In an unexpected twist, SMS text messaging is making a remarkable comeback. Once considered obsolete, it is now regaining popularity. This revival comes as consumers experience “app fatigue” and businesses seek reliable communication channels.
Messaging apps like WhatsApp, WeChat, and Telegram have dominated in recent years. Yet, SMS has quietly remained a universal communication tool. It works on virtually every mobile phone, regardless of operating system, installed apps, or internet access.
Recent GSMA data shows global SMS traffic increased by 8.7% in 2024, reversing a decline. In the U.S., the rise was even higher, with person-to-person SMS growing by 12.4% and application-to-person (A2P) messaging increasing by 24.3%.
The App Fatigue Factor
Consumers are overwhelmed by too many apps. Research firm App Annie reports that the average smartphone user has 80 apps but regularly uses only nine. Communication apps are especially at risk of being ignored.
Consumer behavior reflects this shift. A 2024 Pew Research survey found that 74% of smartphone users prefer SMS for important notifications, up from 61% in 2022.
Business Messaging Leads the Charge
Businesses are driving SMS growth. Many organizations now use SMS for customer communications, including time-sensitive alerts, authentication, and service updates.
Financial services lead this resurgence. Banks report SMS delivery rates exceed 98% for security alerts. In contrast, email open rates hover around 21%. This reliability makes SMS the preferred choice for fraud alerts, authentication codes, and transaction confirmations.
Healthcare providers also rely on SMS. A study in the Journal of Medical Internet Research found that text reminders reduced no-show rates by 38% compared to voice calls and 45% compared to emails.
SMS Payments: A Growth Area
SMS-based payments are expanding. These services let users make purchases or donations via text. They are especially useful in areas with low smartphone penetration. Payments work by sending a keyword to a shortcode, with charges applied to a phone bill or linked payment method.
In Africa, SMS-based payment systems processed over $18 billion in 2024, according to the GSMA. Even in developed markets, convenience fuels adoption. Concert promoter Live Nation saw SMS ticket purchases rise by 42% year-over-year in 2024.
Technical Innovations Driving Adoption
New technology is improving SMS capabilities. Multimedia Messaging Service (MMS) now enables businesses to include images, audio, and short videos. Progressive Web App (PWA) links in SMS messages also bridge texting with advanced web features.
“Modern SMS is more than 160 characters of plain text,” says mobile platform architect Jasmine Rodriguez. “By integrating SMS with PWAs, businesses can offer app-like experiences without requiring downloads.”
Privacy Advantages Gaining Recognition
Privacy concerns have made SMS more appealing. Unlike many messaging apps, SMS does not track read receipts, user activity status, or location by default. This simplicity aligns with growing consumer concerns about digital tracking.
A 2024 consumer privacy survey found that 63% of respondents trust SMS more than social media or messaging apps. Industries handling confidential information, such as healthcare and finance, value this security.
“Many consumers are reducing their digital footprint,” notes privacy advocate Martin Nguyen. “SMS offers a transparent, data-minimal alternative to tracking-heavy platforms.”
Regulatory Framework Evolving
With SMS usage growing, regulations are adapting. Countries now require businesses to obtain explicit consent before sending marketing messages. Anti-spam measures and enhanced authentication protocols are also in development to combat fraud and phishing attacks.
The Future of SMS in a Hyper-connected World
Despite the rise of messaging apps, SMS remains resilient. Its reliability, privacy benefits, and expanding features ensure it will continue as a vital communication tool.
As industries integrate SMS with emerging technologies, its role in global communication will only strengthen. Text messaging will remain a cornerstone of digital interactions for years to come.
The Normalization of End-to-End Encryption
End-to-end encryption (E2EE) is now a standard expectation. Once a niche feature, it has become essential for consumers and businesses alike, reshaping the digital landscape.
From Niche to Norm: The Consumer Shift
Consumers increasingly prioritize secure communication. Concerns over data privacy, security breaches, and digital surveillance have fueled demand for encryption.
A 2024 Pew Research survey found that 72% of American adults now consider encryption crucial when choosing communication tools. This is up from 38% in 2019. Additionally, 64% said they would switch platforms if their service lacked encryption.
Major Platforms Respond to Market Pressure
In response, major platforms have embraced E2EE. Microsoft completed its encryption rollout for Teams messages in September 2024. Slack and Zoom introduced similar measures earlier that year.
Facebook Messenger followed suit in August 2024, making E2EE the default for all chats. Now, all major messaging services either offer default encryption or an easy opt-in option.
Enterprise Adoption Accelerates
Businesses are also adopting encryption. A 2024 Forrester Research survey found that 78% of enterprises now require E2EE, up from 47% in 2022.
Healthcare, finance, legal, and government sectors lead this shift due to strict confidentiality regulations.
The Impact on Law Enforcement and Intelligence Agencies
Encrypted communications challenge law enforcement. Agencies worry about “going dark,” losing access to messages they once obtained legally.
These concerns fuel policy debates. In the U.S., the EARN IT Act, which critics said could weaken encryption, failed to pass in early 2024. In the U.K., lawmakers removed anti-encryption provisions from the Online Safety Bill before finalizing it in late 2023.
Technical Innovations Addressing Key Challenges
Encryption has driven technical advances. Multi-device support, secure cloud backups, and improved key management have all improved usability.
Apple’s iOS 18 introduced encrypted device synchronization. Users can now access messages across Apple devices without compromising security. This resolves a major issue: balancing encryption with usability.
As encryption evolves, it will remain essential for secure communication, offering enhanced privacy in an increasingly data-conscious world.
Business Models Adapting to Encryption
End-to-end encryption is forcing business model changes. Companies that relied on analyzing message content for ads or analytics must now shift strategies.
In March 2024, Google announced optional E2EE for all Gmail messages. Historically, Google analyzed emails for various purposes. Now, it focuses on contextual and first-party data for advertising.
Voice and Video Encryption
Text-based encryption led the privacy movement. Now, voice and video communications are following suit. As of 2024, all major video conferencing platforms offer end-to-end encrypted calls.
This shift has transformed industries like healthcare. Tele-health adoption has surged, and stricter HIPAA rules have increased demand for secure video calls. A 2024 survey found that 93% of tele-health providers now use E2EE, up from 34% in 2020.
The New Privacy Frontier: Metadata Protection
As message content becomes more secure, attention is shifting to metadata—the details of who communicates with whom, when, and how often.
In mid-2024, Signal introduced “private contact discovery.” This feature lets users find contacts without exposing their address book. Similar innovations suggest metadata privacy is the next battleground.
Encryption and the Quantum Computing Challenge
With encrypted communications becoming the norm, the next challenge is quantum computing. Future quantum computers could break today’s encryption methods.
Messaging platforms like WhatsApp, Signal, and iMessage are preparing for this shift. They plan to implement post-quantum cryptography by 2026, staying ahead of potential threats.
