Metadata adds data to messages that can be interpreted and processed to reveal more information about the message.

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In simple terms, metadata is data that provides information about other data.

Metadata is like a tag that is added to an outbound message, but is not part of the content of the message itself.

Metadata allows messages to be supplemented with additional data that can be interpreted and processed separately, so that businesses can manage and maintain relevant information from their conversations with consumers.

Metadata can then be used when running reports on messages sent, or used to search for a particular message if the content or destination address is unknown.

Message metadata becomes even more powerful when used in two-way messaging applications. When an outbound message is sent with metadata, all replies to that message have the metadata of the outbound message added to them.

A common use for metadata is marketing campaigns analytics. You can tailor different messages for campaign and add a metadata tag to each type to distinguish it from the others. As all replies to those messages contain the metadata of the outbound messages, you can run analytics to find out which messages were the most effective.

Another common usage of message metadata is cost centre allocation. For example, your business may consist of multiple departments each sending messages, but each department must be internally charged for messages sent. In this case, you can include each department name in the metadata of the messages. At the end of the month, reports can be run using that data which will distinguish each department’s spend.