Sometimes pricing moves can backfire spectacularly. Consider India’s experiment with ILD SMS pricing. India has two rate structures for SMS: ILD and domestic. ILD costs are thirty-five to forty times higher than domestic texting. 

This structure quickly created challenges for brands. Not only was ILD extremely expensive, but Indian telecom operators also stubbornly resisted market pressures. Over the decade since ILD was introduced, domestic SMS and international voice prices fell sharply—but international SMS remained inexplicably high…READ MORE