The TODAY Show` partnered with `Twilio` and `Front` to build a messaging service that allowed viewers to ask celebrity coaches personal questions privately, creating a safe space for users to interact with the coaches without sharing their cell phone numbers on a national broadcast. The feature was a success, with many questions pouring in and coaches receiving more requests than they could answer during their shifts. The service was built using Twilio's cloud communication platform and Front's messaging inbox, allowing coaches to respond from their laptops, working remotely with ease. This collaboration demonstrates the potential of SMS as an area for experimentation, especially following this successful pilot.