Sending Strategy management

Sending Strategy Management

Once you have obtained your Resources, created the Applications and/or Entities, and associated your Resources with an Application and/or Entity (also called Resources Associations), you are ready to define how your Resources will be used while sending. This is known as defining a Sending Strategy.

In the past, you would have to contact Infobip to define a sending strategy for each case, and to support multiple use cases, it usually required the creation of multiple accounts/subaccount(s).

Now, you are empowered to define your strategy for each Application or Application/Entity combination using the Sending Strategy API (opens in a new tab).

CPaaS X Sending Strategy Before CPaaS X Sending Strategy Before

Sending Strategy possibilities

With the Sending Strategy, you can perform the following actions:

  • Application-level Sending Strategy (Default Sending Strategy)

    • A strategy that distributes sending across the pool of senders that are automatically fetched based on the definition you specified in Resources Associations.
    • This strategy can be created on an Application level, eliminating the need to create a sending strategy for each entity. We retrieve the entity provided in the API request and identify senders associated with both that Entity and Application.
    • The default sending strategy can be restricted to specific countries for message termination and can also be limited to a specific channel, with support currently available only for SMS and MMS.
    • Use cases:
      • You have 500 clients and they are sending from different resources that have different capabilities and are registered for different countries. Instead of creating sending strategies per Entity and additionally per each country you plan to send to with defined senders, Infobip will take care of this. Once your resource is registered, we know for which channels it can be used, and to which countries it can send.
  • Entity/Application-level Sending Strategy

    • A strategy used for client-specific setup. You can define different rules, features, and limitations for each client of yours.
    • Use cases:
      • You want to have a clear definition of what and where each entity will be sending instead of relying on our platform's possibility to send messages.
      • You want to restrict a client not to send to countries outside the defined scope.
      • You want to apply a specific feature set only to some clients.
  • Additional features

    • Geolocated Sender - by turning on this feature, traffic will be sent from one of the defined senders that have the same local area code as the customer receiving the message. Customers are more likely to positively react to a message if it comes from a number from their local state.
      Note: Geolocated Sender can be used for terminating messages- only in North America.
    • Sticky Sender - by turning on this feature, when a customer receives a message from one of the defined senders, then the same sender will be used for all further messages sent to that customer. Customers are more likely to positively react to a message if it comes from a consistent number connected with some brand or company.
      Note: A Geolocated Sender and a Sticky Sender can be combined.
    • How to use additional features on top of sending strategies:
      • In case you need a specific setup for some country, for example, if you want to use a Geolocated Sender for the United States but do not want to apply it for Canada, you can create an additional strategy on a US country level that will have a Geolocated Sender turned on.
      • If you want to use the Sticky Sender feature for SMS only, while for MMS you want to use both Sticky Sender and Geolocated Sender and you want to apply this for all of your Entities under one Application, you need to create two Application-level strategies. The first strategy would have a Sticky and Geolocated Sender and add an MMS channel. The second strategy would only have the Sticky Sender and the SMS channel.
  • Coming soon

    • Sender Type Priority - enables you to define the priority of your senders in case you have more than one sender for a destination country.
    • Default Sender - enables you to define a sender that would be used if a message does not pass with your Entity-specific sender(s). This can be defined per each Entity differently or can be defined as a default sender on the Application level.

Take a look at the Sending Strategy Management APIs (opens in a new tab) to learn more.

Need assistance

Explore Infobip tutorials

Encountering issues

Contact our support

What's new? Check out

Release notes

Unsure about a term? See


Research panel

Help shape the future of our products
Service Terms & ConditionsPrivacy policyTerms of use