In text message marketing, marketers send promotional campaigns and other marketing communications via text messages to reach customers almost immediately on their mobile devices. This approach is primarily used for time-sensitive communications and adds a direct line of contact to customers that isn't competing with a high volume of emails. Marketing text messages are typically sent from short codes, which can be linked to a specific sender or shared by multiple senders using the same service. Brands use text message marketing for short-term promotions and sending important updates around events customers have signed up for, such as changes, cancellations, and real-time updates. The benefits of text message marketing include providing an additional communication channel that adds maturity and breadth to a brand's omnichannel strategy, offering higher open and engagement rates than email, being a direct line of communication with most customers, helping build trust and personal relationships between brands and customers, and being an important feature of a successful omnichannel marketing strategy.