A2P, or Application-to-Person messaging, is any kind of automated text messaging traffic in which a person is receiving messages from an application.
A2P messaging allows Retail and Marketing businesses to send marketing messages, mass surveys, chat bots, appointment reminders, order confirmations, delivery notices, PIN codes, and one-time passwords (OTPs). It can assist Banks with sending deposit confirmation, suspicious activity and insufficient balance alerts. Apps can send two-factor authentication and password reset alerts. It can assist Call Center businesses with direct assistance, follow-up inquires, and notifications.
Bulk SMS is not only used for marketing purposes though. Many businesses use one-way SMS messaging to improve internal processes and communication between employees, for example, and financial institutions take advantage of the immediacy of SMS for time sensitive messages like one-time PINs.