Despite the rise of advanced messaging platforms and rich digital channels, Short Message Service, SMS, continues to hold a central place in customer communication, driven by its simplicity, reliability and near universal reach. According to Mizra Bukva, Head of Telcos in EMEA at Infobip, recent data shows that SMS maintains an open rate of about 98 per cent, with most messages read within minutes. This reinforces its position as one of the most effective tools for instant engagement, especially as it works across all devices without requiring internet connectivity or app installations.
Bukva explained that SMS continues to play a unique and indispensable role within the broader communication ecosystem. While it does not support rich media or conversational features, its strength lies in delivering critical messages such as one time passwords, fraud alerts and service updates with speed and certainty. Over time, this reliability has built strong user trust, with many customers associating SMS with urgent and important information that requires immediate attention.
In Africa, where digital access remains uneven, Bukva noted that SMS serves as a vital communication lifeline across key sectors. Its ability to function without data makes it highly effective in healthcare and financial services, where it is used for appointment reminders, transaction alerts and essential updates. He added that fintech and financial institutions now account for about 63 per cent of messaging traffic on the continent, reflecting the growing role of SMS in driving financial inclusion and connecting underserved populations to essential services.
Bukva further emphasised that while messaging apps like WhatsApp are expanding rapidly, SMS remains the backbone of time critical communication. He advocated for a complementary approach where organisations combine SMS with other platforms to achieve maximum reach and efficiency. Looking ahead, he said ongoing advancements in identity verification, fraud prevention and messaging technologies will continue to strengthen SMS, ensuring it remains a resilient and mission critical component of modern communication strategies.