Insights

More Than Just Numbers: The SMS/800 TFN Registry Revolution

Oct 16, 2019

In the early days of computing, connecting systems was, simply stated, NOT fun. It required huge time and financial commitments—not to mention a highly skilled (and in limited supply) workforce of developers and engineers that understood many protocols and languages.

Then, APIs entered the field and completely changed the game.

As web technology has advanced, application programming interfaces – more commonly known as APIs – have made it easier than ever to connect applications and services to other sources of data, customers and services. As a result, organizations around the world are not only increasing the value of their offerings, but also innovating is a way that supports Making the Perfect Connection between businesses and customers.

At the 2019 Toll-Free User Summit, APIs were center stage at the panel discussion: More than Just Numbers: The SMS/800 TFN Registry Revolution. Led by Ginger McClendon, VP of Engineering at Somos, the panel discussed how APIs are simplifying processes, removing friction and acting as a key driver in revolutionizing the new SMS/800 Toll-Free Number (TFN) Registry. Included on the panel was a diverse group of tech experts at different places in the API journey, including:

• Asanke Abeysinghe, Deputy Chief Technology Officer & Vice President of Architecture at WSO2
• Ali Bijanfar, Chief Technology Officer at ATL Communications
• Bob Marchiano, Vice President at Software Synergy, Inc. (SSI)

Not only is the API revolution driving change with the modernization of the SMS/800 TFN Registry, it’s also been pivotal in inspiring innovation in the Toll-Free and telecommunications industries. As Ginger noted in her introduction, APIs are no longer just developer tools – they are strategic assets for companies. This sentiment was echoed by Ali in his discussion of ATL’s migration from the legacy MGI interface to the new APIs utilized by the SMS/800 TFN Registry.

"APIs have greatly improved efficiencies over the legacy interfaces and provide a seamless integration and enhanced performance,” said Ali. “We've definitely noticed a major difference since adopting APIs."

While APIs may be the hot new thing in technology, the panel cautioned that an “all-in” approach may not be right for everyone. For Bob, adopting a new technology is about more than just the company – it’s about the customer. For SSI, this has meant taking a much more conservative and gradual approach to migrating. While APIs are quicker, more responsive and ideal to help optimize our conversations, their value is tightly coupled with quality of design, a process they prefer to take slow.

The truth is undeniable: We live in the connected world—a world where APIs help us build new channels and fulfill an important demand. That said, the most important thing when implementing APIs into a business and its strategy is to always remember how the customer will use them, as well as how we can innovate with APIs in a meaningful and productive way.