In this episode, Ryan Alvarez CEO VIVA Bolivia, sits down with Tudor Marasescu VP of AdTech at Vox Solutions to challenge one of the biggest misconceptions in telecom: Is SMS really outdated?

What many consider a legacy technology is, in fact, one of the most powerful and underutilized communication channels in the world — reaching over 6 billion devices globally. Together, Ryan and Tudor explore how SMS is evolving from a simple utility tool into a high-performance, value-based media channel for operators and brands alike.

In this episode, you’ll discover:

• Why SMS remains universally accessible and highly reliable
• How A2P SMS still generates 5–15% of telecom EBITDA globally
• The impact of OTT players like WhatsApp, Telegram, and Viber on operator revenues
• Why raising SMS prices may not be the long-term solution
• How operators can reposition SMS as a performance-driven advertising channel
• The role of deterministic first-party telco data in a post-cookie world
• Why chaos and market disruption create opportunity for innovation

This conversation sets the foundation for a new way of thinking about telecom, not just as infrastructure providers, but as media platforms with unique data advantages and direct consumer reach.