The tl;dr from the article: > Implementing a texting campaign with hundreds of thousands of students may require organizations to forego advising and have text

The tl;dr from the article: > Implementing a texting campaign with hundreds of thousands of students may require organizations to forego advising and have texts provide just one-way content or to have large caseloads that limit how much engagement advisors can have with individual students. > Another trade-off is that students may have less trust in a state agency or national nonprofit sending the messages. > Finally, state- and national-level campaigns have typically sent content that is uniform across all students, whereas earlier, local campaigns often personalized information to students’ college plans or FAFSA (the United States’ government financial aid application) filing status. > Even local text campaigns may face obstacles to efficacy that similar campaigns did not encounter to the same degree a decade ago. [...] As message volume through text increases, we should reasonably expect that any one message won’t get the same attention—and eventually, that people will migrate to other communications channels.