Hong Kong, October 14, 2025 – A new whitepaper from Juniper Research, in collaboration with VOX Solutions, warns that the global Application-to-Person (A2P) SMS market is facing a pivotal moment as traffic volumes decline for the first time in 2024. The report, “Race Against Time: Reinventing SMS Pricing Before It’s Too Late”, highlights the urgent need for operators and enterprises to adopt dynamic pricing models, advanced fraud prevention, and AI-driven strategies to sustain SMS as a competitive and profitable channel.

According to Juniper Research, domestic A2P SMS traffic is expected to decline by 15% annually, while international traffic faces an even sharper fall of 23% annually due to rising costs, regulatory hurdles, and fraud in the value chain. Without a strategic shift, operators risk eroding revenue streams and losing ground to OTT alternatives such as WhatsApp.

Key Findings from the Whitepaper:

• Dynamic Pricing is Essential – Static pricing models are no longer sustainable; value-based and tiered pricing can help operators reposition SMS for enterprise adoption.
  
• AI in Competitive Strategies – AI-powered firewalls and analytics enable real-time monitoring, competitive benchmarking, and fraud mitigation.
  
• Domestic vs International SMS – Different strategies are required: international SMS demands aggressive concessions, while domestic SMS thrives on value-driven segmentation and targeted monetisation.
• Exclusivity Agreements & Fraud Prevention – Stronger agreements and intelligent tools are critical to protect network quality and revenue integrity.
  
• The Future of A2P SMS – With the right frameworks, SMS can evolve beyond messaging into a platform for personalised advertising and new revenue streams.
  

“The decline of A2P SMS traffic signals a race against time for operators to reinvent their pricing strategies. By leveraging AI and intelligent monetisation, MNOs can not only protect revenue but also unlock new growth opportunities,” said Ehsan Ahmadi, CEO & Founder at VOX Solutions.

“Our research clearly shows that static SMS pricing has reached its limits. Dynamic, data-driven strategies are now essential if the industry is to remain competitive against OTT channels and sustain long-term profitability,” added Sam Barker, VP of Telecoms Market Research, Juniper Research.

The whitepaper offers forecasts through 2029, detailing how innovative pricing strategies can mitigate the threat of fraud and declining volumes, while enabling operators to capture value from both domestic and international messaging markets.

Download the full whitepaper HERE to explore how innovative pricing models, AI-driven strategies, and smarter monetisation frameworks can help future-proof A2P SMS, combat fraud, and unlock new revenue opportunities.

About VOX Solutions:

VOX Solutions is a leading TelcoTech company dedicated to empowering Mobile Network Operators (MNOs), carriers, aggregators, and enterprises worldwide by providing innovative solutions to effectively monetize their assets . We provide cutting-edge solutions that enable our partners to unlock new revenue streams by maximizing the value of their existing assets. Leveraging advanced technologies such as Artificial Intelligence (AI), Advertising Technology (AdTech), advanced analytics, and seamless authentication, we help transform telecommunications businesses into high-performing, revenue-generating ecosystems.

About Juniper Research:

Juniper Research was founded in 2001 by the industry consultant Tony Crabtree, in the midst of the telecoms and dot-com crash. The business was fully incorporated in February 2002 and has since grown to become one of the leading analyst firms in the mobile and digital tech sector.

Juniper Research specialises in identifying and appraising new high growth market sectors within the digital ecosystem. Market sizing and forecasting are the cornerstones of our offering, together with competitive analysis, strategic assessment and business modelling.

We endeavour to provide independent and impartial analysis of both current and emerging opportunities via a team of dedicated specialists – all knowledgeable, experienced and experts in their field.

Our clients range from mobile operators through to content providers, vendors and financial institutions. Juniper Research’s client base spans the globe, with the majority of our clients based in North America, Western Europe and the Far East.

www.juniperresearch.com

We are proud to announce that our CEO & Founder, Ehsan Ahmadi, together with our Chief of Business Development, Teodor Magureanu, will be attending the Forbes CEE Forum 2025 in Bucharest, Romania.

This prestigious event gathers top leaders, entrepreneurs and innovators from across Central and Eastern Europe to discuss the region’s most pressing challenges and opportunities. With a strong focus on business growth, innovation, and sustainable development, the forum has become a landmark for decision-makers shaping the future of the CEE region.

At Vox Solutions, we are thrilled to be part of this exclusive gathering and contribute to the conversation on how technology, innovation, and entrepreneurship can continue driving progress in our region and beyond.

In this interview, John White explores the challenges and opportunities mobile operators face in today’s rapidly changing messaging ecosystem, highlighting why A2P SMS remains essential, and what steps operators must take to secure revenues and restore trust.

Discover:

•   Why A2P SMS continues to be the backbone of digital communication
•   The urgent need for operators to take back control of their business
•   Strategies for competitive pricing and fraud prevention
•   How Vox 360, powered by AI/ML, ensures revenue assurance and traffic stability
•   Preparing for the future with Flash Calling and RCS

What are your thoughts on the future of A2P SMS and how operators can best prepare? Watch the full interview!

As the Asia Pacific (APAC) continues its digital evolution, mobile network operators (MNOs) are under mounting pressure to protect one of their most valuable communication channels: Application-to-Person (A2P) SMS. Despite being a universal, reliable, and secure means of enterprise communication, A2P SMS faces growing challenges, from revenue leakage via grey routes and fraud to competition from CPaaS players and over-the-top (OTT) messaging alternatives, such as WhatsApp and Flash Calls.

VOX Solutions, a company specializing in A2P monetization, messaging security, and fraud prevention, works closely with operators to address these issues. Its platforms and analytics tools are designed to help MNOs strengthen revenue assurance while maintaining the trust of enterprises and subscribers.

In an exclusive interview with Telecom Review Asia, John White, VP of Strategic Partnerships, APAC, at VOX Solutions, shared his perspective on how operators can safeguard their messaging revenues, adapt to shifting market dynamics, and strengthen trust in the A2P SMS ecosystem.

From your perspective, what are the biggest challenges mobile network operators (MNOs) face today in protecting and growing their A2P SMS business?

The biggest challenge for MNOs is the erosion of A2P SMS traffic and revenue due to a mix of pressures: price-sensitive enterprises, CPaaS providers pushing traffic through cheaper or unauthorized channels, and the growing adoption of OTT alternatives, such as WhatsApp or Flash Calls.

At the same time, fraud and grey routes continue to undermine revenue assurance, while some aggregators—who are also CPaaS players—create a conflict of interest by monetizing on channels that compete directly with SMS.

The result is declining traffic, squeezed margins, and a loss of trust from enterprises and subscribers alike.

With the rise of alternative messaging channels and CPaaS players, how do you see the future of A2P SMS evolving over the next few years?

A2P SMS still has a unique value proposition: It is universal, reliable, secure, and requires no additional app download. Enterprises will continue to rely on it for critical communications such as authentication, alerts, and engagement.

That said, the future of A2P SMS will depend on how MNOs manage and protect this channel. Those who adopt best-in-class monetization, fraud prevention, and transparent partnerships will stabilize their revenues and retain SMS as the trusted enterprise channel.

In parallel, as new technologies like Flash Call and RCS evolve, MNOs that build strong partnerships can capture and monetize traffic across channels, instead of losing it to unregulated routes.

What strategies should MNOs prioritize in order to safeguard revenues and remain competitive in this changing environment?

MNOs should adopt a holistic monetization strategy built on four key pillars:

1. Direct Control of Traffic: Removing dependency on opportunistic aggregators and grey routes.
2. Transparent Commercial Models: Fair, sustainable pricing to retain enterprise trust.
3. Robust Fraud Prevention: Leveraging analytics, AI, and global best practices to block leakage.
4. Strategic Partnerships: Working with providers like VOX Solutions, whose business is built on long-term MNO alignment, not opportunistic traffic deals.

By focusing on these areas, MNOs can not only protect current revenues but also position themselves for future growth in other areas such as AdTech and cross-channel monetization.

How is VOX Solutions helping operators tackle these challenges, and what innovations are you bringing to ensure long-term revenue growth and trust in the A2P SMS ecosystem?

VOX Solutions was built with one mission: to align 100% with the interests of MNOs. Unlike aggregators, we do not compete with operators by pushing traffic to cheaper OTT channels. Instead, we deliver A2P messaging exclusively through direct, secure SMS routes, ensuring revenue assurance, traffic stability, and brand trust.

Our innovations include:

• VOX360: An award-winning SMS and Voice firewall and monetization platform that detects and blocks fraud in real time.
• Advanced Analytics: Dedicated servers that give operators complete visibility into grey-route traffic, fraud patterns, and revenue leakage.
• Global Leadership: VOX has pioneered solutions against Flash Calls and Artificial Inflation of Traffic (AIT), raising industry awareness and delivering the first anti-AIT implementations worldwide.
• Long-Term Partnership Model: We offer MNOs transparent, flexible commercial models that balance short-term risk with long-term revenue growth.

This is why Tier-1 operators, regulators, and governments across the world trust VOX Solutions as their partner of choice to secure and grow their A2P messaging business.

HONG KONG, September 2, 2025 – VOX Solutions, a leading provider of comprehensive A2P voice and messaging monetization solutions, is proud to announce a strategic partnership with VIVA Bolivia, one of the country’s pioneering mobile network operators. The collaboration establishes a direct connectivity agreement for all international A2P SMS and Voice traffic into VIVA’s network, strengthening its anti-fraud initiatives and ensuring secure, high-quality communications for thousands of users.

The partnership establishes an exclusive direct connectivity agreement between VOX Solutions and Viva Bolivia. Together, they are committed to safeguarding mobile communication against the growing threats of unsolicited traffic and grey routes.

The VOX-360 platform, a market-leading solution, integrates advanced anti-fraud capabilities including flash call authentication and A2P SMS monetization tools. By identifying and preventing fraudulent traffic, it helps mobile operators protect end-users, enhance customer experiences, and optimize network monetization.

Marcelo Hassenteufel, Corporate Affairs Director of Viva Bolivia, emphasized the importance of tackling these challenges: “Integrating VOX-360 into our portfolio reinforces our long-standing commitment to deliver top-tier fraud prevention, superior service quality, and added value for our customers. Partnering with VOX Solutions allows us to further secure our network against the growing challenges of unsolicited traffic and grey routes, while continuing to innovate as a digital operator.”

VOX-360 stands as the industry’s only platform capable of mitigating flash calls as part of a comprehensive anti-fraud solution for A2P voice and SMS traffic. This ensures that Viva Bolivia remains protected from flash call fraud while maximizing service quality.

Ehsan Ahmadi, CEO & Founder of VOX Solutions, commented: “Our mission is to support mobile operators like Viva Bolivia in driving sustainable revenue growth and fostering innovation. We are honored to collaborate on this journey, contributing to their business success while enhancing communication security and experiences globally.”

VOX Solutions continues to lead the market with its end-to-end A2P voice and messaging monetization offerings. With a proven track record of success, the VOX-360 platform has been deployed by numerous top-tier mobile operators worldwide. Looking forward, VOX Solutions remains committed to empowering telecom operators and enterprises with cutting-edge technology, strategic insights, and unparalleled support to navigate the evolving industry landscape.

About VOX Solutions:

VOX Solutions is a leading TelcoTech company dedicated to empowering Mobile Network Operators (MNOs), carriers, aggregators, and enterprises worldwide by providing innovative solutions to effectively monetize their assets . We provide cutting-edge solutions that enable our partners to unlock new revenue streams by maximizing the value of their existing assets. Leveraging advanced technologies such as Artificial Intelligence (AI), Advertising Technology (AdTech), advanced analytics, and seamless authentication, we help transform telecommunications businesses into high-performing, revenue-generating ecosystems.

About Viva Bolivia:

VIVA Bolivia is a pioneering mobile network operator with more than 25 years of experience, holding ~12.9% of the country’s $1.8B telecommunications market and serving nearly 8% of Bolivia’s total population. Recognized as Bolivia’s most youth-driven and innovative brand, VIVA is today redefining what it means to be a mobile and digital operator.

Through AdTech-driven developments, data-powered business models, and the introduction of new digital assets, VIVA is transforming the traditional telecom approach, opening fresh revenue streams and expanding the scope of customer value. Guided by a bold vision and a strong commitment to innovation, authenticity, and community impact, VIVA is building the next chapter of digital services in Bolivia and beyond.

www.viva.com.bo

We are excited to be featured in the Perspectives in Mobile podcast by the Mobile Ecosystem Forum, highlighting our recent MEF Global Award win for “Best Anti-Fraud Innovation”.

In this episode, Teodor Magureanu, Chief Business Development Officer, and Alan Murphy, VP of Engineering, share insights on the transformation of telecom messaging – from the enduring relevance of SMS to the rise of APIs, RCS, and AI-driven fraud prevention.

Key topics include:

• How operators can protect revenue while modernizing infrastructure
• Why national A2P SMS still holds massive potential
• The evolving role of AI and edge computing in telecom security
• Real-world success stories, including our partnership with Almadar in Libya

Discover how Vox Solutions is helping mobile operators worldwide fight fraud, modernize voice and messaging, and unlock new revenue with intelligent, future-ready infrastructure.

Listen to the full episode and explore how VOX-360 and Clara are setting new benchmarks in telecom innovation: