Last Updated: December, 08 2020


An organisation that acts as a middleman between application and content providers, and mobile carriers. Provides message traffic throughput to multiple wireless operators or other aggregators; provides mobile initiative campaign oversight, and administration, as well as billing services.


Our applications are the products we sell. These are: Campaign Manager, Competition Engine, Email2SMS, 2FA, MobileStudio, Voting & Polling and Web2SMS.

Campaign Manager

This is an OMNI application that allows a client to upload a list or lists of mobile numbers and send out bulk MT SMS to those numbers. A list can be up to a million lines.

Common Shortcode (CSC)

Short numeric numbers (typically 4~6 digits) to which text messages can be sent from a mobile phone. Wireless subscribers send text messages to common short codes with relevant keywords to access a wide variety of mobile content.

Delivery Receipt (DLR)

A Delivery Receipt, sometimes abbreviated as DLR, is a packet of information that contains the delivery status of the message.

Hypertext Transfer Protocol Secure (HTTPS)

HTTPS is an extension of the Hypertext Transfer Protocol. It is used for secure communication over a computer network, and is widely used on the Internet.


A keyword is a unique identifying word that is associated with an application.

Mobile Virtual Network Operator (MVNO)

A mobile virtual network operator (MVNO) is a reseller for wireless communications services.

Mobile Gateway

This application allows for a client’s own API to gain international connectivity through connecting to OMNI , thus accessing OMNI's features and data.

Mobile Station International Subscriber Directory Number (MSISDN)

MSINDN (pronounced as MISS-den)A MSISDN (sometimes referred to as a long number) is another term for a mobile number. Find out more here.


OMNI is Modica Group's messaging platform. It is founded on a high availability messaging gateway that is complemented by optional Managed Messaging Solutions and the OMNI Insights dashboard to help you deliver intelligent messaging services to your customers and staff


The process through which a Subscriber revokes consent to be on a contact list or service.

Short Code

Short numeric numbers (typically 4~6 digits) to which text messages can be sent from a mobile phone.

SMS Center (SMSC)

The network entity in the mobile carrier's telecommunications network which switches, stores and routes SMS traffic.


A source is the number used to send or receive a message within the OMNI  platform.  A source can be either a short code or a long code/MSISDN. Each country has different definitions and lengths for these numbers see here.

Standard Rate

Programs or messages that result in only normal text messaging charges being applied to the mobile subscriber's wireless bill or that result in messages being deducted from a subscriber's messaging plan allowance.

Two Factor Authentication (2FA)

2FA or sometimes called Multi-factor Authentication (MFA) is a method of requiring a user to provide two or more credentials to gain access to a system. Omni’s 2FA application allows our clients to automatically send an SMS with a unique passcode to a mobile when the mobile user is trying to access the customer’s system (e.g. logging in to an online account).


This is an OMNI application that allows a client to send and receive messages to and from individual mobiles or groups of contacts from a web browser (the OMNI portal).


An Application Programming Interface is an application that can access the features or data of a service.In terms of OMNI, some high SMS volume clients have built their own API that draws data and features from OMNI but use their own API so they are able to customise certain features to work better for their business needs. These APIs usually do not have as user-friendly interfaces like OMNI and can look entirely different. In short, for our clients a Gateway API allows you to send a type of message from one type of system to the other without changing the message format. REST, HTTPS, SMPP, MM7 and SOAP are different ways to interact with different interfaces.

A2P (Application-to-Person) SMS Messaging

It is the process of sending mobile messages from an application to a mobile user. A2P SMS messaging is also called enterprise or professional SMS. Everything sent from our OMNI platform is A2P traffic and goes over an A2P connection.


Term used for an operator that provides some form of telecommunications services to consumers, businesses, governments and other telecom providers as their primary business.

Competition Engine

This is an OMNI application that allows for mobile users to send a MO SMS to enter a competition. An automatic customisable MT SMS response can be set up. Competition Engine has ‘tokens’ - a Client can generate these in their competition engine and use these as you would keywords.Competition Engine includes keyword filtering, results graphing and pick-a-winner functionality.


This is an OMNI  application that allows a client to set up the ability to send an SMS to a mobile from their email system.


Multimedia Messaging Service is an extension of the SMS. This service allows you to send two way communications using graphics, photographs, audio, and video clips.

Mobile Originated (MO)

Mobile Originated means an SMS sent from a mobile. This is often shortened to MO.

Mobile Studio

This OMNI application allows for a mobile user to send a MO SMS keyword to a short code. You can also have a default message so anyone that texts in to the application will get the same message (only on a dedicated short code). Because of these features, we use Mobile Studio for charity campaigns. The mobile user will receive an automatic MT SMS response.

Mobile Terminated (MT)

Mobile Terminated means an SMS sent to a mobile. This is often shortened to MT.


The process where a Subscriber provides explicit consent to join a contact list or service.

Rich Communication Services (RCS)

Rich Communication Services is a protocol between both mobile operators and phones. It delivers enhanced messaging capabilities offering great functionality for businesses engaging with customers.

SMS (Short Message Service)

Text messages sent from one mobile phone to another, or from an application to a mobile. Each SMS can contain as much as 160 characters.

Simple Object Access Protocol (SOAP)

SOAP is a messaging protocol specification for exchanging structured information in the implementation of web services in computer networks.

Spending Cap Limits

A ceiling limit placed on a particular subscription program which the content provider can bill the subscriber.

Telecommunications Service Provider (TSP)

A TSP is a type of communications service provider that has traditionally provided telephone and similar services. This category includes incumbent local exchange carriers, competitive local exchange carriers and mobile wireless communication companies.


Process of opting out of a mobile subscription service/application.

Voting & Polling

This OMNI application allows for a mobile user to send a MO SMS keyword to a short code that reflects their opinion to an issue posed by the client through other channels (e.g advertising). The mobile user will receive an automatic MT SMS response, and results for each vote or keyword are graphed for the client.