Short Message Service (SMS), more commonly known as ‘text,’ is a term used for sending short messages over mobile networks.

The first text message was sent in 1992; and by 2010, SMS was the most widely used data application, used by 80 percent of mobile subscribers.

Then, came the rise of the smartphone.

Smartphones made the way for users to communicate through a variety of application – from email and instant messaging to over-the-top content messaging apps.

However, despite the growth in other communication channels, SMS is still widely in use and remains one of the primary channels of communication. Why? Here are four crucial reasons.

[divider]It’s effective[/divider]

When it comes to timeliness of delivery, SMS maintains the highest engagement rate in comparison to emails.

Texts are available as long as you have a mobile phone and service plan.

The lower barriers to communication let users receive messages quickly, making it ideal for sending short, time-sensitive content.

When it comes to marketing, most use email as their go-to marketing channel to get into the hands of users. But the SMS data suggests that more messages are actually read compared to email and social media.

FORMAT READ RATE
Text Messages 98%
Email 22%
Tweets 29%
Facebook 12%

This may be because text messages are used much less for marketing than email and users are more inquisitive. For marketers, this offers a fantastic opportunity to get your message to an audience that will read it.

[divider]Everybody’s reachable[/divider]

The technology for sending and receiving texts isn’t reliant on high speed internet, essentially making anyone in modern society reachable.

Over-the-top messaging apps such as WhatsApp, Facebook Messenger, Viber and WeChat function only while connected to the Web.

In contrast, a user does not need to be connected to the Web or have membership to the same app to receive a text.Growth of two factor authentication and security via SMS

With the proliferation of mobile devices, more personal data are transferred over the Web than ever before. To add a layer of security, two-factor authentication has become the go-to method for companies to protect its users.

Companies using texts as a step in two-factor authentication (if activated) include Google, Apple, Facebook, Twitter, Dropbox, PayPal and LinkedIn.

Today, texts may be viewed as antiquated technology – but the reality is it that texts play a key role in connecting most modern technologies.

You should be able to see the potential that texts can still offer apps, businesses and developers. SMS is still incredibly popular with app developers looking for an instant method of connecting with their users.

Although 2014 was the first year that text messaging went down in usage, that is not to say that SMS is dying. 2015 could be the year that SMS becomes used in a much more advanced manner.

Now that users are becoming more tech savvy, there is fertile ground for developers and apps to start using SMS for much more sophisticated means than just sending marketing coupons.

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