Have you noticed that people pay more attention to WhatsApp messages than regular bulk SMS? Why is this the case? The answer is simple: network providers have flooded our phones with too many spam messages, making people lose interest in SMS altogether.
These days, when an important message finally arrives through SMS, many people don’t even bother to check.
The Role of DND (Do Not Disturb)
Some years ago, the Nigerian government introduced the Do Not Disturb (DND) service. The purpose was to give people an option to block unwanted promotional SMS, especially from bulk SMS providers. On paper, this sounded like a good policy.
But here is the problem: people still need alerts, notifications, and updates from those they trust. Customers want to receive messages from their banks, schools, religious groups, service providers, and even business partners. They want prompt information on issues that directly affect them. Because of this, many people cannot fully opt in to DND.
Network providers, however, take advantage of this gap. Instead of improving the SMS system, they use DND and restrictions as an excuse to frustrate both customers and businesses. They know people still need SMS for marketing and communication, yet they block messages and make the service unattractive.
Why Bulk SMS Is Losing Relevance
There are a few clear reasons why bulk SMS is gradually losing ground to WhatsApp messages:
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Spam Overload
People are tired of receiving irrelevant text messages. The constant flood of unsolicited SMS has weakened trust in the channel. -
Delivery Restrictions
Many genuine business messages never deliver because networks block them without warning. Words, numbers, or certain phrases can automatically trigger restrictions. -
Poor Customer Experience
Instead of making SMS more reliable, network providers continue to tighten restrictions. As a result, customers get frustrated and businesses lose interest. -
Better Alternatives
WhatsApp has become the natural choice for individuals and businesses. It delivers messages instantly, allows multimedia content, and creates a sense of trust because the sender’s identity is visible.
Conclusion
The truth is that bulk SMS is no longer the trusted tool it once was. Spam, restrictions, and poor delivery have pushed people away. WhatsApp, on the other hand, is gaining more trust because it is personal, reliable, and interactive. For businesses and individuals who want their messages to be seen and taken seriously, WhatsApp has already taken the lead.
