Facebook Messenger bots have fallen out of favor recently, so brands are turning to a decidedly more old-school way of communicating: texting.

“There’s been an uptick in the number of clients inquiring about bots on SMS,” said James Squires, vp of engineering at agency space150, which has built SMS-based bots for clients including Nike, 3M and a few large financial services companies in recent months. “For really efficient customer service interactions, SMS-based bots trump messenger bots for their sheer ease of use.” 

Fashion retailer Everlane and conversational commerce company Spring have both said that they will no longer be using their Facebook Messenger bots. Everlane said it would focus its resources on email instead; Spring said its customers wanted more personalization than the bots would allow. Facebook itself is “refocusing” its use of AI after its bots hit a failure rate of 70 percent, where branded bots could only get to 30 percent of

Article source: https://digiday.com/marketing/lowest-common-denominator-brands-turning-sms-bots/

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