By Samuyl Joshi
Imagine this scenario: your team spends tens of thousands of dollars on ad campaigns, users finally click and download your app, eagerly enter their phone number to register—and then… the 60-second countdown hits zero, yet the phone remains silent. Without patience to tap "Resend" again, users simply swipe away, quit the app, and uninstall it.
In overseas operations, undelivered international SMS verification codes are often the #1 killer behind plummeting registration conversion rates (CR). Many enterprises see "Sent Successfully" in their backend logs, but in reality, end-users receive nothing—or experience delays up to 2 minutes. In the mobile internet era, a 2-minute delay equals "unavailable" for users.
The international SMS market is deep and murky. When you see quotes far below market-average pricing, be cautious.
Pain Point：Grey routes are extremely unstable—frequently blocked by operators, causing massive delivery failures, and lack genuine DLRs.
Recommendation：Ask your provider: Do they guarantee 1-Hop (single-hop) connectivity? And request real DLR (delivery status report) data for specific countries.
You may think the message was sent successfully—but the target country’s infrastructure might not cooperate.
Many enterprises follow a simplistic logic: pick one supplier and stick with it. Once that supplier’s route fails (e.g., due to undersea cable faults or carrier maintenance), your business grinds to a halt.
Background: A cash-loan Fintech app targeting the Philippine market initially cut costs by partnering with a low-cost SMS vendor. Problem: User registration pass rate was only 68%, with widespread complaints about missing codes and average OTP delays exceeding 45 seconds. Adjustments:
Result: Within the first week post-adjustment, OTP delivery rate surged to 98.5%, average latency dropped to under 5 seconds, and registration conversion rate increased by 25%. Based on acquisition cost, the recovered losses were over 10× the SMS investment.
Don’t let verification codes become the "roadblock" to your overseas expansion. High delivery rates aren’t luck—they’re built with premium routes and refined routing strategies.
If your business faces the "sent-but-not-received" dilemma, immediately audit your provider’s routing quality and test backup channel solutions. After all, users’ patience lasts only a few seconds.
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