… and How Vox Solutions Can Help You Win
A major fintech just switched 85% of its global OTP traffic from SMS to WhatsApp Business.
Why? Lower cost per delivery, smarter value-based pricing, rich branding, real-time engagement metrics, and a better customer experience.
Just like that, three regional MNOs lost tens of millions of messages a month. Revenue gone. Forever.
This isn’t a one-off. It’s a global pattern, and if you’re not seeing it yet, you will.
We’re witnessing a systemic collapse of the traditional A2P SMS model.
OTTs Aren’t Playing the Same Game, They’re Playing to Win
Over-The-Top (OTT) players like WhatsApp, Viber, Telegram, and others aren’t just offering messaging, they’re selling business outcomes.
Their pricing is value-based, not volume-based.
They charge more for OTPs than for general notifications messages. This aligns perfectly with how enterprises measure ROI.
Meanwhile, MNOs are still selling by the message, not by the impact.
That’s like pricing a Ferrari and a scooter the same just because both have wheels.
Two Battles, One War
- OTP & Notification Use Cases
OTTs win here because they offer dynamic pricing tied to message urgency and business value. Enterprises love it. They know what they’re paying for, and what they’re getting. - Marketing & Promotions Use Cases
OTTs offer rich media, clickable CTAs, brand verification, and real-time analytics, while SMS remains static and blind. The result? Marketing budgets flee to richer, smarter channels.
Raising SMS Prices? That’s Not Strategy, That’s Panic
As volumes drop, many MNOs raise prices to compensate. But that only accelerates enterprise migration. What used to be a high-margin business is now just a failover channel, used when OTT delivery fails.
If nothing changes, MNOs risk losing over 80% of their A2P SMS business by 2030.
What’s the Answer? Value, Intelligence, and Security
1. Adopt Value-Based Pricing, or Be Replaced
Vox Solutions helps MNOs move from blunt-rate billing to smart, flexible, use-case-driven pricing. Our platform enables you to:
- Classify traffic based on real business intent (OTP, alerts, marketing, etc.)
- Apply pricing aligned with value and urgency
- Deliver detailed performance analytics that justify enterprise ROI
- Charge premiums for verified delivery and fallback coverage
This is how you compete with OTTs, and win.
2. Protect the Channel, Anti-Fraud Is Non-Negotiable
It’s not just about revenue, it’s about trust. Enterprises want secure channels. Regulators demand integrity. Consumers expect privacy.
That’s why this evolution must go hand-in-hand with:
- Real-time anti-fraud systems to block SMS spoofing and phishing
- Gray route detection and elimination, closing revenue leaks
- Flash call and Voice OTP (TTS) detection and control, not to block, but to monetize
- Give enterprises the freedom to choose their authentication method, SMS, flash call, or voice, and charge fairly per method based on value, reliability, and user experience
Vox Solutions provides a complete A2P security suite (VOX360), protecting both your network and your enterprise customers from abuse, leakage, and fraud.
3. Win the Marketing Battle With AdTech + First-Party Data
OTTs may have UI polish, but MNOs have something they don’t, verified first-party data at scale.
That means:
- Location intelligence
- Device behavior
- Billing history
- Usage patterns
- Browsing history
With Vox’s AdTech and MarTech tools, MNOs can use this data to offer:
- Precision-targeted marketing
- Personalized campaigns via SMS and other channels
- Real ROI attribution for enterprise customers
- Higher conversion with lower acquisition cost
We turn your messaging channel into a performance marketing engine, compliant with privacy laws, and aligned with advertiser needs.
The Big Picture, Own the Channel, Own the Future
Let’s be clear, integrating OTTs is not a strategy. You don’t control the ecosystem, pricing, or margins. You’re just another pipe.
The real strategy is to reinvent SMS, evolve the business model, secure the network, and unlock the data that OTTs will never have access to.
Vox Solutions helps you do exactly that.
Time to Choose
You can keep pushing flat-rate SMS and lose volume, margin, and relevance…
Or you can shift to value-based pricing, secure your infrastructure, and win enterprise trust with innovation, not desperation.
- Compete on value, not volume
- Protect against fraud, leakage
- Monetize first-party data for high-impact marketing
- Deliver the future of A2P, on your terms
The opportunity is here. The tools are here. The shift is already happening.
Are you ready to win it, or be replaced?
