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Enterprise Application-to-Person (A2P) SMS Market

Enterprise Application-to-Person (A2P) SMS Market Size, Share, Competitive Landscape and Trend Analysis Report, by Deployment, by Application, by End User : Global Opportunity Analysis and Industry Forecast, 2024-2032

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Author's: Nayna Chavan | Onkar Sumant
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Enterprise Application-to-Person (A2P) SMS Market Research, 2032

The global enterprise application-to-person SMS market size was valued at $56.1 billion in 2023, and is projected to reach $111.6 Billion by 2032, growing at a CAGR of 7.8% from 2024 to 2032.

Application-to-Person SMS (A2P SMS) is a term used to describe an SMS message sent from a software application (run by an enterprise or business) to a person’s phone, as opposed to P2P SMS, where communication is initiated by a person. A2P SMS is also referred to as business SMS, professional SMS, or enterprise SMS.  A2P enables businesses to automate the sending of large volumes of messages to facilitate business critical messages like two-factor authentication, emergency alerts and appointment reminders but also more promotional and sales-type messaging. 

Moreover, with A2P messaging, the line of communication is typically one-way, meaning the recipient is not always expected to respond. Since around 98% of all text messages are opened by the receiver, A2P messaging is a cost-effective way for businesses to increase engagement with consumers.  


Enterprise Application-to-Person (A2P) SMS Market

Key Takeaways 

  • The enterprise application-to-person SMS market study covers 20 countries. The research includes a segment analysis of each country in terms of value for the projected period. 

  • More than 1, 500 product literatures, industry releases, annual reports, and other such documents of major enterprise application-to-person SMS industry participants along with authentic industry journals, trade associations' releases, and government websites have been reviewed for generating high-value industry insights. 

  • The study integrated high-quality data, professional opinions and analysis, and critical independent perspectives. The research approach is intended to provide a balanced view of global enterprise A2P SMS market size and to assist stakeholders in making educated decisions in order to achieve their most ambitious growth objectives. 

Industry Trends: 

  • In April 2024, UK commenced filtering Application-to-Person (A2P) SMS to protect consumers from spam, fraud, and bad actors. To ensure messaging services remain uninterrupted, Plivo strongly recommends registering sender IDs following Know Your Customer (KYC) guidelines to avoid having the messages either partially or completely blocked. 

  • In April 2023, UK unveiled sweeping plans for communications technologies such as satellite, in a huge new policy initiative. Its Wireless Infrastructure Strategy details the roles technologies such as satellite will play as the UK aims to be at the forefront of communications technologies and connectivity. 

Key market dynamics 

The global enterprise application-to-person SMS market growth is growing due to several factors such as increase in number of mobile subscribers and rise in popularity of mobile marketing. However, stringent government policies and regulations and data security and privacy act as restraints for the enterprise application-to-person (A2P) SMS market. In addition, growing demand for business communication services will provide ample opportunities for the market's development during the forecast period. 

Mobile phones have become an essential part of everyday life, with the number of mobile subscriptions surpassing the world’s population. This proliferation has led to an increased demand for enterprise application-to-person SMS market analysis, which allow businesses to send bulk messages to customers for various purposes, such as marketing, customer service, notifications, and verification.  

Mobile Messaging Services Usage of Global Enterprise A2P SMS Market  

Mobile messaging services usage has become pervasive across the globe, with billions of users engaging in various messaging platforms daily. Messaging services have achieved widespread adoption, with platforms like WhatsApp, Facebook Messenger, WeChat, and Telegram boasting billions of active users collectively. The Enterprise Messaging survey found four main ways enterprises use mobile messaging services to contact their customers which consist of SMS, MMS, app-based push-notifications, and instant messaging. In total, nearly 66% of total respondents contacted some or all of their customers via SMS in an average month and nearly 47% contacted some or all of their customers using instant messaging, compared to nearly 43% each for MMS and app-based push notifications. 

Enterprise Application-to-Person (A2P) SMS Market by

Market Segmentation 

The enterprise application-to-person SMS market is segmented into deployment, application, end user and region. On the basis of deployment, the market is segregated into on-premise and cloud. As per application, the market is divided into pushed content services, customer relationship management services, promotion and marketing, interactive services and others. On the basis of end user, the market is classified into BFSI, retail and e-commerce, travel and hospitality, healthcare, media and entertainment and others. Region wise, the market is analyzed across North America, Europe, Asia-Pacific, Latin America and Middle East and Africa. 

Regional/Country Market Outlook 

enterprise A2P SMS industry adoption in the U.S. has been steadily increasing, driven by business communication, customer engagement, marketing and promotions and others. A2P SMS is widely used by businesses for communication with customers, employees, and partners. It serves as a convenient and cost-effective channel for sending transactional messages, notifications, alerts, reminders, and promotional offers. Moreover, many enterprises leverage A2P SMS to engage with customers throughout the customer journey. This includes sending order confirmations, delivery updates, appointment reminders, account notifications, and customer service alerts. A2P SMS enables real-time communication and enhances the overall customer experience. 

  • In April 2024, the Department of Commerce’s National Telecommunications and Information Administration (NTIA) raised $800 million in funding to states, territories, and Native entities to empower individuals and communities with the tools, skills, and opportunities to benefit from meaningful access to high-speed Internet. 

  • In April 2023, UK Government launched £5 billion Project Gigabit, that will bring gigabit broadband connections to around 10, 500 homes and businesses in the New Forest. 

Competitive Landscape 

The major players operating in the enterprise application-to-person (A2P) SMS market include Tata Communication Services, NTT Communications, Orange Business Services, Proximus, AT&T, Genesys, Sinch, Dialogue Communications, Infobip Inc. and Twilio Inc. 

Recent Key Strategies and Developments 

  • In June 2023, VOX Solutions announced that it has been appointed as the exclusive gateway for international application-to-person (A2P) Short Message Service (SMS) traffic delivery into Telekom Networks Malawi (TNM) PLC's network, which is Malawi's leading pioneer mobile operator. This appointment is the result of an interworking agreement between the two companies, allowing for direct termination of international A2P SMS traffic to TNM's network. 

  • In April 2023, Infobip announced their plans to work towards bringing Rich Communication Services (RCS) to enhance P2P and Application-to-Person (A2P) messaging space, hoping to get extra income to commercial banks and to provide a solution for mobile network operators (MNOs) . 

  • In August 2023, Route Mobile Limited partnered with Vodafone Idea Limited (VIL) . The partnership aims to introduce and execute Route Mobile's complete range of A2P (Application-to-Person) monetization solutions, catering to all A2P SMS traffic on the VIL network, which includes the former Vodafone and Idea networks. 

Key Sources Referred 

  1. SMSGlobal 

  1. Bayobab Africa 

  1. MMA Global 

  1. EmblaSoft 

  1. CEUR-WS 

Key Benefits For Stakeholders 

  • This report provides a quantitative analysis of the enterprise application-to-person SMS market forecast segments, current trends, estimations, and dynamics of the enterprise application-to-person (A2P) SMS market analysis from 2023 to 2032 to identify the prevailing enterprise A2P SMS market size. 

  • The market research is offered along with information related to key drivers, restraints, and opportunities. 

  • Porter's five forces analysis highlights the potency of buyers and suppliers to enable stakeholders make profit-oriented business decisions and strengthen their supplier-buyer network. 

  • In-depth analysis of the enterprise application-to-person (A2P) SMS market segmentation assists to determine the prevailing enterprise application-to-person SMS market share opportunities. 

  • Major countries in each region are mapped according to their revenue contribution to the global enterprise application-to-person (A2P) SMS market statistics. 

  • Market player positioning facilitates benchmarking and provides a clear understanding of the present position of the market players. 

  • The report includes the analysis of the regional as well as global enterprise application-to-person SMS market trends, key players, market segments, application areas, and enterprise application-to-person SMS marketgrowth strategies. 


Enterprise Application-to-Person (A2P) SMS Market Report Highlights

Aspects Details
Market Size By 2032

USD 111.6 Billion

Growth Rate

CAGR of 7.8%

Forecast period

2024 - 2032

Report Pages


By Deployment
  • On-premise
  • Cloud
By Application
  • Pushed Content Services
  • Customer Relationship Management Services
  • Promotion and Marketing
  • Interactive Services
  • Others
By End User
  • BFSI
  • Retail and E-commerce
  • Travel and Hospitality
  • Healthcare
  • Media and Entertainment
  • Others
By Region
  • North America  (U.S., Canada)
  • Europe  (UK, Germany, France, Italy, Spain, Rest of Europe)
  • Asia-Pacific  (China, Japan, India, Australia, South Korea, Rest of Asia-Pacific)
  • Latin America  (Argentina, Brazil, Colombia, Rest of Latin America)
  • MEA  (Saudi Arabia, South Africa, UAE, Rest of UAE)
Key Market Players

Sinch, AT&T, Twilio Inc., Orange Business Services, NTT Communications, Infobip Inc., Dialogue Communications, Tata Communication Services, Genesys, Proximus

Author Name(s) : Nayna Chavan | Onkar Sumant

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Enterprise Application-to-Person (A2P) SMS Market

Global Opportunity Analysis and Industry Forecast, 2024-2032