In the context of A2P text messaging, multithreading means sending A2P messaging traffic through two or more messaging API providers simultaneously. By multithreading, companies can stay vendor-agnostic and more infrastructure secure. It also takes a lot of the friction out of having to decide on migrating your messaging traffic if you're unhappy with the performance or service of a provider.
“It’s not ideal to be completely entrenched with any one vendor, especially when you’re relying on their product or service for mission-critical aspects of your business. Multithreading enables you to stay vendor-neutral when it comes to your A2P messaging,” says Telgorithm CEO, Aaron Alter.
If multithreading, and one provider experiences downtime or discontinues a key feature, traffic can be seamlessly migrated to an alternative provider to avoid disruptions. This pivot to faster-performing providers helps maintain service quality and minimize customer impact.
Secondary benefits include reducing the challenges of transitioning providers. Since API providers essentially rent their services, businesses must have the freedom to evaluate and test options. Multithreading offers the flexibility needed to secure reliable solutions and adapt to changing business needs. Running live traffic with an alternative provider serves as a "stress test" to confirm their reliability and compatibility before critical issues arise.
To effectively multithread A2P 10DLC messaging traffic, businesses need to maintain ownership of their Brands and Campaigns in The Campaign Registry (TCR). This requires being registered as a Campaign Service Provider (CSP).
As a CSP, you retain primary control within TCR, rather than ceding it to your API provider. This enables you to switch providers seamlessly without incurring additional fees. After onboarding with a provider, you can designate them as your Connectivity Partner (CNP) for specific Brands and Campaigns directly through TCR.
