The Technical Stuff

SMTP (Simple Mail Transfer Protocol) – Also known as “email to text” where you are basically sending an SMS through an email gateway on a cell phone’s carrier network.  This method is designed for personal use and NOT approved by the carriers, which means speed and delivery rates are extremely unreliable.  The cost involved with setting up a SMTP SMS marketing campaign is very minimal because all it requires is an email server and a small amount of bandwidth.

SMPP (Short Message Peer-to-Peer Protocol) – Also known as “express text messaging” and is the same method as if you were sending a SMS to a friend.  This method utilizes a true SMS gateway by means of a short code, which is a 5-6 digit number approved by the carriers for commercial use. This means your text messages are guaranteed to be sent immediately with a 99% success rate.  Cost for SMPP SMS marketing campaigns include setup and maintenance of a short code and a per text message fee to ensure compliance with the carriers and the utmost delivery speed.

The Legal Stuff

SMTP – By using an email gateway to send your SMS you are subjecting your messages to the CAN-SPAM act which can lead to legal action if unsolicited messages are sent.  In addition, carriers frequently monitor these gateways and any detection of non-personal use or spam will lead to your messaging and marketing to get shut down.

SMPP – Sending your SMS through true SMS protocol ensures your messages follow all carrier guidelines and opt out procedures, which protect your business against unfair spam accusation and legal action.

Still Have Questions?

When including SMS into your mobile marketing mix make sure to choose SMPP – the possibility of wasting your money on failed messages or being prosecuted for spam isn’t worth the risk of using anything else. Check out our other articles for more advice on specific industries and use cases.