Text messages can be one of the most effective ways for businesses to reach customers - but there’s a fine line between useful communication and something that feels like spam.

Michael Thompson speaks with Paul Diamond, Head of SMB Customer Success, APAC at Sinch, about when businesses should use SMS or WhatsApp, why relevance and timing matter, the rules around consent and opting out, and how businesses can protect customer trust as scammers become increasingly sophisticated.

Sinch is a supporter of Fear & Greed.