India's Vi: one relationship starts as another ends

India's Vi: one relationship starts as another ends

Two Vodafone Idea (Vi) partnerships have made very different headlines in the past week: one because it has just been signed. The other, however, is not to continue beyond its initial two-year term.

Route Mobile, a cloud communications platform service provider has signed an exclusive partnership with leading Indian operator Vi to provide A2P (application-to-person) SMS monetisation solutions.

The solutions will be provided through an artificial intelligence/machine learning (AI/ML)-driven analytical firewall solution, an SMS hub on the Vi network, and aggregating international A2P SMS traffic on the Vi network.

A2P SMS monetisation is about generating revenue from sending automated text messages from applications or software to individuals.

Route Mobile says the Idea Cellular network – Vi’s predecessor – was using its firewall solutions till April 2022. The solutions will be now deployed across the entire Vodafone Idea network on an exclusive basis. 

Route Mobile’s A2P SMS firewall enables MNOs to safeguard their customers from unwanted and malicious messages, with innovative, real-time traffic analysis and detection solutions.

The solution leverages proprietary message simulators, traffic analysis and forecasting tools, business intelligence, data analysis and intelligence databases to offer effective blocking of illegitimate grey route traffic and monetization of A2P SMS traffic on the network.

Meanwhile, enterprise messaging firm Tanla has indicated plans to end a partnership with Vodafone Idea later this year. This isn’t a premature spilt: the two companies agreed in November 2021 on a term of two years for a deal to provide secure and encrypted international messaging traffic. However, this partnership will not continue beyond the initial term. Precise reasons for the decision do not seem to have been given.

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