As attention turns to the power of RCS as a rich media marketing channel, Bolivian MNO VIVA Boliva is turning to data-driven marketing using an enhanced version of SMS.
Working with VOX Solutions, a leading TelcoTech provider of advertising-technology and data monetisation solutions, VIVA Bolivia, one of the country’s most innovative mobile network operators, is using True Signal by VOX as its strategic platform for turning data into new advertising revenue streams.
The partnership highlights the continued relevance of SMS, emphasising innovation rather than replacement, as the key to revitalising its role in today’s messaging ecosystem. It represents a pivotal market shift driven by Vox and Viva, aiming to reshape the way mobile operators monetise their networks on a global scale.
The launch fundamentally reframes SMS usage, introducing enhanced, rich-messaging capabilities – known as SMS+ – that transform standard alerts into high-impact performance units with near-universal reach, free from viewability, delivery and brand-safety issues of traditional digital advertising channels.
This, says VOX, opens a new, parallel monetisation path for mobile operators through performance and affiliate revenue, while offering advertisers a powerful alternative focused on reaching real consumers at the right time, making advertising relevant while reducing mass marketing and spam.
By deploying True Signal platform, VIVA Bolivia says it will transform its first-party, consented telco data into actionable audience segments through proprietary AI models, enabling brands to run targeted, privacy-safe campaigns across channels including SMS+, RCS and app push.
Ryan Alvarez, CEO of VIVA Bolivia, says: “This is not about selling more messages. It’s about redefining what not only messaging can be, but also how to transform a Mobile Network Operator. The True Signal platform perfectly aligns with our vision of shifting VIVA from a Telco to a Techco by adding more performance and affiliate marketing revenue streams to our ecosystem.  With great partners like VOX we continue to open entirely new revenue streams while preserving the trust our customers place in our network.”
The platform’s foundation is built on channel integrity and real first party consumer data. By implementing robust measures that eliminate fraudulent and unwanted traffic, True Signal restores consumer trust and advertiser confidence globally. This ‘clean-channel-first’ approach turns the messaging channel into a controlled, high-value media environment, leading to higher click-through rates and stronger conversion rates. Industry observers note that this approach may be what finally allows telcos to compete credibly with other business messaging and performance media platforms.
Ehsan Ahmadi, CEO and Founder of VOX Solutions, shares his perspective on the industry’s evolution: “As the market evolves toward more meaningful engagement, the focus is shifting to true signals, true intent, and true engagement, not volume alone. These concepts emphasise quality, trust, relevance. True Signal is designed as a privacy-first solution that supports relevant brand interactions in trusted, compliant environments.”
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