Changes in consumers' communications behaviors are driving the evolution of the applicationto-person (A2P) mobile messaging market. For the moment, SMS remains a key mobile communications channel for enterprises to reach consumers and employees. It is inexpensive, universally available on devices, reliable, and quick.
The distinctive qualities of SMS make it attractive to multiple industry verticals, including retail, media, Internet, telecoms, banking and finance, and travel and hospitality. In addition, OTT communications apps have become one of the largest enterprise users of SMS, the service that they were intended to replace, primarily for user authentication and verification. Other use cases for SMS broadly cover communications, transactions and payments, and content distribution.