What Is an SMS Aggregator and How to Choose a Reliable One?

In our digital age, effective and efficient SMS communication remains crucial for businesses worldwide. It connects businesses with their customers, facilitates timely information exchange, and often serves as a backbone for critical services like two-factor authentication. Hence, the role of SMS aggregators, the entities enabling these vast volumes of messages to be sent and received, becomes paramount.

With this in mind, we at TelQ, bring you this comprehensive guide on SMS aggregators: what they are, how they function, and most importantly, how to choose a reliable one. Our intention is to equip you with the necessary knowledge to make informed decisions when navigating the complex landscape of SMS aggregation.

Our authority to speak on this subject stems from our extensive experience as an SMS testing tool. Having passed the milestone of 50 million performed tests, we work closely with SMS aggregators while assisting enterprise clients in testing SMS deliveries and identifying fake Delivery Receipts (DLRs). This exposure provides us with unique insights into the workings of SMS aggregators, and by extension, how to select a reliable one.

Transparency is one of our core values at TelQ. We believe in bringing this transparency to the industry by sharing our knowledge and insights openly, ultimately helping businesses enhance their SMS communication strategies. This guide is an extension of this commitment, offering you a clear and concise understanding of SMS aggregators.

To help you navigate your way in choosing the right SMS aggregator, we’ve also prepared a comprehensive checklist. This handy resource will be available for download at the conclusion of this article. Now let’s delve deeper into understanding SMS aggregators.

What is an SMS aggregator?

In the vast universe of SMS communication, an SMS aggregator functions as a vital communication gateway. Picture them as the intermediary, bridging the gap between businesses dispatching text messages and the mobile network operators that deliver these messages to your device. It’s their task to make sure every single message arrives quickly and efficiently, regardless of the recipient’s network or location.

SMS aggregators play an instrumental role within the mobile infrastructure. They act as global messengers, forging partnerships with numerous mobile operators, intermediates and other SMS aggregators worldwide. Their goal? To ensure every business can reach its customers anywhere, anytime, no matter the network they use. With the help of high-tech software, they determine the most efficient routes or a mix of routes for each message, improving delivery times and minimizing network congestion.

It’s crucial to understand that SMS aggregators are commercial entities whose actions are guided by their business objectives and cost-efficiency metrics. They need to take care of the margin between the purchase rate and the resell rate that might be optimized through route blend or message drops or other non optimal practices. Therefore, it’s essential to opt for an aggregator that places a high value on building transparent, long-lasting relationships with clients and has necessary resources to provide value.

The need for an SMS aggregator isn’t universal either.

If your business is a local player with a smaller, geographically concentrated customer base that uses a single network, an SMS aggregator might be an unnecessary addition.

Conversely, for businesses with a broader customer reach across different regions and networks, an SMS aggregator isn’t just an addition, it’s a necessity. Their ability to handle high-volume SMS traffic and provide expansive network coverage makes them an invaluable partner.

In a nutshell, understanding the function and the importance of an SMS aggregator is essential for businesses employing SMS communication. Whether your business is small or large, determining when to rope in an SMS aggregator can significantly enhance the efficacy of your customer interactions.

SMS Aggregator vs SMS Gateway

After understanding the integral role of an SMS aggregator in our previous section, it’s natural to wonder how it differs from another important player in the SMS communication field – the SMS gateway. While both play key roles in message delivery, their functionalities have distinct nuances that set them apart.

As Twilio puts it: “An SMS Gateway enables a computer to send and receive SMS text messages to and from a SMS capable device over the global telecommunications network (normally to a mobile phone). The SMS Gateway translates the message sent, and makes it compatible for delivery over the network to be able to reach the recipient”.

An SMS aggregator, as we’ve learned, is a service provider that acts as an intermediary between businesses and mobile network operators, streamlining the delivery of large volumes of SMS messages across multiple networks and locations.

An SMS gateway, on the other hand, is a platform that enables computers to send and receive SMS transmissions across telecommunication networks. Essentially, it’s a bridge connecting the digital world of the internet with the mobile world of telecommunication networks.

While an SMS aggregator is responsible for managing the flow of messages, the SMS gateway’s role is primarily focused on the technical aspect of transmitting SMS messages from one platform to another. Think of an SMS aggregator as the traffic manager guiding countless messages to their correct routes, while the SMS gateway serves as the infrastructure – the road itself – facilitating the journey of these messages. Though they operate hand-in-hand, their roles in the process of SMS communication are distinct and equally critical.

How Do SMS Aggregators Work?

To comprehend how SMS aggregators function, we first need to revisit the broader landscape of mobile infrastructure. Picture it as a complex network of interconnecting roads, with SMS messages as the vehicles traveling these roads to reach their intended destinations. The roads in this metaphor represent the various telecom networks, while the traffic signals and signs can be likened to the SMS aggregators, directing the messages along the optimal routes.

Now, let’s walk through the step-by-step process of how an SMS is sent using an aggregator:

1. Initiation: The journey begins when a business decides to send an SMS. This could be a promotional message, a transactional notification, or any other form of SMS communication. The business sends this message to their chosen SMS aggregator via a specific application programming interface (API) or SMPP.
2. Aggregation: Once the aggregator receives the message, it consolidates or ‘aggregates’ it along with other messages it’s handling. This is from where the term ‘SMS aggregator’ comes.
3. Routing: Next, the aggregator determines the best route for each message. This process involves analyzing a range of factors such as cost, network congestion, the recipient’s location and network operator, and delivery features needed like Sender ID or content type.
4. Delivery: If the direct route was chosen for the delivery, the aggregator forwards the message to the corresponding mobile network operator. This operator then dispatches the SMS to the recipient’s mobile device. In case of indirect route, the delivery scenario can be very different depending on many factors. For example, an aggregator can send the message to another aggregator, which sends it to third aggregator, who eventually sends it to global title (GT) that doesn’t belong to the mobile operator.
5. Confirmation: Eventually you’ll get a delivery report that can be triggered by the actual handset or SMSC delivering. It can also be fabricated by one of the aggregators involved in the delivery of your message. Check out our article about fake delivery reports and how to discover them with independent testing tool like TelQ.

What’s the Difference Between Tier 1 and Tier 2 Aggregators?

When delving deeper into the world of SMS aggregators, you’ll come across terms like “Tier 1” and “Tier 2” aggregators. Understanding the difference between these two tiers is essential for businesses aiming to optimize their SMS communication strategy.

A Tier 1 aggregator has direct connections with mobile network operators. This means they can transmit your business’s SMS messages to these operators without the need for intermediaries, providing a more reliable and direct route for your messages. On the other hand, a Tier 2 aggregator relies on Tier 1 aggregators or other intermediaries to reach mobile network operators.

The difference might seem subtle, but it’s significant. Working with a Tier 1 aggregator often means more reliable message delivery, faster transmission times, and potentially lower costs, as there are fewer parties involved. Their direct connection to mobile operators also allows for better handling of high-volume messaging and superior control over the routing of messages, ensuring they take the most efficient pathway.

But how can you ascertain if an aggregator is Tier 1?

You can start by directly asking the aggregator. A reputable Tier 1 aggregator should be transparent about their direct relationships with mobile network operators. Additionally, use your professional network. Tap into industry forums, attend trade shows, or leverage LinkedIn connections to gather insights. Professionals in the field can often provide candid feedback and recommendations based on their experiences.

In essence, understanding the distinction between Tier 1 and Tier 2 aggregators allows businesses to make an informed decision about who to trust with their SMS communication. The benefits of working with a Tier 1 aggregator can significantly enhance the efficiency and effectiveness of your SMS messaging, leading to improved customer engagement and satisfaction.

How to Choose a Reliable Aggregator

Preliminary Considerations

Choosing a reliable SMS aggregator is a pivotal decision that can impact your business’s communication efficiency. Before commencing a trial period with an aggregator, several essential factors should be considered:

• Check Reputation: Start by researching the aggregator’s reputation in the industry. Look for customer reviews, ratings, and testimonials online. Look at their case studies, success stories, and any industry recognition or awards they might have received.
• Ask for References: Don’t hesitate to ask the aggregator for references. Speaking with current or past clients can provide valuable firsthand insights into the aggregator’s reliability, service quality, and customer support.
• Ask Around: Use your professional network. Leverage industry forums, attend trade shows, or use social media networks like LinkedIn to gather candid feedback about various aggregators.
• Direct Connections: The more direct connections an aggregator has with mobile network operators, the more reliable and timely the message delivery.
• Non-direct Connections: Even with the best aggregators direct connections aren’t always an option. Ask what methods are used for non-direct connections.
• Cost: Understand the cost structure. Some aggregators may charge per message, while others might offer packages based on the volume of messages. Always clarify any hidden or extra costs, such as setup fees or additional charges for premium features.
• Coverage: Ensure the aggregator can deliver messages to your target geographic areas. A reputable aggregator should have wide network coverage, including the ability to reach customers internationally if required.
• Support: Evaluate the level of customer support. Critical aspects include average response time, the efficiency of their ticketing process, and the level of experience of their compliance and provision team.
• Features: Determine which features are essential for your business. These may include an API for integration with your existing systems, the ability to handle 2-way messaging, and integrations with other platforms or software.

Remember, choosing an aggregator is not a one-size-fits-all process. Your choice should depend on your business’s unique requirements, budget, and communication goals. Careful consideration of these points before beginning a trial period can guide you toward selecting the most suitable SMS aggregator for your business needs.

Trial Period Evaluations

Once you’ve selected an aggregator based on your preliminary assessments, entering a trial period is the next crucial step. This phase provides an opportunity to test the aggregator’s services in real-world scenarios and offers a closer look at several essential aspects:

• Assess Scalability: Can the aggregator handle your business’s volume of messages? Send messages in varying quantities and at different times to check their ability to manage and deliver high-volume SMS traffic efficiently. This test will help determine if the aggregator can scale up as your business grows
• SMS Delivery Assessment: Pay close attention to how your messages are delivered. Are they reaching the intended recipients on time? Are they being delivered to the correct networks and locations? You can test this by sending messages to various networks in different regions
• Conversion Rate Analysis: Monitor the conversion rates closely. A high delivery rate should ideally correlate with a high conversion rate. If it doesn’t, there may be an issue with the delivery or the content of the messages.
• Integration Checks: If the aggregator provides integrations with other software or platforms that your business uses, make sure to test these integrations. Ensure they work smoothly and enhance your business operations rather than creating complications
• API Evaluation: If an API is provided, assess its performance and ease of integration into your systems. Make sure the documentation is comprehensive, and the functions you need are supported. Check response times and error handling capabilities as well
• Data Adequacy: Assess whether the aggregator provides sufficient data about your messaging activity. This could include delivery reports, error reports, or analytics on message open rates, among others. Having access to this data can help you understand your campaign performance and make informed decisions for future strategies.
• Customer Support: During the trial period, take note of how responsive and effective their customer support is. How quickly do they resolve your queries or issues? Are they easily reachable via your preferred mode of communication (email, phone, live chat)?
• Interface and Usability: Is the platform user-friendly? Can you easily navigate through the platform and understand the various features? Remember, your team will potentially be using this platform regularly, so the interface should be intuitive and easy to use.
• Customizability: Can the platform be customized to suit your needs? For instance, can you set specific routing rules or preferences? Can you easily segment your audience for targeted messaging?
• Security: Evaluate the aggregator’s security measures. How well are your data and your customers’ data protected? Look for evidence of encryption measures, secure data handling policies, and compliance with relevant regulations.
• Continuous Improvement: Check if the aggregator is forward-looking and continually improving their services. Are they open to feedback and suggestions? Do they periodically update their features and enhance their platform?

Remember, the trial period is your best opportunity to understand whether an SMS aggregator meets your business requirements. Use this period to evaluate each aspect thoroughly, ensuring the aggregator’s performance aligns with your business’s communication needs and growth objectives.

Post-Selection Observations

Selecting an SMS aggregator is a significant step, but your work doesn’t stop once you’ve started using their services. Continuous monitoring of their performance and vigilance for any red flags is crucial to ensuring you’ve made the right choice:

• Watch for red flags: Keep an eye out for potential issues such as delayed message delivery, frequent errors, poor customer service, or sudden, unexplained changes in pricing. These could signal a problem with the aggregator’s service or reliability. For instance, if you notice that your messages are consistently failing to reach their intended recipients or are being delivered late, it might indicate issues with the aggregator’s network connections or capacity to handle your volume of messages.
• Continuous Testing: Even after choosing an aggregator, periodically testing their services is a smart practice. A useful tool for this is TelQ’s SMS testing tool, which allows you to assess the quality of your aggregator’s services, including aspects like delivery speed, message content accuracy, and network coverage.
• Conversion Rate Monitoring: Regularly check the conversion rates. If there are inconsistencies between high delivery rates and low conversion rates, it might be time to question the reliability of the delivery reports or reconsider the message content.
• Performance Review: Regularly review the aggregator’s performance against the expectations set during the selection process. This could involve assessing their delivery rates, response times, support quality, and the ongoing relevance of their features and integrations for your business needs.
• Feedback and Communication: Maintain open lines of communication with your aggregator. Provide feedback about their services, whether positive or constructive. A reputable aggregator should value your input and be proactive in addressing any issues or concerns.
• Stay Informed: Keep yourself updated about advancements in SMS technology and best practices. This knowledge can help you better evaluate your aggregator’s performance and push for improvements where necessary.

Remember, the goal of partnering with an SMS aggregator is to improve your business’s SMS communication, enhancing customer engagement and satisfaction. Therefore, staying vigilant and proactive even after starting with an aggregator can ensure that their services continue to support your business’s growth and success.

Click here to download the checklist “How to Choose a Reliable SMS Aggregator”

Summary

Choosing a reliable SMS aggregator is a multifaceted process that requires thorough research and careful consideration of various factors such as reputation, cost, coverage, support, and necessary features. The selection process involves initial research, evaluation during a trial period, and continuous observation once the aggregator’s services have been employed.

Throughout each of these stages, vigilance for potential red flags and continuous testing of the aggregator’s services is vital to ensure optimal performance. Tools like TelQ SMS testing tool can aid in this process. The ultimate goal is to find an SMS aggregator that aligns with your business’s unique needs and growth objectives, facilitating improved customer engagement and satisfaction.

By empowering yourself with the knowledge provided in this guide, you can navigate the landscape of SMS aggregators with confidence and ensure your business reaps the full benefits of efficient and reliable SMS communication.