Cutting Out the Middleman? Here’s Why Software Providers Should Think Twice

Written by: Aaron Alter

Should You Go Directly to a DCA for 10DLC?

When selecting a partner to enable your software or application to send A2P 10DLC messaging, it's crucial for software providers to understand the intricacies of the technology stack. It’s all too common for software providers to become so frustrated with multiple API providers in the 10DLC space that they consider bypassing the 'middleman' (i.e. API provider) and go directly to a Direct Connect Aggregator (DCA) for 10DLC. 

Here’s why this approach can be counterproductive and is not a solution to solve 10DLC frustrations.

Understanding the Communication Stack

To grasp the nuances of this topic, it’s essential to break down the layers involved in A2P SMS technology. At the base level, businesses need a robust software solution to interact with customers—typically through text messaging. This involves several components:

1. Software Application: This is where businesses manage customer contact information and create communication campaigns. For instance, a Customer Relationship Management (CRM) tool like Salesforce can facilitate text messaging but isn’t a telecommunications provider.

2. SMS API Providers: These serve as the connective tissue, enabling software applications to send and receive messages. Companies like Twilio and Telgorithm provide the necessary infrastructure and tools that allow applications to function seamlessly.

3. DCAs: These aggregators connect directly with network operators/Carriers. While they may offer a more direct line to telecommunications services, they lack the application-level functionalities that SMS API providers offer.

The Pitfalls of Bypassing the ‘Middleman’

Recently we’ve been hearing more and more software providers consider going directly to DCAs out of frustration with their API provider. However, this can lead to several complications:

1. Integration Complexity 

Integrating with a DCA is a different technical integration than integrating with a typical SMS API provider, so the software provider would need to create new ‘plumbing’. If a software provider chooses to go directly to a DCA, they would have to build their own communication software from scratch, which is a significant undertaking.

2. Increased Intricacies 

Integrating with a DCA involves navigating a complex technical landscape, including establishing relationships with various players in the stack. For example, there are registrars and other components that need to be managed, making the integration process cumbersome. The point being you’d need to work with multiple vendors instead of just one SMS API provider. 

3. Diminished Service Levels

DCAs are not equipped to provide software providers with the level of support their business needs as they are set up to deal with larger API partners. As smaller players in the ecosystem, software providers may find themselves overlooked when competing for attention with larger companies. The service they receive from DCAs can be significantly less responsive compared to what SMS API providers offer, which are often better equipped to support smaller clients due to their existing relationships and infrastructure.

4. Resource Drain

Attempting to establish direct connections and manage relationships with DCAs requires substantial resources—both time and financial. This diverts attention away from the core business focus of developing and maintaining the software application.

The Case for Using API Providers

Instead of bypassing SMS API providers, software companies should focus on finding a robust and full-service SMS API provider that meets their needs. Here’s why this approach is beneficial:

• Streamlined Integration: SMS API providers handle the complexity of telecommunications, offering ready-to-use solutions that eliminate the need for businesses to build everything from scratch.
• Enhanced Features: Many API providers offer additional functionalities, such as dashboards and reporting, that are crucial for effective communication.
• Focused Support: SMS API providers are more likely to prioritize the needs of their clients, providing tailored support and guidance to help businesses navigate their specific challenges.

Why Choose Telgorithm as Your SMS API Provider?

Telgorithm was founded to provide the proper tech stack, support, and guidance needed so that software providers do not need (or even want) to go directly to a DCA. Here are a few ways our 10DLC expertise and API technology make this possible:

1. Robust Infrastructure: Telgorithm provides a reliable platform that ensures high deliverability rates with Carrier rate limit technology, minimizing the risk of message failures and maximizing approved throughputs.
2. Smart Queueing: Our unique Smart Queueing feature optimizes message throughput, ensuring that your Campaigns run smoothly and efficiently without exceeding rate limits. This results in improved deliverability and significant savings as you're not paying for dropped messages.
3. Comprehensive Support: Telgorithm’s knowledgeable team is dedicated to providing responsive and personalized support, helping you troubleshoot issues and maximize the effectiveness of your 10DLC efforts.
4. Seamless Integration: With Telgorithm, you can easily integrate SMS functionality into your existing software solutions without the complexity of managing multiple relationships and technical setups.
5. Scalable Solutions: As your business grows, Telgorithm offers scalable solutions that adapt to your changing communication needs, ensuring you never miss a beat.

Conclusion

The temptation to go directly to DCAs often stems from frustration with current API providers. However, this path can lead to more complications rather than solutions. By leveraging the expertise and capabilities of an established SMS API provider like Telgorithm, software companies can streamline their operations, enhance their communication capabilities, and ultimately better serve their 10DLC customers.

In an ecosystem designed to facilitate communication effectively, working within the established layers of the stack is essential for success. If you're a software provider struggling with your current SMS API situation, consider exploring alternative SMS API partners like Telgorithm that can offer the support and features you need without the complexities of going directly to DCAs.