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:
- Direct Control of Traffic: Removing dependency on opportunistic aggregators and grey routes.
- Transparent Commercial Models: Fair, sustainable pricing to retain enterprise trust.
- Robust Fraud Prevention: Leveraging analytics, AI, and global best practices to block leakage.
- 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.
