Our Guest, Vaibhav Srivastava is the Chief Business Officer at Sprint Marketing & Technology, a global SMS marketing specialising in A2P messaging, bulk SMS & transactional SMS solutions. With experience spanning telecom-led messaging platforms, customer engagement strategy, and digital growth, Vaibhav focuses on helping businesses build direct, trusted communication with their customers. Sprint Marketing & Technology operates from its global headquarters in Dubai, with a growing presence across India, Tanzania, Zambia, Nigeria, the DRC, and Malaysia, enabling enterprises to reach audiences worldwide through secure, real-time mobile messaging.
Today, he shares insights on evolving SMS marketing trends, digital communication strategies, and the growing importance of real-time customer connectivity in an EXCLUSIVE conversation with Amit Kakkar, Managing Editor.
Here is the full interview.
E.R- SMS marketing is often described as outdated. Why does it still matter today?
Vaibhav- SMS may be one of the oldest digital channels, but that’s precisely why it still works. It operates outside algorithms, feeds, and platform volatility. When a message is delivered directly to a phone, it isn’t competing for attention. It’s arriving with a certain level of immediacy and seriousness. In an environment where businesses are constantly fighting to be seen, SMS stands out by being simple, direct, and dependable. Its relevance today has less to do with novelty and more to do with reliability.
E.R- Many people associate SMS marketing with spam. How do you address that perception?
Vaibhav- That perception exists because SMS is powerful. Any channel that commands immediate attention will feel intrusive if misused. The mistake businesses make is treating SMS as a broadcast tool rather than a relationship channel.
When messages are expected, timely, and clearly useful, they’re welcomed. When they’re excessive or irrelevant, they damage trust quickly. The responsibility lies with the sender, not the medium.
E.R- What kinds of messages actually work well on SMS?
Vaibhav- Messages that reduce uncertainty, such as confirmations, reminders, alerts, updates, and time-sensitive information. SMS performs best when it answers a question or solves a problem the customer already has.
It is not a storytelling channel. It is a reassurance channel. Brands that respect this distinction tend to see strong results without exhausting their audience.
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E.R- How does SMS fit alongside newer channels like apps, social media, and email?
Vaibhav- Each channel plays a different role. Social media builds awareness. Email provides depth. Apps create ecosystems. SMS cuts through when something truly matters.
The mistake businesses make is trying to use every channel for everything. SMS should be used sparingly and intentionally. When it is, it becomes one of the most effective tools in a brand’s communication mix.
E.R- Has AI changed how SMS marketing is used?
Vaibhav- AI has improved SMS by making it more precise. It allows businesses to send fewer messages, but with better timing, clearer intent, and greater relevance. Instead of mass messaging, communication can now be triggered by real behaviour and real needs.
E.R- Has AI changed how SMS marketing is used?
Vaibhav- AI has improved SMS by making it more precise. It allows businesses to send fewer messages, but with better timing, clearer intent, and greater relevance. Instead of mass messaging, communication can now be triggered by real behaviour and real needs.
E.R- What mistakes do businesses commonly make with SMS marketing?
Vaibhav- Overuse is the biggest one. When brands send messages simply because they can, they erode trust. Another common mistake is separating SMS from the rest of the customer experience, which leads to disjointed communication.
SMS works best when it feels like a natural extension of an existing relationship, not an interruption from a disconnected system.
editor@emiratesreporter.com
