Today, most of us use Over The Top (OTT) apps like WhatsApp and iMessage to communicate. But in recent years, businesses have been setting up chat groups too. Communicate is quicker, and you are not limited to the small file upload size.
But SMS is different to OTT apps in the sense that doesn't feel like an app. Even though the SMS icon can be considered one of the first apps to ever exist and the best part is, you can't really uninstall it.
SMS is already built-in to every device on the market, without the need to download anything and works without a connection to the internet. It is safe to say that it will be the default messaging app for some time to come. Especially when travelling to more rural areas.
The reason why SMS feels different to an app is precisely that. It doesn't need to be connected to the internet and it comes with the phone. This gives SMS an advantage, it feels different to other messaging platforms.
Following on from the point we made above, as you may well know, SMS authentication is one of the main safety features used by apps and businesses. It's how apps confirm that you, are you. This further reinforced the feeling of a difference between SMS and other apps.
In a sense, this reminds us of how Internet Explorer was the default browser through which people downloaded other browsers. Jokes aside, an interesting fact about Internet Explorer is that it's still used by 1.20% of people. if you were wondering, the current world-leading browser is Chrome with nearly 70% of all global traffic.
The parallel doesn't stop there. Similar to how Internet Explorer was reborn as Edge, SMS is reborn by businesses using it as an authentication tool. Businesses utilise it for verification and reinforce the sense of trust in the channel. Now, because it has built a sense of trust with users, businesses are using SMS for marketing campaigns and they are effective. How effective you may ask? More than 70% open rates within 3 minutes of successful delivery. We don't see numbers even close to this with email campaigns.
We live in what is undoubtedly the greatest period for mobile innovation and we have a generation of consumers who are growing up in the mobile-first, always-connected environment. It is safe to say that SMS is not going anywhere soon. Apps have more functionality but they require an internet connection. But with a time when companies are selling emotions, no app offers the same sense of trust that SMS does.
SMS lacks the functionality but holds the key to every single mobile phone with a SIM card, a key all businesses would like to own. But with GDPR rules applying to SMS marketing, consumers privacy is protected just as well, if not better, than any other app. That is why SMS is here to stay.
If you would like to know how SMS can be used as a payments tool and a way to market to customers, feel free to reach out and we will be happy to give you free SMS payments and marketing consultation.
sales.uk@dynamicmobilebilling.com or call us at +44 (0) 808 206 0808