Application-to-Person (A2P) messaging is a messaging system where texts go from a software application to an individual’s device. These applications by businesses and establishments are used for one-time passwords (OTPs), surveys, promotional codes, appointment reminders, pending transactions, and marketing communication.

WhatsApp Business, a business-facing variation of the highly popular over-the-top (OTT) messaging platform, also offers an A2P business model. For example, business owners can send promotional codes, reminders, etc. But unlike A2P SMS, which only supports text, this alternative allows businesses to send images to users.

Just as it transformed the P2P (Person-to-Person) messaging industry, experts are tipping WhatsApp to do the same with A2P and about 2 billion monthly active users; this does not seem to be out of its reach.

Despite all these, WhatsApp’s A2P model has not yet been fully embraced and here are some reasons why:

A2P, Old Reliable

1. Ubiquity: A2Ps are sent via SMS, the most far-reaching messaging service with over 5 billion global users and rising. A number that more than doubles WhatsApp’s. It is not hard to see why businesses gravitate towards A2P, the platform that allows them to reach more people.
2. No internet, no problem: A severe limitation to the WhatsApp model is the need for an internet connection. This automatically cuts off access to about a third of the world’s population, who do not have access to the internet. A2P, on the other hand, does not require users to have an internet connection. This is also useful for areas with low internet connectivity, like sub-Saharan Africa.
3. Accessibility: WhatsApp is a mobile messaging application that can only be set up on an Android or iOS device–smartphone. A user without a smartphone or with one that does not meet the application’s minimum requirements will be unable to receive or respond to messages. Unlike WhatsApp, all users with a mobile phone can receive A2P SMS– a fact that businesses in low-income countries and societies cannot afford to ignore.
4. Trustworthiness: With internet fraud on the rise and instant messaging apps the hunting ground for many fraudsters, consumers are more inclined to trust an OTP coming from a verified shortcode or name than from a WhatsApp contact.

Bonus: For businesses in Nigeria, and most of Africa, it’s way cheaper to send A2P SMS than send messages to their customers via WhatsApp.

Conclusion

OTT messaging (WhatsApp) may be the future, but A2P defines the present.

The WhatsApp A2P model is undoubtedly impressive, but it is unlikely to be the enterprise messaging service of choice anytime soon with these severe limitations. However, business owners looking to switch can instead combine both services, giving their users the option to receive these notifications via SMS or WhatsApp.

An example demonstrated by WhatsApp itself: During its user onboarding process, it provides the option to verify with an OTP sent via A2P SMS.

Are you looking to set up an A2P or 2-way SMS service for your business? HollaTags provides easy-to-integrate APIs and platforms for SMS, USSD and Voice messaging. Connect with your customers on mobile using HollaTags.