Everyone declared SMS dead the moment WhatsApp, email and push notifications took over the inbox. The data disagrees.
SMS still posts roughly 90% open rates and around 45% response rates — numbers most channels can only dream of. The question isn't whether SMS is relevant, but where it earns its place in a multi-channel strategy.
For time-critical, identity-bound messages — OTPs, delivery windows, fraud alerts — SMS remains the most universally reachable channel. For rich, conversational engagement, WhatsApp and push win. The winning play is orchestration, not replacement.