The CPaaS Company
Insights
Independent, source-cited writing on cloud communications — original research alongside the best work published elsewhere.
14 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.
10DLC registration without tears
US carriers block unregistered A2P traffic outright. The process is two layers, it takes longer than your launch date assumes, and most rejections are avoidable.
Getting messages into the Gulf: sender IDs, licensed aggregators and the AD- prefix
Regional A2P delivery is a licensing question before it is a technical one, and a global platform does not inherit local standing.
A template strategy that survives contact with production
Templates are approved in advance, billed by category and impossible to improvise. Design the set before you need it, not during an incident.
Measuring a conversational programme without fooling yourself
A method: choose one outcome, build a permanent holdout, instrument the funnel, and be honest about what the numbers cannot settle.
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.
Designing a journey that actually branches
Most 'journeys' are sequences with a delay between steps. Four decisions turn one into something that responds.
The support queue as a system, not an inbox
Routing rules, service-level targets and the distinction between first response and resolution — the machinery that separates a support function from a shared mailbox.
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.
Adding RCS to an SMS programme without running two programmes
Every RCS deployment is two deployments: the rich one and the fallback. Designing the fallback first is what keeps it from being an afterthought your audience receives.
When video belongs in a support conversation, and when it is theatre
Video resolves a narrow class of problems dramatically faster and every other class slightly slower. Knowing which is which is the entire design.