Phil Portman is a serial entrepreneur and the Founder & CEO of Textdrip — a small business SMS marketing tool to automate SMS campaigns.
Five years ago, every brand wanted to build an app. They spent tons of money creating fancy mobile apps. They thought apps were the best way to talk to customers. However, the same apps sit unused. Meanwhile, SMS has become the best way to reach people.
The Great App Notification Collapse
Gone are the days when people got excited about app notifications. When their phone buzzed, they would actually look at it. Today, the scenario has changed.
Almost half of users (46%) disable push notifications if they receive between two to five messages in a week. This shows people are tired of the constant buzzing and messages they don’t care about.
The crazy part is that 32% of people will delete an app if they receive six to 10 notifications in a week. What can seem like outreach can quickly turn into pestering users and cause you to lose a customer forever.
Why Did Apps Lose The Battle?
Two things that killed app notifications. First, Apple and Android both gave users more control. Through App Tracking Transparency, Apple allowed users to block apps from following them around with one tap. Android also did the same thing. That’s why now apps cannot target users as easily as before.
The second thing is that now users can turn off the entire group of notifications with just one switch. If they don’t want shopping alerts, they can simply turn them off. Apps that used to reach users directly cannot anymore.
Why Do Text Messages Win?
When apps were failing, text messages kept working. Not because they got better, but because they did not change at all.
Text messages do not require any apps, special permissions or an internet connection. They work on any phone that can send texts. Text messages reach around 5 billion people worldwide. Texts are still the main way people communicate digitally.
People Like Getting Texts From Brands
This surprises many marketers, but people prefer getting texts from companies. Customers like direct and no-nonsense communication from brands. That’s the reason SMS is their preferred way of communication. In 2025, 84% of customers opted in to receive texts from businesses.
The same people who block the app notifications welcome texts. Why? It is because texts feel more personal. When a company texts you, you expect them to carefully think about what they are sending. And when companies do that, text messages do not feel like spam but rather come across as being helpful.
SMS Is Powerful But Not Perfect
SMS is powerful, but it also has its limitations that companies need to handle carefully, such as:
• SMS has a character limit of 160 characters to communicate.
• If a brand sends too many texts or irrelevant offers, customers can quickly block the sender.
• SMS requires explicit consent and compliance.
• It is not ideal for Rich Content.
SMS Must Be Used The Right Way
Despite some of its shortcomings, SMS still has a 98% delivery rate. SMS works, but that does not mean brands should send more messages. Instead, brands should be responsible.
If they overdo it or send irrelevant messages, they will lose trust, just like the app. Follow these rules to keep things simple:
Send Useful Messages
People should immediately understand why you have sent them a message and why it matters to them. If a text doesn’t help them save money, time or solve a problem, it shouldn’t be sent. Helpful messages earn trust and make customers more willing to read future texts.
Send Messages That People Actually Want
Before you send any text, ask: Would I want to receive this? If the answer is no, don’t send it. SMS works when the message aligns with what the customer signed up for, such as updates, reminders, etc.
Keep It Short, Clear And Respectful
SMS is not perfect for long-form communication. A text should deliver the key message in a few simple words. Respect customers’ time by making it easy for them to read and act quickly.
Allow The Option To Opt Out Anytime
Every customer should feel in control of what they receive. Adding a simple opt-out like, “Reply STOP to unsubscribe” shows respect and builds confidence. When people know they can leave anytime, they’re likely more willing to stay.
If brands treat SMS as a real conversation, it would work better.
What Leaders Need To Understand
Business leaders usually chase shiny new technologies. I am not saying that apps—or for that matter, any other type of technology or innovation—are not important. Our goal here is not to be trendy but to connect with customers in a meaningful way.
SMS works well—not it is old but because it reaches everyone, gets fast responses and builds trust when used well.
It is not a fight between new tech and old tech but between noise and clarity. Most modern channels are full of noise, but SMS gives clarity.
Apps are perfect for deep engagement and loyalty. Email is good for long content and newsletters. Social media builds awareness. Therefore, when businesses want to capture users’ attention right now, SMS is still the king. It cuts through the noise, respects attention and customers trust it more than ever.
Final Thoughts
The simple truth is that the mobile era didn’t kill direct marketing, but it just showed which channels actually work when people control what they see. SMS may be old, but it understands human behaviour well. It does not try to compete for attention. It delivers your message to the right person at the right time.
It means sometimes the simplest technology wins the biggest battles.
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