hyperscalers, leaving operators with the profit pressure.

The consensus across top-tier strategy firms is clear: Telcos must evolve into Techcos. To survive the squeeze, operators must shift from providing infrastructure to providing high-value, tech-enabled services. This is our mission, rooted in the issue mentioned above.

The VOX Mission: Turning Infrastructure into “Digital Gold”

As said, at VOX Solutions, our mission is a direct response to the issues the ecosystem faces. We serve as the bridge in the Telco-to-Techco evolution.

We don’t just help operators manage their networks; we want to partner and help them monetize their assets. By deploying our AI-based proprietary technology, we enable telcos to secure their traffic, eliminate fraud, and transform their existing connectivity into a sophisticated revenue engine. Our success in the past years is a testimony to the fact that when you give operators the tools to control and monetize their own ecosystem, the value creation is exponential.

The Next Frontier: Unlocking the $500B AdTech Opportunity

If the last four years were about securing the core, the next four are about expanding the horizon. The most underutilized asset in the telecom world is not the spectrum—it is the data and the audience.

While Big Tech giants are facing increasing scrutiny over third-party cookies and data privacy, mobile operators sit on a goldmine of data. Our mission now is to lead telcos into the AdTech space. By transforming telecom infrastructure into high-margin advertising platforms, we are helping operators move beyond “connectivity” and into the center of the digital economy, in a compliant way. We are enabling a world where the mobile operator isn’t just the pipe through which an ad travels, but the intelligence that makes the advertisement valuable. I am happy to say we are turning this into reality today with multiple operators, already generating advertising revenue. And I thank the entire team that bought in our vision and turned it into reality.

Onwards

The Forbes recognition is a moment of reflection, but the strategy remains forward-looking. At VOX, we are focused on ensuring that the world’s operators remain at the forefront of the global tech economy. The journey from strategy to execution continues.