Hot Mobile: Monetizing A2P SMS with Infobip Anam Protect SMS Firewall

• Networks & Connectivity - 5G
• Robots - Wheeled Robots

• National Security & Defense
• Telecommunications

• Traffic Monitoring
• Transportation Simulation

Hot Mobile faced a challenge in monetizing A2P SMS in Israel's unique market where mobile operators have traditionally been hesitant to introduce monetization services due to a lack of a regulatory framework in SMS interworking. The prices of A2P SMS have been extremely low, leading to its widespread usage in the country, with grey routes posing a significant problem. Despite this situation, no mobile operator in Israel had an SMS firewall deployed, let alone monetization solutions. However, the market showed great potential, with approximately 20 messages monthly per subscriber and a 1:1 ratio of international traffic to subscriber numbers, indicating a well-developed market. Hot Mobile decided to monitor and monetize the A2P SMS market.

Hot Mobile is a part of the HOT group, a company that provides cable TV, broadband, landline, and mobile services in Israel. Owned by the Altice Group, Hot Mobile has approximately 1.5 million subscribers and ranks fourth in the Israeli mobile market. The company started as a Motorola unit offering iDEN push-to-talk wireless technology, primarily used by military and large enterprise customers. Over the years, Hot Mobile has received 3G, 4G, and recently, 5G mobile licenses. The company prides itself as the fastest-growing Mobile Network Operator (MNO) in the country.

Hot Mobile partnered with Infobip to deploy the Anam Protect SMS Firewall solution and monetization consultancy. The Anam Protect filtering solution uses Machine Learning to monitor and block SMS traffic. It provides insight into incoming SMS messages and their origin, and based on a set of parameters, the ML-driven system blocks uncharged, fraudulent, or spam messages incoming over zero- or low-rated routes. Simultaneously, the monetization consultancy team works with message senders and global brands to transfer their traffic to legitimate, charged routes, generating revenue from previously unbilled messaging traffic. The flexible architecture of the solution also met the stringent security requirements of Hot Mobile and the country’s regulations. With this deployment, Hot Mobile became the first mobile operator in Israel to have an active SMS firewall.

• The deployment of Infobip’s Anam Protect SMS Firewall and monetization solutions has not only enabled Hot Mobile to fully monetize international SMS traffic but also improved service for its subscribers. The solution has significantly reduced spam and fraudulent messaging delivered to mobile handsets, enhancing the overall user experience. Furthermore, Hot Mobile's pioneering move in deploying an active SMS firewall has set a precedent for other operators in the country, potentially leading to a broader transformation in the Israeli mobile market.

• Hot Mobile is now fully monetizing international SMS traffic.
• Before the deployment, Hot Mobile had virtually zero revenue from A2P SMS.
• The deployment has turned international SMS traffic into a significant revenue generator.