A Connectivity Provider or Partner (CNP) enables 10DLC messaging services for Campaign Service Providers (CSPs) by supplying an SMS & MMS text messaging API. Telgorithm, Twilio, Bandwidth, and Telnyx are all examples of Connectivity Providers.
In simple terms, the CNP is the middleman between a software provider and the Direct Connect Aggregators (DCAs), making it possible for businesses to send large volumes of text messages efficiently and compliantly.
When a software provider or business needs to send application-to-person (A2P) messages through 10-digit long codes (10DLC), they can rely on a CNP to handle the delivery and guidance and support around 10DLC compliance.
The handling and delivery is taken care of through APIs that integrate messaging capabilities into a business’s application or platform. Messages are routed, delivered, and monitored, ensuring they meet the necessary standards set by mobile carriers.
So, CSPs focus on Campaign creation and managing the end-user experience, while CNPs provide the technical infrastructure to send messages. As explained above, CSPs rely on CNPs to actually execute and deliver their messaging campaigns.
Without a doubt, CNPs are required for compliance and are crucial in the era of 10DLC (where stricter standards are in place to prevent spam and ensure a high-quality user experience).
CNPs provide the infrastructure to send all volumes of messages reliably and at scale. Without a CNP, businesses would struggle to scale due to the complexity of integrating directly with DCAs or multiple DCAs, maintaining compliance with ever-changing regulations, and building the necessary infrastructure to support high message volumes.
This would require significant time, technical resources, and financial investment, making it impractical for most companies to scale effectively without the help of a CNP.
CNPs optimize message routing and delivery, increasing the chances that SMS/MMS will reach the intended recipient. Without a CNP, businesses would lack the sophisticated tools and algorithms CNPs use to ensure messages are properly routed and delivered, increasing the chances of failed or delayed messages and a poor user experience.
Most CNPs offer advanced reporting tools, allowing businesses to track delivery rates, response times, and message performance. With this data, companies can gain valuable insights into the effectiveness of their messaging campaigns, identify potential issues (like undelivered messages or delays), and make informed adjustments to optimize future Campaigns.
Additionally, these reports can help ensure compliance with carrier regulations, improve customer engagement, and provide clear ROI tracking for messaging efforts.
