Mobile operators worldwide face an escalating array of threats, from grey routes and SIM box fraud to artificially inflated traffic (AIT) and sophisticated scams. Each of these challenges erodes revenue and customer trust, provoking a call for innovation amid a rapidly evolving digital landscape. Now more than ever, the telecom industry must ensure seamless authentication while preparing for emerging technologies like network APIs and silent network authentication (SNA).
Amid these challenges, Kristian Järnefelt, CEO of HAUD, shared insights during ACC 2025 about how telecoms can navigate today’s complex ecosystem and the role HAUD is poised to play in this transformation.
HAUD has solidified its reputation in the A2P SMS landscape by excelling in the detection and prevention of grey routes, SIM boxes, and other unauthorized traffic mechanisms. “Our expertise enables mobile operators to monetize A2P SMS effectively,” Järnefelt stated, encapsulating HAUD’s core mission.
The company is also expanding its offerings, focusing on cybersecurity by blocking malicious URLs and thwarting smishing attempts within SMS. Despite the rise of encrypted channels like WhatsApp and RCS, Järnefelt emphasized that SMS remains the most secure A2P channel due to operators’ ability to filter and sanitize incoming traffic. Ironically, it’s the encryption that allows fraudsters to slip under the radar, making their nefarious content undetectable and ensuring the scams reach their victims.
As network APIs and silent network authentication gain traction, HAUD aims to help operators leverage the strengths of both SMS and SNA. While SMS continues to be the go-to method for one-time passwords (OTPs), SNA’s rise creates a dynamic synergy that presents multiple monetization opportunities for operators ready to embrace both methods.
As digital identity becomes paramount, Järnefelt believes HAUD can forge a path to greater trust in digital communications. SMS OTP has served as a foundational tool for two-factor authentication (2FA), but building trust also requires a commitment to secure channels. “It’s all about clean pipes,” he stresses, advocating for rigorous content filtering to eliminate scams that compromise user confidence.
Against a backdrop of rising scams and inflated traffic, driven by unrealistic A2P SMS exclusivity deals, Järnefelt argues operators must regain control. “Our monetization platform enables them to reclaim their pricing strategies and A2P approach,” he remarked, pinpointing how sustainable pricing aligns with trust in the A2P ecosystem.
Network APIs like SNA not only streamline authentication but also ensure that messages reach their intended recipients accurately—an increasing necessity as the digital landscape evolves. HAUD is actively positioning itself to bridge the gap between A2P SMS and network APIs, advancing a unified framework for authentication platforms.
Looking to the horizon, HAUD’s recent collaborations in Asia, particularly in the Philippines with CTG and DITO, mark pivotal steps toward enhancing digital communication. Recent participation in BATIC in Indonesia showcased HAUD’s long-standing partnership with the Telkom Group. “We’re excited to announce more MNO partnerships soon, aiming to capitalize on opportunities that make messaging and authentication as ubiquitous as SMS,” he noted.
HAUD envisions a future where A2P SMS messaging remains efficient and secure, providing robust revenue streams for mobile network operators (MNOs) that are the backbone of digital communication. Järnefelt stated, “We are committed to creating a seamless authentication experience that integrates A2P SMS and API into a unified ecosystem.”
However, he acknowledged the current limitations faced by MNOs in offering comprehensive coverage for solutions like SNA, requiring enterprises to collaborate with multiple operators for full-service authentication. “Imagine SMS being delivered only to networks using the same SMSC as the sender; it sounds absurd yet reflects today’s reality,” Järnefelt explained. Recognizing this gap, HAUD is dedicated to enabling MNOs to seize control over this opportunity instead of ceding it to CPaaS vendors and third-party services.
How does HAUD help mobile operators combat traffic fraud?
HAUD specializes in detecting and blocking grey routes, SIM boxes, and other unauthorized traffic mechanisms, allowing operators to effectively monetize their A2P SMS services.
What role does SMS play in the realm of digital security?
SMS remains a trusted channel for two-factor authentication (2FA) and is critical in maintaining secure digital communications, especially in an era of increased cyber threats.
What future partnerships is HAUD pursuing in Asia?
HAUD is actively expanding its collaborations within the region, having recently engaged with firms like CTG and DITO in the Philippines and establishing a long-term partnership with the Telkom Group in Indonesia.
