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PLATFORM:  The popularity of Short Message Service (SMS) within customer communications remains strong globally, including in East Africa, despite new digital communication channels, new research shows.

According to an analysis by Infobip, an omnichannel communication platform, the use of SMS has increased to 75 per cent in 2022 compared to 2021.

Infobip analysed more than 153 billion communications interactions on its platform from the first half of 2022 comprising channels like SMS, emails, voice, WhatsApp business, and messenger, among others.

“With more than 220 million subscribers in East Africa, it is impossible to underestimate the importance and impact of this technology on emerging markets. Due to inconsistent data connectivity throughout the continent, SMS remains at the centre of most communications activity across Africa and will continue to drive how people and businesses connect with each other,” says Marko Reis, Infobip East Africa Regional Manager.

There was anticipation that the advent of digital communication channels like WhatsApp and Twitter would phase out the use of SMSs. But the platform still remains popular, emerging top three channels in every region worldwide, including Africa, Europe, Eurasia, North America, Latin America, the Middle East, India and Asia-Pacific.

SMS has evolved from a personal messaging platform to a key tool for business-to-consumer communications. This is especially common among businesses and brands looking to expand their reach to even those without smartphones.