One key element of SMS campaign tracking (See #3)

47 replies
There are a number of very obvious advantages to offering longcodes (full, local SMS numbers) to your SMS text marketing clients versus only offering shortcodes.

1. Local numbers are MUCH cheaper
Shortcodes are expensive, literally thousands of dollars per month for a dedicated shortcode. Dedicated local SMS numbers are not. We're paying just $1.00 per month per local SMS number we give out to our clients. We mark that up to $10.00 per month, a price point that hasn't raised a single objection from a single one of our clients. You can mitigate the cost of the expensive shortcode by choosing a service that provides a shared shortcode -- but there are some drawbacks to going the shared shortcode route, including the fact that there may be hundreds of customers using the same shortcode.

2. You can use the same keywords for multiple clients
With a shortcode or a shared shortcode, once you assign a keyword it is assigned to that particular function. So if you have three different pizza restaurants on your client list, only one of them could use the keyword "PIZZA" -- and if you're using a shared shortcode, then if someone has already taken the word "PIZZA" you can't offer that to ANY of your three clients. Our most successful opt-in campaign is a weekly free pizza drawing. All of our pizza restaurant customers want that promotion, and ALL of them are using the same keyword ("FREEPIZZA") which is, of course, the keyword that makes the most sense.

But here's the BIGGEST benefit we've found to offering local dedicated SMS text numbers to our clients...

3. Subscription tracking by location is simple
Many of our clients have multiple locations. One has a half dozen different pizza restaurants in two different area codes, and we've issued them a dedicated local SMS text number for each location. Best of all, the numbers we've issued are in the appropriate area codes for the places where the restaurants are located. For consistency, all of them use the keyword "FREEPIZZA" for their opt-in -- but because we know which local SMS number the customer is texting TO, we record that data in the customer database. This allows our clients exceptional flexibility -- the business owners can send campaigns based on location where the customer signed up. If I live in Ocala, FL I certainly wouldn't be interested in pizza specials at the restaurant in Deerfield Beach. So by issuing dedicated, local SMS text numbers, our clients can send out a campaign that targets customers of the Deerfield Beach location only, or the Ocala location only, or ALL locations... it is their choice.

While this is important when the client has multiple locations in different area codes, is even MORE important when the client has multiple locations in the SAME area code. All of our clients want to know which location accounts for what percentage of their SMS text list members -- and because we issue unique, individual dedicated local numbers for each location we can easily provide that tracking.

In the end, either shortcode or longcode will work for many clients and there are pluses and minuses to either, but we really have found the flexibility and uniqueness of the local dedicated longcodes to be the best option for our customers.
#campaign #element #key #sms #tracking
  • Profile picture of the author eyesocialize
    I would like more info on the system you are using. Do you mind sharing?
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  • Profile picture of the author SirThomas
    Twilio looks like the number one choice so far. Is it easy to set up?


    Thomas
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    • Profile picture of the author TWalker
      Originally Posted by SirThomas View Post

      Twilio looks like the number one choice so far. Is it easy to set up?


      Thomas
      I started with it tonight and it seems to be.

      I installed OpenVBX on my server and was very impressed with what it did and the support.

      Reminds me of Weebly...just dragging and dropping. Nice.

      I'll have to report more later but it hasn't cost me a dime, in fact it gave me $30 to start and I still have $28 and change to play with.
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      • Profile picture of the author SirThomas
        Originally Posted by TWalker View Post

        I started with it tonight and it seems to be.

        I installed OpenVBX on my server and was very impressed with what it did and the support.

        Reminds me of Weebly...just dragging and dropping. Nice.

        I'll have to report more later but it hasn't cost me a dime, in fact it gave me $30 to start and I still have $28 and change to play with.
        Did you start with their trial account? what hosting company are you using? I know they had some video tutorial with hostgator.


        Thomas
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  • Profile picture of the author thattori
    What is the estimate $$ to have white label platform create with Twillo or any reputable SMS providers?
    Thanks
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  • Profile picture of the author SirThomas
    Originally Posted by Steven Carl Kelly View Post

    There are a number of very obvious advantages to offering longcodes (full, local SMS numbers) to your SMS text marketing clients versus only offering shortcodes.
    Steven, I think they will be getting short codes in addition to long codes, but I can see how using local phone numbers might be actually more beneficial:-)


    Thomas


    PS. Do you know, if Twilio have some experts who could help in setting up systems? Perhaps, their LinkedIn account will have some more info...
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  • Profile picture of the author FreeBird85
    If you need general Twilio programming help I wouldn't mind helping. I'm familiar with the API. I won't create your system but if you need some pointers and direction let me know. Twilio really is a great option.
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  • Profile picture of the author ajayrathinam
    Its a great tips text message marketing, where customers opt-in to receive news about deals or offer coupons, has been a widely adopted practice as it’s a direct way to engage with consumers that has a high likeli hood of being read. Retailers are also investing more time and money into creative ways to reach consumers via their mobile phones with campaigns that enhance the brand identity or the shopping experience.
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  • Profile picture of the author Steven Carl Kelly
    Check around Twilio's site. I believe they have canned PHP code in the developer's section that you can grab and use on a PHP-enabled site. Our client dashboard was custom coded for us using ColdFusion and we're running on Railo.
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  • Profile picture of the author xlfutur1
    Install OpenVBX on your web server along with a database, get a twilio account and within an hour you can have a working system to demo for a local business. I just picked up another pizza shop yesterday. They were blown away by how everything worked.

    Couple tips....1) make sure that you also map the local number to call the business if someone were to DIAL the number. They love that. With OpenVBX you have call and SMS functionality so there is tons of flexibility when you set up your flows.

    2) Plugins: you will need are the subscription plugin and the keyword matching plugin especially. Be sure to set up a STOP keyword for unsubscribing too. Also, when setting it up, set the subscription plugin to recognize members AND non members. That way if someone subcribes twice, they will receive a message saying that they have already subscribed. Client did that yesterday and was very impressed with the message that was returned. They were very complimentary on how everything worked.

    OpenVBX lets me masquerade as a programmer, and I am far from that, believe me. try it, its great.
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    • Profile picture of the author FreeBird85
      Originally Posted by xlfutur1 View Post

      Install OpenVBX on your web server along with a database, get a twilio account and within an hour you can have a working system to demo for a local business. I just picked up another pizza shop yesterday. They were blown away by how everything worked.

      Couple tips....1) make sure that you also map the local number to call the business if someone were to DIAL the number. They love that. With OpenVBX you have call and SMS functionality so there is tons of flexibility when you set up your flows.

      2) Plugins: you will need are the subscription plugin and the keyword matching plugin especially. Be sure to set up a STOP keyword for unsubscribing too. Also, when setting it up, set the subscription plugin to recognize members AND non members. That way if someone subcribes twice, they will receive a message saying that they have already subscribed. Client did that yesterday and was very impressed with the message that was returned. They were very complimentary on how everything worked.

      OpenVBX lets me masquerade as a programmer, and I am far from that, believe me. try it, its great.

      I'm curious, does OpenVBX allow you to keep track of how many incoming and outgoing text messages there are per keyword? And does it have the ability to track them by month?
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      • Profile picture of the author xlfutur1
        Originally Posted by FreeBird85 View Post

        I'm curious, does OpenVBX allow you to keep track of how many incoming and outgoing text messages there are per keyword? And does it have the ability to track them by month?
        That data is inside your Twilio account. There are plugins that you can use to show you inside your OpenVBX admin area too.
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    • Profile picture of the author xlfutur1
      Originally Posted by xlfutur1 View Post

      Install OpenVBX on your web server along with a database, get a twilio account and within an hour you can have a working system to demo for a local business. I just picked up another pizza shop yesterday. They were blown away by how everything worked.

      Couple tips....1) make sure that you also map the local number to call the business if someone were to DIAL the number. They love that. With OpenVBX you have call and SMS functionality so there is tons of flexibility when you set up your flows.

      2) Plugins: you will need are the subscription plugin and the keyword matching plugin especially. Be sure to set up a STOP keyword for unsubscribing too. Also, when setting it up, set the subscription plugin to recognize members AND non members. That way if someone subcribes twice, they will receive a message saying that they have already subscribed. Client did that yesterday and was very impressed with the message that was returned. They were very complimentary on how everything worked.

      OpenVBX lets me masquerade as a programmer, and I am far from that, believe me. try it, its great.
      This is an update to my last post....

      Understand that OpenVBX is a virtual phone system that combines voice, SMS, voicemail, transcription, etc. so it can offer a whole lot of functionality to your clients. Much more than just pitching them on texting services.

      For example, for my pizza client, I set up the number so that customers can join their list by EITHER texting a keyword to the number, or simply CALLING the number from their cell phone.

      When they call, they get a voice that greets them along with a directory that says...

      "Thank you for calling [insert business name here]. If you are calling from a mobile phone, press 1 to join our free weekly pizza giveaway. Press 2 to be connected to one of our friendly staff members at our [insert location here] restaurant.

      When the caller presses 1 they instantly receive a text message confirming that they joined the list and welcoming them. The voice then tells them that they will now be eligible for specials offers and coupons, blah blah blah. It thanks them for calling, and then disconnects the call.

      Boom.... They are now in the mobile database, and the customer didn't have to fool around texting any words to a number. Anyone can call a phone number, even if they have never texted before. (i.e. older people who may not do much of it)

      The two guys that owned this pizza shop were astounded by this when they called the number. I told them that I basically set up a virtual PBX phone system for them that will not only build their list using text messaging and voice, but also have extended functionality for promoting anything else at their business.

      I set it up so that if someone who called the number that was already on the list would get a voice message telling them that they are already subscribed to the list.

      Now one of the guys wants to talk to me about other businesses that he is involved in. Let the referrals begin!

      To make a long story short, OpenVBX gives you so much more options to provide value to to the client.

      If you have any questions, feel free to email (my PMs are limited) at xlfutur1(at)gmail.com
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      • Profile picture of the author FreeBird85
        Originally Posted by xlfutur1 View Post

        This is an update to my last post....

        Understand that OpenVBX is a virtual phone system that combines voice, SMS, voicemail, transcription, etc. so it can offer a whole lot of functionality to your clients. Much more than just pitching them on texting services.

        For example, for my pizza client, I set up the number so that customers can join their list by EITHER texting a keyword to the number, or simply CALLING the number from their cell phone.

        When they call, they get a voice that greets them along with a directory that says...

        "Thank you for calling [insert business name here]. If you are calling from a mobile phone, press 1 to join our free weekly pizza giveaway. Press 2 to be connected to one of our friendly staff members at our [insert location here] restaurant.

        When the caller presses 1 they instantly receive a text message confirming that they joined the list and welcoming them. The voice then tells them that they will now be eligible for specials offers and coupons, blah blah blah. It thanks them for calling, and then disconnects the call.

        Boom.... They are now in the mobile database, and the customer didn't have to fool around texting any words to a number. Anyone can call a phone number, even if they have never texted before. (i.e. older people who may not do much of it)

        The two guys that owned this pizza shop were astounded by this when they called the number. I told them that I basically set up a virtual PBX phone system for them that will not only build their list using text messaging and voice, but also have extended functionality for promoting anything else at their business.

        I set it up so that if someone who called the number that was already on the list would get a voice message telling them that they are already subscribed to the list.

        Now one of the guys wants to talk to me about other businesses that he is involved in. Let the referrals begin!

        To make a long story short, OpenVBX gives you so much more options to provide value to to the client.

        If you have any questions, feel free to email (my PMs are limited) at xlfutur1(at)gmail.com
        That's a great idea and option, to be able to call in to sign up. I'm not using OpenVBX, I prefer to proram my own systems so it does exactly what I want it to when i want it to. I do like the sound of OpenVBX though. Another thing that you may want to offer to your clients, is the option to add a form to their current website, where visitors can enter their phone numbers on the website to opt in to the campaign. I just finished programming this application for my business and it's working like a charm!
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        • Profile picture of the author SirThomas
          Originally Posted by FreeBird85 View Post

          That's a great idea and option, to be able to call in to sign up. I'm not using OpenVBX, I prefer to proram my own systems so it does exactly what I want it to when i want it to. I do like the sound of OpenVBX though. Another thing that you may want to offer to your clients, is the option to add a form to their current website, where visitors can enter their phone numbers on the website to opt in to the campaign. I just finished programming this application for my business and it's working like a charm!
          How much to have it done for OpenVBX?

          Thomas
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          • Profile picture of the author FreeBird85
            Originally Posted by SirThomas View Post

            How much to have it done for OpenVBX?

            Thomas
            I'm not too familiar with OpenVBX, but I'll take a look at it later tonight when I have some more time
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      • Profile picture of the author SirThomas
        Originally Posted by xlfutur1 View Post

        If you have any questions, feel free to email (my PMs are limited) at xlfutur1(at)gmail.com
        Later today, I will be sending you an email with a great question :-)
        Are you on the West Coast?


        Thomas
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      • Profile picture of the author Jay Rhome
        Originally Posted by xlfutur1 View Post

        Understand that OpenVBX is a virtual phone system that combines voice, SMS, voicemail, transcription, etc. so it can offer a whole lot of functionality to your clients. Much more than just pitching them on texting services.

        For example, for my pizza client, I set up the number so that customers can join their list by EITHER texting a keyword to the number, or simply CALLING the number from their cell phone.

        When they call, they get a voice that greets them along with a directory that says...

        "Thank you for calling [insert business name here]. If you are calling from a mobile phone, press 1 to join our free weekly pizza giveaway. Press 2 to be connected to one of our friendly staff members at our [insert location here] restaurant.

        When the caller presses 1 they instantly receive a text message confirming that they joined the list and welcoming them. The voice then tells them that they will now be eligible for specials offers and coupons, blah blah blah. It thanks them for calling, and then disconnects the call.

        Boom.... They are now in the mobile database, and the customer didn't have to fool around texting any words to a number. Anyone can call a phone number, even if they have never texted before. (i.e. older people who may not do much of it)

        I set it up so that if someone who called the number that was already on the list would get a voice message telling them that they are already subscribed to the list.
        Wow. This indeed amazing. Great flexibility. Much better than pure SMS systems like I had tought of doing. And I love the fact you can simply call a number to join the list! Much easier to use than text messages.

        Great post!
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      • Profile picture of the author SirThomas
        Originally Posted by xlfutur1 View Post

        This is an update to my last post....

        Understand that OpenVBX is a virtual phone system that combines voice, SMS, voicemail, transcription, etc. so it can offer a whole lot of functionality to your clients. Much more than just pitching them on texting services.
        How do you charge for your setups? Is it a monthly fee with a fixed number of messages per subscriber?

        Are you going to do broadcasting for them or will they have any access to their system do broadcasts themselves?


        Thomas
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      • Profile picture of the author jpeguero
        Twilio do not do international... not even the US Virgin Island.

        Not good.

        thx

        Jua
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  • Profile picture of the author SirThomas
    Thank you guys for the advise. I will be back later :-)


    Thomas
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  • Profile picture of the author thattori
    @Freebird85
    Are you using white label or having your own program/system? please share
    Thanks
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    • Profile picture of the author grim1208
      Originally Posted by thattori View Post

      @Freebird85
      Are you using white label or having your own program/system? please share
      Thanks
      You had sent me a pm but i don't have 50 posts yet to reply. Send me an email so we can discuss how I build White Label SMS platforms. cliff.barendsen at gmail dot com
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  • Profile picture of the author Nick Surran
    I just started researching, but it seems that every white label/reseller type program, besides Twilio, only has short codes, or at least that's all I can find on their websites. Are long codes available through any other provider?
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    I think Lime Cellular is the best white label SMS marketing platform.

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  • Profile picture of the author TheLocalCoach
    Amen, that Local Long Codes can be a great alternative to Short Codes. We offer a turn-key solution for Local Long Codes, retail or white label, that requires no programming or set-up. We also access Short Codes with our platform and can offer clients both. Happy to try and help or answer questions.
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    • Profile picture of the author thattori
      Originally Posted by EatDrinkTextJay View Post

      Amen, that Local Long Codes can be a great alternative to Short Codes. We offer a turn-key solution for Local Long Codes, retail or white label, that requires no programming or set-up. We also access Short Codes with our platform and can offer clients both. Happy to try and help or answer questions.
      What is the company? so we can check it out!!
      Thanks
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      • Profile picture of the author TheLocalCoach
        The company is YeeZ Mobile (YeeZ.com). Use my QR code to send email and I will forward more info. We have some retail pricing on website, but focus on resellers and white label, so we have more packages and pricing available I can send on an individual basis. Sorry, I can't send a PM yet, so you'll have to give me email to get more info.
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        • Profile picture of the author rickstopfive
          Originally Posted by EatDrinkTextJay View Post

          The company is YeeZ Mobile (YeeZ.com). Use my QR code to send email and I will forward more info. We have some retail pricing on website, but focus on resellers and white label, so we have more packages and pricing available I can send on an individual basis. Sorry, I can't send a PM yet, so you'll have to give me email to get more info.

          Do you have a solution that works in Canada? if so I would love to hear from you, like you can't pm yet email at texttohelp (at) gmail(dot)com
          Tks in advance Rick
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        • Profile picture of the author SirThomas
          Originally Posted by EatDrinkTextJay View Post

          The company is YeeZ Mobile (YeeZ.com). Use my QR code to send email and I will forward more info. We have some retail pricing on website, but focus on resellers and white label, so we have more packages and pricing available I can send on an individual basis. Sorry, I can't send a PM yet, so you'll have to give me email to get more info.
          Your company's website mentions that "messages are included". What does it really mean? $47/mo flat fee for 250 subscribers. How many messages are included in this particular package? How many in 500 subs?


          Thomas

          Few more questions:

          Do customers run their own campaigns or is it suggested that resellers do it for them?
          Who owns the lists? Who owns the customer? do resellers collect funds from customers or the company does?
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  • Profile picture of the author jpeguero
    International or USA only?

    If only USA , does included the US Virgin Island?

    Thx

    Juan
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  • Profile picture of the author MsMotivation1
    hmmm... so longcodes could be beneficial in some cases... so do some SMS platforms let you use longcodes in addition to shortcodes - so you can give your clients a choice?
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  • Profile picture of the author Steven Carl Kelly
    We studied everything carefully before we jumped in, and found that it was not at all in our best interest to be re-marketing "packages" but rather paying on a per-message basis.
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    • Profile picture of the author TheLocalCoach
      In some cases, packages do work much better for both the reseller and the customer. No one solution works perfectly for everyone, and the most difficult factor here is to work through the maze of information and figure out an apples to apples comparison. Ultimately it does come down to how much is being paid per message (even more specifically paying for the bandwidth that is being utilized). Different providers get there different ways and there are merits to everyone's offerings. Trick is to find a provider who offers the most of what YOU find relevant and useful to help you add value to customers at a price both can afford.

      We choose to offer package plans (flat rate by number of Opted-In Users) and we ALSO offer more traditional Per Message plans. We are not all things to all people but our customers seem to like the flexibility and pricing.
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  • Profile picture of the author Steven Carl Kelly
    As long as my final monthly per-message cost is 2 cents or less. Paying more than 2 cents per SMS, whether in a package or on a per-message basis just doesn't cut it for us.
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  • Profile picture of the author SirThomas
    I think with Twilio, you have to pay 2 cents for in and out. However, that really matters when they sign up. Later on, it would be 2 cents/message for broadcasting only, unless someone wants to op-out.


    thomas
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    • Profile picture of the author Steven Carl Kelly
      Originally Posted by SirThomas View Post

      I think with Twilio, you have to pay 2 cents for in and out. However, that really matters when they sign up. Later on, it would be 2 cents/message for broadcasting only, unless someone wants to op-out.
      1 cent in, 2 cents out... but there are ways you can stop paying the 1 cent in, too. One day I'll possibly share that little secret.
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  • Profile picture of the author SirThomas
    How come on their site they say: Send or Receive an SMS 2¢ per message

    Inbound calls to your app - 1 cent
    Outbound - 2 cents
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    • Profile picture of the author Steven Carl Kelly
      Originally Posted by SirThomas View Post

      How come on their site they say: Send or Receive an SMS 2¢ per message

      Inbound calls to your app - 1 cent
      Outbound - 2 cents
      Sorry, I was confusing the inbound VOICE rate of 1 cent with the SMS text rate.
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      • Profile picture of the author TheLocalCoach
        I think its a misconception that in Text Marketing, there are a limited number of Inbound Messages. In our experience, the most successful SMS campaigns are interactive in nature, not just an opt-in once and then sit back and get blasted with texts. A well run SMS campaign should include lots of interaction and 2-way communication with customers. Running contests and raffles, asking customer feedback, running quizzes and voting campaigns, allowing customers to participate instant-win offers (1 in 4 wins, or 1 in 10 wins), all build the relationship and utilize the technology in ways the customer will less likely opt out.

        I think the notion that you opt-in once was perpetuated by the Short Code sellers in the "early" days of mobile marketing, because they wanted you to think you only needed one Keyword. When you charge $20-$25/mo per Keyword, its not very practical to run an interactive or any kind of sophisticated campaign (with only one Keyword every customer goes on the same list). I want my customers opting in to several different lists so I can pinpoint their specific interests and then micro-target my text blasts back out. The more relevant the message going out, the more likely to drive customer behavior (buying) and the less likely they opt out of your text marketing campaign.

        When comparing providers, don't under estimate the cost of Incoming Messages, especially when comparing to one who doesn't charge for incoming.
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        • Profile picture of the author Izesta
          Not finding OpenVBX very user-friendly at all.

          For me, there may be a bit of a learning curve. I can see it has a lot of potential, but they need more videos on using the product.
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