SMS marketing solutions can be built in-house or purchased as an out-of-the-box (OOTB) software solution. Building a customized solution may provide more flexibility and scalability, but requires significant engineering resources and upfront investment. OOTB solutions are often easier to implement and integrate with existing MarTech stacks, but may have limitations in terms of customization and expansion. Key factors to consider when deciding between building or buying an SMS marketing solution include the availability of engineering resources, integration requirements, future-proofing and innovation, vendor management, total cost of ownership, compliance with government and carrier requirements, time to deployment, price, scalability, volumes, geolocation, reliability, and extent of SMS functionality. Ultimately, a thorough evaluation of these factors is necessary to make an informed decision that meets the specific needs and goals of each business.