The 5th installment of “Demystifying the US Messaging Ecosystem” dives deeper into the Campaign Registry (TCR) and its critical role in establishing order and compliance in 10DLC messaging. The TCR leaders discuss the registry’s origins, challenges it faced in the A2P messaging space, and collaborations with industry partners to streamline processes. TCR aims to reduce friction and enhance value in the ecosystem while supporting growth. With over 4 million registered brands, TCR sets a promising foundation for continued advancements in US A2P messaging, expected to grow significantly by 2033.
Category Archive: SMS
This post discusses the importance of The Campaign Registry (TCR) in the evolving US business messaging ecosystem. TCR addresses market fragmentation, enhances consumer trust, and regulates Application-to-Person (A2P) messaging. It manages brand vetting, ensures compliance, and promotes transparency, establishing a safer messaging environment while setting a precedent for future messaging channels.
This post is the second installment in our Demystifying the US Messaging Ecosystem series. Having provided a macro-level […]
This post marks the commencement of my Demystifying the US Messaging Ecosystem series, an in-depth multi-part exploration of […]
Struggling with SMS delivery? Learn why 10DLC messaging registration is mandatory, easier than short codes, and how our […]
Last year at a conference, I sat and listened to various presentations about the upcoming benefits of RCS […]
On April 11, 2025, the US Federal Communications Commission (FCC) will begin enforcing an enhancement to The Telephone […]
Yes, I missed last year. It’s been TWO years since I did this. Unfortunately, I had to skip […]
Apple has launched iOS 18, which supports RCS, although RCS Business Messaging (RBM) is not yet widely available. It is expected to become prevalent in the U.S. within months. As users adopt iOS 18, SMS and MMS usage will decline significantly, with predictions suggesting an 85-90% drop in P2P SMS by the end of 2025. However, many small businesses will likely take longer to transition to RBM, continuing to use A2P SMS. The migration to RBM will be gradual and must ensure that vulnerable populations remain connected until the transition is complete, requiring further consumer education on messaging security and spam.
Those of you that know me, know that for the last 25 years, plus, I’ve been a huge advocate of SMS as well as MMS as primary mobile communications channels. And I’ve never, ever predicted or even contemplated that it will eventually end. Well, my friends, that day is fast approaching. I bet you never thought you’d see me commit to that.
If you recall we talked about the original announcement on November 16, 2023, that Apple would support RCS in 2024. The 2024 Apple WWDC is right around the corner, and I believe that we’ll hear a bit more about this announcement for the next version of iOS.
So why do I believe that this marks the “beginning” of the end of SMS/MMS. I say this because, these days, a very significant part of the world is either Android or iOS. Certainly, in the United States, still volume-wise – the largest SMS/MMS market in the world, is about 55% iOS and 45% Android. 99% of the world is now Android (71%) or iOS (28%) and the majority of the SMS (and MMS) messages that are Person-to-Person (P2P) flow between these two mobile operating systems – either within a single Mobile Network Operator (MNO) or between two MNOs.