Person-to-application (P2A) messaging consists of messages sent from an organization’s system or application to a mobile subscriber’s device. This usually occurs as the result of a “call to action,” an invitation to contact an organization to (for example) enter a competition, join a rewards program, or find out more about a product or service. Alternatively, when combined with A2P messaging, this can be used to set up 2-way text messaging between an organization and a subscriber.
P2A messaging using short code services can be used to donate to charity, or as a proxy for carrier billing (such as paying for short-term parking). With the introduction of RCS, some enterprises are exploring using P2A messaging for other purposes, such as streamlining customer service, or mobile shopping.