The CPaaS Company
Insights
Independent, source-cited writing on cloud communications — original research alongside the best work published elsewhere.
6 pieces
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.
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.
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.