Telnyx and Iterable Partner for Global Messaging

SMS and MMS Messaging has become a preferred marketing channel for direct-to-consumer communication. Not only does messaging boast unparalleled engagement and opt-in rates, but at a time where marketers are seeing a 41% increase in Facebook CPMs(1), 96% of iOS users choosing “do not track”(2), and the announcement from Google that they will remove 3rd party cookies in 2023(3), messaging provides marketers with a much-needed owned channel to engage their customers.

Iterable, the customer activation platform that helps brands deliver joyful experiences at scale, has seen marketers embrace global messaging—with SMS adoption among their customers increasing 42% in the last year, and MMS adoption growing by 54%. As its customers continue to leverage messaging in new ways, such as time-sensitive alerts and offer campaigns, media-rich loyalty and reactivation programs, and abandoned cart recovery triggers, Iterable selected Telnyx as a preferred messaging provider.

“When people are texting, they’re typically having a conversation. That’s what makes SMS and MMS such effective channels for facilitating customer connection — they are organic, casual, and incredibly personal. However, in the past, the high cost and inflexibility of SMS and MMS have made them relatively inaccessible to brands. That is no longer the case. By partnering with Telnyx, our customers have the flexibility they need to unlock the full potential of SMS and MMS, and build lasting relationships with their customers around the world, without compromising on cost,” shares Andrew Boni, CEO and co-founder of Iterable.

The partnership allows Iterable customers to take advantage of Telnyx’s status as a licensed carrier and its multi-cloud IP network to deliver fast, reliable connectivity to over 200 countries.

“SMS is an incredibly powerful means of connecting with customers, and is a core part of a high-impact cross-channel communications strategy. Still, many marketers have faced considerable barriers to integrating SMS into their cross-channel collection—like high cost, complex global connectivity and regulatory challenges, and insufficient support—ultimately leading to opportunities and revenue lost,” shares David Casem, co-founder and CEO at Telnyx. “These are pain points that Telnyx was built to relieve, and we’re thrilled to bring our mobile channel capabilities to Iterable’s customers. With Iterable and Telnyx, marketers will be able to unlock the full potential of SMS marketing with ease and confidence.”

About Iterable

Iterable is the customer activation platform that helps brands deliver joyful experiences with harmonized, individualized and dynamic communications at scale. With Iterable, marketers can create, optimize, and measure every interaction taking place throughout the customer journey. Leading brands, like Zillow, DoorDash, Calm, and Box choose Iterable to build customer-centric experiences at scale by delivering the right content to the right audience at the right time. Visit iterable.com for more information.

Sources:

(1) https://martech.org/study-facebook-cpms-increased-41-us-cpcs-rose-34-since-last-year/

(2) https://www.flurry.com/blog/ios-14-5-opt-in-rate-att-restricted-app-tracking-transparency-worldwide-us-daily-latest-update/

(3) https://blog.google/products/chrome/updated-timeline-privacy-sandbox-milestones/

FAQ

What is low latency storage? Low latency storage is a system optimized to return reads and writes in microseconds, prioritizing fast response over peak throughput. Latency is affected by media type, interface, queue depth, and payload size, similar to how larger content in MMS messaging takes longer to transmit than plain text.

Should I turn low latency on or off? Turn it on for interactive workloads like OLTP databases, real-time analytics, or user-facing APIs where tail latency shapes user experience. Leave it off for batch or large sequential jobs where throughput dominates, much like choosing compact texts in SMS vs. MMS when speed is the only goal.

Which memory storage technology has the lowest latency? Static RAM has the lowest latency among common memory types, followed by DRAM and high-bandwidth memory on accelerators. For persistent storage, storage-class memory once neared DRAM latency but is uncommon now, with NVMe SSDs the fastest mainstream option.

Which SSD has the lowest latency? Enterprise NVMe SSDs on PCIe 4.0 or 5.0 with efficient controllers and firmware deliver the lowest latency at low queue depths. Look for drives tuned for consistent p99 response times, power-loss protection, and SLC or low-latency TLC configurations rather than peak IOPS claims.

Is latency or throughput more important for my workload? Prioritize latency for small, random I/O with user impact, like key-value lookups and transaction logs, where p95 and p99 response times govern experience. Favor throughput for large sequential transfers like backups and media processing, where payload characteristics defined by messaging types map to predictable transfer patterns.

How do I measure storage latency? Use tools like FIO, iostat, or Windows DiskSpd to benchmark with realistic block sizes, concurrency, and read write mixes. Track median, p95, and p99 latency under sustained load, and watch for jitter when device caches or write buffers fill.

What configurations help reduce storage latency? Use NVMe over PCIe, pin critical threads, align I/O with NUMA, keep queue depths shallow for small requests, and choose I/O schedulers that favor minimal queuing. Control concurrency at the application layer to smooth tail latency, similar to how bulk MMS sending shapes parallel deliveries to avoid spikes.