Idea Cellular has collaborated with Route Mobile Limited, a cloud communications platform service provider to manage the international application-to-person (A2P) SMS traffic in India. As per the deal, Route Mobile would be responsible for addressing and protecting revenue leakage via SMS grey routes and also in assisting Idea in improving A2P monetisation.

In addition, Route Mobile will integrate a multi-leveled SMS firewall solution for Idea Cellular, to secure its international traffic channels. The firewall will ensure that the brand’s International A2P SMS traffic enters Idea’s network via authorized A2P SMS gateways. The international traffic includes messages originating internationally and terminating domestically and will be filtered as per mutually identified and agreed security terms.

On the partnership, Mr. Rajdipkumar Gupta, Managing Director and Group Chief Executive Officer, Route Mobile Limited said “We are very delighted to partner with Idea Cellular. We will work jointly towards improving and monetizing the International A2P SMS sector. Our endeavor is to deliver great customer experience for our clients through tailor-made mobile communication solutions. We are optimistic of our SMS Firewall, Analytics and Monetisation solution, which will offer a secure SMS channel to Idea Cellular and open the revenue channel.”