OTT Messaging

What Is OTT Messaging?

OTT stands for "over-the-top", a term that describes internet-based services that bypass traditional telecommunications infrastructure. OTT messaging platforms transmit messages over an internet connection rather than routing them through an SMS carrier network, making them independent of standard mobile carrier delivery.

Common examples include WhatsApp, Facebook Messenger, iMessage, Telegram, and WeChat. These platforms deliver text, images, video, audio, and files directly over a data connection, whether Wi-Fi or mobile data.

Unlike standard SMS, OTT messaging typically offers:

• Rich media support including images, video, audio, and files

• Read receipts and typing indicators

• Group messaging and broadcast capabilities

• End-to-end encryption on many platforms

• Cross-device accessibility via smartphone, tablet, or desktop

OTT messaging has become one of the most widely used forms of digital communication globally, driven by smartphone adoption and the availability of low-cost data plans.

How OTT Messaging Works

OTT messaging apps use a device's internet connection, either mobile data or Wi-Fi, to transmit messages through the app provider's servers to the recipient.

The process works like this:

1. A user types and sends a message within an OTT messaging app

2. The message is transmitted over the internet to the platform's servers

3. The platform routes the message to the recipient's device

4. The recipient receives the message within the same app

5. Delivery and read receipts are returned to the sender where supported

Because OTT messaging bypasses carrier SMS networks entirely, messages are typically free to send regardless of the recipient's location, making it particularly useful for international communication.

OTT Messaging vs SMS

While OTT messaging and SMS are both used for text-based communication, they differ in several important ways.

For businesses, SMS remains the more universally reliable channel because it works on every mobile phone without requiring the recipient to have a specific app installed or an active internet connection.

OTT Messaging and Business SMS: Key Differences

While OTT messaging apps are popular for personal communication, business SMS messaging offers distinct advantages for organisations that need dependable, scalable outreach:

• Universal reach - SMS delivers to any mobile number, no app required

• Higher reliability - SMS works without an internet connection on the recipient's end and has 98% open rate

• Easier compliance management - SMS opt-in and opt-out frameworks are well established

• Consistent API access - SMS APIs are standardised and widely supported across platforms

• Better for transactional messaging - alerts, OTPs, reminders, and notifications are better suited to SMS due to its reliability

If your communication needs involve time-sensitive messages such as appointment reminders, two-factor authentication, or urgent SMS alerts and notifications, SMS is generally the more suitable channel.