TTL stands for “time-to-live,” and in general computing designates the amount of time data should be allowed to remain in a computer or network. In messaging a TTL will define how long a message remains in a system, and therefore how long it should attempt redelivery if a subscriber cannot initially be reached. GMS’ Business Communications Platform offers a customizable TTL (within a minimum and maximum value), so messages can be given the maximum chance of delivery, or be set to expire once they become no longer relevant (e.g., during a flash sale or other limited time offer).