SMS or Viber: How to Choose the Best Channel for Your Business

Choosing the right communication channel is crucial for the success of any company. SMS and Viber are two of the most popular methods for direct customer connection, but which one is more suitable for your needs? Let’s explore the advantages of both channels to help you make the best decision.

Advantages of SMS

1. Reliability and High Open Rates
   Text messages are incredibly reliable and effective for communication, with an open rate of over 90% within minutes of receipt. Unlike emails, which often go unread or end up in spam folders, text messages reach customers directly, making them ideal for quick notifications like promotions, reminders, or invitations. This approach enables businesses to communicate with a wide range of clients, including audiences that are difficult or expensive to reach via email and social networks.

2. Simplicity and Speed
   With just 160 characters, you can convey an important message that prompts customer action—whether it’s clicking a link, visiting a store, or using a discount code. The simplicity of SMS saves time for both businesses and customers.

3. Personalization and Loyalty
   SMS allows for the creation of personalized messages tailored to the needs and preferences of customers. This builds trust in the brand and fosters long-term relationships. Promotions, special offers, and event reminders sent via SMS create a sense of care and attention.

4. Flexibility
   SMS messages can be used across various industries—from appointment reminders in medical facilities to notifications about new products or seasonal offers. Their universality makes them suitable for businesses of all sizes, from small companies to large corporations. Whether in retail, services, or logistics, SMS communication is an effective way to reach your clients.

5. Cost-Effectiveness
   Communicating via SMS offers significant savings compared to traditional advertising methods. Text messages require minimal investment and allow for large volumes of messages to be sent at a low cost. Additionally, the ability to personalize and target precisely helps businesses avoid expenses on campaigns outside their target market. With high engagement, conversion rates, and profits, SMS communication provides a high return on investment (ROI), making it attractive for organizations seeking a reliable and affordable way to connect with clients.

6. Quick Results
   Text messages are ideal for campaigns that require an immediate response. Whether it’s a sale or a time-limited offer, SMS ensures instant customer reach and the ability to analyze results in real-time.

Advantages of Viber Business Messages

1. Official Business Account
   Creating an official business account on Viber offers a unique opportunity to build trust and strengthen relationships with customers. Such an account provides a blue checkmark—a sign of brand authenticity that assures users they are communicating with an official company representative. This is an important distinguishing feature that fosters trust and a sense of security.

   Your Viber business profile can include a logo, description, address, and additional contact information, making it easier for customers to find everything they need about you.

2. Unified Channel for All Types of Messages
   As a brand, you can send various types of messages to your customers through a single channel, including:

   • Transactional messages – such as order confirmations, delivery updates, and appointment reminders, keeping customers informed about their orders or ensuring they don’t miss important meetings.
   • Promotional messages – such as coupons, special offers, and new product announcements, maintaining customer interest, informing them of your latest offerings, and driving more sales.

   Consolidating all messages into one channel makes communication simple, efficient, and convenient for both businesses and customers.

3. Interactive Messages
   Viber allows sending a variety of content, making communication with customers more dynamic and engaging. With Viber Business Messages, you’re not limited to short texts—you can include up to 1,000 characters, images, videos, files, and even links with call-to-action (CTA) buttons. Customers can also send files, photos, or videos, creating a more interactive and meaningful dialogue.

4. Pricing Based on Delivered Messages
   The cost of Viber Business Messages is based on the number of successfully delivered messages, not on the total number sent or the number of recipients. This means you will be charged only for messages that reach your customers. A key feature that helps optimize costs is TTL (Time To Live), allowing you to set a time window for message delivery. If the message isn’t delivered within the set period, it won’t be sent, and you won’t be charged for it.

5. High Security and Privacy
   Viber is among the most secure messaging apps, offering necessary levels of protection for both users and businesses. With end-to-end encryption for personal and group chats and data transfer encryption for corporate messages, communication on Viber remains reliable and secure. Messages aren’t stored on Viber servers, eliminating the risk of hacker access. Connections are secured via HTTPS protocols, and message content is not revealed in push notifications on the locked screens of client devices.

6. Personalized Communication
   Viber allows brands to send personalized messages, making customers feel valued and understood. Integrating Viber Business Messages with a Customer Relationship Management (CRM) platform or a Customer Data Platform (CDP) can significantly enhance customer interaction. With this integration, you can maintain a deeper connection with your audience while accessing all important information in one place. You can segment your customers into groups, track their interactions and preferences, and tailor your messages to their specific needs.

How to Choose the Right Channel?

Your choice should be based on several factors:

1. Purpose of the Messages: If you seek speed and reliability, SMS is your channel. For more complex messages requiring visual presentation, Viber is the better choice.
2. Audience Type: If your customers actively use Viber, you can benefit from its more interactive approach. For a broader audience without specific smartphone app requirements, SMS is more suitable.
3. Budget: For larger volume campaigns, Viber is more economical compared to sending SMS messages since SMS has a fixed price per message regardless of delivery status. It's important to note that Viber requires a minimum monthly usage. (An option to send an inquiry about the minimum should be available). If you don't need to send regular monthly Viber messages above the required minimum, SMS might be the better option for you.
4. Urgency: For campaigns requiring immediate response, like flash sales or reminders, SMS is more effective due to its instant open rate. Viber is suitable for messages that can be read and engaged with more flexibly.
5. Content Complexity: If your messages include more than text—images, videos, or action buttons—Viber is an excellent choice.