How to handle Pinpoint SMS message per second rate (MPS) for broadcasting to large group of phone numbers?

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Hi - Apologize for a long question. I am looking into using SNS topic or Pinpoint SMS channel to send notification messages to a group of recipients using SMS (subscribers that agreed to receive sms messages).

The requirement is to send a single message that will be broadcast to the group (some groups have a few hundreds SMS endpoints). I already registered a company under the new 10DLC requirement and waiting for my campaign registration approval (mixed use case). I understand that with my mixed use case campaign, there will be a quota on how many message parts I can send (75 per minute for ATT & 2000 per day for Tmobile).

My question is what will happen if I send a SMS message that will broadcast to large group of recipients using SNS topic / Pinpoint project that will exceed the message part per minute rate imposed by the carrier based on my campaign's rate limit (e.g. more than 75 ATT phone numbers)? Will Pinpoint / SNS throttle and reject my send request? Or will Pinpoint / SNS accept my request but sending the SMS messages over a period of time? The message does not need to reach everyone at the same time but preferably within reasonable time frame like a few minutes.

I have been searching for quite some time but I could not find an answer. Any advise on how I should setup/design the system using long code? Short code is out of the question due to high monthly cost as this is for a non-profit community characterized by infrequent messaging but large fan-out base.

Thanks for your help!

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Hi, You should probably read this very recent blog: https://aws.amazon.com/blogs/messaging-and-targeting/how-to-manage-global-sending-of-sms-with-amazon-pinpoint/

The section "Best Practices for Sending" answers some of your points.

Also, this blog post provides an architecture to share and control your SMS traffic: https://aws.amazon.com/blogs/messaging-and-targeting/queueing-amazon-pinpoint-api-calls-to-distribute-sms-spikes/

Hope it helps Didier

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  • Hi Didier,

    Thanks for the link to the post. It is very useful. I recommend the article to be listed as a must-read in aws's sms documentation.

    May I ask one more question - from the knowledge base (link follows), it mentioned that "Amazon SNS and Amazon Pinpoint SMS charges can be higher than expected if messages exceed the message parts per second (MPS) limits." (https://repost.aws/knowledge-center/sns-pinpoint-high-sms-charges)

    But according to the blog post (if I understand it correctly), Pinpoint does not queue the messages and will simply return error when rate exceed the carrier's limit. If this is true, how can SMS charges be higher than expected? Does it mean Pinpoint will charge all messages sent even if it resulted in error (with undeliverable endpoint, or with rate exceed error)?

    Thank you very much for your link and your help! Frederick

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