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The news: More than three-quarters (78%) of consumers have made a purchase because of a brand’s text messages, including 65% within the past year, per Vibes’ 2026 Mobile Consumer Insights Report, highlighting SMS as a strong channel where reach and response align.
In fact, 46% of US smartphone users signed up for more text messages from brands over the past year, and 22% want to receive daily texts from brands.
Text message campaigns offer a unique combination of immediacy and intimacy.
The opportunities: One of consumers’ key “wants” when it comes to branded texts mirrors what they want from social platforms—personalization. At the same time, sensitivity around personal data use hasn’t disappeared.
Consumers aren’t just responding to text messages; they’re looking for frictionless paths to act on them. Three-quarters would interact more with brands that offer a digital wallet option for their offers or their loyalty and rewards programs.
This gives brands an opening to turn text campaigns into full-funnel marketing efforts—from notification to checkout—with just a few taps. Pairing SMS with mobile wallets, loyalty integrations, and built-in checkout options can transform text from a promotional channel into a conversion engine.
What brands should do: Prioritize relevance over volume to avoid inundating users with messages.
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