International SMS Arrival Rate –One of the Global Marketing Influencing Factor

SMS arrival rate, which is an intuitive and important evaluation indicator of SMS delivery quality, is also a value that enterprises are concerned about when using SMS service. SMS arrival rate, also called SMS success rate, refers to the ratio between the number of cell phone numbers whose subscribers finally receive SMS successfully and the number of cell phone numbers submitted for sending SMS. So how to effectively improve the arrival rate of international SMS?

I. The impact of international SMS arrival rate

In the process of using international SMS service, the low arrival rate means that there are often users who cannot receive SMS, and it will have a series of negative effects on the expansion of overseas market for overseas enterprises. 

1. The registration rate decreases. Overseas users cannot receive the verification code and cannot complete the registration of their accounts.
2. Important notifications cannot be delivered. Such as customer balance notification, consumption notification, etc., which affects customer experience and increases the company’s after-sales cost.
3. Affect the conversion. In the process of conducting SMS marketing, the low arrival rate will directly affect the conversion result.

At the same time, it is often difficult to reach 100% of international SMS arrival rate due to multiple factors such as the quality of the sent cell phone number (including empty number, closed number), the content of the sent data and the quality of the gateway service.

II. The main points affecting the arrival rate of international SMS

There are six factors affect the arrival rate of international SMS.

1. Channel quality.

Channel quality is considered to be the primary factor affecting the arrival rate of international SMS. Compared with domestic, the environment of foreign operators is relatively complex, for example, there are 7 major operators in one country, India. The development level of communication infrastructure in different countries and regions varies.

2. SMS content.

For international SMS, different countries and regions have corresponding lists of prohibited words for SMS content. Local operators restrict the content of SMS messages in such a way that messages containing prohibited words will not be sent to users’ cell phones. For example, in Thailand, the content of SMS containing links needs to be reported in advance, and direct sending is prone to failure.

3. Length of SMS.

In different countries and regions, there are different requirements for the length of SMS content. Usually the total length of an international SMS content is 160 bytes, once it exceeds this length, it will be divided into multiple SMS to send, and in countries such as Korea and Turkey, it will easily lead to the failure of sending SMS directly. So when sending international SMS, enterprises should pay attention to the length of the SMS content supported by the country or region.

4. International SMS encoding.

International SMS generally uses 70-byte unicode encoding or 160-byte world standard 3.38 encoding, but the standards of different countries and regions are not uniform, so there will be some communication operators refuse to push international SMS with unicode encoding.

5. International SMS Sender ID

Sender ID is the name of the message sender that appears as an SMS message on the recipient’s device, and is an effective way to identify your brand to the recipient. Each country/region has different requirements for Sender ID, for example, Malaysia, Korea, Brazil, Uruguay and other countries support numeric Sender ID, while Philippines, Singapore, Vietnam, Russia, Mexico, UK and other countries support alphabetic Sender ID.

6. Anti-harassment (DND) number

If the cell phone number is added to the operator’s blacklist due to customer complaints or sending restricted by local regulations and policies, the international SMS will also be unsuccessful. For example, in the UK and France, the content of the sent SMS will be automatically added by the operator with the word “STOPxxxx”, and the user can reply to the random number short code after STOP to unsubscribe from the SMS, thus being added to the DND list by the operator. In the face of this situation, enterprises can check whether the number is a DND number through the number status website provided by the local gateway, and try to avoid placing DND numbers to reduce business losses.

III. How to improve the arrival rate of international SMS?

In view of the above factors that affect the arrival rate of international SMS, what specific measures do we have to improve the arrival rate of international SMS?

1. Check the content of SMS and avoid sensitive words

SMS content is also a factor that affects the arrival rate of SMS. Before sending SMS, we should understand the rules of sensitive word plan in different countries and regions and the restrictions of local operators on SMS content, check whether the SMS content contains sensitive words, and make changes for sensitive words. Also, we need to pay attention to whether the SMS content contains special symbols (such as emoji emoji), and usually try to use commas and periods.

2. Use high quality SMS channel

Generally speaking, there are two types of international SMS sending channels: card sending and gateway. In contrast to the two forms of sending, the card sending SMS platform blocking phenomenon is serious, and the operator forbidden to send more vocabulary restrictions, the marketing effect is poor. While, the gateway channel can timely check the sending situation and arrival situation in the background.

3. Control the speed of sending SMS, send in batches for multiple times

Compared with domestic SMS, the default QPS (concurrency/average response time) of international SMS is smaller, so in order to ensure the arrival rate of international SMS, it is not recommended to submit too many SMS in a short interval, and the number of SMS sent each time is recommended to be controlled to 10,000 or less. If more than that, you can send them in batches, and the arrival rate and speed will be relatively higher.

4. Choose a regular and reliable SMS service provider

Choose a competent international SMS service provider to ensure the stability of the channel to ensure the arrival rate of international SMS. Take BUKA International Cloud Communication as an example, Tianyihong Technology Co., Ltd (BUKA International Cloud Communication) cooperates with 500+ directly connected international carriers, and has a full understanding of the carrier environment and SMS channel rules in different regions. Aiming at the pain points of low international SMS arrival rate and difficulty in sending, we launch one-stop OTP intelligent solutions to effectively improve international SMS arrival rate.

In short, there are many ways to improve the international SMS arrival rate, but choosing a regular SMS service platform is the basis to ensure the arrival rate of international SMS. BUKA international cloud communication has strong channel resources and perfect after-sales service, and strive to provide a full range of guaranteed services for each customer!

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