Top SMS alternatives to reach more customers

For years now, Short Message Service (SMS) has been the foundation of mobile communication—reliable, simple, and universally accessible. The presence across all mobile devices made it a go-to channel for everything from appointment reminders to OTPs.

But customer expectations have evolved. As digital behaviors shift toward more engaging, multimedia-driven experiences, SMS has started to show its limitations. That’s why businesses are now exploring SMS alternatives to expand the channel stack and enhance their communication strategies.

Why businesses are looking beyond SMS

While SMS remains a valuable and reliable tool for certain communications, businesses increasingly recognize that relying on it alone can limit their ability to fully engage with customers. Here is why:

• Text-only format: While SMS kept things simple, that simplicity is now its Achilles’ heel. Businesses are finding that just words aren’t cutting it anymore. They’re trying to communicate more effectively with eye-catching images, engaging videos, helpful audio clips, and fun GIFs, all the visually compelling elements that traditional SMS can’t handle.
• Lack of interactive features (buttons, carousels): Modern consumers are used to tapping buttons, swiping through carousels, and using quick replies, but SMS doesn’t offer any of that natively. Businesses are often forced to rely on links that redirect users to external websites or apps, adding friction to the customer experience and potentially lowering conversion rates.
• Inability to verify business identities clearly: Even though solutions like dedicated short codes and sender IDs exist, it’s not always clear if a message is from a verified business, which can impact customer trust.
• Reduced engagement and limited conversational capabilities: If you try to solve a complex puzzle with only a few basic pieces, you might get somewhere, but it’s definitely not the most effective approach. Businesses face similar limitations when relying solely on SMS for customer interactions. While SMS works for simple back-and-forth messages, it makes it challenging for businesses to efficiently handle complex customer inquiries, where multiple steps and detailed explanations might be needed.
• Security and encryption issues: Standard SMS messages are generally not end-to-end encrypted, meaning they can be intercepted. This might not be a major concern for all types of communication, but it poses a risk when transmitting sensitive information. Businesses dealing with confidential data need more secure communication channels to protect their customers and maintain compliance.

Popular SMS alternative channels

To meet customer expectations, businesses are adopting richer messaging channels that enable engaging, secure, and contextual communication. Here’s a look at some of the most effective SMS alternatives.

OTT messaging apps (WhatsApp, Viber, Telegram)

Over-the-top (OTT) messaging apps like WhatsApp, Viber, Messenger, and Telegram use Internet connectivity to send and receive messages. These apps boast billions of active users globally, making them a prime channel for businesses to reach a broad audience.

For example, WhatsApp Business Platform and Viber for Business come packed with features that enhance customer experience:

• Multimedia messaging (images, video, audio)
• Interactive buttons and carousels
• In-chat product catalogs
• Verified business profiles
• Automation through chatbots and integrations

Rich Communication Services (RCS)

RCS, on the other hand, modernizes SMS by combining the reach of traditional messaging with the richness of OTT apps. Unlike OTT chat apps, RCS works directly within your phone’s native messaging app, though you might need to activate it depending on your device and carrier. This means no additional app download is required to enjoy its enhanced capabilities, which include:

• Rich media support: Send high-resolution images, videos, GIFs, and audio messages.
• Branded profiles: Display your brand logo and name, increasing trust and recognition.
• Verified senders: Help customers identify legitimate businesses, reducing the risk of spam and fraud.
• Interactive elements: Include buttons, carousels, and suggested replies for more engaging conversations.
• Typing indicators and read receipts: Enhance the conversational flow.
• Improved group chat functionality: Facilitate richer and more interactive group conversations.

Apple Messages for Business

Apple Messages for Business allows customers to connect with businesses directly through the Messages app on their iPhone, iPad, Mac, and Apple Watch. The seamless integration with the iOS ecosystem makes it a convenient option for Apple users. Customers can initiate conversations with businesses directly from search results, websites, email, or even within a physical store by scanning a QR code.

Apple Messages for Business is particularly valuable for handling customer service inquiries. Secure, rich conversations and features like list pickers and calendar integration make support experiences more streamlined and personal.

In our Messaging Trends Report, we’ve seen that across nearly all industries, the most common combination is SMS + the most popular chat app in the region. This hybrid approach balances reliability with rich user experience.

Key benefits of using SMS alternatives

A modern communication strategy doesn’t replace SMS, it enhances it. The additional channels bring richer features and greater interactivity to the table for a more versatile and impactful communication approach.

Enhanced customer engagement

SMS excels at delivering basic, urgent information, and alternative channels allow you to layer rich content such as images, videos, GIFs, and carousels. For example, you might use SMS for quick notification, followed by a richer message on WhatsApp with product visuals and interactive buttons for those interested in learning more. This way, you cater to different communication preferences and tailor the message format to the content and context.

Improved customer experience

SMS can be effective for transactional updates, but alternative channels shine when it comes to conversational and real-time messaging. Channels like WhatsApp Business Platform or Apple Messages for Business enable richer, two-way conversations that make support faster and more human. At the same time, SMS stays in play for confirmations and alerts.

Verified identity and increased trust

SMS alternative channels often offer verified business profiles, providing an extra layer of trust and security, which is particularly important for sensitive communications or when building brand recognition. By using verified profiles on channels like Viber for Business, you can reassure customers that they are interacting with a legitimate business.

Higher conversion and ROI

Embedding product images, videos, and direct action buttons within a rich messaging app like Telegram can create a more seamless and compelling path to purchase. Using richer channels for specific marketing or sales initiatives can significantly improve results, working in tandem with SMS for broader awareness and reminders.

Security and privacy improvements

OTT apps offer end-to-end encryption and other advanced security features more suitable for sensitive or regulated interactions. By providing customers with a secure channel, you can build trust and ensure compliance.

Industry-specific use cases of SMS alternatives

Now that we understand the why behind adopting SMS alternatives, let’s explore the how by looking at specific examples and their impact in various industries.

Financial services

Annapurna Financial Services, a leading micro-finance institution in India, integrated SMS, Interactive Voice Response (IVR), and WhatsApp-based solutions to enhance efficiency, reduce manual intervention, and improve customer engagement. Their WhatsApp chatbot is available 24/7 and provides instant access to essential information, enabling seamless self-service and enhancing the user experience. They still send automated SMS reminders to customers regarding important dates and updates, ensuring they remain informed.

Seamless, timely communication through SMS, Voice IVR, and WhatsApp has improved customer interactions, reduced missed payments, and strengthened long-term relationships.

Neo Pay Iraq, a pioneer in Iraq’s fintech space, used SMS from another service provider to send one-time passwords (OTPs) for account registration and transaction approval. However, connectivity issues and frequent mobile network interruptions led to inconsistent OTP delivery.

The company chose our omnichannel authentication solution, Infobip Authenticate, to tackle its OTP delivery challenges. Authenticate integrates instant messaging channels like WhatsApp, with SMS as a failover, ensuring secure and seamless communication. This way, they benefitted from using a chat app their customers used along with our direct mobile network operator connections for reliable SMS delivery.

Retail & eCommerce

Jumia, one of Africa’s leading eCommerce platforms, decided to use WhatsApp and SMS as failovers when customers register new accounts and send delivery codes to confirm their identities when they receive orders. Now, whenever a customer requires an OTP, it first goes to WhatsApp, and if they don’t have an internet connection, they will get an SMS in real time.

Telecoms

Virgin Mobile (now Virgin Media O2) has a reputation as an innovative and vibrant brand that focuses on delivering customers great experiences. Traditionally, Virgin used email and SMS to get the word out about their offers. However, emails often went unnoticed and unread, while SMS messages were reliable but limited to text-only, non-branded messages.

That’s why they decided on RCS Business Messaging powered by Infobip’s conversational experience platform. Customers who were identified for a handset upgrade were sent rich marketing messages featuring image-rich carousels of the new device. That campaign saw a 92% delivery rate and 57% open rate. Meaning messages were far more engaging than even the cleverest SMS could hope to be.

Transportation

DPD is known for its fast and convenient European parcel pick-up and delivery options. Before Infobip, DPD Croatia would send messages to notify customers about package deliveries. But the team didn’t have an accurate database of phone numbers, so too many messages weren’t arriving.

Introducing Viber for Business into the communication mix was one way we helped DPD meet customer demand, improve satisfaction, and minimize costs. It allowed DPD to share customer messages, including images, videos, and interactive buttons. And because Viber messages are branded and verified as from DPD, customers can have total trust in them.

SMS became the failover channel. This means that when a Viber message doesn’t reach a customer (perhaps because they don’t have internet access), an SMS is automatically sent instead.

How to implement SMS alternatives: Best practices

Having seen the impactful ways businesses use SMS alternatives, it’s time to turn our attention to the best practices for implementing them within your organization.

Understand your audience and their channel preferences

The first step is understanding where your customers are most active and which messaging channels they prefer. Conduct surveys, analyze customer data, and consider demographics to identify the channels that resonate best with your target audience.

For example, our Generational Trends Report indicates that chat apps are the preferred communication method across all generations, especially younger demographics like Millennials (60%) and Gen Z (53%).

Start with key use cases

Don’t feel the need to implement every alternative channel at once. Identify specific use cases where the richer features of these channels can provide the most immediate value. For example, you might start by using WhatsApp for customer support because of its conversational capabilities and rich media sharing, or leverage RCS for marketing campaigns with embedded product carousels.

Ensure easy integration with existing systems

Consider how your chosen SMS alternatives integrate with your current CRM, marketing automation platforms, and other business systems. Selecting a communications platform like Infobip can significantly simplify this process by offering pre-built integrations and robust APIs. Seamless integration is crucial for efficient workflow, data consistency, and a unified view of customer interactions across all channels.

Implement fallback option

While alternative channels offer many advantages, it’s essential to have fallback options in place, and SMS plays a crucial role here. If a customer isn’t reachable on a specific OTT channel or their device doesn’t support RCS, having SMS as a backup ensures that all messages still get delivered.

Leverage the power of omnichannel platforms

Managing multiple messaging platforms can become complex. Omnichannel marketing platforms, like Infobip, provide a centralized interface for managing all your communication channels—SMS, WhatsApp, Viber, RCS, Apple Messages for Business, and more—from a single point.

Challenges to consider when adopting SMS alternatives

Successfully integrating SMS alternatives into your communication strategy requires more than just understanding their benefits. This chapter will highlight some common challenges you should anticipate and plan for.

Managing channel fragmentation

Introducing multiple messaging channels can lead to fragmentation if not managed properly. Customer conversations might be scattered across different platforms, making it difficult to get a unified view of interactions and provide consistent service.

Educating customers about new channels

Your customers might be accustomed to communicating with you via SMS and may not be immediately aware of or comfortable using new messaging channels.

Ensuring compliance and data privacy

Different messaging channels have varying compliance requirements and data privacy policies. Businesses need to ensure they adhere to these regulations, as well as general data protection laws like GDPR or CCPA.

The rich feature future

No matter how reliable, a single channel can’t meet the full spectrum of customer expectations. Integrating SMS with richer messaging channels in an omnichannel platform unlocks deeper engagement, better security, and a truly connected customer experience.