Market Challenges And Opportunities

Character limitation and limited audience engagement will continue to act as potential growth barrier to the industry growth

Advertising space of the service users is limited to 160 characters and the target audience cannot be efficiently attracted with the use of additional audio or animation content. Moreover, advertisers find it difficult to engage consumer for text services and end up getting spammed. Owing to proliferation of many other messenger apps, such as WhatsApp, Facebook Messenger, QQ Mobile, among others, consumer tendency to rely on text messages has considerably decreased. These factors are projected to limit the end user inclination towards these services, which in turn would hinder the overall A2P SMS market growth.