Vodafone Fiji: Monetizing A2P SMS and Increasing Revenue with Anam Protect SMS Firewall Solution

• Cybersecurity & Privacy - Identity & Authentication Management
• Networks & Connectivity - Routers & Bridges

• National Security & Defense
• Telecommunications

• Traffic Monitoring
• Transportation Simulation

Vodafone Fiji, the leading telecom provider in Fiji with an 85% market share, was facing several challenges with its SMS and A2P messaging service. The surge in demand for data and app usage across industries led to technical and security issues, causing a significant loss in profit revenue due to unintentional blocking of legal traffic. The company found it difficult to differentiate between genuine and malicious traffic and lacked the technology to identify and block grey routes and prevent spamming content. This resulted in a rise in customer complaints due to unintentional blocking of A2P messages, mostly related to One Time Passwords (OTPs). To address these challenges, Vodafone needed to partner with a single A2P SMS security solutions provider that could manage and monetize all A2P SMS traffic and effectively detect grey routes and fraudulent traffic.

Vodafone Fiji is the leading telecom provider in Fiji, holding an 85% market share. The company provides several services in the Telco space for more than 860,000 subscribers. Vodafone strives to be a digital-first company, continuously improving to bring the next level of customer engagement and secure mobile innovation to its subscribers. Apart from Fiji, Vodafone also has direct telco partners and operations in other Pacific Island markets.

Vodafone partnered with Infobip to implement their SMS Firewall solution, Anam Protect. This solution was capable of monetizing traffic, eliminating grey routes, detecting and filtering fraudulent traffic, managing genuine traffic and risk mitigation, and delivering consistent A2P SMS revenue growth. It was also flexible enough to adapt to complex telecommunications infrastructure. Anam Protect works by identifying and blocking fraudulent traffic while protecting messages from legitimate businesses and organizations across partner networks. It filters messages, helping Vodafone protect subscribers against spam and fraud. It blocks 'grey route' traffic and filters it through the paid route, ensuring that all traffic is legitimate and clean. This results in generating additional revenues for the MNO, achieving proper risk mitigation, and enhancing the overall user experience.

• With the implementation of the Anam Protect firewall solution, Vodafone was able to achieve substantial results. The solution not only helped in increasing the traffic revenue and monetizing monthly SMS traffic but also significantly reduced customer complaints. The solution effectively blocked fraudulent traffic and ensured the delivery of secure messages, thereby enhancing the overall user experience. It also helped Vodafone in managing and monetizing all A2P SMS traffic, detecting grey routes, and preventing spamming content. This led to exceptional and effective A2P SMS monetization and an enhanced user experience for Vodafone’s customers.

• Increased traffic revenue 29x higher than before using the solution
• Monetized monthly SMS traffic by 23x higher
• Significant reduction in Customer complaints