The risk perception in the traditional enterprise customer model has increased to unimaginable levels. Until years ago, banks, telecom operators, and retailers preferred an enterprise communication platform for better cross- and upselling opportunities. Today, however, the purpose of a communication platform is far different.
A highly Internet-savvy user is at a higher risk from fraudsters armed with artificial Intelligence and machine-learning tools. In this case, a Communication Platform as a Service (CPaaS) tool helps enable security and better trust. High adoption rates of mobile banking have enabled financial inclusion but have also led to an increase in victims falling prey to Internet scams. The trap could be as simple as a discount on a restaurant, a job offer, or a second-hand iPad on a classified portal. It is crucial for brands, therefore, to keep a stock of their customer journeys.
However, knowing the customer is where it gets chaotic and flummoxing for enterprises. WhatsApp, a platform where every marketeer wishes to interact with a would-be customer, observes the transmission of 140 billion messages daily. On X (Twitter), approximately 500 million tweets are made daily, and 4 billion are made on Snapchat. Many brands also rely on SMS, a communication platform with a trillion messages sent annually worldwide. India remains the world’s second-biggest market, with 120 billion messages.
THE ROLE OF REGULATORS
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