April 24, 2025

Beyond SMS – smarter, cheaper, and more effective ways to reach your customers

Not long ago, SMS was the uncontested king of business-to-consumer communication. It was simple, universal, and highly effective. But in 2025, things have changed. SMS remains relevant, but it’s no longer the only – or the best – option for high-impact communication.

With rising costs, operator surcharges, message filtering, and evolving customer expectations for richer, more interactive experiences, companies are re-evaluating their messaging strategies.

When you factor in redundancy, low engagement metrics (like clicks or reply rates), limited message length, and lack of personalization, SMS can quickly become a costly channel for minimal return.

So the real question is: when SMS is not enough – or simply too expensive – what are your better options?

Customer behavior has changed. Has your messaging strategy?

Let’s take a closer look at what customers expect vs. what SMS actually delivers:

• Interactivity – SMS is One-Way  

Modern customers want to do things directly inside the message: tap a button to track a package, choose a time slot for a delivery, ask a question and get an instant answer. SMS doesn’t support this level of interaction. There are no quick-reply buttons, menus, or in-message forms. That means customers are forced out of the conversation flow — often onto a slow-loading mobile site or a call center queue.

• Personalization – SMS is generic  

Today’s consumers respond to content that feels tailor-made for them: personalized offers, order updates relevant to their specific behavior, service recommendations based on their history. SMS, with its 160-character limit and no visual elements, limits your ability to address individuals in a meaningful and dynamic way.

• Visual content – SMS is plain text  

Customers scroll visually through their digital lives. Emojis, images, carousels, videos – these are the formats that grab and hold attention. SMS offers none of that. As a result, messages are far more likely to be scanned quickly (if seen at all) and forgotten, or worse – ignored entirely.

• Instant support – SMS does not offer

When customers have a question, they want to get help then and there – ideally in the same conversation thread. They’re used to AI-powered chatbots, self-serve flows, and real-time support. Basic SMS can’t support automation or smart support logic, which means longer response times and higher support costs.

• Smart suggestions – SMS doesn’t learn  

Customers expect the brand to “remember” their past purchases, preferences, and interactions. Messaging platforms with AI can learn and optimize communication over time. SMS, however, can’t track or adjust messages based on behavior – leaving every campaign a shot in the dark.

Messaging alternatives to consider and their benefits

Smart approach is not replacing SMS, but strengthening it with:

• WhatsApp Business API – Secure, branded, and interactive messaging – with image, file, and video support.
• RCS (Rich Communication Services) – SMS upgrade – supports carousels, read receipts, buttons, and more.
• Mobile push notifications – Direct-to-phone messaging for users with your app installed. 
• In-App messaging – Contextual messaging inside your app, triggered by behavior or events.
• Email – Highly customizable, low-cost fallback – still powerful when used correctly.
• Viber – Popular in certain markets, also support branded communication.
• Authorization messaging with FlashCall, Voice OTP or Telegram will become reliable, convenient and cost-effective

And you will be able to:

• Boost customer engagement  

Rich, interactive content (images, buttons, carousels) captures attention and drives action more effectively than plain text SMS.

• Increase conversion rates  

More personalized, contextual, and timely messages lead to higher click-through and purchase rates across the customer journey.

• Strengthen brand trust  

Verified business profiles, logos, and secure messaging enhance credibility and deepen customer relationships.

• Reduce communication costs  

Many modern channels  offer significantly lower cost per message compared to SMS.

• Improve retention and loyalty  

Two-way conversations and targeted, relevant content help build long-term customer engagement and satisfaction.

• Deliver measurable ROI  

Advanced analytics provide actionable insights into user behavior—helping optimize campaigns and prove business impact.

• Support scalable automation  

Easy integration with CRM and marketing tools enables automated, personalized flows that save time and drive efficiency.

• Ensure compliance and data security  

Modern messaging channels are designed with privacy regulations (like GDPR) in mind, reducing legal and reputational risk.

Not sure where to start? That’s where messaging cascade logic comes in.

The Cascade approach – smarter logic, lower cost, higher reach

Cascade messaging is the strategic use of multiple channels based on availability, cost-effectiveness, and user preferences. For example:

1. First, try in-app message

2. If the user is offline, send a push notification

3. If that’s not possible, escalate to WhatsApp

4. As a final fallback, send a costly SMS

By doing so, businesses can cut communication costs by 30–50%, increase engagement, and reach customers on the channels they actually prefer.

To learn more about how Cascade messaging can enhance communication strategy read our customers’ case studies:

Cascade authorization messaging for a bakery 

Cascade forwarding for an online school 

Getting started: designing a multichannel communication strategy

To build a future-ready messaging baseline, companies should:

• Audit existing communication flows  

Understand what messages are being sent, to whom, and through which channels – this helps uncover redundancies and opportunities for improvement.

• Identify optimal channels per use case (alerts ≠ marketing ≠ support)  

Different message types require different formats and urgency levels – choosing the right channel ensures relevance and effectiveness.

• Set up intelligent routing logic (via a CPaaS, such as ImLink)  

Automation tools enable dynamic message delivery based on user context – saving time and ensuring consistency across channels.

• Analyze user preferences and behavior to personalize delivery paths  

Behavioral data helps tailor communication timing, tone, and channel – driving higher engagement and customer satisfaction.

• Measure KPIs per channel: cost per delivery, CTR, engagement, retention, opt-outs  

Tracking performance by channel enables data-driven optimizations and smarter budget allocation.

The future is omnichannel, the budget must be smart

SMS isn’t dead. But in a rapid and budget-conscious environment, it should no longer be your primary channel – but your last resort.

Modern brands build trust and drive action using the channels users know and love: WhatsApp, push, RCS, in-app, and more. With the right tech stack and logic, you can reach more users, at lower cost, with better results.

Still relying too heavily on SMS?

Let’s talk! We can help you design a smart, scalable messaging setup that fits your customer journey – and your budget.