SMS isn't a fallback: DLT routes, branded sender IDs and the 98% open rate
Treated as a dumb pipe, SMS underperforms. Treated as a first-class channel with tracked links and priority routes, it prints money.
The channel everyone reads and nobody respects
SMS open rates in India still hover near 98% — higher than any inbox you own. Yet most platforms treat it as the thing that fires when WhatsApp fails. That's a strategy error: OTPs, delivery alerts and flash-sale bursts each have moments where SMS is the best first choice.
DLT compliance is table stakes
India's DLT regime requires registered headers, approved content templates and consent records. Done right, it's invisible: your sender ID is your brand name, your routes are priority-tier, and your messages land in seconds — logged to the same contact timeline as every WhatsApp and voice touch.
Shortened links that report back
A branded short link in every SMS turns a dumb blast into a measured campaign. Click-throughs attribute back to the exact send, so the Diwali SMS burst and the WhatsApp drip compete on the same rupee scoreboard.
One timeline, every channel
The point isn't SMS versus WhatsApp. It's that the customer is one person, and every message — regardless of channel — should read from and write to one relationship record.
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