Every mobile device, including non-smart feature phones, supports SMS. As such, SMS as a channel has a huge potential reach. As well as being used as a channel for notifications, SMS can be used to drive acquisition by sending a link to a mobile website or app store page to users who provide their phone number (usually on a product’s landing page). This method is particularly useful for less smartphone-literate users who are unaccustomed to finding apps in the app store, but know their phone number, and for effectively acquiring users from desktop to mobile.
As with email, SMS is quite highly regulated in many countries and requires the collection of user phone numbers.