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Many businesses in Central Asia continue to spend significant marketing budgets on bulk SMS campaigns simply out of habit. The assumption is that everyone has a phone, so an SMS guarantees high visibility. However, conversion rates from SMS links continue to drop while costs rise. Choosing between SMS or messenger for client communication requires a clear understanding of where each channel delivers real value.
The Decline of Promotional SMS
Promotional SMS creates a one-way dead end. When customers receive a discount text, they cannot simply reply to ask a question. Clicking external links often raises security concerns, and 70-character limits on Cyrillic text make informative descriptions expensive.
Where SMS Remains Essential
SMS is still critical for specific transactional and offline scenarios:
- One-Time Passwords (OTP): Identity verification and payment confirmations via local banking apps and payment systems.
- System alerts: Account security updates or critical operational alerts.
- Emergency delivery: Urgent reminders when mobile internet access is unavailable.
Why Messengers Win in Sales and Support
For inquiries, follow-ups, and sales, platforms like Telegram and WhatsApp are far superior:
- Two-way dialogue: Customers can ask questions, send photos, or send voice notes directly within the thread.
- Rich media without extra costs: Share PDF catalogs, video overviews, or Telegram mini apps without character limits.
- Integrated payments: Send direct payment links and confirm orders inside the conversation.
In shamCRM, all interactions from Instagram Direct, WhatsApp, and Telegram are consolidated into a single interface. Built-in AI agents transcribe voice messages and summarize customer requests, allowing sales teams to maintain high-touch conversations without wasting money on costly bulk SMS.
