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The high cost of SMS in some countries is a big factor, but there are other reasons that many publishers have largely moved off of SMS to push whenever possible
by gdeglin 9y ago
The high cost of SMS in some countries is a big factor, but there are other reasons that many publishers have largely moved off of SMS to push whenever possible:
1. SMS Aggregator+Carrier integrations can be buggy, especially when optimizing for low cost aggregators.
2. Carriers often have filters in place that can block content without the publisher being notified. Unsurprisingly, SMSs that contain URLs frequently get blocked by these filters.
3. Carriers have inconsistent standards when it comes to content, encoding, and even length of SMS messages.
4. It's easy for publishers to track the deliverability and CTR of notifications.