The year before, Congress had already enacted the Telephone Consumer Protection Act (TCPA) to protect consumers from receiving unsolicited calls or messages under the TCPA, all marketing calls, faxes and text messages are subject to government regulation, and businesses must obtain consent and provide disclosures to be in compliance. On December 3, 1992, Papworth used his computer to text his friend, Vodafone Director Richard Jarvis, “Merry Christmas.” Jarvis, of course, couldn’t reply because his phone book-sized mobile phone didn’t have a QWERTY keyboard. In fact, it took another 11-plus years for 22-year-old British engineer Neil Papworth to send the first SMS text. Today, texting is a regular part of everyday life. (And MMS marketing is even more powerful.) A Brief History of SMS Marketing ![]() Since, in contrast, more than 70% use social media and more than 80% use email, text message marketing represents a significant, nearly untapped opportunity. Yet, only 39% of businesses use SMS marketing. Approximately 100% of people read all their text messages, and more than half consider text their preferred communication method. ![]() Intuition would tell us, then, that marketing and sales texts aren’t effective obviously, every company would send them if they were, right? Wrong. But I can’t remember the last time a legitimate business sent me an enticing marketing or sales message - even though I’ve shared my phone number countless times, downloading content, requesting free demos, and as part of the checkout process. Google sends texts for user authentication. Some companies, like SiriusXM, use text messaging for their online customer support. I get appointment reminder texts from doctors’ offices. I get fundraising texts from politicians.
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