Short message service (SMS) is considered as an effective and conventional tool for audience communication. But today it faces the heat from data-driven messaging services as for every SMS you send to any of your contacts, you are being charged by your network operator vis-à-vis mobile-application delivered messages which are almost free.

So what makes a conventional SMS still the tool of choice for marketers and businesses? Firstly, let’s understand how an SMS message is delivered to you. Mobile phones are always sending and receiving information through signals via mobile towers even when your phone isn’t in use. When a message is sent, it first goes through the nearest mobile tower and then the SMS centre (SMSC). The SMSC receives the message and sends it to an appropriate tower closest to the location of the mobile phone and then to the phone itself. SMS formats the

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