“There is a surge in A2P SMS or enterprise messaging,” said Bharat Bhargava, partner and leader, telecom advisory at EY. “Adoption across verticals including marketing, banking, and retail for OTP (one-time-password) confirmations, transaction alerts, notifications, branding and marketing are on the rise,” he added.
More than 95% of the traffic comes from within India, typically generated by International messages from apps like Google, Facebook, Twitter etc. make up the rest.
Article source: https://economictimes.indiatimes.com/tech/why-whatsapp-has-not-been-able-to-kill-sms-in-india/500-million-business/slideshow/69903374.cms
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