The A2P SMS market is undergoing a major shift. In 2024, global A2P SMS traffic declined for the first time, driven by rising fraud, artificially inflated traffic (AIT), and growing competition from OTT messaging platforms. As a result, mobile operators and enterprises must rethink their pricing and monetisation strategies to keep SMS competitive and protect revenue.

This Juniper Research and VOX Solutions whitepaper explores the transition from static to AI-driven dynamic pricing, the need for different monetisation approaches for domestic and international SMS, and how intelligent pricing models and fraud-prevention tools can support sustainable growth.

With forecasts through 2029, the report highlights how innovative pricing strategies, AI technologies, and smarter monetisation frameworks can help combat fraud and unlock new revenue opportunities for the A2P SMS ecosystem.