[{"data":1,"prerenderedAt":719},["ShallowReactive",2],{"post-staying-ahead-of-ait-how-to-protect-your-account-from-artificially-inflated-traffic-en":3,"related-staying-ahead-of-ait-how-to-protect-your-account-from-artificially-inflated-traffic-en":96,"nav-options-en":256,"footer-options-en":596},{"translated":4,"slug":13,"__typename":14,"id":15,"link":16,"featuredImage":17,"author":21,"title":33,"categories":34,"date":42,"excerpt":19,"postArticles":43,"seo":78},[5,9],{"slug":6,"locale":7},"paa-forkant-med-ait-saadan-beskytter-du-din-konto-mod-artificially-inflated-traffic",{"locale":8},"da_DK",{"slug":10,"locale":11},"wie-sie-ihr-konto-vor-artificially-inflated-traffic-schuetzen-koennen",{"locale":12},"de_DE","staying-ahead-of-ait-how-to-protect-your-account-from-artificially-inflated-traffic","Post","cG9zdDoxODcxOQ==","https://gatewayapi.com/blog/staying-ahead-of-ait-how-to-protect-your-account-from-artificially-inflated-traffic/",{"node":18},{"altText":19,"mediaItemUrl":20,"sourceUrl":20},"","https://cms.gatewayapi.live/wp-content/uploads/2023/08/thumbnail-staying_ahead_of_AIT-aug_2023-800x600px@2x.jpg",{"node":22},{"name":23,"avatar":24,"description":27,"userOptions":28},"Mathias Bork Knudsen",{"url":25,"size":26},"https://secure.gravatar.com/avatar/d5fcd5801f88676ee6ce46808c39dfe49b669a8a0ac7b99254c0e61c13e6c226?s=96&d=mm&r=g",96,"Head of Commercial Operations",{"user":29},{"userAvatar":30},{"node":31},{"altText":19,"mediaItemUrl":32,"sourceUrl":32},"https://cms.gatewayapi.live/wp-content/uploads/2021/04/MK_250x250px.png","Staying Ahead of AIT: How to Protect Your Account From Artificially Inflated Traffic",{"nodes":35},[36,39],{"id":37,"name":38},"dGVybToxNDE=","AIT",{"id":40,"name":41},"dGVybTo0MQ==","Security","2023-08-08T11:28:41",{"__typename":44,"listCover":45,"listText":47,"cover":48,"author":23,"content":51},"PostArticles",{"node":46},{"altText":19,"mediaItemUrl":20,"sourceUrl":20},"\u003Cp>In this blog post, you can learn more about Artificially Inflated Traffic (AIT) and what you can do to protect yourself against it.\u003C/p>\n",{"node":49},{"altText":19,"mediaItemUrl":50,"sourceUrl":50},"https://cms.gatewayapi.live/wp-content/uploads/2023/08/hero-staying_ahead_of_AIT-aug_2023-1200x628px@2x.jpg",[52,55,57,59,66,68,70,72,76],{"__typename":53,"text":54},"PostArticlesContentTextLayout","\u003Cp style=\"text-align: center;\">*Updated August 2025*\u003C/p>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">In this blog post, you can learn more about Artificially Inflated Traffic (AIT) and what you can do to protect yourself against it.\u003C/span>\u003C/p>\n\u003Cp>Businesses today use SMS messaging more widely than ever for everything from mass communication and notifications to reminders, marketing, alerts and security\u003C/p>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Unfortunately, the threat landscape has evolved as well. One of the big new threats is Artificially Inflated Traffic (AIT), also known as Traffic Pumping, where fraudsters generate artificial traffic via OTP (one-time passwords) SMS messages. This is neither spam nor phishing, which is what usually comes to mind when talking about fraudulent SMS traffic.\u003C/span>\u003C/p>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">A few years ago, Artificially Inflated Traffic was a small threat, but today AIT is the hot topic in the telecom industry, with a focus on how to deal with it. Talks of AIT even reached the mass media when Elon Musk announced that \u003C/span>\u003Ca href=\"https://commsrisk.com/elon-musk-says-twitter-lost-60mn-a-year-because-390-telcos-used-bot-accounts-to-pump-a2p-sms/\" target=\"_blank\" rel=\"noopener\">\u003Cspan style=\"font-weight: 400;\">Twitter (now X) was losing as much as $60 million a year\u003C/span>\u003C/a>\u003Cspan style=\"font-weight: 400;\"> due to bot-generated SMS traffic. \u003C/span>\u003C/p>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">That being said, the risk of being hit by AIT is fortunately still low. However, due to the scale of the scam, which can run into tens of thousands of euros, it’s important to be aware of the threat and take precautions.\u003C/span>\u003C/p>\n",{"__typename":53,"text":56},"\u003Ch2>\u003Cstrong>How does Artificially Inflated Traffic (AIT) work?\u003C/strong>\u003C/h2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">In short, artificial traffic is created by bots requesting a sign up/login flow for OTP codes where they use mobile numbers that the scammers have a financial incentive to generate traffic to. This is not due to leaked API keys or a security flaw in GatewayAPI, but due to the fact that the fraudsters have been able to exploit a vulnerability on e.g. a website to generate the SMS messages.\u003C/span>\u003C/p>\n\u003Cp> \u003C/p>\n\u003Ch3>\u003Cstrong>AIT scams typically unfold in the following way:\u003C/strong>\u003C/h3>\n\u003Cul>\n\u003Cli>A fraudster constructs or acquires a bot that can generate fake accounts.\u003C/li>\n\u003Cli>The fraudster finds a vulnerable flow and unleashes the bot, which then triggers OTP messages to a series of mobile numbers (e.g. 10,000 mobile numbers), which the fraudster has a financial incentive to drive traffic to.\u003C/li>\n\u003Cli>The fraudster claims the revenue.\u003C/li>\n\u003Cli>This scam can then be repeated over and over again.\u003C/li>\n\u003C/ul>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">As the owner of the account from which the OTP messages are sent, you will most likely bear the financial responsibility when the systems register the messages as delivered. It is often the case that the SMS messages are sent to mobile networks in remote countries where the cost per SMS is high, which also means that the cost can quickly add up. \u003C/span>\u003C/p>\n",{"__typename":53,"text":58},"\u003Ch2>\u003Cstrong>Examples of flows where OTP messages are included\u003C/strong>\u003C/h2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Below you can see examples of common uses of OTP SMS messages, giving you an insight into the contexts where OTP messages are used on a daily basis to create value for businesses and end-users. It is often in these flows that fraudsters strike if security is inadequate.\u003C/span>\u003C/p>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">\u003Cspan style=\"font-weight: 400;\">Verifying new user registrations: When a new user attempts to create an account, they may be asked to enter their phone number. An OTP is then sent to this number. The user must enter this code on the website to complete the registration process. This helps to combat fake accounts and fraud.\u003C/span>\u003C/li>\n\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">\u003Cspan style=\"font-weight: 400;\">Access to accounts: OTP messages via SMS can help users restore access to their account if they have forgotten their password. When the user chooses to reset their password, the system can send an OTP to their registered phone number. The user must then enter this code to verify their identity and continue with the reset process. This helps to ensure that only the correct user can reset the password.\u003C/span>\u003C/li>\n\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">\u003Cspan style=\"font-weight: 400;\">Voting systems: For online polls, which can include anything from popular TV shows to voting in a housing association, organizers can send an OTP via SMS to each participant to ensure that each person only votes once.\u003C/span>\u003C/li>\n\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">\u003Cspan style=\"font-weight: 400;\">A medical practice can use OTPs to verify patient identity when booking online appointments or accessing health information. This ensures that only the legitimate patient has access to their own information, providing an extra layer of security.\u003C/span>\u003C/li>\n\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">\u003Cspan style=\"font-weight: 400;\">Validating user reviews: If a business has an online platform where customers can leave feedback or review products, they can use OTP via SMS to verify the identity of the reviewer. When a customer submits a review, a one-time code can be sent to their phone number. The customer must then enter this code to confirm their review. This can help the business ensure authentic and trustworthy reviews.\u003C/span>\u003C/li>\n\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">\u003Cspan style=\"font-weight: 400;\">Payment gateways: When a user makes an online transaction, payment gateways can use OTPs sent via SMS to confirm the transaction.\u003C/span>\u003C/li>\n\u003C/ul>\n",{"__typename":60,"border":61,"widthInPercent":62,"image":63},"PostArticlesContentImageLayout",true,100,{"node":64},{"altText":19,"mediaItemUrl":65,"sourceUrl":65},"https://cms.gatewayapi.live/wp-content/uploads/2023/08/how_do_you_protect_yourself_from_AIT-aug_2023-1200x628px@2x.jpg",{"__typename":53,"text":67},"\u003Ch2>\u003Cstrong>How can you protect yourself from AIT?\u003C/strong>\u003C/h2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Scams are becoming more and more sophisticated in all industries as the years go by. Just take an example with \u003C/span>\u003Ca href=\"https://thenextweb.com/news/spotify-cracks-down-ai-generated-music-streaming-fraud\" target=\"_blank\" rel=\"noopener\">\u003Cspan style=\"font-weight: 400;\">Spotify\u003C/span>\u003C/a>\u003Cspan style=\"font-weight: 400;\">, where scammers swindle Spotify via AI-generated songs that are later played by bot farms to gain money from Spotify. This type of fraud didn’t exist just a few years ago.\u003C/span>\u003C/p>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">While there is no specific strategy to combat all forms of AIT, companies and organizations can take certain precautions that can significantly reduce the risk of an attack. \u003C/span>\u003Cspan style=\"font-weight: 400;\">We’ll go through them here:\u003C/span>\u003C/p>\n\u003Cp> \u003C/p>\n\u003Ch3>\u003Cstrong>Geo Permissions Tool\u003C/strong>\u003C/h3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">To effectively protect your GatewayAPI account from abuse, we strongly recommend that you use the Geo Permissions Tool available in your GatewayAPI dashboard. This ensures that your account can only send SMS messages to approved countries.\u003C/span>\u003C/p>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">You can choose to block SMS traffic to all countries except those to which you actually send messages. This approach is especially relevant if you control the SMS broadcasts yourself and have full control over where they are sent to. \u003C/span>\u003C/p>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">If, on the other hand, you have a SaaS service or an IT platform where SMS communication is integrated and you have customers all over the world, it can be difficult to predict which countries SMS messages are sent to. In this case, you may instead consider allowing all countries except for certain high-risk countries.\u003C/span>\u003C/p>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Read more about how to set up Geo Permissions in our \u003C/span>\u003Ca href=\"https://gatewayapi.com/help-center/geo-permissions/\">\u003Cspan style=\"font-weight: 400;\">FAQ section\u003C/span>\u003C/a>\u003Cspan style=\"font-weight: 400;\">. Please note that this feature is only available for the REST API.\u003C/span>\u003C/p>\n\u003Ch2>\u003C/h2>\n\u003Ch3>\u003Cstrong>Adding reCAPTCHA, hCAPTCHA or KeyCAPTCHA\u003C/strong>\u003C/h3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">You can also insert reCAPTCHA \u003C/span>\u003Ci>\u003Cspan style=\"font-weight: 400;\">(I’m not a robot)\u003C/span>\u003C/i>\u003Cspan style=\"font-weight: 400;\">, hCAPTCHA (\u003C/span>\u003Ci>\u003Cspan style=\"font-weight: 400;\">select all images with traffic lights) \u003C/span>\u003C/i>\u003Cspan style=\"font-weight: 400;\">or KeyCAPTCHA \u003C/span>\u003Ci>\u003Cspan style=\"font-weight: 400;\">(assemble the puzzle) \u003C/span>\u003C/i>\u003Cspan style=\"font-weight: 400;\">on the flow from which the OTP message is generated to prevent bot activity and automated abuse. \u003C/span>\u003C/p>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">This will of course add a bit of friction, which doesn’t always sit well with the marketing or sales department when it comes to sign up flows. However, it can be done in a way that doesn’t significantly impact the user experience. \u003C/span>\u003C/p>\n\u003Cp> \u003C/p>\n\u003Ch3>\u003Cstrong>Set up restrictions and time delays\u003C/strong>\u003C/h3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">You can set up restrictions in your own system to guard against repeated requests from identical IP addresses, devices or phone numbers by setting a maximum number of requests per second/minute/hour. \u003C/span>\u003C/p>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The use of time delays, where the time interval between allowed entries increases exponentially, is also something that can effectively put an end to bot activity.\u003C/span>\u003C/p>\n",{"__typename":53,"text":69},"\u003Ch2>\u003Cstrong>How do you detect AIT?\u003C/strong>\u003C/h2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">It is possible in some cases to nip AIT in the bud. It’s common for fraudsters to carry out small broadcasts to begin with to test if it works, and then hit the accelerator – often on weekends or after work hours when you’re not as vigilant. \u003C/span>\u003C/p>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Scammers can also keep it going for longer periods of time, gradually sending out messages at a level that stays under the radar, like the Twitter example. This AIT method can be more difficult to spot.\u003C/span>\u003C/p>\n\u003Cp> \u003C/p>\n\u003Ch3>\u003Cstrong>We recommend keeping an eye out for the following:\u003C/strong>\u003C/h3>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">\u003Cspan style=\"font-weight: 400;\">Track the conversion rate on the OTP messages: Keep an eye on how many people enter the code that was sent. A drop in the conversion rate may indicate that you need to be extra vigilant.\u003C/span>\u003C/li>\n\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">\u003Cspan style=\"font-weight: 400;\">Check if consecutive number series are used: Fraudsters have often acquired number series, which means that the entered numbers will typically be identical except for the last digits, e.g. +454268835\u003C/span>\u003Cstrong>3\u003C/strong>\u003Cspan style=\"font-weight: 400;\">, +454268835\u003C/span>\u003Cstrong>4\u003C/strong>\u003Cspan style=\"font-weight: 400;\">, +454268835\u003C/span>\u003Cspan style=\"font-weight: 400;\">\u003Cstrong>5\u003C/strong>, \u003C/span>\u003Cspan style=\"font-weight: 400;\">+454268835\u003C/span>\u003Cspan style=\"font-weight: 400;\">\u003Cstrong>6\u003C/strong>.\u003C/span>\u003Cspan style=\"font-weight: 400;\"> \u003C/span>\u003C/li>\n\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">\u003Cspan style=\"font-weight: 400;\">Look for suspicious patterns: Are messages being sent to countries where your company has no users? Are messages being sent at times when no messages are normally sent? Or have you seen an increase in traffic without being able to explain why? Again, this could be a sign that you need to be extra careful.\u003C/span>\u003C/li>\n\u003C/ul>\n",{"__typename":53,"text":71},"\u003Ch2>\u003Cstrong>Focus on potential threats\u003C/strong>\u003C/h2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">We constantly monitor the threat landscape and make sure to inform you of new potential risks. We have zero tolerance for SMS fraud of any kind and are continuously working on developing new tools. \u003C/span>\u003C/p>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">In addition, we continuously do our best to set up credit limits that match the usage on the specific GatewayAPI account, which can help reduce the damage significantly. It’s a delicate balancing act, as with all new initiatives we must ensure that we do not disrupt legitimate SMS traffic.\u003C/span>\u003C/p>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">If you suspect that your account has been exposed to AIT fraud, please contact us immediately. We do our best to respond quickly to fraud, both for your safety and to maintain trust in the A2P SMS industry as a whole.\u003C/span>\u003C/p>\n",{"__typename":60,"border":61,"widthInPercent":62,"image":73},{"node":74},{"altText":19,"mediaItemUrl":75,"sourceUrl":75},"https://cms.gatewayapi.live/wp-content/uploads/2023/08/about_the_author_MK-aug_2023-1200x628px@2x.jpg",{"__typename":53,"text":77},"\u003Ch2>\u003Cstrong>About the author\u003C/strong>\u003C/h2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Mathias is a specialist in SMS routing and has his finger on the pulse of everything happening in the SMS industry and is on a first-name basis with all our major business customers and partners globally.\u003C/span>\u003C/p>\n",{"metaDesc":79,"metaKeywords":19,"metaRobotsNofollow":80,"metaRobotsNoindex":81,"opengraphAuthor":19,"opengraphDescription":79,"opengraphImage":82,"opengraphTitle":83,"opengraphType":84,"opengraphUrl":16,"readingTime":85,"title":83,"twitterDescription":19,"twitterTitle":19,"twitterImage":86,"opengraphModifiedTime":87,"opengraphPublishedTime":88,"opengraphPublisher":89,"opengraphSiteName":90,"focuskw":19,"canonical":16,"breadcrumbs":91},"In this blog post, you can learn more about Artificially Inflated Traffic (AIT) and what you can do to protect yourself against it.","follow","index",{"mediaItemUrl":20},"How to Protect Your Account From Artificially Inflated Traffic (AIT)","article",1,null,"2026-02-10T12:40:48+00:00","2023-08-08T10:28:41+00:00","https://www.facebook.com/gatewayapi/","GatewayAPI",[92,95],{"url":93,"text":94},"https://gatewayapi.com/","Home",{"url":16,"text":33},[97,124,152,182,206,231],{"translated":98,"slug":105,"id":106,"link":107,"postArticles":108,"author":114,"title":116,"categories":117,"date":123,"excerpt":19},[99,102],{"slug":100,"locale":101},"isae-3402-og-vores-dybdegaaende-fokus-paa-datasikkerhed",{"locale":8},{"slug":103,"locale":104},"isae-3402-und-unser-umfassender-fokus-auf-datensicherheit",{"locale":12},"isae-3402-and-our-constant-focus-on-data-security","cG9zdDoyMTc1NQ==","https://gatewayapi.com/blog/isae-3402-and-our-constant-focus-on-data-security/",{"listCover":109,"listText":112,"author":113},{"node":110},{"altText":19,"mediaItemUrl":111,"sourceUrl":111},"https://cms.gatewayapi.live/wp-content/uploads/2025/08/2025_08_05-GatewayAPI-Blogpost-ISAE3402_data_security-thumbnail@2x.jpg","\u003Cp>Get an insight into how we at GatewayAPI take data security and compliance seriously. We have just obtained an ISAE 3402 Type II statement, which documents our strong and effective security measures – and we are sharing it openly.\u003C/p>\n","Gub Chen",{"node":115},{"name":113},"ISAE 3402 and Our Constant Focus on Data Security",{"nodes":118},[119,122],{"id":120,"name":121},"dGVybToyMw==","GDPR",{"id":40,"name":41},"2025-08-05T10:55:16",{"translated":125,"slug":132,"id":133,"link":134,"postArticles":135,"author":141,"title":144,"categories":145,"date":151,"excerpt":19},[126,129],{"slug":127,"locale":128},"cybersikkerhed-teknik-en-rundtur-i-gatewayapis-maskinrum",{"locale":8},{"slug":130,"locale":131},"cybersicherheit-technik-ein-einblick-in-den-maschinenraum-von-gatewayapi",{"locale":12},"cybersecurity-technology-a-tour-of-gatewayapis-engine-room","cG9zdDoyMTA1Mg==","https://gatewayapi.com/blog/cybersecurity-technology-a-tour-of-gatewayapis-engine-room/",{"listCover":136,"listText":139,"author":140},{"node":137},{"altText":19,"mediaItemUrl":138,"sourceUrl":138},"https://cms.gatewayapi.live/wp-content/uploads/2024/12/GatewayAPI-Blogpost-Cyber_security_v2-thumbnail-2024_09_12@2x.jpg","\u003Cp>\u003Cspan style=\"font-weight: 400;\">Learn how we stay ahead of cyber threats with a range of advanced technical security measures.\u003C/span>\u003C/p>\n","Kennet Darrel Larsen & Morten Skyt",{"node":142},{"name":143},"Kennet Darell Larsen","Cybersecurity & Technology: A Tour of GatewayAPI’s Engine Room",{"nodes":146},[147,148],{"id":40,"name":41},{"id":149,"name":150},"dGVybTox","Tech","2024-12-11T12:29:27",{"translated":153,"slug":160,"id":161,"link":162,"postArticles":163,"author":169,"title":171,"categories":172,"date":181,"excerpt":19},[154,157],{"slug":155,"locale":156},"globale-partnerskaber-noeglen-til-gatewayapis-succes",{"locale":8},{"slug":158,"locale":159},"globale-partnerschaften-der-schluessel-zum-erfolg-von-gatewayapi",{"locale":12},"global-partnerships-the-key-to-gatewayapis-success","cG9zdDoyMDk3Mg==","https://gatewayapi.com/blog/global-partnerships-the-key-to-gatewayapis-success/",{"listCover":164,"listText":167,"author":168},{"node":165},{"altText":19,"mediaItemUrl":166,"sourceUrl":166},"https://cms.gatewayapi.live/wp-content/uploads/2024/11/thumbnail-global_partners_wwc24-nov_2024-illustrated-800x600px@2x-1.jpg","\u003Cp>\u003Cspan style=\"font-weight: 400;\">Learn how GatewayAPI combines global connectivity and local expertise to deliver reliable communications worldwide. \u003C/span>\u003C/p>\n","Mathias Bork Knudsen & Madss Storm Hansen",{"node":170},{"name":23},"Global Partnerships: The Key to GatewayAPI’s Success",{"nodes":173},[174,177,178],{"id":175,"name":176},"dGVybToyMA==","Business",{"id":40,"name":41},{"id":179,"name":180},"dGVybTozNw==","Traffic","2024-11-22T12:30:33",{"translated":183,"slug":190,"id":191,"link":192,"postArticles":193,"author":198,"title":200,"categories":201,"date":205,"excerpt":19},[184,187],{"slug":185,"locale":186},"cybersikkerhed-i-messaging-branchen-og-vores-strategiske-indsats-mod-nye-trusler",{"locale":8},{"slug":188,"locale":189},"cybersicherheit-in-der-messaging-branche-und-unser-strategischer-umgang-mit-neuen-bedrohungen",{"locale":12},"cybersecurity-in-the-messaging-industry-and-our-strategic-response-to-emerging-threats","cG9zdDoyMDg5NQ==","https://gatewayapi.com/blog/cybersecurity-in-the-messaging-industry-and-our-strategic-response-to-emerging-threats/",{"listCover":194,"listText":197,"author":143},{"node":195},{"altText":19,"mediaItemUrl":196,"sourceUrl":196},"https://cms.gatewayapi.live/wp-content/uploads/2024/11/thumbnail-cybersecurity_messaging_industry-nov_2024-illustrated-800x600px@2x.jpg","\u003Cp>\u003Cspan style=\"font-weight: 400;\">Learn more about how we strategically and specifically work to keep GatewayAPI + the SMS industry secure. \u003C/span>\u003C/p>\n",{"node":199},{"name":143},"Cybersecurity in the Messaging Industry and Our Strategic Response to Emerging 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