Text message marketing and transactional messaging.
Key Functions
| Function | Description | AI Opportunity |
|---|
| Campaign Management | Broadcast, scheduling | Optimal timing |
| Automation | Triggers, flows, drips | Personalization |
| Personalization | Merge fields, dynamic content | AI content |
| Segmentation | Lists, targeting | Behavioral segments |
| Two-Way Messaging | Conversations, replies | AI responses |
| Compliance | Opt-in, opt-out, TCPA | Auto-compliance |
| Analytics | Delivery, clicks, conversions | Attribution |
| MMS | Images, media messages | — |
| Short Codes | Dedicated numbers | — |
| Integration | Ecommerce, CRM triggers | — |
Core Entities
| Entity | Fields | Volume | Sensitivity |
|---|
| Subscribers | phone, consent, preferences | High | High |
| Messages | content, status, timestamps | Very High | Medium |
| Campaigns | content, targeting, schedule | Medium | Low |
| Automations | triggers, steps, metrics | Medium | Low |
| Conversations | thread, messages, status | High | Medium |
| Consent Records | opt-in source, timestamp | High | High |
| Analytics | delivery, clicks, conversions | High | Low |
Integration Points
| System | Data Flow | Direction |
|---|
| Ecommerce | Order triggers, cart abandonment | Bi-directional |
| CRM | Contact data | Bi-directional |
| Email Marketing | Multi-channel campaigns | Bi-directional |
| Helpdesk | Support conversations | Bi-directional |
| Automation | Workflow triggers | Bi-directional |
| Analytics | Attribution | Outbound |
Data Retention
| Data Type | Typical Retention | Compliance Driver |
|---|
| Subscriber records | Until opt-out + 3 years | TCPA compliance |
| Consent records | 5+ years | Compliance proof |
| Message history | 1-2 years | Analysis |
| Campaign data | 2-3 years | Performance |
Evaluation Criteria
| Criteria | Weight | Notes |
|---|
| Deliverability | High | Message delivery rates |
| Compliance tools | High | TCPA, consent management |
| Ecommerce integration | High | For retail |
| Automation | Medium | Workflow complexity |
| Two-way support | Medium | Conversational needs |
| Pricing | Medium | Per-message economics |
Market Leaders
| Product | Strength | Best For |
|---|
| Attentive | Ecommerce, personalization | DTC brands |
| Klaviyo | Email + SMS unified | Shopify |
| Postscript | Shopify native | Shopify stores |
| SimpleTexting | Ease of use | SMB |
| Twilio | API, programmable | Developers |
| SlickText | Price, simplicity | Small business |
AI Disruption Potential
| Function | Current State | 2027 Projection |
|---|
| Message writing | Templates | AI generation |
| Send time | Basic ML | Individual optimization |
| Personalization | Merge fields | Contextual AI |
| Conversational | Keyword triggers | Full AI chat |
| Segmentation | Rules-based | Behavioral AI |
| Attribution | Last-touch | Multi-touch AI |
Build vs Buy: Buy. SMS infrastructure (carrier relationships, compliance, deliverability) is specialized. Use Twilio for custom, platforms for marketing.