When you compare the read rates of texting to channels like email or social media, you’ll see that texting outpaces by leaps and bounds. Texting has a staggering 98% read rate, with 90% of those messages being opened within the first few minutes. While we believe you should be on every channel, it is often best communicated with a text.
With texting being such a high-performing channel, the bad actors and negative behaviors are plenty. From buying numbers on the fly to using multiple numbers to avoid filtering, these senders will do everything they can to send text messages without repercussions.
This same behavior is happening on shared shortcodes (when more than one business sends traffic over a single five- or six-digit shortcode), making it difficult to monitor which entity is the bad actor. If 9 out of 10 businesses using a shared shortcode are great senders, and one is a bad actor, carriers can’t determine who it is, and the shortcode gets shut down for everyone.
A more regulated ecosystem
Over the past few years, carriers have worked towards a more regulated ecosystem to keep text messaging a viable channel and maintain a transparent ecosystem across the different number types.
Increasing the effectiveness of text messaging
By curbing spam and regulating the ecosystem, we have a unique opportunity to make text messaging even more trusting and viable as a communications channel.