By now, it’s well-known that text messaging is a powerful way to connect with customers. But there is still confusion on exactly how business text messaging works. We hear a lot of questions about how to use an SMS delivery report. The first thing we have to explain is that the delivery report may not be enough to control your messaging delivery results.
As Vonage notes in this article, many different factors can cause an SMS message to fail. Did you know that when your messages fail, carriers still charge you for message delivery? That means a single messaging campaign that’s marked as SPAM can eat up your budget and never be seen by your audience.
That’s one of the reasons you need to ask the right questions about your messaging vendors’ infrastructure and its capabilities. Not all vendors offer the features you need to optimize SMS delivery with your carrier, or carriers.
Let’s take a look at how you can proactively optimize delivery, with the right vendor.
First, let’s clear up some confusion about SMS delivery reports and what they mean. An SMS delivery report is the message you receive from an SMCS (Short Message Service Center) that notifies you that your SMS message sent from your device was delivered to the intended recipient. In other words, an SMS delivery report shows the current status of the text messages that you submitted to the carrier.
Contrary to popular belief, text delivery reports do not actually mean that a text message sent by you was successfully delivered to the recipient—rather, it just confirms that the message was sent successfully from the device.
Once the carriers SMSC receives the message, there are many reasons that message delivery can fail. A few reasons include:
Those reasons vary by carrier, which makes it even more complex to assure message delivery in a global environment.
That’s why you need a vendor with an intelligent SMS Infrastructure to proactively manage your messaging traffic in a way that conforms to your specific carrier or carriers requirements.
To learn more about how messaging works with global carriers, check out this guide.
Your SMS infrastructure includes an SMS Gateway that acts as the traffic manager for computers to send and receive SMS text messages to and from devices over different carriers that form the global telecommunications network.
A basic SMS infrastructure contains a gateway that translates the message sent, and makes it compatible for delivery over the network to be able to reach the recipient.
Intelligent SMS Infrastructures do much more to proactively optimize your message delivery. Some important abilities include:
Every carrier has different rules concerning different number types (e.g,codes or SenderIDs,) as well as differences in how their SPAM and time of day filters work.
When you are reviewing potential SMS vendors, you need to be sure to ask the right questions about their messaging infrastructure, including their SMS Gateways and APIs, to assure they can proactively manage your message sends to optimize delivery, save your budget and provide the details you need to report on delivery success.