The CPaaS Company
Insights
Independent, source-cited writing on cloud communications — original research alongside the best work published elsewhere.
13 pieces
The state of business messaging, 2026
Four changes that landed between 2025 and 2026 — per-message billing, mandatory registration, RCS on every modern handset, and AI disclosure — and what each one does to a programme built before them.
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.
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.
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.
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.
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.
RCS after iOS: what changed in the numbers, and what to distrust
Adoption figures for RCS are widely quoted and rarely defined. What can be said confidently, and what is being counted loosely.
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.