December 10, 2024

A2P vs P2P: which messaging mode is more beneficial for business

At least once, each person received a message on a mobile phone from companies with different offers. These are marketing campaigns that businesses arrange to attract more customers and increase sales. Let’s figure out how brands are sending these messages, what for, and what are the differences between the concepts of A2P and P2P communication.

What is A2P messaging?

A2P, or Application-to-Person messaging, is a targeted distribution to individuals using a mobile, web-based application or service provider. The most popular modern channels brands implement for A2P messaging are SMS, MMS, RCS, WhatsApp/Viber messaging and social networks. Businesses with a large customer base can use A2P for mass texting marketing. It can also be one-way messaging or two-way for conversational purposes.

To better understand what A2P messaging is, here are some application examples of this type of customers communication:

• Notifications and alerts. For example, payment confirmations, tariffs change, delivery notifications, agreements expiration, appointment reminders, etc.
• Two-factor authentication. For example, registration confirmation on any service, bonuses charge, etc.
• Booking / appointments confirmations. For example, tickets, hotels, car renting, taxi, etc.
• Loyalty programs for regular customers
• Marketing offers that may be interesting to the customers

What businesses can apply A2P text messaging? Any, without exception, who cares how to attract new customers without losing regular clients. Most popular the solution is at: 

• Healthcare
• Banking and finance
• E-commerce and retail
• Real estate
• Travel and hospitality
• IT and telecommunications
• Education
• Logistics and transportations

According to Future Marketing Insights, the global sales of A2P Messaging are estimated to be worth USD 71,227.74 million in 2024 and anticipated to reach a value of USD 1,05,551.30 million by 2034. Sales are projected to rise at a CAGR of 4.0% over the forecast period between 2024 and 2034. The revenue generated by A2P Messaging in 2023 was USD 68,611.80 million.

What is P2P messaging?

P2P (Person-to-Person or Peer-to-Peer) messaging refers to the direct exchange of text and multimedia between individuals using various communication tools. Most common channels for such interactions are SMS and messengers. Here there is no need for a specialized or automated messaging service to act as an intermediary, facilitating the transmission of messages. Typically, P2P messages are sent from one individual to another, not for commercial purposes. However, there are use cases when businesses can apply these type of messaging:

• Customer Service. P2P messaging can make the clients’ support easy-accessible, more interactive and stress-free for your consumers.
• Crucial complaints resolving. These are the issues which should be settled in a personal, real-time and most user-friendly manner. P2P interactions can serve better in such occasions.
• VIP B2B interactions. P2P model enables individual, meaningful and proactive connections with customers – this feature is crucial in B2B messaging.

What businesses can apply P2P? Any type of business can utilize P2P messaging strategy in case its customers base is small:

• E-commerce
• Repair services 
• Beauty sphere
• Ateliers
• Highly specialized market segments (the number of buyers can be counted on one hand and they are known to everyone, and need an individual format of messaging)

So, we see that P2P applications for commercial purposes are rather limited, A2P dominates here as more advantageous to achieve business goals. To prove it we conducted a comparison below.

A2P benefits for business vs P2P messaging

What tools businesses will obtain with A2P solutions, but will not with P2P – comprehensive range of usability, great variety of delivery channels, enhanced tools set, high messaging speed, regulations compliance. If your business needs all the above, A2P communication solution should be your choice. And in case implemented professionally and skilfully, benefits will not keep you waiting.

Below are several key benefits of A2P messaging when implemented smartly:

• Improved engagement and satisfaction. A2P texting is one of the quickest and most convenient ways for customers to interact with them, as a result you get enhanced clients’ satisfaction and loyalty.
• Automation, flexibility and scalability. A2P messaging strategy enables you to reach more customers at once. You can automate a full campaign starting from creating and ending with analyzing. This increases scalability and flexibility while saving time and resources.
• Streamlined business processes and efficiency. A2P communication helps to fasten and simplify business processes with no quality loss. You can proceed customers’ requests minimizing the risk of mistakes and the cutting costs of hiring human staff.
• Time and cost efficiency. Thousands of messages can be sent in a few seconds. This is crucial for sending reminders and promotions. Automated messaging also will reduce the cost of running a business. 
• Comprehensive analytics. A2P solutions are integrated into your CRM system for analytics and reporting. You can analyze the campaigns’ performance and figure out areas of improvement. 

Once you realize the advantages of A2P messaging strategy and decide you want to implement it, then it’s time to choose a messaging services provider to cooperate with so that you can be sure that your customers’ communication is effective and secure.

ImLink advantages as an A2P messaging solutions provider

ImLink is a reliable and experienced messaging service provider with a huge toolkit for business communications in different spheres. Whether you’re a small or large-scale business, we will find an appropriate solution for your brand. What we offer:

• Texting via most popular communication channels – SMS, WhatsApp, Viber, etc.
• Full automation 
• Analytics support 
• Smooth integration into existing software
• Enhanced security 
• Free test run
• Customized payment terms
• Comprehensive technical support

Please complete the form on our website. Our manager will provide a comprehensive description of how to set up and implement a reliable and secure A2P solution.