What’s Another Year…

As 2024 draws to a close, I find myself in a reflective mood for once. It dawned on me that this coming January, I’ll be entering my 17th year in the oh-so-crazy world of (SMS) messaging. It’s been a journey marked by constant evolution, where what started as a simple way to help businesses send text messages has grown into an industry that still 30 years later underpins so much of global business communication. And now, as we stand on the edge of real, meaningful change, I can’t help but feel both reflective about the past and optimistic about the future.

For years, RCS (Rich Communication Services) has been positioned as the “next big thing,” yet its journey has been slow and, at times, uncertain. However, 2024 has shown tangible momentum. Businesses are finally exploring some of the entry-level upgrades that RCS brings — rich media, interactive buttons, and branded messages — all within the native messaging app. It’s not just an incremental improvement; it’s a redefinition of business messaging.

RCS offers more than technology; it offers the potential — to enhance customer engagement, to streamline commerce on mobile, and bring conversations to life in ways SMS simply cannot. We are now at the inflection point where businesses, carriers, and technology providers align to realize this vision.

What excites me most about this transition is that RCS isn’t just another messaging tool. It’s part of a purpose-built ecosystem — a convergence allowing mobile commerce, communications, and improved B2C interactions. Businesses now have the opportunity to:

• Integrate messaging into the customer journey seamlessly.
• Turn simple notifications into conversations.
• Use messaging not just to communicate, but to transact.

The possibilities ahead are far-reaching, and the opportunity to help define this ecosystem fills me with a lot of optimism for 2025 and beyond.

While SMS will continue to serve certain markets for years to come, in markets fortunate enough to have launched RCS, the time for innovation is now. As an industry, we must work together to set standards, build trust, and ensure that businesses can use these powerful tools responsibly and effectively.

Looking back on the last 16 years, I feel an immense sense of pride for how far we’ve come — and an even greater sense of excitement for what lies ahead. The journey has certainly not been smooth, and this industry still faces significant challenges that need addressing and correcting. However, as we write the next chapter in messaging, I’m both grateful and honored to be part of it.

If you’ve made it this far, I owe you the backstory behind the Christmas hats you may have noticed at the top of this piece. :)

Throughout my career, I have often found myself defending A2P SMS against perceptions of it being a “boring” or “outdated” product. Certain internal departments in past lives, influenced by newer, flashier products & solutions, sometimes underestimated A2P SMS. But while it might not have had all the trimmings of newer products, I always pushed back with a simple fact: the revenue it generates and its ubiquity far surpasses many other options. For that reason, I jokingly coined the catchphrase #SMS is Sexy and had it printed on Christmas hats. These hats became a fun tradition — a small gesture I handed out to colleagues (you know who you are) in the run-up to Christmas to celebrate a job well done on various A2P SMS initiatives throughout the year. And now, much like good old A2P SMS, the hat itself is getting a well-deserved upgrade: #RCS is Sexy

With that allow me to wish you and yours all the best this holiday season and here's to an RCS packed 2025! 

Tim Houlihan - Vonage

Disclaimer:

The views and opinions expressed in this post are my own and do not necessarily reflect the official policies or positions of my employer or any affiliated organizations. This content is shared for informational and personal purposes only.