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MEF’s Isabelle Paradis is joined by Evgeniya Pikina, VP Business Development at Mitto, to discuss the evolving A2P messaging landscape, the enduring value of SMS, the role of AI in fraud prevention, and why trusted partnerships and service quality are key to long-term success in enterprise communications.

In the shifting landscape of A2P messaging, industry leaders agree that long-term success depends not just on scale, but on quality, trust, and strategic execution. As highlighted during a recent MEF webinar featuring Evgeniya from Mitto and Isabel from MEF, SMS remains the most reliable and universal enterprise communication channel—resilient, effective, and functional even without internet access.

While emerging formats such as RCS and OTT messaging promise richer interactivity and audience segmentation, SMS continues to serve as the backbone of enterprise messaging strategies across industries and markets. Its global reach and simplicity make it indispensable, especially for time-sensitive use cases like authentication and alerts.

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However, as competition intensifies, differentiation increasingly comes down to the quality of service, direct connections, and how messaging providers manage relationships—not just traffic volumes or low-cost routes. Firms like Mitto emphasize the importance of reliability, compliance, and customer support. With over a decade of global experience, they focus on being partners rather than vendors, offering consultative support alongside infrastructure.

Artificial intelligence is also playing a growing role in optimizing routing and combating fraud in the wholesale space. But according to experts, AI alone isn’t enough. The combination of advanced technology with dedicated human expertise—such as 24/7 fraud monitoring and real-time compliance handling—is becoming the gold standard.

For businesses navigating the complex A2P environment, providers who blend innovation with accountability and human touch are best positioned to deliver lasting value.

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