SMS has continually defied predictions of its decline over its three-plus decades of existence, through innovations in its use rather than advances in the base technology itself. In fact, it is the continuity that underpins success, its simplicity and ubiquity ensuring that it still thrives for marketing and communication alongside more advanced and media-capable messaging platforms like WhatsApp, Facebook Messenger and Google’s RCS (Rich Communication Services). Unlike most of the others, SMS needs no internet connection, nor a downloaded app. It is just baked into the phone and service. This may sound like an ad but is merely a statement of fact; to explain why SMS is widely used for marketing, provision of alerts, and indeed gained further traction on…