A slow SMS message can cost more than you think...
Find out how message speed (also known as latency) may be costing your business money and causing customer frustration and disengagement…
Based on 2016 CLX messaging stats, we found...
Of the 17 billion A2P SMS messages we process every year…
35% are time sensitive
35% of users
will request a repeat message if it is not delivered within 10 seconds
A slow message can cost you up to 42% more
1% drop in Conversion
for every second of delay
What's Causing Message Delays?
Speed issues are common and can result from many differing factors…
Read on, any sound familiar?
Lack of Throughput – Messages not being accepted fast enough, especially at peak times, will cause delays. Messaging providers should be able to accept messages at a rate of at least 100 msg/sec per operator if required – anything less could cause problems.
Number Portability Latency – The time to look up which Operator a phone number below to is as important as how long it takes to deliver the message. Having local databases and in-memory caching is vital to ensuring that no time is wasted on doing lookups.
Not Prioritizing Messages – Not actively splitting batches between time sensitive and non-time sensitive traffic. Not prioritizing messages according to if they are transactional (mission-critical) or promotional, can cause avoidable bottlenecks in communications.
Using Low-Cost Routing – Is the routing algorithm of your provider affecting latency? Some least-cost providers will queue messages to be sent via the lowest cost route, regardless of congestion or latency impacts.
Using non-Tier 1 Routes – Multi-hop connections make it very difficult to control security, deliverability, and latency. Arguably the more hops, the more time spent in the cloud, and the slower your messages will become.
Using likely to be Filtered Routes – Is your provider using Grey routes, SIM farms or other routes that are likely to be blocked? You’re risking delays as filtering may disrupt delivery speed, and in some cases, result in messages never being delivered successfully.
Using P2P routes or SMSC – If the Operator SMSC configuration is not splitting A2P and P2P messaging traffic, you may risk message delivery and speed issues. Not splitting traffic in this way may cause retry algorithms within the SMSC to become less effective.
Not Load Balancing or having Backup Routes – Not having backup connectivity in the event of a primary route failure, or Tier 1 connection failure is a sure fire way to see delays, especially if the supplier is not actively monitoring routes.
Top Tips to Reduce Latency
Some simple checks will ensure you’re getting a speedier SMS messaging service…
SLAs are a must – Ensure your messaging provider is able to offer Service Level Agreements (SLAs) for latency and delivery. Ensure you get an acceptable and agreed level of service – no nasty surprises!
Quality Routes – Use Tier 1 connections and SS7 backups to the destinations you are sending to, as this will provide the highest reliability and the lowest latency.
Monitoring – Ensure your messaging provider is continuously analyzing and monitoring message delivery latency end-to-end, that is, to the handset, to ensure problems within carrier networks can be proactively detected and fixed.
Traffic Management – Ensure your messaging provider can split traffic by message priority (at the message provider level). So sending higher priority messages to the carrier before lower priority messages if congestion is detected.
Managing Retries – Ensure your application will only allow a repeat request after 10 seconds, this will deter some users from being overly trigger happy and requesting a new message before the first one is delivered.