Message segments Per Second (MPS)
Messages Per Second (MPS) is a metric used in the telecom industry to measure the rate of flow or velocity of application-to-person (A2P) messaging. In the context of 10-Digit Long Code (10DLC) messaging, MPS determines how many SMS message segments a brand can send through carrier networks in a one-second window.
How Trust Score affects MPS
For 10DLC traffic, MPS is primarily determined by a Trust Score. When a business (Brand) registers with The Campaign Registry (TCR), their profile is vetted against public records, including tax IDs (EIN), operating history, and size. The resulting Trust Score acts as a reputation metric that carriers use to assign capacity.
- Higher Trust Score: Leads to a higher MPS allocation, allowing for larger-scale message bursts.
- Lower Trust Score: Results in lower MPS, which may cause message queuing or bottlenecks during high-volume campaigns.
How major carriers apply Trust Score to allot MPS
While the Trust Score is a universal metric, major US carriers apply it differently to assign delivery speeds:
| Carrier | Throughput measurement | Influence of Trust Score |
|---|---|---|
| T-Mobile | MPS (Messages Per Second) | Directly dictates the allowed MPS per brand |
| AT&T | MPM (Messages Per Minute) | Uses a tiering system based on the score to set minute-based limits |
How is MPS allocated?
Multiple factors influence the final MPS available to a sender:
- Vetting tiers: Organizations verified as part of the Russell 3000 index typically receive the highest default throughput. Other brands are assigned MPS based on their trust score.
- Registration accuracy: Discrepancies between a company’s legal name and IRS records can lead to an “Unverified” status or a lower Trust Score, and end up reducing MPS.
- Provider limits: Downstream providers or aggregators may implement account-level MPS caps that are stricter than the carrier-provided caps to prevent fraud and ensure network stability.
- Vetting appeals: If your brand failed verification due to a tax ID mismatch, you can submit an appeal up to 45 days after the vet is completed. If your brand requires a higher throughput, you can apply for enhanced vetting. This is a manual review of a brand’s history and legal standing that can take several months, but may earn them a higher MPS tier.
As part of our commitment to the carriers downstream, Bandwidth has our own mechanisms to identify and block fraudulent, unsolicited, or inappropriate content. In some cases, your account-level MPS allowance may not be as high as what a carrier may allow based on your Trust Score.
How MPS impacts your customer communications
MPS is a critical consideration for time-sensitive communications. High MPS is essential for use cases such as:
- Two-Factor Authentication (2FA): Where delays can result in expired codes and poor user experience.
- Emergency alerts: Where information must reach a mass audience
Time-limited marketing: Where high volumes must be delivered within a specific promotional window.
