Who to Trust in Messaging Today – The Golden Goose

It’s fair to say that Mobile Network Operators (MNOs) architect our calls, texts, and data exchanges. But have you ever wondered what keeps this fragile web of communication functioning smoothly? Well, it’s the trust that binds MNOs to their diverse range of customers, whether they’re businesses (B2B) or individual consumers (B2C). In an ideal world where trust reigns supreme, the MNOs can be pictured as the golden goose constantly laying golden eggs, symbolizing happy paying customers. Whether coordinating supply chains, managing remote teams, or conducting financial transactions, trust in messaging and in MNOs ensures reliable voice calls, lightning-fast texts, and data connectivity.

Trust in messaging symbolized as a messaging symbol within a maze

However, trust isn’t automatic—it’s earned, and lately, MNOs have faced challenges in maintaining this trust. Voice fraud and origin-based rating (OBR) threaten their margins, while the reduction in roaming revenues forces them to maximize every minute and message on their networks. Not to mention the rise of over-the-top (OTT) messaging apps like WhatsApp and Facebook Messenger posing serious competition.

How is trust in messaging crumbling?

To add fuel to the fire, recent developments have exposed certain parties who have exploited MNOs and their customers. This resulted in service degradation, reduced monetization, and even the displacement of traditional messaging platforms.

In these cases where customers’ experience has been impacted, it’s safe to say that the actions of a few are killing the Golden Goose. There are many examples. But in summary, they have all been initiated by those looking to profit for themselves, with a clear conflict of interest with MNOs today.

Let’s look at some of the most bitter fruits of this lack of trust in the space.

SMS price hikes

SMS price hikes have become a sore point for many consumers and businesses alike. MNOs cite increased operational costs and the need for infrastructure upgrades as reasons behind these hikes. However, customers perceive them as a breach of trust. What was once an affordable means of communication now comes with an added financial burden. This leads to frustration and a sense of betrayal among users who rely on SMS for essential communications.

Flash calling

Flash calling is a practice where missed calls are used as a form of communication. This has emerged as both a cost-saving measure and a deceptive tactic. While it may seem harmless on the surface, flash calling can be exploited by unscrupulous individuals. In short, they can be used to bypass call charges, manipulate billing systems, and even facilitate illicit activities. This not only erodes trust in the reliability and integrity of MNOs’ services but also undermines their revenue streams, exacerbating the already precarious financial landscape in which they operate.

AIT (Artificially inflated traffic)

AIT, or artificially inflated traffic, presents yet another challenge to the trust relationship between MNOs and their customers. This practice involves the intentional generation of fake calls or messages to inflate traffic volumes. This leads to boosting revenue through fraudulent means. Not only does AIT compromise network efficiency and degrade service quality, but it also tarnishes the reputation of MNOs. It undermines their credibility in the eyes of consumers and regulatory bodies.

Rise of Whatsapp for business

The rise of WhatsApp for business represents a paradigm shift in how businesses engage with their customers. It’s easy to see that it is posing a direct threat to MNOs’ traditional revenue streams. With its user-friendly interface, multimedia capabilities, and end-to-end encryption, WhatsApp offers businesses a convenient and cost-effective platform for customer communication and marketing. As more businesses flock to WhatsApp for its reach and accessibility, MNOs find themselves sidelined, struggling to compete with an OTT messaging giant that has effectively usurped their role as intermediaries in the messaging ecosystem. This shift further underscores the importance of trust in maintaining relevance and competitiveness in the rapidly evolving messaging landscape.


It is disheartening to witness how certain parties have capitalized on the vulnerabilities within the messaging ecosystem, accumulating substantial value at the expense of MNOs and their customers. The deception and exploitation that has occurred underscores the need for a paradigm shift, where trust is not just an ideal but an imperative. But there is hope, and the golden goose can, indeed, tend to the well-being of her golden eggs when entrusted to the care of entities like Global Telco Consult (GTC).

As an independent and trusted entity, GTC prioritizes the interests of MNOs and customers alike. By providing transparency and visibility to operators and enterprises, GTC plays a crucial role in ensuring that the messaging ecosystem flourishes. With a steadfast commitment to integrity and trustworthiness, GTC aims to bolster the reputation of MNOs and foster a landscape where trust thrives.

Global Telco Consult (GTC) is a trusted independent business messaging consultancy with deep domain knowledge in application-to-person (A2P) services. GTC provides tailor-made messaging strategies to enterprises, messaging service providers, operators and voice carriers. We have expertise in multiple messaging channels such as RCS, Viber, WhatsApp, Telegram and SMS for the wholesale and retail industry. Additionally, GTC offers Digital Identity and Fraud advisory services, aiding clients in navigating the complexities of digital identity verification and fraud prevention, while also providing Recruitment services, assisting businesses in acquiring top talent within the telecom and technology sectors.

GTC supports its customers from market strategy through service launch, running the operations and supporting sales and procurement. The company started in 2016 with a mission to guide operators and telcos to embrace new and exciting opportunities and make the most out of business messaging. For more information or industry insights, browse through our blog page or follow us on LinkedIn.

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