The Texas Department of Transportation (TxDOT) is utilizing the Twilio Notify API, a programmable SMS service, to provide real-time traffic updates and alerts to commuters via text messages. The system, called My35, has been highly successful, with over 5,700 subscribers, 65% of whom use the service daily, and has been praised for its personalization and timeliness. To scale the system, TxDOT implemented Twilio's Notify product, which enabled rapid delivery of alerts, reducing distribution time from 20 minutes to under 60 seconds. The system has improved safety, reduced congestion, and provided valuable information to drivers, making it an effective tool in facilitating economic development along the I-35 corridor.