In May 2025, the lines between traditional SMS and dedicated messaging apps (like WhatsApp, Telegram, Messenger, and Viber – all popular in Bangladesh) are increasingly blurring, significantly impacting phone number marketing strategies. This convergence demands that businesses adopt a more holistic, omnichannel approach to mobile engagement.
Historically, SMS was the sole domain for A2P (Application-to-Person) communication, while messaging apps were primarily for P2P (Person-to-Person) interactions. However, messaging apps have introduced business APIs, enabling brands to use them for:
Rich Media & Interactivity: Messaging apps inherently support phone number data images, videos, GIFs, documents, and interactive buttons, offering a far richer experience than plain SMS. This aligns with the capabilities of RCS, which aims to bring similar features to standard SMS apps.
Enhanced Branding: Businesses can use verified profiles with logos and business information, building greater trust and recognition.
Two-Way Conversations: Messaging apps are built for dialogue, allowing for more natural, extended, and personalized customer service, sales, and support interactions.
Chatbot Integration: AI-powered chatbots thrive on messaging apps, handling complex queries, qualifying leads, and providing instant support.
This blurring means businesses must consider:
Customer Preference: Which apps do their target customers primarily use for communication?
Content Richness: Does the message require rich media or interactivity?
Cost & Deliverability: While messaging app APIs can be cheaper per message, their deliverability and feature sets can vary by region and app.
Unified Strategy: Integrating SMS and messaging app strategies into a single customer journey to ensure consistent messaging and a seamless experience across all mobile touchpoints.
Ultimately, phone number marketing now extends beyond just SMS, requiring a flexible strategy that leverages the strengths of both traditional messaging and popular app-based communication for maximum engagement.