The Application-to-Person (A2P) SMS market is at a critical turning point. For the first time in 2024, global A2P SMS traffic declined, driven by rising fraud, artificially inflated traffic (AIT), and increasing competition from OTT messaging platforms. Mobile Network Operators (MNOs) and enterprises now face an urgent need to adapt their pricing and monetisation strategies to safeguard revenue and maintain SMS as a competitive channel.

This whitepaper, produced by Juniper Research in partnership with VOX Solutions, explores:

• The shift from static to dynamic SMS pricing models and the role of AI in ensuring competitive, real-time strategies.
• Why domestic and international SMS require different monetisation frameworks.
• How intelligent, tiered, and value-based pricing can unlock growth while combating fraud.
• The importance of exclusivity agreements and fraud prevention tools in sustaining network quality.
• What the future holds for A2P SMS, including its potential to evolve into a platform for targeted advertising.

With actionable insights and data-driven forecasts through 2029, this report provides stakeholders with the knowledge to reinvent SMS pricing before it’s too late.

Download the full Whitepaper to explore how innovative pricing models, AI-driven strategies, and smarter monetisation frameworks can help future-proof A2P SMS, combat fraud, and unlock new revenue opportunities for operators and enterprises worldwide.