SMS are used by Mobile Apps (e.g. WhatsApp, Viber, Line and many more...) to send Activation Codes in order to validate the phone number of the user and activate new accounts. This also works for websites and Social Networks (Facebook, Google etc...)
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SMS are used by Wifi Hotspot Providers for example, who send users a password for Wifi Hotspot usage. The ubiquity of SMS means that providers can reach any phones, regardless of brand, type, and OS.
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Most leading hotel booking websites (booking.com, hotels.com, Agoda, AirBnB etc...) use SMS to send a booking confirmation. The SenderId can be set to the Brand rather that a random long phone number, reinforcing the Brand awareness for the receiver.
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SMS can be used to send special offers and promo codes for discounts on websites. The Alphanumeric SenderId can be set to the Brand rather that a random long phone number, to reinforce the Brand presence.
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SMS are heavily used by banks and financial institutions to send transaction notices to their customers and to prevent fraud. By using SMS, banks can ensure that their customer is reached, regardless of the mobile phone brand, type or OS.
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SMS can be used as reminders, by scheduling the sending requests. Furthermore, the ability to have a clickable phone number in the message is a powerful way to trigger a direct Call-To-Action.
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Companies such as marketing agencies, Apps developers, and financial institutions, which rely heavily on mobile phone numbers, can now very easily clean up their large databases of phone numbers, accumulated over the years, in order to ensure that they move forward with a healthy and more accurate customer base.
Unlike SMS the pricing for HLR Lookup is not only very low but is also flat (same price for all operators and countries).
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