Have messengers won? At first glance – yes. But in Europe – not quite.
While everyone is buzzing about Telegram channels, WhatsApp broadcasts, and push notifications, in good old Europe, SMS is still going strong.
Especially where the stakes are high – quite literally.
And it’s not just about habit or nostalgia. SMS has its own rational niche. If you work in iGaming, ignoring it means missing out on a proven tool for retention and engagement.
Let’s break down why SMS still “rules” in Europe – and how it can be monetized in the gaming industry.
Legal Significance and Reliability
First of all, in Europe, SMS isn’t “just a message.” For banks, healthcare, and government services, it’s an official communication channel.
A court, bank, or public agency won’t text you on Telegram with cute stickers.
They’ll send you an SMS – because it’s a channel legally recognized as proof of delivery and receipt of information.
This matters in iGaming too.
Players perceive SMS as a more serious and trustworthy channel than push or messengers.
If a casino sends you an SMS – it means business: a withdrawal, a transaction confirmation, a personal bonus.
That creates a high level of trust.
Works Even Without Internet
Not all users have stable internet access at all times. Yes, we live in the age of Wi-Fi and 5G – but there are still regions where cellular signal is the best you can get.
SMS works wherever there’s network coverage.
This is especially true for the 35+ age group – which often happens to be more financially stable and more loyal to online casinos.
They don’t want to download new apps or navigate unfamiliar interfaces – SMS is simple and familiar.
Habit and “Communication Language”
For decades, people have received codes, confirmations, and important notifications via SMS.
Trying to retrain them means creating friction in the user journey.
It’s smarter to speak to your audience in a language they already understand.
Especially in critical communication moments – transactions, withdrawals, or logins.
Trust and Security
Messengers are full of fakes, phishing, cloned channels, and bots.
SMS has none of that.
Messages come from a short code or branded sender, and users almost never doubt who it’s from.
For iGaming – where money is involved – this is critical.
If a person doesn’t trust the channel, they won’t click the link, enter a code, or make a deposit.
SMS gives a feeling of safety.
Open Rate Others Can Only Dream Of
The “98% open rate” myth? It’s not a myth.
Studies show that most SMS messages are read within three minutes of being received.
Push notifications, messengers, and emails can’t compete with that.
Especially when it comes to urgent offers.
Where Is SMS Still Big in Europe?
- France – especially for banks and public services.
- Germany – anything related to security and transactions is often delivered via SMS.
- Poland and Romania – SMS is still a key channel for marketing and mass communication, especially in regions with uneven internet access.
So if your market is Central or Eastern Europe, it’s definitely too early to write SMS off.
How Can iGaming Use SMS?
Here are specific use cases where SMS is a winner:
- Two-Factor Authentication (2FA): Builds trust – “Your withdrawal is confirmed via SMS code.”
- Bonuses and Promos: Short and direct – “VIP bonus available. Activate within 1 hour.”
- Trigger Campaigns: Engagement nudges – “You’ve been away for 3 days. Reminder: 20 free spins are waiting.”
- Urgent Offers: Game-time rush – “Only until midnight – x3 cashback.”
- Personalized Greetings: Builds loyalty – “Happy Birthday, Alex! We’ve added a gift to your account.”
- Deep-links: Takes users directly to a specific game or landing page – no extra steps.
SMS in Europe is alive and well.
It’s not a relic from the era of flip phones – it’s a reliable, legally recognized, and secure communication channel that, in many cases, delivers what messengers can’t: trust and immediate action.
For iGaming, SMS isn’t an alternative to messengers – it’s a powerful addition to your marketing ecosystem.
So if someone tells you “SMS is dead,” feel free to reply:
“Not in Europe. Here, it still rules – and drives revenue.”
