Vibes: Brand Text Messages Are Driving Purchases at Scale

CHICAGO — Text messaging is quickly becoming one of the most effective commerce channels for brands, according to new research from mobile engagement platform Vibes. Its 2026 Mobile Consumer Insights Report found that 65% of consumers made a purchase from a brand’s SMS or MMS message within the past year, highlighting the increasing influence of mobile messaging on the path to purchase.

The annual survey, now in its ninth year, was conducted in November 2025 among over 1,100 U.S. smartphone users. Overall, 78% of respondents said they have made a purchase because of a brand’s text message, while 58% reported making purchases at least monthly based on texts they receive. More than half said they are much more likely to buy from brands that communicate with them via text.

The findings highlight ongoing growth in messaging-led commerce as consumers increasingly turn to their phones for timely, relevant offers. For the first time since Vibes began tracking these trends, text messaging overtook email as the preferred channel for redeeming promotions. 41% of consumers prefer to redeem offers via text message, compared to 39% who prefer email and 20% who favor brand mobile apps.

The report also highlights increasing enthusiasm for Rich Communication Services (RCS) messaging, which enables brands to offer more interactive, visual experiences than traditional SMS. Eighty-one percent of consumers prefer RCS over SMS, showing strong interest in features like product image carousels, high-quality photos and videos, and tappable action buttons that make it easier to browse and shop directly within a message.

At the same time, mobile wallets are becoming a mainstream way for consumers to store and redeem offers and loyalty rewards. Seventy-six percent of consumers said they are much more likely to engage with brands that offer mobile wallet options for coupons and promotions, a significant increase from the previous year. 75% said they are more likely to engage with brands that offer mobile wallet-based loyalty cards, indicating rising demand for app-less loyalty experiences.

The survey indicates that these trends create new opportunities for retailers and brands to increase both digital and in-store traffic. Consumers identified time-sensitive reminders, relevant product promotions, and eye-catching visuals as the main factors motivating them to click a message and make a purchase.

According to Vibes, the findings show a broader shift away from app-focused strategies toward messaging and wallet-based engagement. As interactive messaging formats and mobile wallets continue to grow in popularity, brands that focus on these channels may be better equipped to capture attention, generate measurable sales, and build stronger customer relationships in 2026.