SMS vs. Other Channels: Recent Engagement Statistics

Choosing the right channel can make a difference in the success of your communication and marketing strategy. While emails and push notifications struggle to capture attention, SMS continues to stand out with unmatched open and response rates.

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By: Daniel Jokka

SMS remains one of the most effective channels in terms of open rates and response speed.
Multiple recent studies confirm that text messages (SMS) have exceptionally high open rates, exceeding 90% in the U.S. and other regions worldwide.

SMS Open Rates: Key Data

98% of SMS messages are opened, and 90% are read within the first three minutes of delivery ^[1].
Although only 55% of SMS messages are “actively opened,” 100% are seen as notifications or in the inbox ^[3].
These statistics highlight the advantage of SMS over other channels, as its visibility is practically guaranteed.

SMS, Email, or WhatsApp: Which Has the Best Engagement? | Keybe Biky

Engagement Comparison: SMS vs. Email, WhatsApp, and Push Notifications

1. Email

Email open rates are much lower than SMS.

The average email open rate is just 20%-22%, compared to over 90% for SMS ^[4]. This means only one in five marketing emails is opened, compared to nearly all text messages.
The average response time for an email is 90 minutes or more, whereas SMS gets responses within 90 seconds ^[4].
Many emails get lost in spam filters or overcrowded inboxes, while SMS messages go directly to the phone’s messaging app^[5].

2. WhatsApp

WhatsApp messages enjoy engagement levels comparable to SMS.

Like SMS, WhatsApp is a direct messaging channel with extremely high open rates, around 98%-99% ^[6].
In practice, this means a message sent via WhatsApp is almost certain to be seen by the recipient, just like SMS.
Unlike SMS, WhatsApp requires an internet connection and the user must have the app installed ^[5].
A 2024 report confirmed that WhatsApp’s open rate (98%) still significantly surpasses email (~21%) ^[7].

In terms of reliability, as long as the user has WhatsApp installed and an internet connection, a WhatsApp message is delivered and perceived with the same reliability as an SMS. Both channels are considered highly effective for reaching consumers.

3. Push Notifications

Push notifications (popup alerts from mobile apps or browsers) have significantly lower engagement than SMS or WhatsApp.

Push notification open rates range between 20%-50%, much lower than SMS and WhatsApp [4].
A cross-channel comparison found that only 50% of push notifications are opened, compared to nearly 100% of SMS and only 20% of emails [4].
Push notifications also face reliability and reach limitations: they only reach users who have installed a specific app and opted in to receive notifications.

Many users mute or ignore push notifications, and they can disappear from the screen if not acted upon quickly, whereas SMS remains in the inbox until the user checks it.

In summary, while push notifications can be timely, they cannot match the broad reach of SMS and its 95%+ likelihood of being seen by the user.

With this data, it’s clear that SMS remains an unrivaled communication channel in terms of engagement.

While WhatsApp is a strong competitor, SMS still stands out for its reliability and universal access. For marketing strategies and effective communication, SMS remains the best option for reaching customers quickly and reliably.