5 SMS Trends for 2025

1. AI Optimization

Automation plays a crucial role in understanding customer behavior, allowing marketing professionals to retrieve profile information to determine the status of customer accounts and, most importantly, their interests to direct communications effectively.

With AI optimization, this technique takes a step further. Artificial intelligence can be used to:

• Analyze and optimize data to maximize open and response rates.
• Enable large-scale personalization based on each customer's behavior and preferences.
• Predict which messages will be most effective across different audience segments.
• Automate tasks intelligently, freeing teams and departments from routine tasks.

2. Hyper-Personalization

As mentioned in the SMS trends article for 2024, hyper-personalization is key to sending highly tailored offers and content, making the messages highly relevant for the end customer as they are closely related to their tastes and preferences.

With AI, large-scale personalization comes into play, allowing messages to be adapted to each customer based on their behavior and preferences. This improves content relevance and increases response rates.

3. Multichannel Integration

In digital marketing, a comprehensive 360º strategy includes multiple channels that complement each other. Currently, SMS is combined with other channels like email to create integrated workflows that drive faster conversions and improve customer experience.

A broader reach can result in higher engagement, increased conversions (as customers may receive messages through one channel or another), and an optimized customer experience. Additionally, you can boost your brand visibility and audience participation. For example, you can use SMS to direct customers to your social media or website, fostering more dynamic and two-way communication.

4. Privacy

With the growing concern about privacy, companies are adopting more transparent and secure data practices to build maximum trust with their audience. First-party data collection (Zero-Party Data) is becoming a significant trend, allowing brands to obtain information directly from users in exchange for personalized experiences.

What is Zero-Party Data? This concept refers to data that customers intentionally and proactively share with a brand. It includes information users voluntarily provide, such as their preferences, purchase intentions, personal context, and how they wish to be recognized by the brand.

Zero-Party Data is especially valuable because it is obtained with the user's explicit consent, improving personalization accuracy and relevance without compromising privacy.

5. Global

More than 50% of companies use SMS to send discount offers and keep their customers informed. By 2025, SMS marketing has seen remarkable growth, especially in Latin American countries, where it has increased by 42%. Additionally, 93% of companies use one-time passwords (OTP) via SMS to verify logins and payment requests.

Although growth is more pronounced in the Americas, SMS marketing remains a valuable tool globally, with significantly higher click-through rates than other digital channels.

Globally, the SMS market has experienced more moderate growth and is integrating into various industries regardless of sector, service, or audience, thanks to its high open rates and line quality.

Once again, all these trends demonstrate how SMS marketing continues to evolve and adapt to new technologies.