1、 BACK TO CONTENTS This report forms the next instalment of the continued collaboration between Mblox, now CLX Communications and MEF on better understanding the use of mobile messaging globally. It provides a remarkable update on how the messaging ecosystem is evolving and how some newer mobile mess

2、aging channels are increasingly being polluted by unsolicited and fraudulent messages. Its interesting to note that although the SMS channel receives the highest daily occurrence of unsolicited messages it remains the most trusted. This is likely because the percentage of spam messages is still a ti

3、ny fraction at less than one per cent overall. When compared to the nearly 50 per cent on email, SMS is still a clean and powerful channel. Its extremely surprising that over-the-top messaging apps only lag SMS by two per cent in daily occurrence, yet SMS is by far more ubiquitous and open. In our e

4、xperience we have always seen a high correlation between the cost to deliver a message and the amount of spam and fraud the channel attracts. It could be argued that the reason for low levels of spam in Germany and France is directly related to: a) The cost to send a message through legitimate route

5、s is relatively high in those countries b) The effectiveness of local operators in those countries to block fraudulent routes into their networks and filter spam is very good. By contrast India, Nigeria and South Africa have a cost for sending a message that is relatively low, and although things ar

6、e improving rapidly these networks have historically been less protected. It is also true that in many of these mobile first countries consumers are less likely to have email addresses and SMS therefore acts as a substitute for email marketing. Cost, (or lack of it) may be the reason why 72 per cent

7、 of users have received unsolicited messages on over-the-top (OTT) messaging apps such as Whatsapp etc. yet no official API exists for sending enterprise-to-consumer messages on many of these platforms yet. This is concerning as it indicates that fraudsters are using weaknesses in the person-to-pers

8、on capabilities of these apps to send messages on behalf of enterprises. These apps will need to tread carefully when they do decide to open their apps up to legitimate enterprise communications. They would not want to replicate the fate of push notifications, where overzealous marketers have caused

9、 this channel to be only trusted by 16 per cent of people according to the report. It could be argued that the reason why most people in the UK report unsolicited SMS messages is because the mobile operators have done a good job at collaborating on creating a cross operator shortcode (7726) that can

10、 be used to report such messages. In addition, there is a perception that regulators in the UK and the USA will prosecute offenders, which is not always the case in other mobile first countries. In our view there are a number of things that can be done in order to reduce fraud and spam across all ch

11、annels: 1. Create a global shortcode, long number or email that can be used to report unsolicited messages. The easier we make it, the more people will do it. Ensure these reports are shared across the eco-system in an automated way so they can be acted on by key players. 2. Operators must continue

12、to install SMS and SS7 firewalls into their networks to prevent grey and fraudulent routes from being exploited and used for sending spam and phishing messages. 3. OTT messaging apps must close holes in their systems that allow individual user accounts to send large amounts of unsolicited marketing

13、messages undetected. 4. When OTT messaging apps finally allow for sanctioned enterprise-to-consumer messages to be sent legitimately via an API, they must seriously consider charging something meaningful to deliver the message so as to ensure that both fraudsters and overzealous marketers do not abu

14、se the channel. 5. Cloud communication providers like us must innovate and implement better ways validate the identity of companies to ensure that phishing attempts are thwarted early and often. All of the above recommendations will be presented and discussed at the MEF Future of Messaging Programme

15、 with the intention of getting adoption across the ecosystem and driving real change to protect and improve the consumer experience of mobile messaging. FOREWORD FOREWORD 2 ROBERT ROBERT GERSTMANNGERSTMANN MANAGING DIRECTOR MANAGING DIRECTOR CLX COMMUNICATIONSCLX COMMUNICATIONS BACK TO CONTENTS EXEC

16、UTIVE SUMMARY EXECUTIVE SUMMARY Mobile messaging in all its forms is brilliantly effective. Theres no technical barrier: no one needs a lesson to understand how SMS works. And its highly personal too, meaning people open texts and app messages faster than other media, and responded to them more freq

17、uently. Consumers and enterprises know this. Its why they have embraced messaging so enthusiastically. Regrettably, fraudsters know this too. Theres probably no greater indicator of the success of a communications channel than when the fraudsters arrive. Think about all those spam emails. Criminals

18、wouldnt bother if email wasnt so popular. Like email, mobile messaging between companies and people is very popular. MobileSquared says the market for application to person (A2P) messaging is currently worth around $17 billion. Credence Research recently predicted enterprises would transmit two tril

19、lion messages a year by 2017. These numbers make SMS an inevitable target for criminals. And now that millions are switching to messaging apps like WhatsApp, the fraudsters are inevitably active there too. MEF estimates that fraud is costing the ecosystem at least $2 billion a year. Its industry wor

20、king group identified 11 distinct fraud types and set up the Future of Messaging Programme to raise awareness and take action against all fraud types including the use of grey routes and SIM farms. This study shows why industry action is so pressing. It reveals that 28 per cent of SMS users receive

21、an unsolicited text message every day. 58 per cent receive at least one a week. Only 16 per cent have never received one. Within messaging apps, the fraud problem is currently less severe. But its still serious: 26 per cent of chat app users receive an unsolicited text message every day, while 49 pe

22、r cent receive at least one a week. Of course, the malpractice varies in its severity. Many unsolicited text messages are merely a nuisance - alerting users to an unwanted offer or service. But others are criminal in intent. Fraud types include attacks such as phishing messages, which aim to trick t

23、he recipient into disclosing personal data. The research reveals that 33 per cent of mobile users have received a text message of this type. The problem is at its worst in emerging markets such as Brazil, China, South Africa and Nigeria. Indeed, while 31 per cent of Germans have never received a phi

24、shing text, in Nigeria its just six per cent. Malpractice erodes overall trust in mobile messaging and its effectiveness as a relationship building channel for enterprises. It also adds to a growing sense of suspicion among the public towards tech services. Consider the impact of the Snowdon relatio

25、ns and the game-changing introduction of ad-blocking. The rise of Russias Telegram app is another expression of this distrust. By focusing on privacy and security (encrypting its messages), the app has filled a market demand for privacy in chat. Telegram says it has attracted 100 million users with

26、zero marketing budget. It may even have inspired WhatsApps decision to adopt end-to-end encryption this year. This report lays bare the rising problem of mobile messaging fraud. Its not terminal yet. In fact, the study found that people still trust text messaging more than chat apps even though frau

27、d is higher on SMS. Clearly, the industry must be vigilant and ensure that this kernel of trust remains. 3 SMS is simple to use, well-understood by virtually all people, ubiquitous and affordable. Thats why its growing so fast as a business to consumer medium. Regrettably, the channels many benefits

28、 have also attracted criminals, chancers and fraudsters. The problem of text spam and phishing is widespread. The study reveals that 28% of SMS users receive an unsolicited text message every day. 58% receive at least one a week. Only 16% have never received one. Within messaging apps, the problem i

29、s less severe - though not by much. This may be merely be a reflection of the fact that OTT apps are generally used less by enterprises to keep in touch with customers. Here, 26% of chat app users receive an unsolicited text message every day, while 49% receive at least one a week. 28% have never re

30、ceived one. Its fair to conclude that the messaging app is already a polluted channel. To repeat an earlier observation, the problem of unsolicited texts is worst in mobile- first economies. 73% of South Africans receive these texts at least once a week, and in Nigeria its 76%. Those are the two hig

31、hest rates in the world. And while 31% of Germans have never received a text of this type, in Nigeria its just six%. As part of its Mobile Messaging Programme: The Future of Messaging, MEF members defined 11 distinct fraud types and estimates that fraud is costing the ecosystem at least $2billion a

32、year. 16% 28% 20% 18% 6% 5% 10% 9% 20% 14% 28% 26% Unsolicited Text messages (SMS) messages Unsolicited direct messages via your Messaging App Never Occasionally Once a month Once a week 1 3 times a week Every day HOW OFTEN DO YOU RECEIVEHOW OFTEN DO YOU RECEIVE UNSOLICITED TEXT MESSAGES (SMS) UNSOL

33、ICITED TEXT MESSAGES (SMS) MESSAGES/UNSOLICITED DIRECT MESSAGES/UNSOLICITED DIRECT MESSAGES VIA YOUR MESSAGING APP MESSAGES VIA YOUR MESSAGING APP BACK TO CONTENTS TRUST, PRIVACY AND FRAUDTRUST, PRIVACY AND FRAUD MORE THAN A QUARTER OF MOBILE USERS ARE SPAMMED EVERY DAY MORE THAN A QUARTER OF MOBILE

34、 USERS ARE SPAMMED EVERY DAY PROBLEM IS WORSE ON SMS, BUT GROWING ON MESSAGING APPSPROBLEM IS WORSE ON SMS, BUT GROWING ON MESSAGING APPS 5 DAILY/WEEKLY NET:DAILY/WEEKLY NET: 58%58% 49%49% BACK TO CONTENTS While some unsolicited text messages are a nuisance, alerting users to an unwanted offer or se

35、rvice, others are more pernicious. These are phishing messages, which purport to be from an official organisation in an attempt to dupe the user into revealing private information. The research reveals that 33% of mobile users have received a text message from someone pretending to be someone they a

36、re not, and asking for personal account information or money. These messages can, of course, be very convincing which is why 21% reveal they are not sure if they have received one or not. Phishing is an unfortunate result of the popularity and ubiquity of SMS - and also, perhaps, the taming of the p

37、henomenon on email. A report by Whitepages in 2015 revealed that email spam is at an all time low. Its still a big problem 49.7% emails sent are junk. But thats the lowest percentage in over a decade. Spam filters and consumer awareness are helping to reduce email fraud, but this has caused fraudste

38、rs to turn their attention to SMS. As elsewhere, the problem is at its most severe in Brazil, China, South Africa and Nigeria. Respectively, the number that have received a phishing text is 39%, 47%, 48% and 60%. Users do not receive as many phishing messages on OTT apps. To repeat, this is probably

39、 because of the relative newness of these media. That said 23% of people have received such a message to their app inboxes. TRUST, PRIVACY AND FRAUDTRUST, PRIVACY AND FRAUD A THIRD OF CONSUMERS HAVE RECEIVED A PHISHING MESSAGEA THIRD OF CONSUMERS HAVE RECEIVED A PHISHING MESSAGE AND TWO IN TEN ARE N

40、OT SUREAND TWO IN TEN ARE NOT SURE 6 HAVE YOU EVER RECEIVED A TEXT MESSAGE (SMS) HAVE YOU EVER RECEIVED A TEXT MESSAGE (SMS) FROM SOMEONE PRETENDING TO BE SOMEONE FROM SOMEONE PRETENDING TO BE SOMEONE THEY ARE NOT, E.G., YOUR BANK OR A COMPANY THEY ARE NOT, E.G., YOUR BANK OR A COMPANY THAT YOU HAVE

41、 AN ONLINE ACCOUNT WITH, THAT YOU HAVE AN ONLINE ACCOUNT WITH, ASKING FOR PERSONAL ACCOUNT INFORMATION OR ASKING FOR PERSONAL ACCOUNT INFORMATION OR FOR MONEY? FOR MONEY? NONO 45%45% DONT KNOWDONT KNOW 21%21% YESYES 33%33% BACK TO CONTENTS Despite the higher level of unsolicited message traffic on S

42、MS, the research shows that people trust it more than other options. 35% said it was their most trusted channel. 28% trust messaging apps the most and 18% chose Facebook, Yahoo and Skype. Its difficult to guess why. Its possible that people view dedicated messaging apps like WhatsApp and Instagram i

43、n a favourable way to general tech companies like Facebook, Yahoo and Skype. Maybe they believe the latter to have covert agendas. This is supposition. And the irony, of course, is that Facebook owns both WhatsApp and Instagram. The only countries to depart from a trust preference for SMS were Brazi

44、l and China, where messaging apps were more trusted (50% and 38% respectively). This is slightly odd given that these two regions are among the most affected by messaging app spam. But its possible the immense overall popularity if WhatsApp (Brazil) and WeChat (China) in these countries leads to a f

45、avourable impression. TRUST, PRIVACY AND FRAUDTRUST, PRIVACY AND FRAUD SMS IS THE MOST TRUSTED MESSAGING PLATFORM SMS IS THE MOST TRUSTED MESSAGING PLATFORM MORE THAN A THIRD TRUST IT - TWICE AS MUCH AS FACEBOOK, YAHOO AND SKYPEMORE THAN A THIRD TRUST IT - TWICE AS MUCH AS FACEBOOK, YAHOO AND SKYPE

46、7 WHAT MESSAGING SERVICE WHAT MESSAGING SERVICE OR APP DO YOU TRUST THE OR APP DO YOU TRUST THE MOST TO COMMUNICATE MOST TO COMMUNICATE WITH COMPANIES? WITH COMPANIES? SMSSMS 35%35% 28%28% 18%18% 16%16% MESSAGING APP E.G. WHATSAPP, MESSAGING APP E.G. WHATSAPP, INSTAGRAM ETC.INSTAGRAM ETC. FACEBOOK,

47、YAHOO FACEBOOK, YAHOO MESSENGER OR MESSENGER OR SKYPESKYPE PUSH NOTIFICATION PUSH NOTIFICATION DIRECT TO THE DIRECT TO THE COMPANYS APPCOMPANYS APP OTHEROTHER 4%4% 1% Delete them Nothing Reply asking them to stop sending you messages Report them to your operator provider Report them to the company i

48、tself Report them to someone else BACK TO CONTENTS It seems as if most people treat messaging spam as an unfortunate fact of life. The study shows that 54% delete unwanted messages and 17% ignore them. 13% reply with a stop command while 17% report them. The British (23%) and Germans (22%) are the m

49、ost active in reporting unsolicited SMS. Its difficult to pinpoint why - though one can assume that there is more consumer education and more regulatory activity in these markets than elsewhere. Clearly, there is a lesson here for other countries if they are to reduce spam and encourage the idea that it is not inevitable. TRUST, PRIVACY AND FRAUDTRUST, PRIVACY AND FRAUD SEVEN IN TEN TAKE NO ACTION AGAINST UNWANTED TEXTSSEVEN IN TEN TAKE NO ACTION AGAINST UNWAN