Different Messages, Different Value
Some messages, such as authentications, are business-critical. Others less so. Brands are willing to pay more for messages that matter—operators should reflect that in pricing.
Value-Based Pricing for A2P SMS
Smarter Pricing for Smarter Messaging
Mobile operators are losing out on critical revenue opportunities due to outdated flat-rate pricing for A2P SMS. Not all messages carry the same value—so why charge the same price?
Value-based pricing is the key to unlocking up to USD 29.4 billion in additional revenue over five years. By aligning SMS pricing with the actual business value of each message type—such as authentication, notifications, and promotions—operators can optimize revenue, reduce fraud, and retain enterprise traffic.
Why Value-Based Pricing?
Combat Rising Costs & Grey Routes
Flat pricing and high termination rates drive brands to grey routes or to trash traffic. Value-based pricing keeps traffic on white routes and protects operator revenue.
Segment & Monetize More Effectively
Categorize traffic into critical and non-critical messages. Apply segmented pricing that brands accept—and even prefer.
AI-Powered Categorization
The Enea Adaptive Messaging Firewall accurately classifies message intent across languages using AI, enabling transparent billing and enforcing pricing.
Get all the Data
In this data-driven report, co-authored by Mobilesquared and Enea, you’ll get:
- A detailed view of how high International Termination Rates are impacting the A2P SMS market in the short and long term.
- A comparative view of the future of the A2P SMS market as it is now versus with value-based pricing approached implemented.
- Detailed view of markets in South America, Asia, and Africa.
- How operators can implement a value-based pricing strategy to enhance their A2P SMS business.
How Value-Based Pricing for A2P SMS Works
Operators can implement value-based pricing in two ways:
- Insight-Based Billing
Use AI-driven categorization to bill aggregators by message type—no changes to existing connections needed. Simple, straightforward, and less risk for abuse. - Connection-Based Segmentation
Require aggregators to declare message categories via APIs or use separate connections per message category. Offers greater transparency and control to aggregators.
Featured Resources
Value-based pricing for A2P SMS, part 1:
One Size does not Fit All
The first of two articles explains why mobile operators need to implement value-based pricing for A2P SMS and the significant gains they can achieve.
Value-based pricing for A2P SMS, part 2:
There is no Value to Add Without Insights
The second article details how mobile network operators can implement value-based pricing by leveraging AI-driven message categorization to inform messaging insights.
Press release
New Study Reveals Untapped $29.4B in A2P SMS
When the report “Lost in Termination: How Smarter A2P SMS Pricing can Recover Operator Revenue” was published, Mobilesquared and Enea issued a press release summarizing the report’s findings.
Get Message-Vale Insights with the Adaptive Messaging Firewall
The Adaptive Messaging Firewall can provide message-value insights for billing and enforcement of value-based pricing. Using a supervised machine learning model, it accurately categorizes messages, for example, as authentication, promotion, or notification. The AI model is language independent, and therefore suitable for domestic as well as international traffic.
The demand is real. The opportunity is massive. We have the tools to capture it. Contact us to learn how to categorize your A2P SMS traffic and implement value-based pricing.
