Short message service (SMS), more commonly known as texting, remains one of the most used modes of communication globally. In 2023, 97% of Americans owned cell phones in general, while 90% owned a smartphone, according to 2024 data from the Pew Research Center. With 7% more owning a cell phone that is not a smartphone, you may more likely be able to connect with diverse groups through SMS or text marketing than other channels like social media or email marketing.