When it became public that Twitter (now X) was losing over $60 million annually because bot accounts were pumping A2P SMS traffic, it quickly drew attention. This bombshell highlighted a type of fraud with immense consequences for the entire mobile and messaging ecosystem – artificially inflated traffic (AIT).  

Studies indicate that AIT accounts for 5% up to a staggering 40% of all international A2P SMS traffic, with the proportion varying by region. This widespread fraudulent activity led to significant financial losses, costing businesses an estimated US$1.6 billion for businesses in 2023 alone.  

What is AIT and why is it a problem?  

This fake traffic results in fake accounts, distorted conversion rates, and clear red flags that point to potential fraudulent activity. 

Effects of AIT on telcos 

AIT is fairly simple, but the impact is much wider: it has a huge damaging effect on the overall trust in the digital and mobile ecosystem, affecting reputations of telcos and businesses alike, not to mention the security aspect. 

It raises the question whether A2P two-factor authentication can be trusted and could consequently compromise the value of A2P SMS as a business messaging channel.  

For years, telcos have considered A2P SMS a dependable source of revenue, largely due to the delivery of SMS-based one-time PINs. AIT fraud may push businesses to consider other authentication methods that aren’t always available to all users, while A2P SMS remains widely accessible and easy to use for 2FA. Removing it could leave accounts unprotected, which should never be an option. 

Ironically, despite the costs of AIT, some players in the ecosystem can benefit from it. While most enterprises are victims, a few use it to inflate user numbers and show growth. To fight these threats, telcos, communication providers, and enterprises must work together to protect customers, secure sending messages, and win back trust. 

How does AIT work?  

AIT is typically initiated by fraudsters who use automated software programs to send out large numbers of PIN requests to generate revenue from businesses. These high-risk requests are difficult for businesses to distinguish from genuine user activity. 

Various parties in the messaging system might be tempted to use AIT:

• Businesses: Brands could misuse AIT to mispresent their customer base, as it could be an indicator of customer base growth.   
• Communication providers: CPaaS providers could misuse AIT to inflate the number of OTPs which could directly or indirectly bring them more revenue.   
• Mobile network operators: MNOs could misuse AIT to inflate the number of OTPs which could directly or indirectly bring them more revenue.   

Why do businesses and telcos fall into the trap of AIT?  

We can identify two sources for artificially generated traffic; both businesses and telcos can contribute to AIT. 

The first source is businesses seeking the cheapest rates, which often leads them to partner with lower-tier SMS aggregators. 

Businesses assume cheaper routes will save money, but low-cost aggregators often can’t break even after paying for the businesses’ traffic usage. To compensate, some generate artificial traffic, keeping the profit for themselves instead of sending it to the telco. 

When businesses choose low‑cost aggregators instead of reputable providers or direct telco connections, bots may be used to trigger fake OTP requests and inflate message volumes. 

In the second scenario, when telcos set high A2P SMS revenue targets, they may partner, intentionally or not, with aggregators that pump artificial traffic, increasing telco revenue but inflating business bills. 

Common messaging use cases for artificially inflated traffic 

The messaging use cases most often targeted by AIT are time-sensitive, user-initiated interactions, especially one-time passwords (OTPs). These include scenarios where a user receives an authentication code or a security alert that prompts them to take action, for example verifying an account or responding to suspicious activity. 

How to manage AIT?  

Some may see AIT as a revenue stream, but it harms the industry and raises trust and compliance concerns. To reduce the risk of AIT, telcos, communication providers and businesses should implement a comprehensive fraud prevention strategy. This includes monitoring suspicious activity, implementing authentication protocols, using advanced analytics to detect anomalies in traffic patterns, and new features for recognizing AIT.  

They should ensure that their systems are regularly updated with the latest security patches to protect against any potential vulnerabilities.  

What can businesses do to protect the ecosystem?  

As mentioned earlier the responsibility lies with all three organizations, including businesses. As a business it is important to responsibly choose the communication provider to help fight AIT. While cost is always a factor in choosing a communication provider or aggregator, it shouldn’t be the only one. What should businesses pay attention to? 

• Cost: Higher messaging costs can indicate official routes are being used and reflect the expenses of direct connections. 
• Validity of connections: Confirmation letters and references from telco providers improve the credibility of aggregators and communication providers. 
• Conversion rate: Conversion rates offer transparency into how many messages are successfully delivered and matched to platform activity. 
• Direct connections: The number of direct connections to telco operators reduces the risk of grey routes and limits the chances of fraud entering the communication channel. 
• Testing: Businesses should test the connection firsthand before signing up with a provider. 

What can telco operators do to protect the ecosystem?  

Telcos or mobile network operators are one of the key stakeholders in the messaging ecosystem. Given their central role, telcos must take specific measures to keep the ecosystem secure, including: 

• Realistic goal setting: When setting A2P SMS traffic goals or KPIs telcos must look at their organic growth and set achievable targets. 
• Responsible partnering: Like businesses, telcos should choose communication partners carefully, prioritizing security and guidance, not just revenue. 

What can aggregators and communication providers do?  

Aggregators and communication providers can strengthen security by enforcing a zero-tolerance policy on AIT and offering guidance and tools to monitor and protect the messaging system. 

Recently, Infobip has been recognized as the number one provider among Established Leaders in the Artificially Inflated Traffic (AIT) Fraud Prevention market by Juniper Research.  

Helping set Infobip aside from others in the market is its use of AI and machine learning (ML) algorithms to detect and block OTP traffic, ensuring automated protection for enterprises.   

Best practices for preventing AIT 

AIT can be difficult to detect and prevent, but there are some best practices and solutions that can help reduce the risk.  

1. Implementing firewalls 

SMS firewalls can detect and block suspicious SMS traffic patterns, such as large volumes of messages sent from and to the same destination. This prevents fraudsters from inflating traffic with fake messages, keeping businesses safe. Additionally, firewalls can be used to detect and block messages containing malicious content, such as spam or phishing links.  

2. Setting rate limits  

Rate limits are used to stop fraudulent behavior and prevent attackers from targeting applications. Limiting the number of messages sent to certain numbers or prefixes helps prevent fraud, especially in financial services where attackers may target sensitive data. Rate limits should be monitored using AI and machine learning so they can adjust dynamically in real time, making it harder for fraudsters to bypass. 

3. Detecting bots  

The prevention of bots from sending artificially generated traffic or requesting OTPs is important to protect the ecosystem. Tools like BotD or CAPTCHAs can help identify and block bots by adding small steps for users, such as verifying an email before signing up for 2FA. These minor steps frustrate automated scripts while keeping the process easy for real users. 

4. Delays between verification attempts 

Adding increasing delays between authentication retries helps slow down rapid requests. This prevents a single number from receiving too many messages at once and makes it easier to spot bot activity. Best practices include setting a maximum number of attempts and using back-off algorithms to space out each retry. 

5. Monitoring OTP conversion rates 

Tracking how often one-time codes (OTPs) are successfully used is key to protecting your system. Monitoring these conversion rates and setting alerts for unusual activity helps ensure OTPs are used correctly and flags potential fraud. 

6. Detecting fraud with Infobip Signals for businesses  

To protect businesses from AIT, consider using Infobip Signals. The solution is as simple as plug and play and requires no development effort.  

Here’s how Infobip Signals helps you:

1. Proactive fraud detection: Continuous monitoring of message traffic using advanced volumetric and rate-based analytics enables early identification and prevention of suspicious or fraudulent activity. 
2. Intelligent threat mitigation: Intelligence-led techniques such as analyzing risk profiles, contact ratios, and behavioral patterns protect from threats and reduces the risk of attacks.  
3. Real-time automated protection: Machine learning and advanced algorithms detect and block AIT instantly, ensuring communications remain secure and customers’ trust is maintained. 

Creating a safer messaging ecosystem together

Building a secure and trustworthy messaging ecosystem requires everyone to work together and adopt effective measures against AIT. If left unchecked, AIT can damage credibility and push businesses away from SMS, the channel with a 98% delivery rate. 

Businesses must understand the risks of choosing low-cost routes, telcos need to align their revenue expectations with real market growth, and aggregators must avoid compromising their reputation for short-term gains. Only through shared responsibility can the industry protect its users and restore confidence in A2P messaging. 

At Infobip, we work directly with telcos and businesses to secure the ecosystem. Our 800+ direct carrier connections and our advanced firewall solutions help you limit fraud and ensure no third parties benefit from artificial traffic. 

Imagine two versions of the same telecom company. In one world, customer frustration brews inside endless phone calls, long hold times, and disjointed channels. Agents toggle between systems while customers repeat their issues for the third time, reflecting poor customer service in telecom. 

In the other world, the same Mobile Virtual Network Operators (MVNOs) uses automation, artificial intelligence (AI), and customer data to deliver real-time support across every channel. Queries resolve quickly, and customer satisfaction scores climb. 

Both exist in today’s telecom industry. The difference lies in how each company chooses to transform its customer service. Some MVNOs struggle, while others thrive. Let’s explore two realities of customer service in telecom and the path to building the one your customers prefer. 

The shift driving telecom customer service

MVNOs and other telecommunication companies are no longer competing on coverage or cost alone. MVNO market is expected to grow from 73.47 billion USD in 2024 to 132.02 billion USD by 2032. This means it will expand at an average rate of 7.6% per year, thanks to new technologies, remote work, and data-heavy lifestyles. While connectivity has become a commodity, excellent customer care in telecom is now what sets companies apart. 

• 80% of global telco consumers say service quality determines whether they’ll do business with a company. 
• Reducing customer support wait times can improve customer satisfaction by up to 30%. 

In short, price gets you attention, but service earns loyalty. 

The modern telecom customer expects convenience, personalization, and real-time assistance. If your customer care strategy still relies on outdated systems, the multiverse is moving on without you. 

10 strategies MVNOs use to improve customer service in telecom

Here are practical ways MVNOs can improve customer service and how Infobip partners with them to make each one real:

1. From waiting on hold to helping in real time

Customers no longer tolerate long wait times. They expect quick, easy answers the moment they reach out. 

Legacy system: Customers call, navigate a complex IVR system, wait, and repeat their details. Agents scramble between systems, increasing the risk of errors. The result is frustration, abandoned calls, and lower customer satisfaction scores. 

New world: AI-powered self-service and chatbots handle simple requests instantly; balance checks, SIM cards activations, plan changes. Complex customer issues are routed to human agents with full context, which reduces time to resolution. MVNOs can also offer video calling as a personal, face-to-face option for customers who need more guidance. 

Why it works: Real-time responses increase customer satisfaction, reduce frustration, and allow telecom companies to allocate human resources to where they make the biggest impact and that are high-value interactions. 

2. From generic service to personalized care 

People don’t want to feel like just another ticket. Personalized support makes every interaction feel seen and valued. 

Legacy system: Scripts and standard responses treat every customer the same. 

New world: With insights into purchase history, customer behaviors, and service preferences, MVNO agents can offer tailored solutions and recommendations, such as a better data plan or a relevant bundle. 

Why it works: Personalization humanizes telecom customer service, creating stronger bonds and improving customer satisfaction scores. Customers feel valued rather than processed, which directly improves retention and customer relationships. 

3. From fragmented tools to one connected platform 

When agents have to jump between systems, service slows down. A single, connected view of the customer changes everything. 

Legacy system: Agents toggle between multiple systems like CRM, billing, chat apps, losing context and increasing chances of errors. 

New world: A single, data driven platform centralizes all communication channels and customer data. Agents see conversation history, account details, and previous resolutions immediately. 

Why it works: Centralizing customer data improves response times, reduces repeat information requests, and increases service quality. It also empowers teams to handle more interactions without increasing staffing costs, making operations more cost effective. 

4. From phone-only to omnichannel engagement 

Support shouldn’t stop at phone calls. Customers want to message, chat, or text and pick up right where they left off. 

Legacy system: Customer support relies solely on phone calls, with rigid operating hours. 

New world: Customers interact through their preferred channels like WhatsApp, SMS, social media, or web chat, with smooth transitions between channels. Based on our Messaging Trends Report 2025, 80% of brands claim to have an omnichannel strategy. 

Why it works: Omnichannel service reduces friction, improves customer satisfaction, and ensures consistent experiences across touchpoints, turning customer care into a competitive differentiator for MVNOs. 

5. From static scripts to conversational AI 

Nobody likes robotic responses. Conversational AI makes every interaction feel more natural and a lot more helpful. 

Legacy system: Agents follow rigid scripts that don’t reflect real-life customer needs. 

New world: AI-powered conversational platforms interpret intent, tone, and context to adapt responses automatically. Bots handle common questions, and escalate complex requests to humans with full context, eliminating repetition and frustration. 

Why it works: Conversational AI increases efficiency, reduces customer frustration, and ensures 24/7 availability, delivering a consistent, high-quality telecom service. 

6.  From scattered data to informed business decisions 

MVNOs have tons of data, but the real win comes when they use it to make smarter, faster decisions that improve service. 

Legacy system: Telecom companies collect vast amounts of data that often goes unused. 

New world: MVNOs apply data analytics and AI to identify patterns in usage, service issues, and churn risk. These data-driven insights help predict problems before they happen, such as detecting network congestion or identifying customers likely to leave. 

Why it works: Turning raw data into real-time insights allows MVNOs to anticipate customer needs, improve service quality, and proactively reduce customer frustration.  

7. From “call back later” to instant verification

Verification shouldn’t take days. Customers expect it to happen instantly, securely, and in the same conversation. 

Legacy system: Customers upload documents, wait days for validation, and call multiple times for updates. 

New world: Documents like IDs and SIM registrations are processed in seconds. Customers can complete verification within the same session, reducing friction. 

Why it works: Automation speeds up processes while enhancing security and accuracy. Quick verification builds trust, reduces phone calls, and improves the overall customer experience. 

8. From reactive problem-solving to predictive care 

Great service is about spotting problems early and preventing them before they start. 

Legacy system: Agents wait for complaints to arrive. 

New world: Predictive analytics and AI forecast potential issues, like network congestion, plan overages, or recurring billing errors, before they affect the customer. Agents can reach out proactively, providing solutions before frustration escalates. 

Why it works: Predictive care transforms customer service from reactive to proactive. By reducing incidents of dissatisfaction, MVNOs improve customer satisfaction scores and strengthen brand loyalty. 

9. From one-size-fits-all to community-driven innovation 

The best ideas often come from the people using your service. Listening turns feedback into real growth opportunities. 

Legacy system: Products and services are designed in isolation from the customer. 

New world: MVNOs engage customers as co-creators. Feedback loops, surveys, and interaction data inform product development. This approach allows the creation of tailored bundles for niche audiences or specific demographics. 

Why it works: By understanding usage patterns and preferences, telecom companies innovate with relevance. Customers feel heard, and businesses identify cross-sell opportunities while improving service quality and satisfaction. 

10. From doing enough to continuous experimentation

In telecom industry, standing still means falling behind. The most successful MVNOs test, learn, and improve every single day. 

Legacy system: Telecom service is considered complete once it’s functional. 

New world: MVNOs constantly test emerging technologies like AI, chatbots, augmented reality troubleshooting, or advanced analytics, dedicating resources to innovation while balancing daily operations. 

Why it works: Continuous experimentation ensures the company stays ahead of industry trends, delivers superior service delivery, and enhances customer experience. It’s how telecom customer service evolves from a cost center into a cost effective growth driver. 

The Infobip advantage: Supporting MVNOs in driving growth through CX 

MVNOs have the agility to set a new standard for telecom customer experiences: 

• Deliver consistent, real-time customer interactions 
• Reduce churn while increasing customer lifetime value 
• Transform contact centers into intelligent engagement hubs that drive loyalty and efficiency 
• Turn the entire customer journey into a scalable profit center by monetizing every interaction through personalized upsells, cross-sells, and value-added services 

Infobip is the strategic partner behind that transformation. Our CXOP platform integrates automation, AI, and human expertise in one scalable solution for telecommunication companies.  

Beyond resolving issues faster and delivering personalized care at scale, MVNOs use our platform to expand their product offerings, co-create tailored CX solutions, and generate new CPaaS revenue streams through direct sales or marketplaces. This approach turns every customer touchpoint into an opportunity for sustainable business growth and increased profitability. 

Service that follows the customer, not the clock 

As Malaysia’s leading telecom provider, Telekom Malaysia Berhad connects millions of people every day. Their role is not limited to providing connectivity, it also means making sure support is always available.

We see a trend that people prefer digital conversations over waiting on calls or visiting a store. They want quick answers and a consistent experience, whether on email, WhatsApp, or social platforms.  

That is why we sat down with Sri Ganesh, Head of CEMS, AGM, to discuss how Telekom Malaysia Berhad is transforming customer support. From unifying channels on a single platform to introducing chatbots and automation, Ganesh shared how the company is redesigning interactions to be faster, simpler, and more consistent. 

Breaking silos across digital channels 

Customers reach out through many touchpoints. One day it is an email. The next is WhatsApp or social media. When those interactions sit in separate systems, agents lose time piecing the story together, and the experience becomes fragmented.  

Ganesh points out that these silos came from legacy setups. “As we have inherited multiple interaction channels, the challenges are how to unify them to ensure that you have a single platform, and then you build on top of that. Example, you have one solution for Voice, one for live chat, one for WhatsApp, so on and so forth.”  

Breaking down silos is more than a technical fix. It changes how support teams work and how customers experience service. With a single platform, agents gain visibility into every interaction, past and present. They no longer need to switch systems or rely on incomplete records. Customers feel continuity when their history follows them across channels. 

Digital channels strengthen this approach by keeping conversations open. A customer might start with a quick question on WhatsApp, share documents over email, then move to social for an update. Instead of three separate cases, it becomes one connected conversation. This consistency builds trust and reduces friction on both sides. 

To make this possible, Telekom Malaysia Berhad chose to unify channels on a single platform. Ganesh notes that this not only removes the complexity of separate systems but also ensures historical data is preserved, makes scaling easier, and allows new channels to be added without disruption. 

Automation at scale 

Telekom Malaysia Berhad knew that digital demand would only increase. More customers moving to chat meant higher volumes and rising expectations for instant replies. Relying only on live agents was not sustainable, especially when customers expect support to be available at any time. 

The answer was automation. By introducing chatbots and guided flows, simple requests now receive immediate responses. Customers get quick answers to routine questions like checking a bill, confirming payment status, or asking about data packages. Agents focus on complex cases that need human touch. 

Rich media on digital channels adds another layer to automation. Instead of plain text, Telekom Malaysia Berhad uses images, buttons, and quick replies to guide customers through processes like accessing account details, service updates, or outage notifications. Customers get clearer instructions and faster resolutions without switching channels. 

Automation also ensures consistency across touchpoints. Whether a customer is on WhatsApp late at night or sending an email during the day, they get the same reliable information. This reduces the call center load, improves handling times, and lowers operational costs while keeping support available around the clock. 

For a telecom provider managing millions of interactions, automation is not about replacing people. It is about allowing agents to focus on escalations and complex cases while automation takes care of high-volume, repetitive queries. Digital channels extend reach, and automation ensures every conversation is handled smoothly and efficiently. 

Building the next phase of digital engagement 

Connecting channels and introducing automation were important steps, but the long-term goal is broader. Telekom Malaysia Berhad is building engagement that feels continuous, personal, and easy to use. 

By treating every interaction as an opportunity to resolve issues quickly and clearly, Telekom Malaysia Berhad is setting the foundation for the next phase of digital engagement. One where conversations continue across channels, automation supports scale, and customers feel recognized every step of the way. 

Partnership plays a key role in this journey. “We learned together, bounced ideas, and Infobip guided us a lot. They are still guiding us at this moment as well. I really thank the Infobip team for all the effort they put in working with us. And they are giving us a lot of insight into how things are done globally,” says Ganesh. 

This approach shows how telecom providers can adapt their offers to meet today’s customer expectations. Support is no longer tied to call centers or business hours. It follows the customer, wherever they are. 

Traditional telcos pushing to transform into techcos face a completely different playing field. Network operations and connectivity are just the starting point, what comes next defines the journey. Customers expect their telecom operator to act less like a utility and more like modern tech companies: data-driven, real-time, and truly customer centric. 

For telcos still relying on old playbooks, the gap between expectation and delivery keeps widening, and telco operations need to be optimized for long-term success, including operating models and capital expenditure planning. 

Meet My Telco, a fictional provider navigating the rocky road from telco to techco. On paper, My Telco has everything: infrastructure, reach, loyal subscribers. But in practice, cracks are everywhere.  

Their call centers are overwhelmed, campaigns miss the mark, billing confuses more than it clarifies, and field visits waste opportunities for growth. Each failure is a reminder that being a telco isn’t enough anymore; the future belongs to techcos. 

But what does that future look like? In a true techco: 

That’s the techco promise: every interaction is an opportunity to improve customers’ experiences. 

To see how these challenges play out in real life, let’s follow the key players at My Telco as they navigate day-to-day customer experience obstacles:

• Mark, Head of Customer Experience – worried about long queues and rising churn. 
• Lina, Marketing Director – struggles with ineffective campaigns. 
• Julia, CTO – sees missed revenue opportunities. 
• Natalie, Customer Service Manager – faces frustrated agents and customers. 
• Alex, Operations Manager for Equipment and Logistics – overwhelmed by equipment returns and long store queues, leading to frustrated existing customers. 

Each one faces a CX “fail” that telecom operators everywhere will recognize.  

1. The call that never ends: From broken support to 360° assistance

The fail: 

Natalie, My Telco’s Customer Service Manager, is drowning in complaints. Customers are stuck in endless IVR loops, waiting 30+ minutes to reach an agent. Support channels don’t communicate in real-time, as web chat has no record of what happened on the phone line. Agents themselves feel powerless, lacking tools to resolve queries quickly.  

This type of failure is especially painful for providers where internet connectivity outages flood support lines. 

The fallout: 

• Rising customer complaints (with public brand shaming on social media) 
• High churn 
• Overworked agents and internal chaos 

The fix – CX rescue: 

• Omnichannel cloud contact center solution: Connects multiple channels, for example SMS, WhatsApp, in-app chat, and Voice, in a single interface, enabling a connected and consistent experience across all touchpoints.  
• 360° customer view: Complete overview of customer data across all touchpoints for faster, smarter customer service. Agents also benefit from AI Assistant support, with instant summaries of past interactions and suggested replies. This shortens resolution time for customers while making agents more confident and comfortable in their roles, helping to reduce turnover. 
• Agentic AI escalation: Agentic AI refers to AI systems that detect urgency, frustration, and intent for priority routing using generative AI. These systems can proactively take actions, such as prioritizing tickets, suggesting next steps, or drafting responses, while autonomously orchestrating workflows and collaborating with human support to deliver faster, more human-like customer experiences. 
• Proactive follow-ups via customer engagement solution: Send timely updates or order status to keep customers engaged. E.g. “Ticket created: 135068. Stay in the loop while we handle it. “ 

2. Promo gone wrong: From untargeted mass messaging to smart personalization 

The fail: 

Lina, Marketing Director at My Telco, is excited about a new promo campaign. She blasts the entire subscriber base with a generic, untargeted offer. Customers feel spammed, not understood. 

This failure is especially common where operators rely heavily on promotions to drive average revenue per users (ARPU) but lack the personalization engines of larger operators. 

The fallout: 

• Thousands of opt-outs shrink Lina’s future reach 
• Missed upsell opportunities lead to lower campaign ROI 
• Declining engagement damages brand trust 

The fix – Customer engagement solution: 

• Trigger-based personalization: Offers delivered based on user behavior 
• Omnichannel delivery: Coordinated SMS, email, WhatsApp, push notifications 
• Analytics-driven optimization: Next-best-offer insights tailored per customer 
   

3. Billing blackout: AI chatbots simplify customer portals 

The fail: 

Mark, Head of CX, is struggling with billing complaints. Customers find their invoices confusing, and the self-service app nearly impossible to navigate. Support lines are clogged with people asking about charges or failed payments.  

The fallout: 

• App abandonment and low digital adoption 
• Higher operational costs from repetitive billing queries 
• Customer frustration that drives churn 

The fix – AI chatbots: 

• Instant billing assistance: PDF bills, explanations, and queries resolved immediately 
• Smooth escalation: Agents handle complex issues without customers repeating themselves 
• Omnichannel coverage: Available across web, app, WhatsApp, and other channels 

4. The missed opportunity at the doorstep: Field service monetization 

The fail:

Julia, CTO at My Telco, sees the gaps: technicians visit homes to fix issues or install equipment, but the opportunity ends there. Manual processes delay activations, upsell chances slip away, and back-office teams miss out on collecting valuable household data.

The fallout: 

• Lost revenue from missed upsell/cross-sell moments 
• Delayed activations frustrate customers 
• Field teams feel like cost centers, not growth drivers 

The fix – Field service activation:

• AI-powered conversational tools integrated into OSS/BSS systems, turning technicians into customer-centric brand ambassadors 
• On-the-spot activation of digital services via RCS, WhatsApp, Viber, or Apple Messages 
• Context-aware offers triggered during visits at peak trust moments 
• Real-time eligibility checks ensure smooth onboarding without paperwork 

5. The equipment queue crisis: AI-powered returns and upgrades 

The fail: 

Alex, Operations Manager for Equipment and Logistics at My Telco, is overwhelmed by long queues and stressed store staff. Customers returning equipment or seeking upgrades face lengthy waits, causing frustration and lost sales. Prospective customers balk at the delays and often abandon their upgrade plans altogether. Manual handling of returns and provisioning adds complexity, slows the process, and overburdens physical stores. 

The fallout: 

• Crowded stores with stressed employees and unhappy customers 
• Lost revenue from dropped upgrade opportunities 
• Increased operational costs from inefficient manual processes 
• Damage to brand reputation due to poor in-store experiences 

The fix – AI-powered self-service for equipment returns and provisioning: 

• AI chatbots integrated into digital channels (web chat, mobile app) guide customers through equipment returns and upgrade provisioning remotely. Customers can scan equipment barcodes or input ID numbers, allowing the chatbot to verify and process returns instantly. They also provide clear instructions, including return drop-off options and addresses, reducing confusion and follow-up calls. 
• Voice AI assistants handle similar tasks via phone or voice-enabled devices, offering hands-free support and answering customer queries in real time. Routine tasks are automated, so live agents only need to review exceptions and finalize approvals. 

What My Telco could learn from real-world techco leaders 

Real-world examples show how telcos that embrace a techco mindset are already fixing CX failures and setting new industry benchmarks.

Three global leaders, Deutsche Telekom, Hrvatski Telekom, and Jazz demonstrate how the right mix of channels, automation, and conversational experiences can turn pain points into growth opportunities. 

1. Deutsche Telekom: Richer engagement with RCS 

Telekom Deutschland wanted to move beyond SMS campaigns and deliver something more engaging. They rolled out an omnichannel campaign centered around RCS Business Messaging for a Spotify Premium promotion. 

The campaign featured branded RCS messages with rich media carousels, CTA buttons, and Telekom Deutschland colors and logos. To guide customers from awareness to conversion, Moments automated the engagement flows and sent messages at the optimal times, while agents used Conversations to access real-time interaction insights and assist customers directly from the RCS messages.  

Results:

• 2x higher engagement vs SMS  
• 26% higher open rate  
• 120% higher conversion 

2. Hrvatski Telekom: AI chatbots for smarter support and collections 

Hrvatski Telekom faced repetitive queries and ineffective debt collection. Customers ignored voice reminders, while business clients clogged support lines. 

AI-powered WhatsApp chatbots handled payment and troubleshooting queries instantly, providing faster resolutions for customers. At the same time, automated Viber and SMS messages improved collection rates and streamlined communications, reducing the load on live agents. 

Results:

• 62% of users paid their bills after receiving a Viber message  
• 38% of customers paid their bills after receiving automated SMS reminders  
• 20% revenue increase through upgraded packages 

3. Jazz: Improved customer service with WhatsApp Business 

Jazz, serving 59 million subscribers, wanted to digitalize their customer care by introducing a quick self-service channel that could reduce high call volumes and service center visits. Previously, customers had to wait up to 24 hours to receive tax certificates or duplicate bills, resulting in slow support and inefficiency. 

Using WhatsApp Business Platform, Jazz launched an automated self-service channel where customers simply send “Hi” on WhatsApp to start interacting with menu options for balance checks, billing details, package information, tax certificates, top-ups, and bill payments.  

Results:

• 32% reduction in tax certificate call costs 
• Over 250,000 customers used the WhatsApp self-service channel 
• 71,000 calls saved in three months 

Customer expectations keep advancing. What felt “good enough” yesterday is unacceptable today. Tomorrow’s winners will be companies that treat every customer interaction as an opportunity to create loyalty, not lose it. 

Our CX Maturity report shows the average telco brand uses a mix of classic and digital channels and automates use cases across support, marketing, and sales. Yet many still struggle with technical issues and overloaded call centers, likely because most telcos have only partially integrated tools and tech constraints. 

Here’s the best part: you don’t have to guess where you stand. CX Maturity Assessment shows exactly how advanced your customer experience is. The results reveal your current “maturity score” and, more importantly, give actionable steps to improve your telco-to-techco transformation. 

One day, approximately 15 years ago, we all turned in our pagers and flip phones for the ultimate all-in-one gadget: the smartphone.

With the power of the internet in the palm of our hands, our landline and cable TV bills are fading away, and the focus is placed on wireless interactions.

But even today, customers still rely on their Internet Service Provider (ISP) for fixed services such as home internet, cable TV, and phone calls. And with the rise of remote work, online learning, and streaming, customers expect these connections to be reliable, fast, and easy to manage.

Still, Internet Service Providers need more than just great connectivity. They need a customer experience strategy that focuses on seamless communication and customer service, high-quality interactions, and modern digital tools that help them meet customers where they are.

This guide highlights how ISPs can digitize their customer journey, implement smarter customer support strategies, and unlock new revenue opportunities, all while keeping loyal customers happy.

The growing demand for high-speed connectivity

The European Union aims for every household to have high-speed internet coverage by 2025 and gigabit connectivity by 2030. In the United States, rural broadband initiatives continue to address underserved areas where households still lack access to reliable fixed services. While, in Latin American and Caribbean households, residential fixed broadband should increase to 56.7% by the end of 2025.

For Internet Service Providers, upgrading networks and investing in infrastructure is just the start. The real challenge is pairing this with a strong customer communication management approach and a customer portal that allows subscribers to control their service plan, pay bills, and request support without waiting for a phone call.

Key challenges ISPs face today

In addition to meeting underserved markets, telecom providers need to face the current and potential threats being brought on by other technologies, providers, and events that are out of their control, including:

Cord-cutting and OTT competition

Since 2012, U.S. pay-TV providers have lost around 25 million subscribers, and the number is growing. Today, roughly 8 in 10 U.S. households still have cable, but by 2030 that number is expected to fall to just 55%.

Streaming giants like Netflix, Disney+, and Spotify are the clear winners here, capturing audiences with flexible, on-demand content. The message for Internet Service Providers is clear: legacy TV bundles are no longer enough to keep customers loyal. To stay competitive, ISPs must diversify their offerings with streaming partnerships, higher-speed internet packages, and innovative add-ons that deliver value beyond cable.

Customer experience gaps

Customers no longer tolerate six-hour appointment windows, opaque billing processes, or waiting days for service activation.

Common frustrations include:

• Missed or vague technician appointments that disrupt customers’ schedules
• Billing errors and unclear charges flood customer service teams with complaints
• Complicated self-installation processes that often force customers to call support
• Slow response times when problems do arise, creating negative brand perception

These pain points result in churn. When switching providers is easy, ISPs that don’t modernize their customer interaction approach will quickly lose customers, no matter how good their product or service might be.

Economic pressure

ISPs are also facing economic pressure that affects both their operations and their customers’ wallets. Inflation, rising energy costs, and increased competition are squeezing margins. Meanwhile, households are becoming more selective about the services they pay for.

To stay profitable, Internet Service Providers must find ways to:

• Operate more efficiently through automation and managing customer interactions digitally
• Reduce contact center load by shifting routine inquiries to self-service customer portal
• Increase ARPU strategically through value-added services and upsells rather than price hikes
• Invest wisely in infrastructure projects that future-proof networks without overextending budgets

13 strategies to future-proof your ISP business

Here’s how Internet Service Providers can deliver better experiences, grow revenue, and reduce churn, all while running leaner operations.

1. Digitize the entire customer journey

Build journeys that start and finish on digital channels. Let customers scan QR codes on ads to check service plan availability, configure packages, and book installation appointments directly in chat. This creates a measurable, seamless offline-to-online experience and improves lead conversion rates.

2. Use smart chatbots for self-service

3. Improve technician scheduling

4. Support installations with video

5. Proactively communicate outages

6. Automate billing and usage notifications

7. Use AI for smarter CX and operations

For ISPs, using AI means helping customers: predicting issues before they happen, routing requests to the right agent, and giving clear, instant answers to common questions.

Practical AI use cases for ISPs include:

• Predicting outages or network slowdowns so you can warn customers early
• Suggesting the best-fit service plan or upgrade based on real usage data
• Automating appointment scheduling and follow-ups to reduce no-shows
• Spotting churn signals and triggering personalized save offers

8. Personalize upsell and retention campaigns

9. Collect feedback and act on it

10. Make security and compliance a CX differentiator

Customer trust is one of the most valuable assets an Internet Service Provider can build. As more touchpoints move online, so does the responsibility to protect sensitive data.

ISPs can strengthen trust by:

• Investing in advanced cybersecurity and fraud detection systems
• Ensuring regulatory compliance with GDPR, CCPA, and other data privacy laws
• Using AI-powered anomaly detection to catch unusual activity before it escalates

11. Simplify equipment returns

12. Embrace partnerships and new services

The future of ISP growth lies in offering more than connectivity. Bundle security software, cloud storage, or streaming subscriptions to add value. Partnerships with leading tech players help you stay competitive and attract new audiences.

13. Explore IoT and smart-home opportunities

Connected devices give Internet Service Providers an entirely new way to add value. From smart thermostats and security cameras to connected appliances, customers want their homes to work seamlessly and they need reliable, high-speed internet to make it happen. This not only deepens customer relationships but also opens up new revenue streams and positions ISPs as trusted technology partners in the connected-home era.

Building the connected future

Transforming the ISP customer experience doesn’t have to mean overhauling everything at once. The most successful providers start by digitizing key journeys, automating support where it matters most, and using data to personalize interactions. All areas where Infobip can help.

With Infobip, you get a partner who understands both telco infrastructure and customer engagement:

• 800+ direct operator connections
• 3,500+ employees across 75+ offices
• Operations in 190+ countries

Our omnichannel platform brings together messaging, chatbots, automation, and analytics in one place, so you can provide proactive, personalized, and secure experiences across every channel your customers use.

The telecom industry is undergoing a major transformation, and AI is leading the charge. In 2024, the global AI in telecommunication market was valued at around  2.7 billion USD and it is projected to grow at a CAGR of approximately 32.6% through 2034, reaching roughly 45 billion USD.  

The convergence of AI and telecommunications will redefine how operators manage infrastructure, engage customers, and drive growth.  

From improving network efficiency to delivering hyper-personalized customer experiences, AI in telecom is no longer a futuristic concept — it’s a strategic necessity. 

What is AI in telecom?

These technologies help telecom operators automate complex processes, extract insights from vast amounts of data, and deliver more intelligent, real-time responses across channels.

Whether it’s fault prediction, intelligent routing, or AI-powered customer support, telecommunications AI is reshaping the way telcos operate and interact. 

Benefits of integrating AI for telecoms 

Without a doubt, telcos are seeing significant benefits from using AI technology. This integration brings wide-reaching benefits including: 

The impact of AI in the telecommunications industry is evident in improved operational efficiency, as recognized by 70% of telecom companies. Customers also have a better experience with AI-powered interactions, with 65% expressing higher satisfaction.   

These positive outcomes have led to 55% of telecom companies planning to introduce new AI-powered services in 2025 and beyond, reflecting a trend towards diversification and exploring new sources of revenue.  

With its transformative capabilities, AI drives innovative use cases that optimize network performance, enhance customer experiences, and drive revenue growth. Let’s find out how.

Top AI use case in the telecom industry 

Predictive network maintenance & optimization 

AI is helping telecom providers move from reactive to proactive network management. Through automated fault detection, anomaly prediction, and generative or agentic AI-driven decision-making, operators can minimize downtime, improve performance, and optimize maintenance schedules — all in real time. 

Enhancing CX with conversational omnichannel engagement 

Today’s customers expect frictionless support, instant answers, and seamless digital journeys. With conversational AI for telecom, telcos can meet these expectations at scale.  

From AI-powered chatbots and voice assistants to intelligent IVR and digital onboarding, billing support, and proactive messaging, customer experience is becoming smarter and more human. 

Our AI Hub empowers telcos with scalable omnichannel engagement, enabling them to automate and personalize interactions across WhatsApp, RCS, SMS, and more, all while reducing operational costs. 

Fraud detection & security 

To combat growing threats like robocalls and SIM-swap fraud, AI in telecom enables real-time detection and dynamic risk scoring. Models trained in global traffic patterns can identify suspicious activity quickly and automatically block malicious calls or messages. 

AI-driven data analytics & personalization 

With millions of customer touchpoints, telcos have access to a goldmine of data. AI-driven analytics helps operators unlock this data to tailor offers, predict churn, and improve service quality. Through AI and telecom integration, personalization becomes both scalable and precise, boosting satisfaction and customer lifetime value. 

Revenue growth

An AI-data platform can analyze various types of data, such as customer information, service usage, and billing data. With AI’s ability to predict customer needs in real-time, you can provide the right offer at the right moment through the right channel. 

This results in increased revenue, subscriber growth rate and average revenue per user (ARPU) through smart upselling and cross-selling opportunities. 

Challenges and considerations for AI in telecoms 

As with any transformative technology, AI in telecoms comes with some challenges including: 

Sustainable success requires balancing innovation with responsible governance. Visit our AI hub to find out how we can help you overcome these challenges.

Future trends: The next wave of AI innovation in telecom 

The rapid adoption of AI in telecom is powered by operators’ need to streamline processes, reduce costs, and deliver exceptional customer experiences. AI technologies are transforming network operations through predictive maintenance, real-time optimization, and personalized services.  

Additionally, advancements in 5G and the fusion of AI with IoT are accelerating this market evolution. Within the market, applications such as network optimization, predictive maintenance, customer experience, and fraud detection are leading adoption, collectively valued in the tens of billions over the decade.  

Looking ahead, generative AI and agentic AI will push the boundaries even further. Imagine AI agents that autonomously optimize networks, resolve issues, or even design new service offerings. 

We envision a telecom future where AI isn’t just integrated but embedded into the DNA of every customer interaction and operational workflow. 

How Infobip powers AI transformation in telecoms 

AI in telecom is evolving fast and telcos that embrace it stand to unlock new levels of efficiency, innovation, and customer satisfaction. Whether it’s through conversational AI, predictive analytics, or next-gen agentic AI, the telecom industry now is powered by intelligence. 

Infobip is your partner of choice for navigating this AI transformation with proven technology, global expertise, and deep telecom knowledge.  

Partnering with us means unlocking endless opportunities as we co-create solutions to digitally transform your business and build a thriving conversational future for your enterprise and SMB customers.

Through us, you’ll have access to:  

• 800+ direct operator connections globally 
• Tailored AI solutions that drive measurable results 
• Scalable omnichannel communication across SMS, RCS, WhatsApp, Voice, Email, and more 

Telcos leveraging our CX solutions have unlocked new revenue streams, reduced churn, expanded their offerings, and boosted customer satisfaction, all through a single, conversational AI platform.

See how we’ve helped other telcos transform their CX

FAQs

SIM swap fraud has exploded from a telecom concern into a universal threat impacting all industries. Recent cyberattacks on major retailers like M&S and Harrods show that any business handling customer data is now at risk. In just the first half of 2024, SIM swap incidents in the UK surged by over 1,000%, with £5.35 million in financial losses attributed to SIM swap fraud between 2023 and 2024.

The fallout goes beyond financial damage. Communications fraud now threatens brand reputation, disrupts supply chains, and erodes customer trust. As cyber threats evolve, businesses must shift their focus from simply maintaining service to actively safeguarding sensitive data, especially as regulatory scrutiny and potential fines intensify.

No business, regardless of size or sector, can afford to treat communications security as optional. Advanced, layered security and firewall are now essential for protecting customer data, maintaining trust, and safeguarding business operations.

What is SIM swap fraud?

In short, here’s how it works:

• Cybercriminals legally or illegally get access to your data (including mobile phone number) and contact mobile network operators (MNOs) pretending to be you.
• They deceive the MNOs into activating a new SIM card with your phone number.
• Once the new SIM card is activated, fraudsters can access every one-time-pin (OTP) and two-factor authentication (2FA) message sent to that number, effectively gaining access to all your accounts that use your phone number for verification.

This lets them receive all calls and SMS messages sent to the original number, including OTPs and 2FA codes used by banks, retailers, and online services for two factor authentication.

Armed with access to these codes, fraudsters can reset passwords, drain bank accounts, make unauthorized purchases, and steal sensitive business data.

Social engineering is at the heart of most SIM swap attacks, with fraudsters exploiting personal data from breaches or phishing, and sometimes even recruiting insiders within telecom operators (BioCatch/Financial Times, May 2023).

Why is SIM swap fraud on the rise?

SIM swap fraud thrives due to our growing dependence on phone numbers for security key accounts, oversharing personal information online, and gaps in telecom security practices.

When personal details are easily accessible through social media or data breaches, scammers can impersonate victims and convince mobile operators to transfer their number to a new SIM card, often bypassing weak verification steps.

This enables attackers to gain control of sensitive accounts protected by two-factor authentication, putting both individuals and businesses at risk.

Several other trends are fueling the dramatic spike in SIM swap fraud:

• Widespread reliance on SMS and OTPs for verifying digital identity means a single compromised phone number can unlock multiple accounts.
• Massive data breaches across industries have put personal information needed to pull off a SIM swap within easy reach of attackers.
• AI and automation make it easier than ever for fraudsters to launch convincing phishing attacks and social engineering campaigns at scale.

The result? SIM swap fraud is now a top risk not just for telecoms but also for retailers, eCommerce providers, banks, fintech, and consumers worldwide. In the U.S., the FBI estimates average losses of $10,000 per victim (IC3 Report). As more businesses move to mobile, this risk will only grow.

Impact of SIM swap on Retail & eCommerce and how to prevent it

Trust and revenue at stake

SIM swap attacks are increasingly targeting retailers and eCommerce platforms. These attacks can result in unauthorized purchases, emptied loyalty accounts, lost revenue, data breach, and customer access.

These incidents don’t just mean financial losses, they can also trigger operational disruptions and long-term reputational damage. When high-profile breaches make headlines, brands risk losing the very trust they’ve built with their customers.

How can businesses protect themselves and their customers?

Effective SIM swap fraud prevention in retail and eCommerce starts with layered security:

• Integrate SIM swap detection from network APIs into fraud prevention workflows. If a SIM swap is detected, require extra identity verification—such as biometric authentication—before allowing sensitive actions like high-value purchases or password changes.
• Combine telco data with behavioral analytics to flag suspicious login attempts, location changes, or account updates.
• Educate customers at critical touchpoints (like checkout and profile updates) about the risks of SIM swap attacks and best practices for digital identity protection.

Impact of SIM swap on telecom operators and how to prevent it?

Telecom operators occupy a unique position as both frequent targets and frontline defenders against SIM swap fraud. If attackers slip past weak verification processes, telcos can face regulatory fines, customer churn, operational costs, and severe reputational harm. The responsibility to detect and prevent SIM swaps is greater than ever.

Best-in-class telecom security now includes:

• AI-driven analytics to monitor for abnormal SIM swap patterns—such as mass porting events or sudden changes in user location.
• Stricter internal controls: Limiting and rotating employee access to SIM management systems, and enforcing multi-factor authentication for staff.
• Active customer confirmation: Requiring direct digital approval from customers before processing any SIM changes, closing a key social engineering loophole.

Impact of SIM swap on banks & financial services and how to prevent it

For banks, fintechs, and financial service providers, SIM swap fraud can swiftly undermine SMS-based two-factor authentication, opening the door to direct financial theft, regulatory breaches, and customer attrition.

The speed and scale of SIM swap-enabled attacks make robust fraud prevention critical in financial services.

Leading financial institutions are adopting a multi-layered approach:

• Adopt out-of-band authentication methods such as secure banking apps, push notifications, or voice biometrics instead of relying solely on SMS OTPs.
• Monitor recent SIM activity: Flag accounts with recently swapped SIMs and require additional verification for high-risk transactions.
• Establish real-time data sharing with telcos via network APIs, so that suspicious activity can be detected and stopped before funds are lost.

How to detect and prevent SIM swap fraud?

To detect SIM swap fraud, businesses can check for changes to a mobile user’s phone number (MSISDN) and International Mobile Subscriber Identity (IMSI) number.

An IMSI number is unique to each SIM card and is used to identify every mobile phone subscriber on a UMTS or GSM network. The IMSI remains unchanged even when a mobile (MSISDN) number is ported to a different SIM card.

Our Mobile identity solution can assist enterprises in mitigating SIM swapping by recent changes in the MSISDN – IMSI combination on the side of the mobile operator.

In other words, it can provide information on which phone number is currently assigned to a particular SIM card. Most commonly, business trigger a SIM swap check right before a high-risk action, such as a large transaction or password reset, to ensure the request is coming from the legitimate user. If a SIM swap is detected, businesses can require additional verification before allowing the action to be taken.

Strengthening fraud prevention with RCS and Network APIs

Combining Rich Communication Services (RCS) with Network APIs gives telcos and enterprises a smarter, more secure way to deliver trusted and high-impact messaging.

APIs for SIM swap detection, Silent Number Verification, Know Your Customer (KYC) checks, and device location enable businesses to build fraud protection and identity assurance directly into the messaging flow, without adding friction for users.

Delivered through RCS with verified sender profiles, these interactions feel seamless to customers while giving businesses more control and security than traditional SMS or OTT apps.

As demand for secure, high-engagement channels grows, Network APIs become a new source of value. By offering them alongside RCS as a managed service, operators can position themselves as trusted technology partners while generating new revenue through API consumption.

Infobip’s role in securing the ecosystem from SIM swap fraud

Working with businesses across industries, we can confidently say that effective SIM swap fraud prevention is never about one tool or one policy. It’s about layering the right technologies, processes, and ongoing education.

As attackers evolve their tactics, businesses must adapt, updating their strategies to protect their customers, their brand, and their bottom line.

Here’s how we help businesses stay protected:

• Real-time network intelligence: Our SIM Swap Detection API instantly alerts you to SIM changes, so you can pause suspicious activity and require extra verification before fraud occurs.
• Modern network firewalls: Anam Protect detects and blocks unauthorized SIM swaps and suspicious port-outs at the network edge.
• Stronger mobile identity verification: Silent verification, device-binding, and biometrics reduce dependence on vulnerable SMS codes.
• RCS fraud prevention: Verified RCS business messaging, complete with brand logos and sender checkmarks, ensures secure and trusted customer communication.
• AI and behavioral analytics: We flag unusual behaviors, such as device swapping or rapid transaction patterns, allowing for fast, targeted intervention.

What sets our approach apart is a commitment to ongoing vigilance, customer education, and close collaboration with industry partners. Fraud tactics never stand still, neither do we.

Every business is a target, but you can take action!

SIM swapping fraud is not just a telecom issue or a banking risk. It is a serious threat that can lead to significant financial loss and reputational damage. However, by taking proactive measures, both individual mobile users and businesses can significantly reduce the risk and consequences.

Ultimately, staying ahead of attackers requires continuous effort, collaboration, and adaptation. Businesses that prioritize security at every level, the right technology, process, and people are best positioned to safeguard their customers, protect their reputation, and thrive in today’s mobile-first world.

The partnership between Aduna and Infobip is opening new opportunities for developers and businesses to build innovative digital services.  

In our conversation with Peter Arbitter, Chief Commercial Officer at Aduna, during MWC Barcelona, we learned how this collaboration is making mobile network capabilities more accessible and improving communication services globally.  

How network APIs are changing the industry 

Network APIs allow apps and services to talk directly to the telecom network. That opens up many possibilities for improving digital services, especially security, user verification, and connectivity. 

But there are still some challenges to work through. Managing user consent across different countries, complying with privacy regulations, and figuring out how to route API calls are all technical and legal challenges. Aduna is handling these issues at the infrastructure level so that platforms like Infobip and the developers they serve don’t have to solve them repeatedly in every country. 

Aduna and Infobip: Enhancing CPaaS with network API capabilities 

The combination of network APIs and CPaaS creates a powerful toolset for businesses. CPaaS allows companies to integrate communication capabilities into their services. At the same time, network APIs add valuable data and control layers, such as real-time location, user verification, and network performance. 

This collaboration between Aduna and Infobip enhances developer flexibility, enabling them to access various services through a single platform, making it easier to build, scale, and manage digital solutions. 

Real-world uses of network APIs 

Infobip is Aduna’s trusted CPaaS partner, working together to bring live network APIs to market. These APIs enable a range of high-impact use cases, including: 

These APIs make it easier to build secure and reliable digital services. As Peter Arbitter explains, for example, a dating app verifying a user’s age can now use the KYC (Know Your Customer) API, pulling verified birthdates directly from the mobile network with user consent, instead of relying on uploaded ID photos. 

Another example is Quality of Service on Demand, which allows you to reserve dedicated network capacity. This ensures stable performance for critical tasks, like a camera crew uploading live video, by giving them exclusive use of the network for uninterrupted data flow. 

RCS and the future of messaging 

A key aspect of the partnership is the potential for RCS (Rich Communication Services), a modern messaging standard that allows businesses to engage with customers in richer, more interactive ways. By combining RCS with network APIs, businesses can ensure a better quality of service and provide a more seamless experience for users. 

With RCS gaining traction globally, the integration of network APIs can help businesses better use this technology to improve their customer communication strategies, without the need for customers to download additional apps. 

Developer adoption and market growth 

The developer community is still learning about what network APIs can do. Part of the challenge is simply awareness. Many developers don’t yet realize how much functionality is becoming available. 

Infobip helps fill that gap by combining network APIs with other tools in a way that’s easier to consume. Meanwhile, Aduna focuses on building strong foundation, tackling backend challenges like regulatory compliance and cross-country consent management. 

Aduna’s global expansion and the future of network APIs 

Aduna is just getting started, with plans to expand into key global markets over the next few years. By the end of 2025, Aduna aims to cover markets like the US, Canada, Mexico, Brazil, and many key countries in Europe like Germany, France, UK, Spain, and the Netherlands. Poland is also in the pipeline, likely joining in 2025 or early 2026. In the APAC region, markets such as India, UAE, South Korea, Thailand, Indonesia, Singapore, and Australia are also on the horizon. 

This global reach means Aduna can provide access to network capabilities in many different regions, simplifying what has been a complex process for businesses. 

The road ahead: Innovation and growth 

As the demand for network APIs continues to rise, Aduna and Infobip are positioned to drive innovation in the digital services space. Aduna is live with a few core APIs, but there’s a roadmap to scale quickly. Ten new APIs are expected to roll out in 2025 alone, and over time, the goal is to tap into the 50+ APIs already defined in the CAMARA open API framework. 

Each year, a growing share of A2P messaging traffic shifts to OTT (Over-the-Top) messaging apps, costing Mobile Network Operators (MNOs) significant revenue. While RCS presents a promising alternative to reclaim and grow that traffic with richer capabilities, the path to success has proven complex for many MNOs.

As a native messaging alternative to OTT apps like WhatsApp and Apple Messages for Business, RCS Business Messaging is quickly becoming the go-to channel for brands seeking richer, more personalized customer interactions.

Despite growing enterprise demand and market readiness, RCS adoption remains low among MNOs, mainly due to operational and strategic hurdles. The good news? There’s now a better way forward.

Read on to learn more about Infobip’s Messaging-as-a-Platform (MaaP) solution and how it can help MNOs manage and monetize RCS for Business Messaging more effectively.

Current challenges holding MNOs back from adopting RCS

While Google has been expanding its RCS footprint globally, MNOs are still struggling with the day-to-day realities of running and scaling RCS for Business effectively.

Here are the common challenges operators face:

• Complex, manual agent management – Onboarding, approving, and monitoring RCS senders is complex.
• Limited control over traffic – Most RCS traffic bypasses the operator network, offering no insight or monetization.
• No scalable monetization model – Without visibility or billing infrastructure, A2P traffic moves to OTT platforms.
• Fragmented market coverage – Without interconnectivity between carriers, brands can’t reach entire national audiences.
• Resource constraints – Many operators lack dedicated teams to manage RCS operations internally.

These pain points are real, and they’re limiting revenue and relevance. The timing couldn’t be better for a smarter solution. Enterprises are ready, customers are using RCS-capable devices, and Google is prioritizing RCS rollout across mature and emerging markets.

The market is ready and so is Infobip MaaP

Infobip’s Messaging-as-a-Platform (MaaP) was built for this moment. It empowers MNOs to step back into the center of the RCS value chain with full control, visibility, and monetization opportunities.

What is Infobip MaaP?

Benefits of using Infobip MaaP

Infobip MaaP isn’t just a management console, it’s a comprehensive platform designed to help operators accelerate RCS adoption, retain A2P traffic, and monetize their networks effectively. Here’s how we do it:

1. Streamlined RCS agent management

Onboard, approve, reject, or suspend enterprise RCS senders from a single, intuitive interface. This reduces spam risk and accelerates enterprise go-lives.

 2. Advanced traffic control and security

Spam detection, content filtering, throughput throttling, and real-time analytics keep your RCS network secure and efficient.

 3. Global RCS coverage via interconnectivity

Seamlessly connect with other carriers to deliver RCS messages nationwide, regardless of the recipient’s operator.

4. Managed service offering

Don’t have an RCS operations team? Infobip can run it for you, from sender approvals to ongoing monitoring.

5. Real-time analytics and actionable insights

Understand traffic patterns, sender behavior, and engagement levels with deep visibility into your RCS ecosystem.

6. Flexible commercial models

Choose from exclusive or non-exclusive partnerships, revenue-share options, and pay-as-you-grow pricing.

Choosing the right MaaP solution

With deep roots in operator infrastructure and CPaaS innovation, we bring a unique perspective to the RCS space. Our MaaP offering is built specifically for the needs of modern operators:

• Managed service: Great for early-stage adopters without dedicated RCS for business teams
• Global RCS delivery: Interconnectivity ensures B2B clients get full coverage
• Real-time insights: Gain transparency into who’s sending what, and how it performs
• Faster onboarding: Rapid enablement of enterprise RCS traffic
• Commercial flexibility: Choose from exclusive or non-exclusive business models
• Compliance built-in: Stay ahead of local regulations with tools and workflows designed to meet telco and data protection requirements

From smarter agent management to full A2P traffic control and monetization, you’re no longer stuck on the sidelines. Let’s put your network back at the heart of enterprise messaging.