Consent in messaging is extremely important. But consent doesn’t just apply to political texting, but to also those who send business texts.  More and more, carriers are requiring that any non-person-to-person texting requires explicit consent. This means business texting as well as political and non-profit. 

SMS messaging has been going strong for nearly 30 years. Today, application to person (or A2P SMS) as well as person-to-person (or P2P SMS) enjoys a 98% open rate within the first few minutes of receipt. That’s what makes it so popular with businesses and end-users alike. Sadly this beloved reputation has led fraudsters to take advantage of SMS. They use it to send dishonest, abusive, and unwanted messages – messages that threaten to disrupt the clean and feature-rich capabilities of SMS we’ve all come to rely on.

Over the last decade, texting has become a key channel for political candidates, as well as PACs, committees, and other political organizations to reach constituents, voters, donors, volunteers and more. Now, more than ever, mobile messaging is playing a central role in spending campaign funds, as our economy is now, more than ever, mobile centric.  The 2020 US presidential elections resulted in over 2.126 billion political text messages through 20 November 2020, per statistics from RoboKiller. And why not?  With open rates around 95%, text messaging has always been a key channel for businesses and brands to reach consumers.  Political campaigns and related organizations want to leverage this type of efficacy as much as possible. 

Now the European Union recently announced a rule in the Digital Markets Act (DMA) to require messaging app developers to enable their apps to interoperate – that is, to make them work together.  For example, if I’m a WhatsApp user, my message might be received by an iMessage user, if that user does not use WhatsApp. Additionally, if I’m an Android user with RCS, my message could be received by a Telegram user or even an iMessage user.  There could be endless combinations.

As we’ve done for the past years, I am happy to offer my 2022 mobile industry predictions along with a somewhat objective (or subjective in that I wrote them!) assessment of the previous years’ projections for this dynamic industry.  Here we are once again.  This year will be my 15th consecutive year of predictions and assessments.

Text messaging through Short Message Service (SMS) is now ubiquitous and universal. Today, virtually every subscriber in the world has access to simple text messaging. Some say that it is old and out of date, but this simple messaging concept has been and still is the most widely penetrated medium in the history of humankind.

If you have a business, brand, or enterprise, large or small, you’ve probably considered using (or have already used) SMS to reach your customers, partners, or employees. Text messaging has been one of the most utilized communications media ever in terms of reach. The ability to send business text messages using long codes or “regular phone numbers” (e.g., 10DLCs) opens this media up for many, many more businesses and is becoming a new messaging revolution in the United States.