previous icon Back to blog
Mar 08, 2017
4 minutes read

SMS Gateway Comparison: The Search For The Perfect SMS Provider

If you are sending large volumes of SMS messages, an SMS gateway operator will help you to organise and manage your processes. But what makes a good gateway? What does it need to do to stand out from the crowd? What makes an SMS gateway operator stand out from the crowd and how can you choose the right one for your long-term use?

What Is an SMS Gateway Provider?

SMS gateway providers offer APIs (Application Programming Interface) to allow businesses to use, and integrate their software to send SMS messages to mobile devices. SMS service providers are for example used for bulk SMS services, reminders, alerts, logins, and marketing.

Direct Connection vs. SMS Aggregator

When selecting an SMS gateway, it is important to remember that price is a short-term factor. You do not just want to find the cheapest solution for your business, but the best at an affordable price. is sending SMS worldwide with Direct Operator Connections, but how does this help you exactly?

Sending SMS via Aggregators

Cheap and low quality aggregators lead to a number of problems: 

  • Status reports vary according to the operator.
  • Data reports will therefore differ.
  • Prices of these services often fluctuate daily.
  • You lose control over how your SMS is sent.
  • They create layers of unnecessary operators in the process..
  • You do not get precise delivery report statements.

Reports play a central role in monitoring the delivery of SMS and e-mail marketing.

For example, if a campaign involves 1000 SMS that wins a company 50 customers, the Conversion Rate (CVR) is 5%. What is not visible without an accurate delivery report is that only 500 SMS have actually arrived at the receiver, so the CVR increases to 10%, and a customer actually cost double.

It is important to consider the question: Has a sent SMS message actually arrived at the recipient or not? The meaningfulness of the CVR drops considerably without knowledge of the delivery. Therefore, any errors in the delivery report seriously affect the customer and the campaign.

Direct Connection as an Alternative

A direct connection to your customers will provide better results. The speed of the delivery improves drastically, allowing you to send SMS messages for particularly time-critical tasks (one-time passwords for example).

In the long term, the use of an SMS gateway with a direct connection is also significantly cheaper. When comparing, be sure to get the best services offered at the prices you can afford. Do not spend every penny twice - after all, it is the growth of your company that is at stake.

Transparent Analytics for Sending SMS

For SMS gateway comparison, you should only rely on users who also provide comprehensive analysis tools. Free SMS analytics tools create transparency when sending messages:

  • How many SMS messages do your customers really reach?
  • What about your conversion rates?
  • What growth have you achieved in the past weeks or months?

The more information you have, the easier you can plan your mobile marketing in the future. This is possible with a reliable SMS gateway, which is based on direct connections.

The costs are an essential factor when selecting the SMS gateway. There are models for only 3 cents per SMS, but also variants for more than 10 cents.

The price is influenced by the number of SMS messages you wish to send, the frequency of messages, and the transparency and accessibility of the support. To find out more about the reliability and the services of a provider, performing a comparison between differently expensive offers can be useful.

24/7 Monitoring

When you use an SMS Gateway, you'll also want to rely on it that this gateway delivers all messages in time. Also, data protection and high availability play a key role in whether or not you can trust a provider with your business-critical or privacy-sensitive messages. When sending SMS notifications over an SMS gateway, you should be able to rely on 24/7 monitoring and security to handle all messages with care.


Direct Connections are always the cheaper alternative for SMS marketing. It allows you to prevent messages from being delivered incorrectly, and analyze delivery reports and other tracking information. All good providers will clearly label the type of connection they use.

Integrate SMS via's SMS Gateway API

Was this article interesting?
Share it!
connects tens of thousands of companies with millions of consumers via their mobile phone each day. Behind the scenes, from our innovative platform, makes sure companies can use these millions of messages, phone calls and payments to become part of people’s lives.

Latest Articles

Feb 08, 2024 • SMS

SMS vs MMS - What is the Difference?

There are many different ways to send text messages, and the various names and acronyms may start to feel daunting. In this blog, we'll tell you everything about SMS and MMS.

Feb 07, 2024 • SMS

SMS for eCommerce - Create a Successful eCommerce Strategy With SMS

Want to grow your business? Then customer contact is key. Now that everybody and everything is connected to each other via those powerful little computers in our hands, the way you communicate with customers is becoming increasingly important for your succes. Read all about how you can use SMS to elevate your customer contact, drive sales and create that loyal customer base.

Feb 07, 2024 • SMS

How Popular Is SMS in 2024 and What Is Its Added Value for Business?

SMS is one of the oldest text messaging services, and the rise of instant messaging apps definitely made a dent in SMS traffic. Contrary to the newer apps with their rich features, SMS is quite basic in its features- plain text messages, not fluff, and a character limit of 160. Regardless, SMS is still one of the most impactful communication channels today. Read all about SMS statistics and its continued value to modern business communication.

WhatsApp vs SMS: A Comparison For Businesses
Nov 30, 2023 • SMS

WhatsApp vs SMS: A Comparison For Businesses

WhatsApp and SMS are both immensely popular messaging channels. Both have their own unique traits, use cases, and added business value. We probably all acknowledge this, but what are the differences between these two exactly? What are the similarities? And more importantly, which one will add the most value to your business? In this blog we'll dive into the world of WhatsApp vs SMS.

Nov 06, 2023 • Authentication

MFA/2FA vs. SSO: Navigating the Digital Security Landscape

In today's interconnected world, the importance of robust digital security cannot be overstated. As businesses and individuals grapple with increasing cyber threats, the choice of security measures becomes crucial.

Oct 31, 2023 • SMS

Why SMS Remains as Essential as Ever for Black Friday

One might assume that SMS has lost relevance in an era dominated by popular messaging channels such as WhatsApp and Instagram. However, when it comes to Black Friday, one of the most anticipated shopping events of the year, SMS remains as important as ever. While consumers are bombarded with emails, push notifications, and social media advertisements, the humble SMS message, with its 98% open rate, often cuts through the noise and connects businesses with eager shoppers.

Sep 25, 2023 • Security

Combat SMS Pumping (AIT) Fraud Effectively With

In this digital era, providing the optimal customer experience means connecting and engaging with your customers online on their favorite platforms and channels. Online (automated) customer engagement and A2P (application-to-person) messaging is bigger than ever, which unfortunately also means that messaging fraud is on the rise. Artificially Inflated Traffic (AIT) fraud has become an alarming issue in the telecommunications industry, but worry not! has built the perfect safeguard feature to protect your business endeavors from AIT fraud.

The Software Debate: CPaaS vs Saas
Sep 05, 2023 • Messaging

The Software Debate: DIY, CPaaS, or SaaS?

Every business wants to communicate with its customers, whether for marketing, support, or operational purposes. But to do so, you'll need a way to get in touch with your customers- a communications platform. You can build software from scratch, integrate third-party software into your own systems, or implement new software all together. Are you still pondering the correct approach for your business? Then let's figure it below!

Jul 26, 2023 • Messaging

Introducing Our Global High Availability Endpoint for CPaaS continuously innovates its enterprise-ready CPaaS (communications platform as a service) solution. The business messaging platform offers one simple connection for all channels and conversations and allows customers to connect to their end-users via their preferred channel, hassle-free.

Is this region a better fit for you?
close icon