IP Messaging over traditional SMS.

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What is IP Messaging?

Communicating with target audience is extremely critical for any enterprise. This communication may involve transactional, promotional or informative exchange of details. Enterprises use various mediums such as email, SMS, calls and social media platforms to pass information to their audience. However, when it comes to sharing day-to-day transactional details or important updates, email and SMS are the most preferred communication channels used by enterprises. But as SMS has a much higher opening rate as compared to emails, SMS is widely adopted by enterprises globally.

SMS has been the foremost mobile messaging channel used for P2P (Person-to-Person), A2P (Application-to-Person) and P2A (Person-to-Application) messaging. P2P messaging stands for communication between two or more individuals, A2P messaging is when an enterprise sends a message to its audience from an application and P2A is when the audience initiates interaction with the enterprise via an application.


After reaching its peak in 2012 with nearly 8 trillion messages, SMS started to stagnate and decline. This was due to the introduction of smartphones and mobile internet that gave way to newer channels of communication. Messaging evolved and transitioned from SMS to IP (Internet Protocol) messaging. IP messaging is a two-way messaging channel over internet (mobile data, wifi). It includes OTT (over-the-top) apps and RCS (Rich Communication Service). OTT apps include WhatsApp, Facebook Messenger, WeChat, Skype, Viber, etc. while RCS is the telecom carrier supported evolution of SMS. RCS is touted as the next generation native messaging evolution that can transform the experience for Android users.

Why IP Messaging?

SMS is simple, instant and universal. The benefits of SMS made it an attractive medium for enterprise communication for years together. But with the rise of IP messaging, we are able to witness the limitations of SMS. IP messaging is a modern channel of communication whereas SMS is traditional.

IP messaging brings along appealing services and features that enable real-time communication and sharing of rich media content like never before. These channels are a low-cost alternative to SMS, additionally providing interactive & richer user experiences, innovative offerings, convenience and enhanced engagement. These varied reasons have led to IP messaging channels revolutionise P2P messaging across the globe and gain immense popularity. These channels have the advantage of a huge, ever-growing user base of individuals which is now being leveraged by enterprises for A2P and P2A messaging. Enterprises are opened to the opportunity of IP messaging as it can successfully create high levels of engagement and personalisation.


Features / Benefits of IP Messaging

IP messaging is a feature-rich messaging channel that supports two-way instant and interactive communication. It offers rich media features such as:

  • Sharing of images, audio & video files
  • Provide transactional details
  • Location sharing
  • Group chats
  • Read receipts
  • Performance metrics


Further, IP messaging improves the way enterprises converse with their audience by providing customised capabilities best suited for their need and to achieve the desired results:



1.RCS: Subway


Goal:Subway wanted to get better conversions for their promotional offers

Solution Implemented: Used RCS to send branded, visually attractive (pictures & video) based promotional messages

Result Achieved: Secured 140% higher conversion than SMS and 60% higher click rate by Sprint subscribers.

(Source: Google Jibe)


2. WhatsApp: MakeMyTrip


Goal: MakeMyTrip (MMT) wanted to reduce the number of calls that its customer care centers receive about refund and e-ticket issues

Solution Implemented: Used WhatsApp to bring the MMT Promise initiative to life and notify customers at every step of the process

Result Achieved: Secured 15% reduction in refund-related calls to customer care centers and 5X higher open rate for WhatsApp notifications compared to email

(Source: Facebook Business)


3.FB Messenger: Lego


Goal: Lego sought to boost sales by offering consumers gift recommendations that would guide them through the company’s vast catalogue

Solution Implemented: Used FB Messenger to create a bot that enhances the digital shopping experience by quickly helping people choose and buy the perfect gift

Result Achieved: Secured 3.4X higher return on ad spend for click-to-Messenger ads (compared to ads that linked to the LEGO website), 71% lower cost per purchase when clicking through to the Messenger experience and 1.9X higher value for website purchases made from click-to-Messenger ads

(Source:Facebook Business )


How can Kirusa help?

With access to multiple RCS and OTT Messaging Platforms and a skilled team, Kirusa can conceive, develop and deploy applications to execute your IP Messaging strategy.

We help plan and implement your IP messaging strategy


  • Design rich conversational experiences
  • Develop IP Messaging applications
  • Develop omni-channel bots combining the most important channels for your users
  • Integrate with existing applications, including SMS and IVR fallback
  • Help implement RCS


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