Infobip’s integration with Microsoft Azure Communication Services (ACS) through the new Messaging Connect program suddenly makes carrier-grade SMS — including two‑way messaging and partner‑managed local numbers — available to Azure customers in dozens more markets, with Infobip claiming coverage expansion into “100+ additional countries” while Microsoft positions Messaging Connect as a path to reach 190+ markets via partner networks. (infobip.com) (techcommunity.microsoft.com)
SMS remains one of the most resilient and ubiquitous channels for customer engagement: one‑time passwords (OTP), incident alerts, transactional receipts, and two‑way customer service workflows. Until mid‑2025, Azure Communication Services (ACS) provided developers with a consistent in‑cloud API for messaging but lacked truly global SMS reach in many markets, forcing enterprises to maintain multiple CPaaS integrations or accept limited coverage. Microsoft’s Messaging Connect program was introduced to solve that problem by letting vetted partners provision numbers, manage local compliance and regulatory onboarding, and route messages on behalf of ACS tenants. Infobip is the inaugural partner in that program. (learn.microsoft.com)
The practical result: developers keep the same ACS API and observability (Event Grid, Log Analytics) while selecting a partner — starting with Infobip — when they need numbers or delivery in countries ACS doesn’t natively support. Infobip’s announcement frames the integration as an expansion into “100+ additional countries” beyond ACS native coverage, while Microsoft describes partner‑based reach across 190+ countries. Those are vendor statements and should be validated per country and sender type before procurement. (infobip.com) (learn.microsoft.com)
That promise comes with caveats: Messaging Connect was introduced in preview, per‑country sender capabilities remain variable, and vendor‑provided coverage claims require per‑country verification. The prudent path for IT and communications teams is to pilot early, instrument delivery and security carefully, negotiate clear commercial and data protection terms, and retain fallbacks until GA and multi‑partner options reduce concentration risk. When those controls are in place, the Infobip–ACS integration can be a powerful tool to deliver reliable, compliant SMS at global scale while keeping developer and observability workflows inside Azure. (learn.microsoft.com)
Source: The Malaysian Reserve https://themalaysianreserve.com/2025/09/08/infobip-makes-sms-available-in-100-new-countries-via-microsoft-azure-communication-services/
Background
SMS remains one of the most resilient and ubiquitous channels for customer engagement: one‑time passwords (OTP), incident alerts, transactional receipts, and two‑way customer service workflows. Until mid‑2025, Azure Communication Services (ACS) provided developers with a consistent in‑cloud API for messaging but lacked truly global SMS reach in many markets, forcing enterprises to maintain multiple CPaaS integrations or accept limited coverage. Microsoft’s Messaging Connect program was introduced to solve that problem by letting vetted partners provision numbers, manage local compliance and regulatory onboarding, and route messages on behalf of ACS tenants. Infobip is the inaugural partner in that program. (learn.microsoft.com)The practical result: developers keep the same ACS API and observability (Event Grid, Log Analytics) while selecting a partner — starting with Infobip — when they need numbers or delivery in countries ACS doesn’t natively support. Infobip’s announcement frames the integration as an expansion into “100+ additional countries” beyond ACS native coverage, while Microsoft describes partner‑based reach across 190+ countries. Those are vendor statements and should be validated per country and sender type before procurement. (infobip.com) (learn.microsoft.com)
What changed: Messaging Connect and the Infobip integration
The architectural shift
Messaging Connect introduces a partner‑led routing and provisioning layer into ACS. Applications continue to call ACS SMS APIs and use the same SDKs; a small options block named MessagingConnect in the send request signals ACS to route a message via the chosen partner and provides the partner credentials. ACS remains the authorization and observability plane while partners handle number leasing, local registration, and final delivery into operator networks. This separation keeps developer workflows inside Azure and centralizes telco complexity with the partner. (learn.microsoft.com)What Infobip brings
Infobip’s Messaging Connect integration advertises several concrete capabilities:- Expanded geographic reach: Infobip enables ACS to provision and use SMS numbers in 100+ additional countries and territories where ACS previously lacked native coverage. (infobip.com)
- Multiple sender types: Support for virtual long numbers (VLNs)/local long codes, dynamic alphanumeric sender IDs, and planned support for short codes in markets that permit them. (partners.infobip.com)
- Two‑way messaging: One‑way and two‑way messaging where operator support and local rules allow inbound messages to reach the application. Infobip cites two‑way availability in 100+ countries under the Messaging Connect arrangement, with one‑way messaging available in many more markets. (learn.microsoft.com)
- Platform parity: Numbers provisioned via Infobip appear in the Azure portal as if they were native ACS resources and message events (delivery reports, inbound messages) surface back into Azure Event Grid. (partners.infobip.com)
Developer and operator experience — what using Messaging Connect looks like
Provisioning and portal flow
- In the Azure portal, when a country or sender type is not natively supported by ACS, Messaging Connect appears as an option.
- Selecting Messaging Connect redirects you to the partner (Infobip) provisioning interface to acquire numbers, complete KYC, and submit required documentation.
- Once approved by the partner and local authorities (where applicable), the number appears back in the Azure portal and can be used with ACS APIs just like a native number. (techcommunity.microsoft.com)
SDKs, API versions and preview caveats
- Preview API version: 2025‑05‑29‑preview (verify in docs before use).
- SDK support in preview: C# and JavaScript SDKs are present; Python and Java support were listed as coming soon at the time of the announcement. Preview features are provided without SLA. (learn.microsoft.com)
Coverage, sender types and the reality behind the numbers
Distinguishing headline claims
- Microsoft: Messaging Connect enables reach across partner networks to 190+ countries (program‑level coverage for one‑way messaging and alphanumeric senders through partner routing). (learn.microsoft.com)
- Infobip: Claims the integration expands ACS SMS capabilities to 100+ additional countries and territories (often framed as the incremental markets where two‑way local numbers or specific sender types previously unavailable are now possible via Infobip). (infobip.com)
Per‑country and per‑sender type variability
- Alphanumeric sender IDs: Supported where regulations permit; typically one‑way only (branding). Availability and pre‑registration rules vary by country.
- Virtual Long Numbers (VLNs): Often enable two‑way flows but depend on operator routing and local law.
- Short codes: Frequently require longer provisioning and regional contracts; Microsoft/Infobip marked short codes as coming soon at preview. (techcommunity.microsoft.com)
Compliance, regulatory and privacy implications
Who is responsible for what
- Azure (Microsoft): retains application orchestration, telemetry, and the developer-facing API surface. It also enforces the Messaging Connect contract boundary in the portal and API.
- Partner (Infobip): handles number provisioning, operator registration, local compliance, template approvals, opt‑out handling, and country‑specific legal obligations. (learn.microsoft.com)
Regulatory timelines and expected delays
Some markets require business registration, message template approvals, and entity documentation before a sender ID or short code can be used. These timelines vary from near‑instant to days or even weeks. Messaging Connect reduces administrative complexity but cannot circumvent local rules — planning is still necessary. (partners.infobip.com)Data protection and privacy controls
Because telemetry and business logic remain in Azure, customers can keep logs, observability, and event handling under their Azure tenancy. However, message routing, number leases, and operator handoffs may involve partner systems and possibly third‑party jurisdictions, so Data Protection Impact Assessments (DPIAs) and contractual safeguards remain essential. (learn.microsoft.com)Deliverability, security, and fraud considerations
Deliverability: monitoring and fallbacks
- Delivery quality and latency now depend on both ACS orchestration and partner carrier routing. Enterprises should instrument delivery metrics and compare partner routes against existing CPaaS or direct operator channels. (learn.microsoft.com)
- Maintain fallback channels (secondary providers or alternative sender types) for high‑priority messages until the partnership’s performance is proven in the target geographies.
Spoofing, SIM swaps, and OTP risks
SMS is vulnerable to social engineering attacks such as SIM swap or spoofing. Integrations must not relax authentication or risk‑mitigation practices. If SMS is used for authentication, consider defenses like number port monitoring, transaction signing, multi‑channel verification, or moving high‑risk flows to in‑app push or FIDO where possible. The partner model does not change the underlying threat landscape; it only changes routing paths.Abuse and opt‑out handling
Infobip and Microsoft highlight partner‑managed opt‑out capabilities; ensure that opt‑out semantics, rate limiting, and abuse detection align with your compliance program and that audit logs are accessible for investigations. Ask partners for their abuse mitigation playbooks and SLAs. (infobip.com)Commercial and operational considerations
Pricing and billing
Messaging Connect may support partner‑direct billing models. Total cost of ownership (TCO) will include:- Per‑message costs over partner routes (likely different by country and sender type).
- Number lease fees (long number vs short code vs alphanumeric registration fees).
- Regulatory / registration fees in specific markets.
Vendor concentration risk
Infobip is the first Messaging Connect partner; while advantageous in scale, relying on a single partner creates concentration risk. Microsoft’s Messaging Connect documentation indicates more partners will be added, and enterprises should plan for multi‑partner strategies once available. Until then, insist on contractual protections and clear operational runbooks with Infobip. (learn.microsoft.com)Strategic analysis — what this means for enterprises and the Windows/Azure ecosystem
Strengths
- Simplified global reach: Azure‑native orchestration plus partner delivery reduces integration overhead and shortens time to market for international SMS flows. (learn.microsoft.com)
- Developer continuity: Existing ACS APIs, Event Grid observability, and Azure security posture remain, lowering the friction for Azure‑centric teams. (learn.microsoft.com)
- Regulatory outsourcing: Partner‑managed onboarding and local compliance reduce the administrative burden on global teams. (infobip.com)
Risks and limitations
- Preview maturity: Messaging Connect and the Infobip integration were announced in preview; preview APIs carry no SLA and may change, so mission‑critical rollouts should be cautious. (learn.microsoft.com)
- Per‑country variability: Availability of two‑way numbers, alphanumeric IDs, and short codes varies by market and may affect campaign design and timelines. (techcommunity.microsoft.com)
- Vendor lock and concentration: Early reliance on a single partner increases operational concentration risk; diversify strategies when additional partners become available. (learn.microsoft.com)
- Operational transparency: Enterprises must confirm where message content and metadata traverse and ensure contractual data protection commitments align with corporate policy. (infobip.com)
Adoption checklist for Windows‑centric cloud teams using Azure
- Confirm preview status and API versions in your tenant; do not route mission‑critical OTP flows through preview endpoints without mitigations. (learn.microsoft.com)
- Map target countries and sender types; run an availability matrix and record expected provisioning timelines for each market via the Azure portal Messaging Connect blade or Infobip’s provisioning UI. (partners.infobip.com)
- Negotiate itemized pricing for message delivery, number leases, registration fees, and support SLAs with Infobip; model costs into campaign budgets. (partners.infobip.com)
- Establish monitoring: instrument delivery rates, latency, and inbound event handling in Azure Event Grid and Log Analytics; compare partner routes against existing channels. (learn.microsoft.com)
- Security and compliance: require DPIAs, data flow diagrams, and contractual assurances about data retention, jurisdiction, and audit rights from Infobip; ensure logs you need are surfaced to your Azure tenancy. (infobip.com)
- Pilot with non‑critical traffic: test coverage, opt‑out behaviour, and delivery in each target market before wide rollout.
- Maintain fallbacks: keep secondary CPaaS or direct operator channels available for critical flows until the partner’s performance and SLAs are proven.
Conclusion
Microsoft’s Messaging Connect program — and Infobip’s role as the inaugural partner — represents a concrete architectural evolution for Azure Communication Services: it decouples application orchestration (left in Azure) from the messy, hyper‑local telco realities that partners like Infobip are built to handle. For organizations that live in the Azure ecosystem, this integration promises considerably lower friction for global SMS, faster provisioning in many markets, and a unified developer experience. (techcommunity.microsoft.com) (infobip.com)That promise comes with caveats: Messaging Connect was introduced in preview, per‑country sender capabilities remain variable, and vendor‑provided coverage claims require per‑country verification. The prudent path for IT and communications teams is to pilot early, instrument delivery and security carefully, negotiate clear commercial and data protection terms, and retain fallbacks until GA and multi‑partner options reduce concentration risk. When those controls are in place, the Infobip–ACS integration can be a powerful tool to deliver reliable, compliant SMS at global scale while keeping developer and observability workflows inside Azure. (learn.microsoft.com)
Source: The Malaysian Reserve https://themalaysianreserve.com/2025/09/08/infobip-makes-sms-available-in-100-new-countries-via-microsoft-azure-communication-services/
