The life and value of SMS services was clearly extended when companies like Twilio added APIs on top of an SMS gateway, making it easy for companies to build marketing campaigns and communication services via SMS. See how there is only one message that doesn't come from a robot? (Also, it seems that I have to call mom back.) With increasing all-you-can-eat data plans, and more features and value in communication apps, the battle here is clearly lost. Just like making calls, SMS is just another stock app on the smartphone. Today, the C2C communication market is saturated with apps of all shapes and styles. These 'tools' could mean that WhatsApp is opening up its app for third-party integration or API access 'a la' Google Now or Facebook Messenger ( now integrated with Uber), and this could be a huge deal, especially for the future of SMS.įor a long time, SMS was the killer app of your phone, that is, until actual apps came along.

The WhatsApp blog post states: 'Starting this year, we will test tools that allow you to use WhatsApp to communicate with businesses and organizations that you to hear from.' With WhatsApp's recent announcement and intention to turn its business model around, not only is the app eating the consumer SMS market, but the B2C market's stability is now also at risk. As younger generations find new and preferred ways to communicate with each other, their weapons of choice become WhatsApp, Facebook Messenger, or iMessage rarely do they use SMS. We've been saying it for a while - OTTs are eating the SMS consumer market. Originally published on NoJitter: OTT Messaging Apps Chew Away at SMS

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