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Why SMS Throughput and Priority are Important?

BONUS MATERIAL: SMS Service Quality and What It Means

SMS throughput is the measure of data transfer between the connections measured by message per second. So, sending a message per second means 3600 messages per hour. The higher the throughput the more messages you can send in a timely manner.  

Wish to know more? Here's everything you need to know about SMS API providers!

As there are physical limitations to the processing abilities of masts and systems, the industry has implemented a rather strong standard. We could process hundreds of messages per second on our side, but the delivery bottleneck will still slow delivery down unless alternative connections and prioritization are applied. 

Alternative connections

While the industry standard tends to be between 10-30 SMS messages per second, per connection, SMS API providers have larger capabilities through operator connections and alternative routes. So, while having a standard throughput of 20 SMS per second gets you 72000 messages an hour, emergency services, transactional message providers, etc. need a lot more.  

Higher throughput enables service providers to deliver timely messages even during peak times when thousands of messages are delivered every minute. This means that they can handle multiple accounts sending high volumes of messages without delay (crucial when sending timely notifications, emergency alerts, PIN codes, or reminders). 

While having one’s own connections to operators is a possibility, it is rare that anyone other than an SMS service provider can get a much higher throughput as well as have their messages classified as a priority (more on that to follow). So, anything over that throughput limit will get stuck and if the prioritization is flat, sending out a large marketing campaign can stall any other time-critical message that needs to go through. This can result in undelivered messages, delays or loss of message content in multipart messages. 

SMS priority

To ensure that the most time-critical messages go through on time, SMS service providers such as Messente, have implemented a prioritizing system to handle peak time traffic that might exceed our maximum throughput. For example, passwords, PIN-codes, reminders and transactional confirmations are sent out before marketing messages.  

It is important to understand that we are talking about seconds rather than minutes, hours, or days. Even messages that are classified as low priority will still arrive in a matter of seconds, though not as fast as the confirmation codes that need to reach the client in one second (important so that the delay does not cause the client to resubmit the request for another SMS and thus doubling the expense.). This way you can still send out a massive marketing campaign while not worrying about the PIN codes as those will still reach the customers asap. 

To reach every operator in the world, we at Messente, for example, also work with different partners who can provide connections where operator connections are not possible. These connections add another layer of throughput as we can use those routes to add even more capabilities to how many messages per second we can submit. 

This way we can have more than 30 different ways of sending to an operator which multiplies the amount of traffic we can send exponentially, guaranteeing that every message reaches the recipient in the optimal time. Thanks to these provisions, we can ensure timely delivery for a far greater number of messages than one single connection. Even at peak times, each message will find its home.  

Do your research

So, make sure, when choosing an SMS service provider for your business, you take into account how quickly your messages need to be delivered and what is the throughput capability of the service provider. By doing your research, you’ll ensure that your business can connect with people without problems.

Uku Tomikas
2019-01-15 00:00:00 UTC