When we launched Alex (our sales department autonoma), SMS was the primary outreach channel. It worked — high open rates, fast response.
A2P registration changed the math. The friction to register a new brand + campaign means SMS at scale now requires real lead time. Meanwhile, autonomas can warm up social accounts (Instagram, X, LinkedIn) themselves, post real content, send real DMs. No carrier in the loop.
The new playbook: social DMs primary, SMS supporting. We still register A2P brands for clients with existing reputation; for new brands, we lean into the social warm-up first.