INFOGRAPHY
2020 Trends in A2P SMS

Nearly 49% of the SMS messages sent are notification SMS messages.

The growth and dynamism of SMS notification is based on the service potential of SMS. In fact, historically dedicated to marketing, A2P SMS is increasingly becoming a channel of choice for companies to send notifications to their customers(appointment reminders, booking or purchase confirmations, automatic alerts, security codes, etc.). Whereas in 2017, the pro rata was 39% SMS notification for 61% SMS marketing (AFMM figures), today it's around 49% for 51%.

 

0 marketing SMS sent on Sundays.

In order to protect the consumer and not subject him to too much advertising pressure, the sending of SMS marketing is strictly regulated. The latter is prohibited on Sundays, public holidays and every day during the 8pm and 8am time slots.

 

Nearly 62% of SMS messages contain between 121 & 160 characters.

The majority of messages sent by companies are short messages, because the 160 character limit, beyond which an SMS is said to be long, encourages the writing of more powerful messages.

 

9 out of 10 SMS messages are sent via a personalised sender.

Sender ID personalization enables brands to be immediately identified by message recipients. This enhanced recognition increases visibility and establishes an immediate bond of trust with their customers and prospects.

 

More than 95% of the SMS messages sent are delivered.

In other words, more than 95% of messages sent by SMS reach their final target and are read immediately (the average time to open an SMS is only 1 to 4 minutes - MMAF digits). This level of deliverability is unmatched by other communication levers. This makes SMS A2P an ideal broadcast channel and particularly suitable for real-time communications.

 

0.13% unsubscription.

The low unsubscription rate observed on SMS A2P campaigns reflects the quality of targeting exerted on this lever. STOP SMS is historically a simple, reliable and functional way to unsubscribe. Persons who do not wish to receive advertising messages can use it to simply exercise their right to object at any time, free of charge. One might therefore expect a higher rate. However, sending SMS messages has a significant cost, so brands that use it typically clean up their opt-out and expired number databases after each sending to significantly reduce unsolicited messages.