T2 has updated its SMS advertising platform by integrating predictive models powered by machine learning and artificial intelligence. The system now analyzes hundreds of signals, including user preferences and message content, to improve targeting accuracy. By combining internal data with aggregated information from partners, the operator aims to optimize campaign performance without increasing marketing budgets.
The implementation of these models has already yielded measurable results, with the average click-through rate for SMS campaigns rising from 3% to 7% during beta testing. According to the company, the cost of customer acquisition has decreased by more than two times. These improvements allow advertisers to achieve better returns on investment even with limited financial resources.
Currently, T2 offers over 120 pre-built audience segments for advertisers. The company plans to expand this catalog to 300 segments by the end of the year. This expansion is designed to simplify the targeting process for businesses, including those without prior experience in data analysis, while maintaining the existing workflow within the SMS-target personal account.
