The article discusses the challenges of artificially inflated traffic (AIT) or SMS pumping fraud for businesses relying on SMS for user verification. It highlights how fraudsters are constantly evolving their tactics, making it harder to distinguish between genuine and fraudulent traffic. The author argues that building an in-house solution is often inefficient and risky due to the need for specialized expertise, global scale, navigating complex regulatory requirements, and managing costs. Twilio's Verify Fraud Guard is presented as a comprehensive solution with guaranteed protection from SMS pumping fraud, offering built-in compliance measures and significant cost savings compared to DIY approaches.