The coronavirus pandemic struck in the first quarter of 2020 and completely restructured the society, affecting the telecommunication sector in an entirely different way altogether. Even though there was a dip in commercial SMSs initially, due to an urgent need of a customer friendly yet contactless business, transactional SMSs witnessed a significant hike. The marginal drop was the result of a crunch in the travel and tourism, aviation, retail, and other such sectors. However, according to the global consumer sentiment surveys carried out by McKinsey Company, consumers are turning to digital and reduced-contact ways of accessing products as the need for safety has considerably increased in the (post) pandemic era. In the US, this trend has been enhanced by Gen Z, millennials, and other consumers in general. Due to this increase in demand for a contactless and safe service, various sectors have adopted transactional SMSs for their business.

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