Salesforce
ANZ
Confidential — prepared for ANZ
Migrate · Secure · Extend

Every message ANZ sends —
on one platform you control.

ANZ's SMS runs through a single-purpose Telstra pipe. Salesforce Marketing Cloud makes API-triggered messaging the day-one win — then turns every message into a secure, two-way, measurable customer moment.

"The message is the moment. When it lives on the same platform as the customer record, every send becomes a conversation the bank can act on."

Salesforce Messaging for Financial Services · 2026
[XX]%
Lower cost per message vs current Telstra spend
99.9%
Availability with alpha-tag protection and carrier failover
[X]% ↑
Customer satisfaction from two-way, verified messaging
[X]% ↓
Inbound calls deflected to self-service conversations
Why Now
Four shifts that make this
the moment to move off Telstra
A single-purpose SMS pipe carries real cost, real risk, and a growing gap between what customers expect and what a one-way channel can do.
Carrier resilience
Carrier outages are now routine
The Optus outage in 2025 and the Telstra disruption in 2026 stranded critical messages when customers needed them most. Sole-carrier dependence leaves ANZ exposed on the exact sends that matter — OTPs, fraud alerts, payment confirmations. A single pipe is a single point of failure.
Fraud
SMS fraud targets bank senders
Alpha-tag spoofing lets scammers impersonate "ANZ" in the message stream. Unprotected sender IDs erode trust and drive scam losses. Protecting the sender ID is now a fraud-control requirement, not a nice-to-have.
Cost
One-way SMS is overpriced capacity
Paying carrier rates for a send-only channel means ANZ funds a cost centre that returns no engagement data. The same budget on Salesforce buys a two-way platform — and lands a [XX]% lower unit cost.
Customer expectations
Customers expect to reply
People text businesses the way they text friends — and expect an answer. When ANZ moves messaging onto Salesforce, every alert can become a resolved conversation. The channel ANZ already pays for becomes the channel customers prefer.
The Gap
A Telstra pipe today.
An async platform tomorrow.
Day one changes the economics and the control model. What follows changes what a message can do.
Today — Telstra SMS
Tomorrow — Salesforce Marketing Cloud
Single-purpose send-only pipe — carrier rates, no engagement data returned to the bank.
One asynchronous platform for SMS, Push, WhatsApp, Email and RCS — every send appended to the customer record.
Sole-carrier dependence — an outage stops critical OTP and fraud messages with no fallback.
Alpha-tag protection and carrier failover — protected sender ID, multi-carrier routing, 99.9% availability.
One-way only — a customer who replies hits a dead end and calls the contact centre.
Two-way and agentic — replies route to Agentforce, resolve in-thread, and trigger real actions.
The Platform
One async platform.
Every message, connected.
API-triggered messaging is the entry point. It lands on a stack that already carries the world's largest banks — feature-rich, reliable, secure.
Salesforce Marketing Cloud · Messaging From API call to verified customer conversation
LAYER 01
Data 360
Unified customer profile
Every message resolves against a single profile — engagement, consent and delivery data append straight to the contact record.
LAYER 02
Transactional Messaging API
Day-one use case
REST-triggered sends for OTPs, alerts and confirmations — 500 TPS, sub-second delivery, direct telco connect. This is what migrates first.
LAYER 03
Digital Engagement
SMS · Push · WhatsApp · RCS
One channel-orchestration layer with shared consent and opt-in — add channels without adding vendors or contracts.
LAYER 04
Agentforce
Two-way agentic conversations
Replies become resolutions — appointment booking, offer redemption and self-service transactions handled in-thread, at scale.
LAYER 05
Fraud & Resilience
Alpha-tag protection · failover
Originator address validation blocks unauthorised "ANZ" senders; multi-carrier routing keeps critical messages moving — protection built into the pipe.
Start Here
Two landing zones that prove
the model in the first 90 days
Day one is a like-for-like migration that costs less. Alongside it, ANZ closes the resilience and fraud gap Telstra leaves open.
API messaging
Phase 1 · Day one
API-triggered messaging
Like-for-like migration off Telstra · time to value: ~90 days
Before — Telstra transactional SMS
OTPs, alerts and confirmations sent through a send-only pipe at carrier rates, with no engagement data returned.
After — Transactional Messaging API
The same REST-triggered sends on Salesforce at [XX]% lower unit cost — 500 TPS, direct telco connect, delivery data on the contact record.
Migration path
Point existing triggers at the new endpoint. No customer re-consent — existing SMS opt-ins carry across.
Fraud protection
Phase 1 · Alongside
Alpha-tag protection & failover
Close the resilience and fraud gap · live at migration
Protected sender ID
Originator address validation blocks unauthorised platforms from sending as "ANZ" across the major telcos.
Carrier failover
Multi-carrier routing keeps OTPs and fraud alerts moving when a single network fails — as Optus and Telstra both did.
99.9% availability
A locally hosted, secure gateway with BCP built in — the critical-message reliability a sole carrier can't guarantee.
Where This Goes
From one-way sends to
conversations that act
Once messaging lives on Salesforce, every send is a starting point. These three extensions meet changing customer expectations without changing platforms.
EXTENSION 01
Any message → agentic conversation
A one-way promotion or alert becomes a two-way thread. Agentforce reads the unified profile, answers in real time, and triggers the action — appointment booking, offer redemption, a payment — inside the same SMS the customer already trusts.
EXTENSION 02
Messaging as a fraud control
Trigger 2FA over messaging to verify a caller before a phone conversation continues — an OTP flow driven from Salesforce Flow. Identity is confirmed in seconds, and the interaction proceeds safely.
EXTENSION 03
In-app Message Check
Every message ANZ sends is retained in one place, surfaced in the mobile app. When something feels off, customers verify a message against the official record — a built-in defence against impersonation scams.
Proven at Scale
The largest banks already
run messaging here.
Salesforce Messaging · Global banking scale
"This is not a new bet. It's the platform the world's largest banks and every major Australian telco already trust for mission-critical messaging."

More than 20 billion SMS a year run through Salesforce globally — over 1 billion from Australian clients alone. Bank of America, Barclays, BBVA, Citi, Santander and Wells Fargo send on it every day. ANZ would be joining a proven standard, not piloting an experiment.

Locally hosted · ISO 27001 / 27017 / 27018 · SOC 2 · HITRUST · Premier Support · 99.9% monthly availability
20Bn
SMS sent per year globally
6/7
Top Australian banks already on Salesforce SMS
100%
Of major Australian telcos connected
1Bn+
SMS a year from Australian clients
Outcomes
The metrics this migration
is built to move
The headline savings are real — and they are the smallest part of the story. Two-way, verified, unified messaging drives a second tier of outcomes across service, risk and marketing. Baselines to be confirmed with ANZ.
[XX]%
Lower cost per message
Competitive unit rate vs current Telstra spend, fixed for the contract term.
Direct
[XX]%
Lower total cost of ownership
One platform, one vendor — fewer contracts, integrations and reconciliation overhead.
Direct
[X] pts ↑
Customer satisfaction (CSAT)
Verified, two-way messaging that resolves rather than dead-ends.
Direct
[XX]% ↓
Inbound call volume
Alerts and queries resolved in-thread instead of routed to the contact centre.
Direct
[XX]%
Self-service containment
Share of conversations resolved by Agentforce with no human handoff.
Second-order
[X]% ↑
First-contact resolution
More issues closed on the first exchange as context follows the customer.
Second-order
[XX]% ↓
Fraud loss & scam complaints
Alpha-tag protection plus in-app Message Check cut successful impersonation.
Second-order
[X]% ↑
Message deliverability
Direct telco connect and carrier failover lift delivery-success on critical sends.
Second-order
[XX]% ↓
Call-centre authentication time
Automated 2FA over messaging replaces manual verification on inbound calls.
Second-order
The Path Forward
Migrate in 90 days.
Extend over 18 months.
Phase 1 is a clean, lower-cost migration with resilience built in. Phase 2 turns the channel into a two-way, fraud-aware conversation engine.
Phase 1 · 0–90 days
Migrate & secure
Off Telstra, onto Marketing Cloud
API-triggered messaging live
Transactional sends re-pointed to the Salesforce endpoint — OTPs, alerts, confirmations at a lower unit rate.
Alpha-tag protection enabled
Protected "ANZ" sender ID and originator address validation across the major telcos.
Carrier failover in place
Multi-carrier routing and BCP for 99.9% availability on critical messages.
Phase 2 · 90 days – 18 months
Extend & converse
Two-way, agentic, fraud-aware
Agentic two-way conversations
Replies route to Agentforce for self-service booking, redemptions and transactions in-thread.
2FA & verification for calls
Salesforce Flow triggers OTP verification to confirm caller identity before a conversation continues.
In-app Message Check & RCS
A retained message ledger customers can verify against, plus branded, verified RCS messaging.

Lower cost on day one.
Protected on day one.
A conversation from there.

The migration reuses the triggers and opt-ins ANZ already has — and lands on the platform the world's largest banks already trust.

Confirm volumes & unit rate
→
Scope the API cutover
→
Enable alpha-tag protection
→
API messaging live in 90 days
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