Global A2P Messaging Market 2024-2028

Description

REPORT STATISTICS
Total A2P messages delivered in 2024:	2.2tn
Total A2P messages delivered in 2028:	3.4tn
2024 to 2028 growth:	55%
Forecast period:	2024-2028

OVERVIEW

Our “A2P Messaging” research suite provides a detailed and insightful analysis of this established market; highlighting key areas for innovation and future growth. This enables A2P messaging stakeholders to understand key trends within this competitive environment.

The suite includes several different options that can be purchased separately, including access to data mapping the adoption and future growth of A2P messaging. The insightful study uncovers the latest trends and opportunities within the market, and includes a document containing extensive analysis of the 27 market leaders in the A2P messaging space.

The coverage can also be purchased as a Full Research Suite; containing all of these elements, and including a substantial discount.

Collectively, they provide a critical tool for understanding this evolving market; allowing A2P messaging vendors to shape their future strategy. Its unparalleled coverage makes this research suite an incredibly useful resource for charting the future growth across different A2P messaging channels.

Key Features

Market Trends & Strategies: Provides insight into the A2P messaging market by giving an in depth overview of each messaging channel, including the challenges that must be overcome in order for each channel to grow. In particular, it addresses the impact that AIT (Artificially Inflated Traffic) fraud and the rising SMS prices will have on the future growth of A2P SMS, and highlights how Apple's support of RCS in 2024 will change the market dynamics. The A2P messaging research also includes an analysis of key market verticals, including which channels will be most popular for A2P messaging depending on the use case.

Key Takeaways & Strategic Recommendations: In-depth analysis of key development opportunities and findings within the A2P messaging market, accompanied by key strategic recommendations for stakeholders.

Benchmark Industry Forecasts: The overview into the A2P messaging market includes forecasts for total A2P messaging revenue for operators, split by key market verticals.

Juniper Research Competitor Leaderboard: Key player product and positioning, and capability and capacity assessment for 27 vendors within the A2P messaging space, via the Juniper Research Competitor Leaderboard.

Market Data & Forecasting Report

The market-leading research suite for the “A2P Messaging” market includes access to the full set of forecast data of over 155 tables and over 72,000 datapoints. Metrics in the research suite include:

Total Messaging Traffic across 3 Key Channels:

OTT Messaging
RCS Business Messaging
SMS

Traffic is further split by key market verticals:

Advertising
Banking
Content Payments
Healthcare
Operator Engagement
Retail
Ticketing

Total Operator Revenue across SMS and RCS

Juniper Research Interactive Forecast Excel contains the following functionality:

Statistics Analysis: Users benefit from the ability to search for specific metrics, displayed for all regions and countries across the data period. Graphs are easily modified and can be exported to the clipboard.

Country Data Tool: This tool lets users look at metrics for all regions and countries in the forecast period. Users can refine the metrics displayed via a search bar.

Country Comparison Tool: Users can select countries and compare each of them for specific countries. The ability to export graphs is included in this tool.

What-if Analysis: Here, users can compare forecast metrics against their own assumptions; using interactive scenarios.

Market Trends & Strategies Report

This report examines the “A2P Messaging” market landscape in detail; assessing market trends and factors shaping the evolution of this rapidly growing market. The report analyses strategic opportunities for A2P messaging providers; addressing the key messaging channels with their individual challenges, and how stakeholders should navigate these. It also includes a Country Readiness Index, which categorises 60 countries within 8 regions as focus, growth, saturated, or developing markets within the A2P messaging space.

Competitor Leaderboard Report

The Competitor Leaderboard report provides a detailed evaluation and market positioning for 27 leading vendors in the “A2P Messaging” space. The vendors are positioned as an established leader, leading challenger or disruptor and challenger based on capacity and capability assessments:

Cequens
Clickatell
CM.com
Comviva
Globe Teleservices
GMS (Global Message Services)
Infobip
Interop Technologies
LANCK Telecom
LINK Mobility
MessageBird
Mitto
Monty Mobile
Orange Wholesale
Plivo
Route Mobile
Sinch
SMSPortal
Soprano Design
Syniverse
Tanla
Tata Communications
Twilio
Tyntec
Vonage
Webex
Zenvia

This document is centred around the Juniper Research Competitor Leaderboard, a vendor positioning tool that provides an at-a-glance view of the competitive landscape in a market, backed by a robust methodology.

1. Market Trends &Strategies

1. Key Takeaways & Strategic Recommendations

1.1. A2P Messaging: Key Takeaways
1.2. A2P Messaging: Strategic Recommendations

2. Future Market Outlook

2.1. A2P Messaging Overview
- Figure 2.1: Use Cases for A2P Messaging
- 2.1.1. A2P Messaging Market Growth
  - Figure 2.2: Proportion of A2P Messaging Traffic Attributable to Each Channel in 2023 (%)
  - Figure 2.3: Proportion of A2P Messaging Traffic Attributable to Each Channel by 2028 (%)
2.2. A2P Messaging Channels
- Figure 2.4: Comparison of SMS, RCS, and WhatsApp
- 2.2.1. SMS
  - i. Overview of A2P SMS
    - Figure 2.5: Process of Sending an A2P SMS Message
  - ii. Transactional A2P SMS Messages
    - Figure 2.6: One-time Password Message Example
  - iii. Promotional A2P SMS Messages
    - Figure 2.7: Example of a Promotional A2P SMS Message
  - iv. Challenges Faced by the SMS Market
    - Figure 2.8: How AIT Makes Profit for Fraudsters
    - Figure 2.9: SMS Business Messaging Prices ($), Split by Select 10 Countries, 2021 & 2023
    - Figure 2.10: FIDO Registration Process
- 2.2.2. Alternative Authentication Methods Will Disrupt SMS Traffic
  - i. Future of the A2P SMS Market
    - Figure 2.11: Total Number of A2P Directly Connected Messages per annum (m), Split by 3 Key Regions, 2020-2028
- 2.2.3. RCS Messaging
  - i. Overview of A2P RCS
    - Figure 2.12: Example Use Case for A2P RCS Messaging and Key Features
  - ii. Transactional A2P RCS Messages
  - iii. Promotional A2P RCS Messages
    - Figure 2.13: Examples of Promotional A2P RCS Messages
  - iv. Challenges Faced by the A2P RCS Market
  - v. Future of the A2P RCS Market
    - Figure 2.14: MNO Revenue from A2P RCS Traffic ($m), Split by 8 Key Regions, 2020-2028
- 2.2.4. OTT Messaging
  - i. Overview of A2P OTT Messaging
  - ii. Transactional A2P OTT Messages
    - Figure 2.15: WhatsApp Can Be Used to Send OTPs
  - iii. Promotional A2P OTT Messages
  - iv. Challenges Faced by A2P OTT Messaging Market
    - Figure 2.16: Most Popular OTT Apps in each Country in 2023
  - v. Future of A2P OTT Messaging Market
    - Figure 2.17: Total A2P OTT Traffic (m), Split by 8 Key Regions, 2020-2028
- 2.2.5. Fraud Prevention

3. Key Market Verticals for A2P Messaging

3.1. Overview of Key Market Verticals
- Figure 3.1: Total Number of A2P Directly Connected Messages per annum (m), Split by Sector, 2020-2028
- 3.1.1. Banking and Finance
  - i. Different Channels for A2P Messaging
    - Figure 3.2: A2P Messaging Traffic within Banking (m), Split by Channel, 2023-2028
  - ii. Future of A2P Messaging for Banking
- 3.1.2. Retail
  - Figure 3.3: A2P Messaging Traffic within Retail (m), Split by Channel, 2023-2028
  - i. Different Channels for A2P Messaging
  - ii. Future of A2P Messaging for Retail
- 3.1.3. Ticketing
  - Figure 3.4: A2P Messaging Traffic within Ticketing (m), Split by Channel, 2023-2028
  - i. Different Channels for A2P Messaging
  - ii. Future of A2P Messaging for Ticketing
- 3.1.4. Healthcare
  - Figure 3.5: A2P Messaging Traffic within Healthcare (m), Split by Channel, 2023-2028
  - i. Different Channels for A2P Messaging
  - ii. Future of A2P Messaging for Healthcare
- 3.1.5. Content Payments
  - Figure 3.6: A2P Messaging Traffic for Content Payments (m), Split by Channel, 2023-2028
  - i. Different Channels for A2P Messaging
  - ii. Future of A2P Messaging for Content Payments
- 3.1.1. Advertising
  - Figure 3.7: A2P Messaging Traffic within Advertising (m), Split by Channel, 2023-2028
  - i. Different Channels for A2P Messaging
  - ii. Future of A2P Messaging for Advertising

4. Country Readiness Index

4.1.1. Focus Markets
- i. Western Europe
  - Figure 4.4: MNO Revenue from A2P RCS Traffic ($m), Split by Select Countries in Western Europe, 2023-2028
- ii. Far East & China
  - Figure 4.5: A2P Messaging Traffic across RCS and OTT Messaging (m), Split by China, Japan, and South Korea, 2023 vs 2028
- iii. North America
  - Figure 4.6: Operator Revenue from A2P SMS and RCS Traffic in the US ($), 2023-2028
- iv. Indian Subcontinent
- v. Rest of Asia Pacific
- vi. Latin America
4.1.2. Growth Markets
- i. Africa & Middle East
  - Figure 4.7: MNO Revenue from Directly Connected A2P SMS Traffic ($m)
- ii. Rest of Asia Pacific
4.1.3. Saturated Markets
- i. Western Europe
- ii. Central & East Europe
4.1.4. Developing Markets
- i. Latin America
  - Figure 4.8: MNO Revenue from Directly Connected A2P Traffic ($m), Split by Select Countries in Latin America, 2023-2028
- iii. Indian Subcontinent

2. CompetitorLeaderboard

1. Juniper Research Competitor Leaderboard

Table 1.1: Juniper Research Competitor Leaderboard: Vendors & Product Portfolio (Table 1 of 2)
Table 1.2: Juniper Research Competitor Leaderboard: Vendors & Product Portfolio (Table 2 of 2)
Figure 1.3: Juniper Research Competitor Leaderboard: A2P Messaging
- Source: Juniper ResearchTable 1.4: Juniper Research Competitor Leaderboard: Vendors & Positioning
  - Table 1.5: Juniper Research Competitor Leaderboard Heatmap: A2P Messaging Vendors (Part 1)
  - Table 1.6: Juniper Research Competitor Leaderboard Heatmap: A2P Messaging Vendors (Part 2)

2. Vendor Profiles

2.1. A2P Messaging Vendor Profiles
- 2.1.1. Cequens
  - i. Corporate Information
    - Table 2.1: Cequens' Acqusitions
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High-level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
- 2.1.2. Clickatell
  - i. Corporate Information
  - ii. Geographical Spread
  - iv. Key Clients & Strategic Partnerships
  - iv. High-level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
- 2.1.3. CM.com
  - i. Corporate Information
    - Table 2.2: Acquisitions Made by CM.com, 2021-Present
    - Table 2.3: CM.com's Select Financial Information (€m), 2020-2022
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High-level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
- 2.1.4. Comviva
  - i. Corporate Information
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High-level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
- 2.1.5. Globe Teleservices
  - i. Corporate Information
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High-level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
- 2.1.6. GMS (Global Message Services)
  - i. Corporate
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partners
  - iv. High-level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
- 2.1.7. Infobip
  - i. Corporate Information
    - Table 2.4: Infobip's Acquisitions-April 2021 to Present
    - Table 2.5: Infobip's Select Financial Information, 2019-2021
  - ii. Geographical Spread
  - iii. Key Clients & strategic Partnerships
  - iv. High-level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
- 2.1.8. Interop Technologies
  - i. Corporate
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partners
  - iv. High-level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
- 2.1.9. LANCK Telecom
  - i. Corporate Information
  - ii. Geographic Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High-level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
- 2.1.10. LINK mobility
  - i. Corporate
  - iv. High-level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
- 2.1.11. MessageBird
  - i. Corporate Information
    - Table 2.6: MessageBird's Acquisitions 2020-Present
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High-level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
- 2.1.12. Mitto
  - i. Corporate Information
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High-level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Partnerships
- 2.1.13. Monty Mobile
  - i. Corporate Information
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High-level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
- 2.1.14. Orange Wholesale
  - i. Corporate Information
    - Table 2.7: Orange Wholesale's Revenue for Financial Years 2020-2022 ($m)
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
    - Figure 2.8: The Range of Clients Using Orange Wholesale's Services
    - Figure 2.9: Orange Wholesale France's Mobile Operator Customers
  - v. High-level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
- 2.1.15. Plivo
  - i. Corporate Information
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High-level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
- 2.1.16. Route Mobile
  - i. Corporate Information
    - Table 2.10: Route Mobile Annual Financial Information 2021-2022(₹)
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High-level View of Offerings
    - Figure 2.11: How Route Mobile's OTP Service Works
  - v. Juniper Research's View: Key Strengths & Strategic Partnerships
- 2.1.17. Sinch
  - i. Corporate Information
    - Table 2.12: Sinch's Most Recent Acquisitions
    - Table 2.13: Sinch Selected Financial Information ($m), 2021-2022
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High-level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
- 2.1.18. SMSPortal
  - i. Corporate
  - ii. Geographical Spread
  - iii. Key Customer's & Strategic Partnerships
  - iv. High-level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
- 2.1.19. Soprano Design
  - i. Corporate
  - ii. Geographical Spread
  - iii. Key Clients and Strategic Partners
  - iv. High-level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
- 2.1.20. Syniverse
  - i. Corporate
  - ii. Geographical Spread
  - iii. Key Customers & Strategic Partnerships
  - iv. High-level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
- 2.1.21. Tanla
  - i. Corporate Information
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High-level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
- 2.1.22. Tata Communications
  - i. Corporate Information
    - Table 2.15: Tata Communications' Selected Financial Information ($m), 2021-2023
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High-level View of Offerings
  - v. Juniper Research's View: Key Clients and Strategic Development Opportunities
- 2.1.23. Twilio
  - i. Corporate Information
    - Table 2.16: Twilio's Acquisitions 2020-2023
    - Table 2.17: Twilio's Revenue Information 2020-Present
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High-level View of Offerings
  - v. Juniper Research's View: Key Clients & Strategic Development Opportunities
- 2.1.24. Tyntec
  - i. Corporate Information
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High-level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Partnerships
- 2.1.25. Vonage
  - i. Corporate Information
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High-level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Partnerships
- 2.1.26. Webex
  - i. Corporate Information
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High-level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
- 2.1.27. Zenvia
  - i. Corporate Information
    - Table 2.19: Zenvia Acquisitions, 2020-2022
  - Zenvia's financial results are shown in table 2.11.
    - Table 2.20: Zenvia's Select Financial Results, Q3 2022-Q3 2023
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High-level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
    - Juniper Research Leaderboard Assessment Methodology
2.2. Limitations & Interpretations
- Table 2.21: Juniper Research Competitor Leaderboard Scoring Criteria

3. Data & Forecasting

1. Market Summary & Future Outlook

1.1.1. A2P Messaging Market Summary & Future Outlook
1.2. A2P Messaging Forecasts
- 1.2.1. Total A2P Messaging Traffic
  - Figure & Table 1.1: Total A2P Messages Delivered per annum (m) (Including A2P SMS, OTT Business Messages & A2P RCS), Split by 8 Key Regions, 2023-2028
- 1.2.2. Total Operator Revenue from A2P Messaging
  - Figure & Table 1.2: Total Operator Revenue from A2P Messaging Traffic ($m), Split by 8 Key Regions, 2023-2028

2. SMS

2.1. A2P SMS Messaging Market
- 2.1.1. A2P SMS Messaging Forecast Methodology
2.2. A2P SMS Messaging
- 2.2.1. Total Traffic across A2P SMS
  - Figure & Table 2.1: Total Number of A2P SMS Messages per annum (m), Split by 8 Key Regions, 2023-2028
- 2.2.2. Operator Revenue from Directly Connected A2P SMS Traffic
  - Figure 2.2: Total A2P SMS Message Revenue ($m), Split by 8 Key Regions, 2023-2028
- 2.2.3. Key Market Verticals and A2P SMS Message Revenue
  - Figure 2.3: MNO Revenue from Directly Connected A2P SMS Traffic ($m), Split by Sector, 2023-2028
  - Figure 2.4: A2P SMS Forecast Methodology

3. RCS Messaging

3.1. A2P RCS Messaging Market
- 3.1.1. A2P RCS Messaging Forecast Methodology
- 3.1.2. Total Traffic across A2P RCS
  - Figure & Table 3.1: Total Number of A2P RCS Messages Received per annum (m), Split by 8 Key Regions, 2023-2028
- 3.1.3. Operator Revenues from A2P RCS Messaging
  - Figure & Table 3.2: MNO Revenue from A2P RCS Traffic ($m), Split by 8 Key Regions, 2023-2028
- 3.1.4. Key Market Verticals and A2P RCS Messaging
  - Figure & Table 3.3: MNO Revenue from A2P RCS Traffic ($m), Split by Sector, 2023-2028
  - Figure 3.4: A2P RCS Forecast Methodology

4. OTT Messaging

4.1. OTT Business Messaging Market
- 4.1.1. OTT Business Messaging Forecast Methodology
- 4.1.2. Total A2P Messaging Traffic Across OTT Channels
  - Figure & Table 4.1: Total A2P OTT Traffic (m), Split by 8 Key Regions, 2023-2028
- 4.1.3. Potential Operator A2P Revenue Loss to OTT Channels
  - Figure & Table 4.2: Potential Operator A2P Revenue Loss due to A2P OTT Messages ($m), Split by 8 Key Regions, 2023-2028
- 4.1.4. Key Market Verticals and A2P OTT Messaging
  - Figure & Table 4.3: Potential Operator A2P Revenue Loss due to A2P OTT Messages ($m), Split by Sector, 2023-2028
  - Figure 4.3: A2P OTT Messaging Forecast Methodology