3 min read

Many years ago, when pay phones lined the streets and landlines were found in every home, Neil Papworth, a software programmer, sent the first text message. This milestone occurred on December 3, 1992. Fast forward two decades, and the world now sees billions of SMS messages sent daily. The A2P SMS market is estimated to reach 78 billion U.S. dollars in worldwide revenues by 2027.

Over the course of 20 years, text messaging has evolved into our primary mode of communication. It has transformed from a simple tool used by secretaries to reach their managers to the backbone of various applications that rely on text messaging. These applications include voting on reality shows, tracking packages, and confirming appointments, to name a few.

The impact of texting on communication is significant. In many ways, texting has made communication more accessible, allowing individuals to avoid lengthy and unpleasant phone conversations and opt for a quick and convenient “Hello.” According to Pew Research Center, 72% of teenagers regularly text, with one in three sending over 100 text messages per day. Text messaging has clearly become the preferred method of communication among young people, and this trend is increasingly extending to adults, who are also engaging in frequent texting.

While researchers have not extensively studied the long-term effects of texting on communication, there is circumstantial evidence that it is rapidly shaping how people communicate through text and in person.

How has Texting Changed the Way We Communicate

The way we receive information and communicate is constantly evolving. Our preference for visual content has increased, and our attention spans have become shorter due to time constraints. Nowadays, a simple ‘like’ often suffices as a complete response, and even the word “emoji” has made its way into Scrabble.

The COVID-19 pandemic accelerated emerging trends like contactless payments and curbside pickup in 2020. These changes were facilitated by mobile phones, and text messaging played a significant role. In fact, 34% of businesses surveyed adopted SMS due to the pandemic, as they sought to maintain a strong connection with customers and ensure safe shopping experiences. While some brands were hesitant to embrace business communication through text messaging before the pandemic, they have now recognized the benefits. In fact, 77% of businesses that adopted text messaging this year plan to continue using it post-COVID.

This ongoing wave of change has been in motion for years, but COVID-19 has intensified its impact. Trends such as social integration, social media sharing, and group messaging have greatly influenced our communication habits. Many companies, especially in the enterprise sector, are taking notice and exploring how to leverage SMS for customer service, marketing, and operational purposes.

The Rise of the Messenger App

Messenger applications, also known as OTT Messaging Apps, are arguably the most widely used smartphone apps. The top 10 apps combined have over three billion accounts, with WhatsApp leading the way at 700 million. In fact, the number of WhatsApp messages sent daily now surpasses the number of traditional text messages. Last year alone, it handled over seven trillion messages, averaging around 1,000 messages per person.

These social messaging apps, designed primarily for mobile devices, have created a new communication ecosystem. However, despite their popularity among consumers, OTT messaging apps do have drawbacks for businesses. So, which platform is the best choice for marketers to effectively engage with their customers?

SMS Messaging Making a Comeback

Businesses cannot ignore the benefits of SMS marketing anymore. SMS messaging is a highly dependable and immediate method of reaching people. Regardless of whether the individual possesses a smartphone or a basic mobile phone, they can receive SMS text messages. Within 3 minutes of being sent, approximately 95% of texts are read, with the average response time for a text being just 90 seconds.

Many marketing channels that brands previously relied on are becoming oversaturated. Comparatively, around 98% of all SMS messages are opened, while only 20% of emails are. Organic Facebook posts, on average, only reach 5.2% of a brand’s followers. 

On the other hand, with business communication through text messaging, consumers are not only more likely to read your message but also appreciate it. Consumers willingly opt into mobile programs and carefully choose which text campaigns they receive, making them a much more engaged audience. By limiting themselves to brands they genuinely care about when opting into SMS promotions, consumers allow brands to directly market to a captive and loyal target audience. Moreover, brands that have mastered how to do bulk SMS marketing tend to see uptick in engagement. 

SMS also enables consumers to respond instantly to a promotion and engage in a two-way dialogue with the brand. By fostering conversation and customer engagement, marketers ultimately build stronger relationships and establish brand trust.

The Effectiveness of SMS as a Marketing Strategy

There are over 5 billion mobile device owners worldwide, creating a vast and untapped audience for SMS marketing. Customers seek simplicity, and SMS offers a streamlined digital communication method that enhances their experience without overwhelming them. SMS text messaging is a proven, cost-effective way to retain customers, deliver exceptional service, and achieve remarkable results.

If you’re ready to try text messaging for your business, contact us today. A dedicated team of experts is prepared to help you launch your first campaign.