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Smart Queueing and Why it’s a Necessity for A2P Messaging

Written by: Aaron Alter

A2P SMS, A2P 10DLC, A2P Solutions

When it comes to business text messaging, utilizing smart queueing isn’t a nice to have – it’s a MUST. Allow us to explain. 

When our team talks about “smart queueing”, we’re referring to a unique technological feature of our messaging API product that does two things: it automatically tracks your approved throughput limits while simultaneously automatically looking up and managing who your end users’ Carriers are and how many messages are being sent to each at a given time. The result of smart queueing is that your A2P messages are sent at maximum rates across all your Brands and Campaigns and will never exceed their approved throughput limits, so you will not experience dropped or blocked messages.

In short, smart queueing enables you to avoid disruptions and confidently guarantee 100% message deliverability to your customers for maximized messaging ROI. Plus, never experience (or pay for) dropped or blocked messages due to exceeding volume limits – it just won’t happen. 

How Throughput Limits are Determined

Throughput limits, or the number of text messages you are able to send in a given period of time, are determined by two factors. 

  1. If you’re on the A2P pathway with verified (for Toll-Free) or registered (for 10DLC) messaging traffic, your Campaign throughput limit is set according to your use case. The alternative is being on the person-to-person (P2P) path, which has a throughput limit of only 60 messages per minute. This is not suitable for business messaging. 
  2. Each Carrier manages throughput limits differently, so knowing which Carrier each of your end users have is also critical. Verizon monitors throughput by messages sent per second per number, and AT&T by messages sent per minute per Campaign. T-Mobile, on the other hand, has a daily cap, monitoring messages sent per day per Brand (all Campaigns collectively share the Brand’s daily limit). 

How Other Providers Are Managing Various Throughput Limits 

To put it simply, they’re not. Without technology in place that does what our smart queueing does, there is no way to effectively manage or take advantage of throughput limits. 

Providers are capping messages at the lowest approved throughput limit, or speed, across all of a Brand’s Campaigns (some Brands consist of hundreds to thousands of Campaigns), which is possible with Verizon’s per second limit and AT&T’s per minute limit. However, because T-Mobile has a daily cap, providers instead lift the ceiling entirely, leaving customers vulnerable to dropped or blocked messages. Preemptive error codes have been made by providers like Twilio (30023 error code) and Bandwidth (4780 error code) for reaching T-Mobile’s daily cap – implying they expect your messages to drop... 

Telgorithm doesn’t have an error code for this issue because with smart queueing, it’s not possible to surpass T-Mobile’s daily cap. In the event that a Campaign hits T-Mobile’s limit, the remainder of the messages would be held in the queue and sent at the next available time. The customer would be notified that this happened, and if it becomes a trend, our team would work with the customer to get additional vetting for higher throughputs based on their needs. 

Schedule a demo with an A2P expert to discuss how smart queueing can transform your messaging experience, saving you time and money and bringing more value to your customers.

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