What is SMS throughput?
SMS throughput refers to the rate at which messages can be sent at a given time and is measured in message segments per second (MPS). A higher throughput allows more messages to be delivered successfully within a specific time period. For example:
Local numbers typically have lower throughput.
Toll-free numbers and short codes allow for significantly higher throughput.
SMS throughput is critical for ensuring timely message delivery, especially for bulk campaigns or time-sensitive notifications like webinar reminders. It also enhances communication efficiency by enabling quicker outreach.
What is a brand score?
A brand score is a rating assigned to a brand during the A2P 10DLC registration process. It determines a brand's messaging throughput, or the number of messages it can send per minute, hour, or day. The Campaign Registry (TCR) assigns this score based on factors like business registration accuracy and messaging history.
This score directly impacts both the speed and volume of SMS messages a business can send, influencing how efficiently messages are delivered to recipients.
How brand scores impact SMS throughput
A brand's trust score is a critical factor in determining its SMS throughput, as it directly influences the rate and volume at which messages can be delivered across major US carriers.
Scores are categorized into two (2) key ranges:
Below 49 - scores in this range indicate very limited throughput, meaning brands face significant restrictions on both the number of messages they can send and the speed of delivery. These limitations often lead to delays or throttling, where carriers intentionally reduce the delivery speed to manage network traffic and maintain reliability.
50 and above - scores in this range unlock substantial improvements in message throughput. Brands with higher scores can send messages faster and at higher volumes, ensuring timely delivery. This is especially important for campaigns with strict deadlines or those requiring high-volume message distribution to reach their audience efficiently.
Carriers like AT&T, T-Mobile, and Verizon allocate specific MPS limits based on trust scores. For example:
Trust score | Total SMS MPS toward major US networks | AT&T SMS MPS | T-MOBILE SMS MPS | VERIZON SMS MPS |
75 - 100 | 225 | 75 | 75 | 75 |
50 -74 | 120 | 40 | 40 | 40 |
1 - 49 | 12 | 4 | 4 | 4 |
0 (Low volume) | 12 | 4 | 4 | 4 |
Admin guide in accessing your brand score
Admins can view the brand score directly within Aloware:
Log in to Aloware admin.
Navigate to Account > Compliance > A2P Brand.
Your brand score will be displayed in this section.
Note - for businesses without a brand score, ensure you have completed the required A2P 10DLC registration. If you encounter issues, contact Aloware support for assistance.
How Aloware features use SMS throughput and brand scores
Efficient message delivery is the backbone of Aloware's SMS-based features. Tools like Broadcast, Sequences, and Workflows rely on SMS throughput and brand scores to function effectively, making it crucial for businesses to understand and optimize these metrics.
Broadcast - send messages to a large audience simultaneously. Higher throughput ensures campaigns are delivered promptly, minimizing delays that could disrupt promotional or time-sensitive announcements.
Sequences - automate follow-ups over time. Adequate throughput is essential to maintain the timing of sequences, ensuring consistent customer engagement without interruptions.
Workflows through CRM integration - automate complex processes by integrating SMS steps with other tools. High throughput ensures smooth execution, especially for high-volume or time-sensitive workflow actions.
Strategies for enhancing SMS throughput
Ways to improve your brand score
Submit an appeal
Contact Aloware support to initiate the appeal process.
Be prepared for delays, as appeals are manual and may take weeks or months to process and do not guarantee a score increase.
Optimize business registration details
Ensure all information provided during A2P 10DLC registration is accurate and comprehensive.
Clearly define your business category and use case for messaging.
Monitor compliance and messaging history
Avoid spam-like behavior or messaging patterns that could lower your score.
Implement clear opt-in procedures and limit message frequency to avoid complaints.
Alternative solutions for immediate throughput improvement
Use toll-free numbers - toll-free numbers typically allow higher message volumes without being heavily restricted by brand score. This option is ideal for businesses needing immediate throughput improvements.
Leverage short codes - short codes support high-volume messaging with minimal delays or throttling. While they require significant investment and setup time, they are suitable for businesses with sustained high-volume needs.
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.