Global Verification Delivery Lift for a Leading Cross-Border E-Commerce Platform
Background
The platform covers 50+ markets worldwide and handles more than 100,000 new user registrations per day. As it expanded into Southeast Asia, the Middle East, South America, and other emerging markets, its single SMS provider became a clear bottleneck for delivery, latency, and cost control.
Challenges
Unstable OTP delivery rates
OTP delivery in some countries fell below 85%, directly hurting registration conversion. Congestion became even worse during campaign peaks.
Complex multi-vendor operations
The team had connected three SMS vendors for regional coverage, which kept integration, billing reconciliation, and quality monitoring costs high.
Limited OTT reach
Many users in Southeast Asia rely on LINE and WhatsApp, so SMS alone could not reach this audience effectively.
Solution
Yuexin International deployed a unified SMS + OTT access layer. A smart routing engine selects the best channel by number and region, prioritizing WhatsApp or LINE for eligible users to reduce SMS cost and improve experience. With one API, the engineering team maintains a single integration.
Results
Enabled by multi-channel smart routing and automatic failover
Unified access removed two-thirds of vendor-management overhead
Higher OTP delivery directly increased completed registrations
"We used to coordinate capacity with every vendor before major campaigns. Now one platform handles it automatically."
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