Facebook’s recent acquisition of WhatsApp and Alibaba’s investment in Tango emphasize today’s shift by consumers to use over-the-top (OTT) messaging apps, which allow for communication through internet-based messaging, instead of the traditional SMS message. In contrast, application-to-person (A2P) SMS messaging, the channel businesses use to engage with customers, is on the rise – powering everything from brands’ marketing efforts to banking security and password authentication. Despite OTT’s popularity, enterprises shouldn’t write off SMS as a dated technology – it is the powerhouse that will enable enterprises to interact with the larger majority of consumers, lower costs and drive increased revenue.