The CPaaS Company
Insights
Independent, source-cited writing on cloud communications — original research alongside the best work published elsewhere.
7 pieces
Choosing a channel per message, not per programme
The channel decision belongs at send time, driven by intent, region and what consent you hold — not to a procurement meeting eighteen months earlier.
Containment is not resolution, and optimising the first destroys the second
A support agent can post excellent containment numbers while making customers angrier. The metric that separates the two is uncomfortable and worth adopting.
Telling people they are talking to a machine
From 2 August 2026 this is a legal requirement in the EU, with specific rules about how it must be presented. It is also, independently, the thing that makes automated support tolerable.
When to build messaging infrastructure, and when not to
A decision framework based on what actually breaks in production, rather than on a feature comparison.
Latency you can actually feel
The network is rarely the slow part. Template approval, queueing and carrier acceptance dominate wall-clock time, and only one of them is under your control.
Arabic-first is not translation
Direction, numerals, name order, segment length and register. A localised product differs from a translated one in ways that show up in the first minute.
The real cost of an unofficial transport
Unofficial protocol implementations are cheaper, faster to launch and genuinely useful. They also transfer a risk to your customers that you should be pricing.