SMS has been on your roadmap for two years. Here's why it never shipped.
It was never the budget and it was never the tooling. Before a US business can send a single campaign text, it has to register the brand and the campaign with the carriers through 10DLC — and that process is where marketing teams quietly give up.
Weeks
in carrier review
Brand vetting and campaign approval run on the carriers' clock, not your launch calendar.
Rejected
with an unhelpful reason code
Use case doesn't match the brand vetting score. Resubmit, wait again, guess what changed.
Throttled
if you get it wrong
Register badly and your throughput is capped — you're live, but crawling.