'Cause, you know, looking at this from a brand's perspective, are we gonna be faced with a longer and longer, more complex set of questions, or do you see a harmonization?

Yeah, no, it's interesting.

There's a lot of, uh, groups across the, the world that are trying to put together, you know, standards for verification and onboarding and identity.

You know, GSMA is a great example.

They're trying to drive a, a global standard for RCS verification and onboarding.

At the same time, you know, the US is saying, "No, CTIA will drive that." So, you know, I think what's gonna be interesting is how do we get to a minimum standard that will work globally? Because what we've found through 20 years of experience is different channels have different risks.

Different markets have different risks, uh, from a tolerance perspective.

I mean, what does that mean in terms of what the obligation is and what task is required? 'Cause I would imagine that quite dramatically changes the nature of vetting.