What is SMS?

SMS refers to (short message service) and involves the delivery of text messages to mobile handsets. SMS is a general name for the technology that enables users to send and receive text messages via mobile phones.
Currently, SMS has an extremely high consumer usage, but a low business adoption, in other words, while billions of SMS messages are delivered between individuals consumers each month, the use of SMS as a part of business and marketing strategies is (relatively) low.
but this relatively low business usage is changing rapidly, with more and more organizations realizing the benefits of SMS, and using it as a new media within their the reason for this increase in business usage is clear - SMS is an extremely cost-effective, high-response-rate vehicle, witch can help to acquire and retain consumers, sell and promote products, drive loyalty, and reinforce branding efforts.

SMS v/s other media

While advertisers aren't expected to launch standalone SMS campaigns, a growing number are testing the medium by rolling text components into their multi-channel efforts. Here is a comparison between mediums: