Is SMS still relevant? 1,800 UK consumers share surprising insights

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SMS remains one of the most direct and effective channels for business communication. But what do the latest SMS statistics in the UK reveal about consumer preferences in 2025?

To find out, we surveyed 1,800 mobile users from the United Kingdom across several age groups. The results revealed not only what people want from business texting, but also the missteps that can damage trust.

This article breaks down the key findings from UK texting statistics, including a few age-specific insights, to help businesses refine their SMS strategy and build stronger customer relationships.

Only 8% of UK consumers ignore SMS. 9 out of 10 don’t

SMS is one of the hardest communication channels for businesses to be ignored on. Our consumer SMS behavior survey revealed that just 8% of UK consumers ignore all SMS from businesses, leaving 92% who engage at least occasionally with texts.

When it comes to phone calls, 45% of UK consumers said they ignore all unknown numbers, and 25% find calls annoying. Only 3% prefer calls over texts

This reinforces that SMS, not cold calls, should be the default channel for outreach.

But winning those 9 out of 10 consumers requires trust. The survey highlighted the top reasons consumers decide whether a message feels legitimate:

• 59% trust messages from recognizable senders
• 22% distrust texts from unknown numbers
• 13% distrust suspicious-looking links
• 35% distrust poor grammar or formatting

This finding aligns with another question: 85% admitted they’ve received texts they weren’t sure were legitimate. Younger audiences were more skeptical overall, while older respondents placed greater value on professional formatting.

The texts UK consumers remember most

When asked which business texts they remember receiving, the top UK SMS statistics were:

• 26% recalled promotional offers and discounts
• 25% recalled order confirmations or shipping updates
• 22% recalled appointment reminders

Notably, 17% said the most memorable texts were scams or spam, underlining the importance of trust signals. Younger respondents (18–24) were slightly more likely to recall promotions, while older groups (55+) leaned toward reminders and confirmations.

This shows that, while SMS campaigns are effective for marketing, customers also strongly associate the channel with service notifications. Businesses need a balanced approach.

More than half of UK customers were “ghosted” by businesses

Texting a business comes with an expectation of responsiveness. Yet many customers are left hanging, according to our UK SMS statistics:

• 30% said they got no reply and had to follow up another way
• 21% said they felt ignored entirely

Half of our consumer survey respondents feel ghosted by the businesses they reach out to, making it one of the most important business texting trends to address. Customer expectations are high too:

• 26% expect replies within 30 minutes
• 26% expect replies within a few hours

Ghosting equals lost sales, broken trust, and a high churn rate. And with customers expecting some level of immediacy, businesses need tools like auto-replies and shared inboxes to stay on top of their SMS communication and prevent missed opportunities.

Slang and emojis in UK SMS: Friendly or unprofessional?

The survey revealed a divide in opinion when it comes to tone of voice in business SMS:

• 46% said emojis and slang feel unprofessional
• 39% said it depends on the brand
• 10% said emojis make texts feel friendly

Age group analysis also showed that younger consumers forgive emojis, while older ones see them as careless. Emojis aren’t decoration. They’re a brand signal. Use them deliberately.

SMS marketing statistics UK vs. US: Are they the same?

Yes, for the most part, as per the findings of our US texting survey 2025. But a few differences stand out, too, so let’s have a look.

• Just 8% of UK consumers and 8% of US consumers say they ignore texts. Calls, however, are avoided by nearly half in both countries.
• 30% of UK customers had to chase a business for a reply, while 31% of US customers said they were outright frustrated when ghosted.
• UK shoppers recall offers (26%) and shipping updates (25%), while US consumers lean more heavily toward promotions (33%). More in the US also remember scams (26%), highlighting their prevalence in the country.
• Both sides agree emojis can feel unprofessional (46% UK vs. 47% US).

The numbers are very similar in the UK and the US, highlighting that consumers have common pain points and expectations across the pond. Whether in London or Los Angeles, loyal customers come from professional, timely, and compliant SMS that inspire business texting trust.

Turn insights into customer engagement with Textmagic

So, is SMS still relevant? Our survey answered this: yes. It’s still one of the most powerful ways to reach customers, but only when it’s fast, trusted, and respectful. That’s exactly what Textmagic helps you deliver.

• Be recognizable and professional. Trust is fragile, so you should avoid and report anything that looks like spam.
• Let your audience enjoy quiet hours. 26% dislike texts during work hours, while 22% dislike them overnight, so pay attention.
• Deliver the right message on the right channel. 32% prefer SMS, while 49% prefer email. Strike a balance to maximize customer retention.
• Never leave customers hanging. Set expectations and prevent frustration by confirming message receipt immediately.
• Be smart with customer data. Younger audiences tolerate more informal messages, while older ones are pragmatic.

To further learn how to stay compliant while building customer trust, make sure you check out our guide on Text messaging in the UK.

Win that 92% over today!

Send trustworthy & professional SMS with Textmagic.

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Our business texting & email solution offers a wide range of features that can help you foster brand loyalty, including:

• Compliant sender IDs that build trust instantly.
• Toll-free & 10DLC verification for international users. 
• SMS automations and templates that save you time.
• Shared inbox and reporting tools to track replies and performance.

Business texting trends show consumers want relevance, trust, and fast replies. And, with the right platform, brands can deliver all three with ease.