Marketers Guide to A2P Messaging API(s)

Termii Inc.
4 min readAug 6, 2021


With the increasing use of various internet marketing strategies for mobile users, sometimes reaching the targeted audience through the right marketing channel is the biggest challenge in 2021 — having a trusted communication platform is important now more than ever because customers are bombarded with messages every day.

It is estimated that 18.1 billion messages are delivered every day in 2021 with the help of API. According to experts’ predictions, the A2P SMS market is expected to grow from US$ 44.12 Bn in 2017 to US$ 60.55 Bn by 2025 at a CAGR of 4.1% between 2018 and 2025.

While progressive brands are already automating A2P marketing to their communication processes, a lot of marketers are yet to see the potential and aren’t investing enough of their resources into this technology.

As a marketer, you could be wondering what’s to give? What has an API or the A2P messaging service got to do with you.

What are API and A2P Messaging?

API is an application programming interface. It is a connection between computers or computer programs. It is a type of software interface, offering a service to other pieces of software. (Wikipedia)

Also called enterprise or professional SMS, an A2P Messaging Service, on the other hand, stands for Application to Person. In A2P, messages are initiated by an application-based software to deliver them to a recipient. A2P messages also help to automate customer data collection and help the business to use it effectively.

APIs are secure, reliable, flexible, and enable any application, website, or system to send or receive messages around the globe.

As a marketer, if your internal systems are connected to a good A2P API, you can send different kinds of messages, and will at the same time, be giving your customers a lot of options (emails, SMS, voice, etc.) for receiving more information.

Let’s look into the key marketing benefits of A2P messaging

When you take an A2P API and connect it with your CRM, support ticket systems, marketing automation system, newsletters, mobile app, and a website you’ve created an omnichannel marketing engine. The flexibility of the API allows your customers to send an SMS to get support or let you run a coupon promotion from your app and website or offer updates over email or OTP (one-time passwords) for 2FA over SMS, Voice, or other instant messaging channels — all of these is powered by the messaging API.

1. A2P is more effective than email

Research shows that text messages have up to have a 98 percent open rate compared to around a 20 percent open rate for email (with most ending up in the Spam folder). Marketers could reach customers who no longer engage with emails if they used A2P.

2. A2P simplifies appointments

Business owners/marketers can customize A2P messages to automate their engagement process so recipients receive personalized details like appointment reminders — from beginning to finish — directly on their smartphones in an exceedingly speedy time frame.

3. A2P facilitates fast message delivery

Another good thing about A2P marketing is the speed by which marketers can deliver necessary messages to potential clients and customers. Whereas regular email takes longer to reach people.

Marketers might have more room to incorporate the information in an email, however, A2P messages are clear and concise. As a result, marketers can convey valuable information quickly.

4. A2P is Affordable

It’s safe to mention that A2P could be a cost-effective marketing channel that companies can incorporate into their engagement and business for growth.

Investing in A2P however, can give brands a return on their investment.

How do I get started?

A2P is about engaging your customers in dynamic ways. Consumers want a say in how they are communicated with and Messaging APIs are the way to get there.

Before asking your developers to integrate an A2P API into your app or infrastructure, you have to decide and be certain about what you want to do.

In addition, to make the process of offering a new customer engagement solution worthwhile, you not only need a solid API that connects to SMS, voice, and email, you also need global scale and coverage to ensure all your customers feel connected and important regardless of the country they’re in and important offer all messaging options around the world.

Termii’s A2P messaging API ensures global connectivity for your business connections around the world with 24/7 technical support in real-time.

If you have Termii as your A2P SMS partner, there is no need to develop a backend system for common messaging channels. the entire infrastructure is ready to use as per the CPaaS model.

Ready to connect with your customers, Termii’s messaging API will connect you, your customers, and your apps together.

Cecilia Abegunde



Termii Inc.

Termii helps businesses verify their customers across SMS, voice, and instant messaging channels.