2. 2
Why the need to manage A2P SMS
Customer
Experience
• SMS Spoofing
• Spam/
Unsolicited
SMS
• SMS Faking
• Brand image
Commercial
Impact
• Local Bulk SMS
Revenue
• Cost of
signalling
• A2P SMS
revenue loss
Unmanaged A2P SMS traffic leads to bad customer
experience and revenue loss.
Regulatory
Directive
• Directive issued
in 2013
3. 3
Pre-filtering scenario
Roaming
Partners and
International SMS
Providers
Grameenphone End Customer
A2P SMS Client
(Banks, Airlines,
Social Media ...)
SMS Providers used to send huge volumes of wanted and
unwanted SMS traffic for free. Grameenphone had no
control or visibility of this traffic, used to get zero revenue,
higher signalling costs and several customer complaints.
Domestic
Network
Operators and
SMS Providers
4. 365squared 24x7
Managed Service
4
Post-filtering scenario
Dialogue
Communications
Grameenphone
with Haud
Firewall
End Customer
A2P SMS Clients
and SMS
Providers
With a fully managed SMS firewall installed on the
Grameenphone network, all A2P traffic from local and
international routes were blocked and traffic routed
via the legitimate SMS Gateway.
5. 5
Monitoring all inbound entry points
5
Roaming Partners
Enterprise Clients
SMS Aggregators
Local Operators
SMS
Firewall and
Monitoring
PlatformSMS & Roaming
Hubs
SCCP Carriers
7. 7
Immediate results - Spam and Fraud
• Significant reduction in spam messages.
• Fraudsters coming up with new methods.
• Constant monitoring is key.
Source: Grameenphone
8. 8
Results achieved
Spoof / Fraudulent SMS
Incremental Revenue
Local Bulk SMS
Revenue Protection
SS7 signalling load
Regulatory Compliance
98% reduction
Substantial annual
revenue in millions USD
114% growth in local
Bulk SMS business
Balanced MSU count
First and only MNO in
Bangladesh to be compliant
9. 9
Lessons learnt
A2P Traffic
• Continuous growth
• Significant revenue
potential
• Higher risks but higher
rewards
Fraudsters
• Smarter than assumed
• Highly active
• Very efficient in shifting
traffic
Routes
• Bypass can come from
any route
• Local A2P via international
routes
• International A2P via local
routes
Blocking
• Needs to be dynamic and
ever evolving
• 24x7 monitoring and
management is key for
success
10. 10
Feedback from Grameenphone
• SMS Filtering is not only about blocking but managing your
A2P SMS efficiently.
• Alignment with local operators, local SMS providers and
regulator necessary.
• This is a continuous process and planning is key.
Very successful
initiative and
greatly
appreciated by
Regulator
Picture perfect
implementation
and operations
Revenue
assurance and
fraud prevention
achieved
13. 13
About 365squared
Setup in 2013 with the objective to provide the
mobile operator community with a consolidated
choice of quality services in the messaging domain.
The company is run by an experienced team of
professionals drawn from the telecoms business.
We help our clients generate
additional revenue using a
combination of sophisticated
technology and our
management skills.
14. 14
About Grameenphone
•Largest operator in Bangladesh with more
than 50 million subscribers
•Largest operator in the Telenor Group
•400+ roaming partners
•GSMA member since 1997
•Launched 3G in 2013
