It’s the channel that works when everything else requires a download, a data connection, or an app account. Recent data shows SMS open rates at around 98%, with most messages read within minutes, a testament to its enduring importance in customer engagement strategies.

The power of SMS lies in its universality. It works on any device and under almost any network condition, independent of operating systems, apps, or data connectivity. As long as a phone receives a signal, SMS can be delivered. This unmatched reach is especially valuable for time-critical communication.

SMS serves a distinct and critical role in the omnichannel mix. While it has limitations like lack of encryption, absence of rich media, and no support for conversational commerce, it remains one of the most trusted and immediate communication channels for specific use cases.

When a message must absolutely reach a customer instantly, such as a One-Time Password (OTP), fraud alert, or delivery update, SMS’s reliability and universal accessibility make it an indispensable tool in any comprehensive communication strategy.

As the communications landscape evolves with new technologies and platforms, SMS continues to prove its value by doing what it does exceptionally well: reaching anyone, anywhere, reliably.

In Africa, where data connectivity varies across regions, SMS’s accessibility is particularly valuable. It requires no downloads and no data, making it the channel that reaches people reliably regardless of their device capabilities or network conditions.

Instant reach and universal trust

SMS offers distinct advantages in how customers engage with it. People tend to read SMS messages immediately. Over the years, users have come to associate texts with important, time-sensitive information – verification codes, alerts, critical updates – giving SMS a particular significance in moments that matter most.

This immediacy is valuable precisely because SMS serves a specific purpose in the communication stack. It optimises for reliable, instant delivery to every person with a mobile phone, making it the channel of choice when guaranteed, immediate reach is essential.

SMS is also one of the simplest and most effective ways to add an extra layer of security. Its continued impact relies on pairing the channel with ongoing awareness efforts from regulators, enterprises, and providers, enabling users to better recognise cyber‑threats and spot scams before they cause harm.

Across many sectors, SMS still underpins some of the most successful, high-impact use cases. For instance, in healthcare, SMS is used for vaccine reminders, appointment confirmations, health tips and chronic‑care check‑ins. These reduce no‑shows, improve adherence and keep patients engaged, without requiring apps or data.

In banking and financial services, SMS delivers OTPs, suspicious‑transaction alerts, card‑swipe notifications, withdrawal alerts and balance updates. These messages directly reduce fraud losses and strengthen customer trust.

A lifeline for underserved markets

In regions such as Africa, which have diverse connectivity landscapes, SMS remains a powerful tool. It does not rely on data, apps or even airtime, making it especially valuable in regions with weak connectivity or limited economic resources.

Its impact is less about personal chat and more about enabling essential communication and other messages that genuinely improve daily life.

Infobip’s 2026 Messaging Trends data shows SMS experiencing strong year-on-year growth across the African continent, with adoption accelerating particularly in financial services.

Finance and fintech now account for 63% of all African messaging volume, underscoring SMS’s critical role in enabling financial inclusion at scale.

For many people in rural areas, SMS functions as their bank statement. A mobile number becomes a financial identity, providing access to services without needing a bank branch, smartphone, or app. In that sense, SMS is more than a communication tool; it is a lifeline that enables participation in the broader economy.

While SMS continues to grow, messaging apps like WhatsApp are also surging in certain markets, including Tanzania (+226%) and Morocco (+92%), highlighting the need for a complementary, omnichannel approach.

Enterprises should consider combining SMS with other channels, because a strong omnichannel strategy does not require choosing one channel over another but rather using each for its strengths, ensuring messages land with the right urgency and intent.

The backbone of time-critical communication

SMS should carry time-sensitive alerts that must be seen immediately, while Over-the-Top (OTT) apps are better for interactive, conversational tasks like comparing products or asking questions while shopping. In a coordinated model, SMS serves as the reliable backbone that can be trusted to reach anyone, anywhere, instantly.

As we look to the future, SMS is becoming more modern, secure and intelligent. RCS and rich messaging add interactivity where available, while advances in identity verification, fraud prevention, and mobile‑number intelligence strengthen trust and security.

As telcos and regulators tighten sender verification and improve routing, SMS will only become more resilient, meaning that it is not fading but evolving and solidifying its role as a strategic, mission‑critical communication layer for modern businesses.

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The leadership appointment is a strategic move for Infobip in further strengthening partnerships and innovation in EMEA.

Mirza is no stranger to the company and has garnered nearly a decade of experience at Infobip, during which he has held a number of leadership roles within the telecom partnerships department.

His background includes serving as Head of Telecom Partnerships for Africa, where he successfully improved connectivity optimisation, monetised telecom products, and managed high-stakes partnerships.

Prior to joining Infobip, Mirza honed his expertise in sales and analytics, blending relationship-driven strategies with data-driven decision-making to deliver impactful business outcomes.

“Infobip operates at the forefront of telecommunications innovation, enabling seamless communication for businesses worldwide. By prioritising strong relationships and aligning strategies with emerging industry trends like 5G infrastructure and fintech convergence, my goal will be to solidify Infobip’s position as a trusted partner in the telecom ecosystem”, said Mirza Bukva, director of Operator Partnerships for EMEA region at Infobip.

As Director of Operator Partnership for EMEA, Mirza will lead the development and execution of telecom partnership strategies across the region.

His responsibilities include managing relationships with key operators, aligning Infobip’s solutions with evolving market needs, and driving revenue growth.

He aims to leverage his extensive experience to foster long-term collaborations that create sustainable value for both Infobip and its partners.

“Mirza’s appointment aligns with the company’s vision to enhance its leadership in the telco sector by forging deeper partnerships, driving digital transformation, and unlocking growth opportunities through cutting-edge solutions such as Communications Platform as a Service (CPaaS) and Artificial Intelligence (AI)-driven customer engagement. He will be instrumental in continuing to redefine communication technology across EMEA”, said Matija Ražem, chief commercial telecom officer at Infobip.

Mirza’s focus will span over Europe’s competitive telecom landscape, the Middle East’s markets, and Africa’s digital transformation opportunities.

He plans to tailor partnership strategies to address regional nuances while aligning them with Infobip’s global objectives.

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