Every second, telecom operators process billions of real-time signals that reflect consumer intent: where people are, what they’re trying to do, and when they’re most likely to act.
Yet the paradox remains: while OTT platforms have built massive businesses on top of telco infrastructure, operators themselves have captured only a fraction of the value.

That changes now.

The next wave of AdTech innovation won’t be powered only by cookies or third-party identifiers. It will be fueled by network intelligence, used responsibly and at scale.

In his latest Forbes article, our CEO & Founder Ehsan Ahmadi highlights a major shift: telecom data can become a powerful driver for advertising growth, if operators bridge the execution gap between “having the signals” and “monetizing them safely and effectively.”

Because the challenge has never been the value of the data. It’s the execution.

At Vox Solutions, we’ve built the bridge between telco network intelligence and global advertising demand. We enable MNPs to transform real-time signals into privacy-compliant, monetizable audience segments that advertisers, brands, and performance-driven enterprises are actively seeking.

Telecom operators shouldn’t need to become AdTech specialists to unlock this opportunity.
That’s where we come in, enabling MNOs with the complete monetization layer: technology stack, global sales infrastructure, AdOps, compliance frameworks, and continuous optimization, so operators can generate value from day one, without building everything from scratch.

It’s time telecoms reclaimed their share of the value chain.

“Global ad spend continues to climb, yet telecom operators have barely dipped a toe into this market. Those that act now can capture new value while enriching customer experiences. Success will require a commitment to privacy, partnerships and technological investment. The reward is not just additional revenue but a chance to redefine the telecom industry’s role in the digital economy.” said Ehsan Ahmadi.

For a deeper dive into how telco intelligence can fuel the next wave of AdTech innovation, read the full Forbes article here: https://www.forbes.com/councils/forbestechcouncil/2026/01/15/unlocking-telecom-data-how-operators-can-fuel-the-next-wave-of-adtech-innovation/

Yet, operators still own the most powerful assets in the digital ecosystem: trusted identity, direct consumer reach, and deterministic 1st party data. The problem has never been relevance; it has been activation.

Today, with the launch of True Signal, we are changing that equation. True Signal is VOX Solutions’ next-generation, telco-powered advertising platform, purpose-built to empower mobile network operators unlock new revenue streams, protect core messaging assets, and move from volume-driven messaging to outcome-driven performance media.

The Problem: Operators Own the Assets but Not the Outcomes

Digital advertising has grown into a multi-hundred-billion-dollar industry that continues compounding 15% yearly. Yet despite owning the subscriber identity layer that powers it, mobile operators have been largely excluded from its value creation because traditional AdTech was built around:

• Indirect and fragmented user identification
• Third-party data dependencies
• Probabilistic audience targeting
• Channels not owned by operators.

At the same time, SMS and A2P messaging, once high-margin, strategic services, have been pushed into price competition, bypass, and commoditization. Operators have been left defending:

• Volumes instead of value
• Routes instead of outcomes
• Price instead of performance.

This is not sustainable, as the market no longer rewards impressions, it rewards results.

The Product: What Is True Signal?

True Signal is a performance-driven AdTech platform designed specifically for mobile network operators. It enables operators to activate first-party, consented subscriber data and deliver high-intent advertising experiences through telco-owned channels such as SMS+, RCS, in app banner ads and push notifications.

At a high level, True Signal allows operators to:

• Transform messaging from a notification tool into a performance media layer
• Monetize existing assets without deploying new infrastructure
• Participate directly in advertising and affiliate revenue, not just message fees
• Maintain full control over data privacy, channel integrity, and customer trust.

True Signal Key Capabilities

True Signal is built around a simple but powerful idea: real identity + real intent + real channels = real results.

At a strategic level, the platform enables:

• High-intent audience activation using anonymized, first-party telco data
• Free of Ad-fraud and 100% Brand Safety delivery
• Share of Voice (SOV) and Performance-based monetization models, including affiliate and conversion-driven revenue
• Enriched messaging formats (SMS+) that turn trusted channel into measurable performance units.
• Clean-channel enforcement, eliminating fraudulent and low-quality traffic before it reaches consumers.

The result is a controlled, trusted advertising environment, something increasingly rare in today’s digital ecosystem.

How Is This Different from Traditional AdTech

Most AdTech platforms were not built for operators. They were built on top of them. True Signal is fundamentally different.

It does not rely on third-party identity. It does not depend on external platforms. It does not force operators into opaque ecosystems.

Instead, it:

• Uses deterministic telco identity, not probabilistic tracking
• Activates channels operators already own, not rented inventory
• Prioritizes conversion and performance, not impressions
• Keeps value inside the operator ecosystem, not outside it.

In a world moving beyond third-party identifiers, this distinction is no longer optional but decisive.

The Pain Points True Signal Solves for MNOs

True Signal was designed to address the real challenges operators face today, future-proofing the operator business model:

• Declining messaging ARPU → upgraded to performance-based revenue
• OTT encroachment → countered by telco-owned advertising channels
• Underutilized subscriber data → activated safely and compliantly
• Commoditization pressure → replaced with outcome-driven value
• Lack of differentiation → repositioning messaging as premium media.

Why Now?

The timing is not accidental. As privacy expectations rise, brand safety comes under greater scrutiny, and performance accountability increases, the market is demanding deterministic, trusted, outcome-driven media.

As I recently discussed in a Forbes interview, telcos are uniquely positioned to lead this shift if they choose to activate what they already own. The launch of True Signal reflects that belief in action.

A Strategic Commitment

At VOX Solutions, we have always believed that mobile operators should not be reduced to infrastructure providers. They should be:

• Media owners
• Data stewards
• Performance enablers.

True Signal is a strategic statement, as we remain committed to helping mobile network operators protect their core assets, reclaim advertising value and lead the next phase of digital monetization on their own terms.

What’s Next

True Signal is now live. If you are a mobile network operator looking to:

• Unlock new digital revenue streams
• Transform messaging into performance media
• Compete credibly in a privacy-first advertising landscape

Visit the True Signal product page

Request a demo

The telco industry doesn’t need another AdTech platform, it needs one built for operators.

—

Ehsan Ahmadi

CEO & Founder, VOX Solutions.

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

1. 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.
2. 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?

Here’s the deal: telecoms have something Google and Meta can only dream of, real-time. Telecom companies are uniquely positioned to revolutionize the advertising technology (AdTech) industry by leveraging their vast troves of consumer data. This data, ranging from location tracking to app usage and browsing habits, provides unparalleled insights that can enable hyper-targeted advertising, disrupt traditional business models, and unlock new revenue streams. Below is a detailed analysis of how telecoms can capitalize on this opportunity.

The Data Payload: A Rich Resource

Telecom operators possess some of the richest datasets outside of tech giants like Google, Facebook, and Amazon. These datasets include:

• Location data via base transceiver stations (BTSs).
• Online behavior through network traffic analysis.
• Demographic and socio-economic information from contracts and family plans.

This data can be used to create highly detailed audience segments, such as “suburban dads into BBQ” or “city teens chasing trends,” which advertisers find invaluable. However, privacy concerns are paramount. Telecoms must anonymize data, comply with regulations, and offer opt-in options to maintain consumer trust[5].

Ads That Hit Hard: Precision Targeting

Integrating telecom data into AdTech platforms enables precise targeting that traditional methods struggle to match. For example:

• Location-based targeting can deliver ads for nearby stores or services in real-time.
• Behavioral analytics can identify trends, such as impulse buying or travel planning[3].

This opens up the possibility for telecoms to adopt models similar to Google or Meta, where ad revenue subsidizes free services like calls, texts, and data. By tapping into the multi-trillion-dollar digital advertising market, projected to reach $1,483 billion by 2034, telecoms could transform their revenue streams[3][6].

Trust Is Non-Negotiable

Consumer trust is critical in this equation. Transparency about data usage and robust security measures are essential to prevent backlash or leaks. Building “data clean rooms” and universal ID solutions can help telecoms navigate privacy challenges while providing advertisers with actionable insights[5].

Crush the Barriers: Modernization Is Key

Telecom operators need to overcome systemic barriers such as outdated infrastructure and lack of expertise in AdTech. Strategies include:

• Partnering with AdTech specialists.
• Investing in AI-powered tools for dynamic ad placements and fraud prevention.
• Modernizing operational support systems (OSS) for seamless integration with advertising platforms[1][4].

Real-Deal Disruption: FreeComm Model

The concept of FreeComm, where ad revenue fully subsidizes telecom services, is a game-changer. Imagine a scenario where subscribers receive free calls, texts, and data in exchange for targeted ads. This model not only attracts consumers but also positions telecoms as viable competitors to hyperscalers like Google and Meta[6].

The Horizon’s Wide Open: 5G and Beyond

The rollout of 5G amplifies this opportunity by enabling faster data collection and richer insights from connected devices. As generative AI becomes integral to AdTech, telecoms can leverage these technologies for predictive analytics and dynamic ad experiences across platforms like Connected TV (CTV) and Over-the-Top (OTT) services[4][6].

Market Potential

The digital advertising market is already massive:

• Global digital ad spend reached $740.3 billion in 2024 and is forecasted to rise to $965.6 billion by 2028[3].
• Even capturing 5% of this market could yield $37 billion annually for telecoms, a significant boost compared to traditional revenue streams[3][6].

Conclusion: The Telecom Revolution Awaits

Telecom companies have a unique opportunity to redefine their role in the digital economy by becoming central players in AdTech. By leveraging their unparalleled datasets responsibly, modernizing infrastructure, and adopting innovative business models like FreeComm, they can disrupt the advertising landscape while offering consumers unprecedented value.

The future isn’t just knocking, it’s breaking down the door. Telecoms must act now to seize this transformative opportunity.

Citations:

• [1] https://www2.deloitte.com/us/en/insights/industry/technology/technology-media-telecom-outlooks/telecommunications-industry-outlook-2025.html
• [3] https://martech.org/data-ai-and-advertising-2025-predictions/
• [4] https://epom.com/blog/digital-advertising/ad-tech-trends-2025
• [5] https://www.mintel.com/insights/advertising-and-marketing/telecom-media-trends/
• [6] https://gumgum.com/blog/2025-ad-tech-predictions
• [7] https://www.novatiq.com/adtech-101-everything-need-know-adtech-industry-value-chain-opportunities-telcos/
• [8] https://campaignme.com/adtech-predictions-2025-moving-beyond-flat-targeting-with-contextual-ai/
• [9] https://www.spglobal.com/market-intelligence/en/news-insights/research/europes-big-4-telcos-create-ad-tech-venture-take-on-digital-market
• [10] https://www.databricks.com/blog/databricks-mwc-2025-telecommunications-runs-data-intelligence-platform
• [11] https://www.gsmaintelligence.com/event/telecom-2025-trends-and-innovations-shaping-the-digital-landscape/
• [12] https://www.juniperresearch.com/press/adtech-spend-to-reach-435-billion-globally-by-2029/
• [13] https://www.mediaocean.com/the-2025-telecommunications-advertising-outlook-report
• [14] https://www.publift.com/blog/ad-tech-predictions
• [15] https://www.juniperresearch.com/resources/infographics/global-adtech-market-insights-for-2024/
• [16] https://techinformed.com/2025-informed-the-year-ahead-for-telecoms/
• [17] https://www.spglobal.com/market-intelligence/en/news-insights/research/2025-trends-in-tech
• [18] https://digiday.com/media/telcos-in-ad-tech-havent-we-seen-this-movie-before/
• [19] https://www.linkedin.com/pulse/opportunities-abound-telcos-jump-ad-tech-maciej-zawadzinski
• [20] https://www.the-future-of-commerce.com/2024/12/11/telecom-trends-2025/

You founded VOX Solutions back in 2010 – how has the industry changed since then and what has that meant for VOX?

The telecom industry used to be a walled garden. Now? It’s a battlefield. Traditional telcos aren’t just competing with each other anymore, they’re up against tech giants, AI-driven platforms, and cloud-based disruptors. If you’re not innovating, you’re dying.

VOX Solutions saw this shift early. We’ve been building automation, AI-driven and smarter monetisation solutions such as A2P Voice/flash call monetisation, A2P SMS monetisation and Ad-tech to help telcos survive, and thrive, in a market that’s evolving at warp speed.

Monetisation is still a huge problem for telcos. Where do you see them going wrong?

Too slow. Too bureaucratic. Too stuck in the past.

Telcos are sitting on a goldmine of data and infrastructure, but many still operate like it’s 1999. Meanwhile, tech companies are eating their lunch with cloud platforms, AI, and over-the-top (OTT) services.

The future belongs to those who move fast, automate ruthlessly, and leverage AI to unlock new revenue. Telcos that don’t evolve will become dumb pipes, just infrastructure for others to profit from.

What is your approach to tackling these problems at VOX? How big are the potential financial benefits here?

Simple: AI + Data + automation = massive efficiency and revenue.

We help MNOs stop leaving money on the table. Every call, every message, every data point is a monetisation opportunity if you have the right tech. We’re turning telcos into AI-powered revenue machines.

The financial upside is huge. The telco industry is a multi-trillion-dollar space. Those who adapt will dominate. Those who don’t… won’t exist..

You’ve been incorporating AI and machine learning in your solutions for years – what’s your take on how AI can impact telcos’ monetisation efforts?

AI isn’t the future, it’s the present. And if you’re not using it, you’re already behind.

Telcos have massive amounts of untapped data. AI turns that into money, automating fraud prevention, optimising pricing, and creating entirely new revenue streams. This isn’t about small improvements; it’s about rewiring the industry.

At VOX Solutions, we don’t just use AI, we build with it at the core. Our goal is simple: make AI the engine that increases telco profitability.

The telecom industry continues to change rapidly – what do you think MNOs’ business models will look like in 10 years, and what role do you see VOX playing in that transformation?

In 10 years, telcos won’t be telcos. They’ll be AI-driven digital platforms, full-fledged tech companies at their core.

Voice, SMS, and data bundles? That’s the past. The future is automation, AI, Ad-tech, API, IoT, and services we haven’t even imagined yet. The winners will be those who evolve beyond connectivity and embrace the mindset, agility, and innovation of a tech co.

VOX Solutions is making sure MNOs don’t just keep up, they lead. We’re building the AI-powered solutions that redefine what a telco-turned-tech co can be. The next decade belongs to those who think big, build fast, and act like a tech company.

Can you give examples of successful and unsuccessful MNOs? What sets them apart?

The difference between success and failure in telecom is simple: adapt or die.

At VOX Solutions, we’ve helped 30+ MNOs boost their EBITDA by over $150 million, that’s an average of $5 million per operator. These are the MNOs that embrace AI, automation, and new monetisation strategies. They move fast, optimise aggressively, and win.

On the flip side, we’ve seen plenty of MNOs that refuse to evolve. Some claim they’ll build in-house solutions, but never do. Others just don’t bother at all. The result? Declining revenue, shrinking margins, and a slow death. If they don’t change course, they’ll either collapse or get taken over by stronger MNOs at distressed prices.

This industry doesn’t wait for anyone. The question is: will you lead or be left behind? If you’re ready to scale revenue, optimise efficiency, and future-proof your business, let’s talk. We are HERE TO HELP YOU WIN!

Think about it: relying on teams to manually label data and constantly retrain fraud detection models is slow, costly, and prone to errors. By the time these manual processes adapt to emerging fraud patterns, attackers have already changed tactics. Plus, if you’re dealing with customers all over the world, how can you possibly keep up with all the different languages and nuances? You can’t. And let’s be honest, having people constantly looking at sensitive data? That’s a privacy nightmare waiting to happen.

So, what’s the solution? Well, imagine if you had something that could learn and adapt as fast as the fraudsters do. Something that could spot suspicious activity in real-time, in any language, without needing constant human intervention. That’s where CLARA comes in.

This isn’t just another piece of software. It’s powered by advanced AI, the kind that’s been trained on massive amounts of data. In other words, CLARA has seen it all. It knows the tricks, it knows the patterns, and it can spot things that humans would miss. And because it’s AI, it’s always learning, always getting better.

Instead of relying on manual, resource-intensive processes and slow adaptation typical of traditional firewalls, CLARA operates as an autonomous system, accurately detecting bypass attempts without the need for (a) continuous human intervention or (b) retraining supervised machine learning models, unlike conventional firewall solutions.

CLARA uses multiple AI agents that check each other’s work. It’s like having a team of experts constantly double-checking everything, making sure nothing slips through the cracks. And it’s not just about spotting fraud after it happens. CLARA can also identify high-risk messages before they even go out, giving you a chance to stop them in their tracks. And because it can handle multiple languages at once, you can protect your customers no matter where they are.

The results speak for themselves. CLARA works 24/7, it’s way faster than any human team could ever be, and it can adapt to new threats in a fraction of the time. If you’re tired of watching fraud eat into your profits, it’s time to take a serious look at what AI can do. It’s not just the future of fraud detection, it’s the present.

From an architectural standpoint, CLARA features an innovative layered AI design that uses a primary LLM to efficiently classify messages in real time. A secondary LLM validates and refines these results, continuously enhancing accuracy without compromising performance. This multi-layered approach ensures robust and reliable outputs.

CLARA delivers lightning-fast, highly accurate, and multilingual fraud detection that scales effortlessly, freeing your teams to focus on growth.

We’re not stopping here. We’re committed to pushing the boundaries of AI, leveraging state-of-the-art techniques to continuously improve CLARA and provide our MNO partners with the most advanced fraud protection available. We understand the challenges you face, and we’re dedicated to helping you overcome them.

Transform your fraud detection strategy with CLARA. Contact us today to learn how our AI-powered solution can protect your business and enhance your SMS services!