The CPaaS Company
Insights
Independent, source-cited writing on cloud communications — original research alongside the best work published elsewhere.
14 pieces
What CPaaS actually is, and what it is not
The category is defined more clearly by what it replaced than by any vendor's feature list. A working definition, and the three questions that separate a real platform from a reseller.
Channels are not interchangeable, and treating them as if they are is the most common early mistake
SMS, WhatsApp, RCS and email differ in who may start a conversation, what may be said, and what happens when the recipient ignores it. Those differences are not cosmetic.
The 24-hour window: the rule that breaks most first integrations
Why your test message worked and your production message did not, explained without reference to any particular vendor's documentation.
A2P, P2A, P2P: why the direction of a message decides everything about it
The same 160 characters are priced, routed, filtered and regulated differently depending on whether a person or a program pressed send.
Omnichannel is an identity problem, not a channel count
The difference between multichannel and omnichannel is not how many channels you support. It is whether the customer has to repeat themselves.
Consent is a data model, not a checkbox
A boolean cannot answer the question a regulator asks, and cannot answer the question your own send path needs answered either.
How to read a market forecast without being misled by one
Three reputable firms size this market at figures that differ by more than a factor of two. None of them is wrong.
What RCS changed, and what it did not
Apple's adoption in iOS 18 turned a long-stalled standard into something with reach. Reach is not the same as a business case.
Delivery rate is not a result
It is the metric most often reported and the least often useful. What to measure instead, and why the funnel is steeper than anyone's dashboard suggests.
The five layers of a communications stack, and which one you are actually shopping for
Most evaluations compare transport, which is the commodity layer. The four above it are where programmes succeed or fail.
Video without a vendor: what peer-to-peer actually removes
For small calls, the media server is optional. Understanding when it stops being optional is the whole decision.
Conversational marketing, minus the hype
A useful definition has to exclude something. This one excludes most of what gets sold under the name.
WebRTC in plain terms
What the browser gives you for free, what it does not, and the three acronyms you cannot avoid.
GSMA on RCS, encryption and the future of operator messaging
Collected primary material from the GSMA on where operator-run messaging is heading — the standards body's own account, rather than a vendor's summary of it.