The biggest con which is why I believe both Tanla and Route don’t have a durable moat is that large clients(at least the ones that have only domestic business like banks etc) will start integrating with Jio and Airtel CPAAS directly.
Jio and airtel combined have 70% + market share. So for any large client(and even smaller clients that later become large) it will make sense to make that one time investment to integrate it with Jio and Airtel CPAAS directly as it will be more reliable(reduces end-to-end latency and makes it easier to track message delivery status) and cheaper.
https://www.airtel.in/b2b/insights/tag/cpaas/
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