SMS remains a critical part of the global messaging ecosystem, but its future is increasingly uncertain. In this session, Dario Betti, CEO of the Mobile Ecosystem Forum, outlines MEF’s latest initiatives aimed at protecting and revitalizing A2P SMS. From tackling consumer fraud, and artificial traffic, improving transparency and commercial models, this presentation highlights the concrete steps being taken—and the areas where industry collaboration is urgently needed. MEF is calling on operators, aggregators, and enterprises to engage and contribute to a collective effort to preserve the value and integrity of SMS in business communications – a channel still unmatched for reach and acceptance.
SMS remains a critical part of the global messaging ecosystem, but its future is increasingly uncertain. In this session, Dario Betti, CEO of the Mobile Ecosystem Forum, outlines MEF’s latest initiatives aimed at protecting and revitalizing A2P SMS. From tackling consumer fraud, and artificial traffic, improving transparency and commercial models, this presentation highlights the concrete steps being taken—and the areas where industry collaboration is urgently needed. MEF is calling on operators, aggregators, and enterprises to engage and contribute to a collective effort to preserve the value and integrity of SMS in business communications – a channel still unmatched for reach and acceptance.
Trust is the cornerstone of any effective business messaging ecosystem. This session introduces the MEF Business SMS Code of Conduct—a self-regulatory framework developed by industry stakeholders to establish clear principles for transparency, responsibility, and good commercial practice in A2P SMS. As challenges such as fraud, grey routes, and pricing opacity threaten the channel’s long-term sustainability, this code aims to protect all participants: brands, aggregators, operators, and ultimately, consumers. Join us to learn how adopting the code supports market integrity and fosters confidence in SMS as a trusted business communications channel.
Trust is the cornerstone of any effective business messaging ecosystem. This session introduces the MEF Business SMS Code of Conduct—a self-regulatory framework developed by industry stakeholders to establish clear principles for transparency, responsibility, and good commercial practice in A2P SMS. As challenges such as fraud, grey routes, and pricing opacity threaten the channel’s long-term sustainability, this code aims to protect all participants: brands, aggregators, operators, and ultimately, consumers. Join us to learn how adopting the code supports market integrity and fosters confidence in SMS as a trusted business communications channel.
As messaging becomes an essential part of everyday communication, ensuring its security, accountability, and trustworthiness is more critical than ever. This session explores the MEF Trusted Messaging Working Group’s efforts to establish registries within SMS services—initiatives that enable verified sender identities, reduce fraud, and strengthen compliance across the messaging value chain. Discover how emerging standards, authentication protocols, and industry collaboration are shaping the future of trusted messaging—enhancing transparency and restoring consumer confidence in one of the most widely used business communication channels.
