In the UK more messages are now sent by instant messaging
apps like Whatsapp and Snapchat than traditional SMS. And this is part of a
global trend.
Generally, instant messaging apps require smart phones and
can only be used if the particular app is on the sender’s and the receiver’s
phone. But, because they are free, instant messaging apps are leading the race.
This trend may have implications for retailers as they communicate with their
customers.