CallRail, a provider of call analytics and tracking capabilities, has announced that it has launched SMS analytics for marketers to gain insights from text messages and initiate interactions via the messages with customers leveraging the company’s tracking facilities.

In a company release, the CEO of CallRail, Andy Powell, affirmed that commerce was increasingly shifting into the mobile interfaces which have made it more critical for businesses to converse with consumers at the place where they are present constantly. He added, “We have to consider that people might prefer texting instead of calling, especially when doing something simple like confirming an appointment. Gathering insights via text message conversations will provide marketers with information they may not get from tracking calls alone.”

The SMS features that were existing with CallRail has allowed organizations to execute SMS-based ad

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