SMS messages are still a very good way to reach mobile customers. The technology is present on all smartphones and requires no additional apps.
SMS open rates are around 98%, compared to 20% on email and 53% on push notifications.
In the UK, the cost of sending push is around £0.04, which can be reduced to £0.03 for bulk purchases or SMS.
We find SMS notifications good for 2-factor authentication. Also, they can be used as a fallback for push notifications.