Despite all the recent advancements in digital communication, end-users still have surprisingly little control over who can reach them. Owning a phone today often feels like having a house without a front door, where anyone can enter at any time. This barrage of unwanted calls and messages comes at a cost. First and foremost, they expose workers to threats such as AI-powered voice scams and phishing. In addition, they often disrupt tasks and pull people out of deep work. A recent Deloitte study found that interruption is the top productivity barrier for the majority (53 percent) of workers – and communication services, which promote constant connectivity, are often to blame. These challenges will intensify as we move deeper into the AI era, with interactions becoming increasingly digital. The challenge at hand is “how to stay connected without sacrificing privacy or drowning in spam,” argued Andy Abramson, Comunicano CEO and telecom advisor, in a recent blog post. Many of the obvious solutions – such as disconnecting or applying focus filters – are no longer sufficient in today’s ultra-connected world, where people expect constant availability and quick replies. Abramson points to a shift in digital communication occurring, with end-users seeking greater privacy and control over their interactions. A new era of permission-based communication is emerging, which mirrors permissionbased access control in cybersecurity and closed messaging in social media. “We’re moving from an era of constant connectivity to one of intentional interaction,” explained Abramson. “It’s not just about being reachable; it’s about being reachable on our own terms.” 48 CHANNELVISION | MARCH - APRIL 2025 CORE COMMUNICATIONS Permission-Based Communication Hits the Channel Phound offers a fresh approach to digital communication, built around privacy – and multiple paths to revenue for partners By Gerald Baldino
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