When SMS Delivery Breaks, Routing Is Usually the Problem

SMS routing is one of those things people don’t talk about until something breaks — and then it’s suddenly the only thing that matters.

If you’re an aggregator, CPaaS provider, or carrier, routing decisions shape everything: delivery rate, latency, filtering exposure, and margin. When you don’t see what’s happening downstream, issues look “random” — DLRs go inconsistent, some destinations start delaying, and a route that worked yesterday gets hit by filtering after a traffic pattern change. Add outdated HLR/MNP data, and you’re not even sending traffic to the right network.

This is why Sempico is built the way it is. We’re not only delivering A2P SMS — we run our own CPaaS/Messaging Core, so routing is controlled from the platform layer. In practice that means:

• clean reporting and cost control so performance is predictable,

• managed routes (direct + controlled alternatives),

• HLR/MNP checks to avoid misrouting,

• traffic profiling + real-time monitoring to reduce filtering risk.

If delivery performance keeps “moving” for the same destinations, it’s usually not luck or carrier mood. It’s a routing + data + traffic-control problem — and it needs an infrastructure-level fix. That’s what we provide.