A2P (application-to-person) and P2P (person-to-person) are two distinct categories of SMS messaging. Determining which approach to use depends on the type of traffic you’re sending, the volume of messages, and regional regulations.
- A2P (Application-to-Person):
Messages originate from an application rather than an individual. A2P messaging is designed for higher volumes and is often used for things like marketing campaigns, appointment reminders, and alerts. - P2P (Person-to-Person):
Messages are sent by individuals to individuals. P2P messaging involves lower volumes and should mirror natural human conversation. Typically, P2P traffic should not exceed one message per second per number and should be truly conversational.
P2P and A2P Messaging in the US and Canada
The United States and Canada both regulate SMS traffic.
- In the US, A2P messaging is supported via 10DLC (10-digit long codes) specifically intended for application-based use cases. This ensures that A2P traffic is routed through approved channels that meet regulatory and carrier guidelines.
- In Canada, long codes should be used primarily for P2P (two-way) conversational messaging. P2P messaging in Canada should closely resemble human-like interactions in both volume and frequency.
Carriers in both countries use spam filters to identify and block non-compliant traffic. If you have questions about sending A2P or P2P messages, please contact us for guidance on compliant practices.
International Destinations
Plivo partners with major international telecom operators (directly or through trusted intermediaries) to support sanctioned A2P traffic globally. However, rules vary by country. Some regions impose restrictions on message content, volume, and frequency. For details on country-specific regulations, please reach out to your account executive.