In this guide, we'll discuss SMS throughput, how it is impacted by your brand score, and what actions you can take to increase it. This article is meant to provide clarity on why your messages may be throttled and how to enhance your sending capabilities. We will also cover some common challenges and best practices for improving throughput.
What is SMS throughput?
SMS throughput refers to the rate at which messages are delivered. If your brand score is low, it can significantly limit your throughput, leading to delays or even failures in message delivery. This can be particularly challenging when sending time-sensitive notifications, like reminders for upcoming webinars or events.
What is a brand score?
A brand score is a rating assigned by your messaging provider like TCR based on your business registration and messaging history. It affects the speed and volume of SMS messages that can be sent. Scores are categorized as follows:
Below 49 - very limited throughput; messages may experience delays or throttling.
50 and above - significant improvement in throughput; higher score increases message delivery rate.
In short, improving your brand score can significantly enhance your SMS sending capabilities.
Where to find your brand score?
You can view your brand score in Aloware admin by navigating to: Account > Compliance > A2P Brand.
Challenges with brand scores
Limited visibility on scoring criteria
The exact factors influencing the brand score are not transparent. The score is determined primarily by your registration details and overall compliance.
Appeals to increase the score can be time-consuming and may not always yield significant improvements.
Slow appeal process
The appeal process can take months and may not guarantee a higher score, even if your business is reputable and compliant.
Impact on messaging campaigns
A low brand score directly affects your ability to send bulk messages, which can be frustrating for businesses needing quick outreach (e.g., last-minute event reminders).
Ways to improve your brand score and SMS throughput
If you are experiencing limitations due to a low brand score, consider the following strategies:
Appeal the score
Contact Aloware to appeal the brand score for you. While this can be a lengthy process, it may help increase your score.
Keep in mind that the appeal process is manual and may take weeks or even months to complete and there’s no guarantee of a score increase.Utilize a toll-free number or short code
If immediate throughput is crucial, consider using a toll-free number. This option typically allows for higher message volumes without the strict limitations of brand scoring.
For established brands with high messaging needs, short codes are an option. However, setting up a short code can be costly and time-consuming.
Improving SMS throughput can be challenging due to the lack of transparency around brand scoring. However, by understanding the factors involved and systematically testing different methods, you can enhance your messaging capabilities.
For further assistance, contact Aloware support or your account manager to discuss personalized strategies tailored to your needs.