A 2025 study by Ofcom, featuring input from FireText and our customers, reveals that consumers overwhelmingly prefer receiving SMS messages for a range of purposes. The research, part of Ofcom’s ongoing review of the Application-to-Person (A2P) SMS market, reinforces the clear benefits of SMS. It also follows FireText’s efforts to tackle rising SMS costs, including a welcomed proposal to cap wholesale prices charged by mobile operators. We dive into key findings and why SMS remains the top choice for consumers.
Key headlines from consumer feedback
The majority agree SMS is ‘very useful’
More than two-thirds of respondents (68%) find SMS a highly useful channel, highlighting its handiness for both businesses and consumers. This affirms the benefits consumers see in receiving texts from organisations in the private and public sector, including accessibility and timely communication, which translate to clear outcomes such reducing no-shows and increasing engagement rates.
It’s the preferred channel for receiving personal & sensitive information
67% of respondents favoured SMS for receiving personal or sensitive information over other messaging services. This demonstrates the trust consumers place in SMS, particularly for purposes such as appointment confirmations, order updates and emergency communications.
Consumers admit they often miss messages from other channels
Since SMS has a much higher chance of being seen and acted upon, businesses can rely on it to ensure critical messages – such as appointment reminders and emergency updates – reach customers. This reduces the risk of missed opportunities, improves customer engagement, and minimises costly errors, like missed appointments or delayed responses.
Most consumers are comfortable with SMS for a range of purposes
The fact that the majority of people who are aware of SMS express comfort in receiving communications for various purposes – from appointment reminers to delivery dispatch updates from retailers – presents significant benefits for businesses. Companies can ensure they reach customers in a channel they trust and feel comfortable with, leading to higher engagement and loyalty.
What businesses & organisations say about SMS
Benefits outweigh the costs, especially in reducing no-shows
For many users, SMS messaging offers direct and measurable advantages. These include increased show rates for appointments (such as reducing ‘Do Not Attend’ rates within the NHS), reduced no-shows for bookings, and prompt responses to emergency communications. In all of these cases, the financial benefits greatly outweigh the cost of the messages.
This quote from an estate agent, taken from a mini case study within the report, shows the positive outcomes for not only reducing no-shows, but also for efficiency amongst teams:
While this shows the advantages for businesses like restaurants, who typically send timely table booking confirmations and reminders to reduce the chance of no-shows:
It has unmatched reach & inclusivity
SMS reaches nearly everyone, regardless of location, age, or income – allowing organisations and businesses to provide accessible communications. Unlike apps that require downloads and data, it’s inclusive of all, including older or lower-income populations. Its wide accessibility ensures businesses can reach diverse demographics, even those without smartphones or internet access.
To find out what you can do with the right channel & the best support, book a call with us.