Bulk SMS marketing has been around for years, yet in 2025 it is still quietly outperforming many “new” digital channels.

AUSTIN, Texas--(BUSINESS WIRE)--Upland Software, Inc. (Nasdaq: UPLD) is expanding its SMS marketing footprint into the United Kingdom for the first time with its SMS marketing product, Waterfall.

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The U.S. short message service (SMS) marketing industry is on the rise, expected to reach an impressive $37.45 billion by 2031. If you're not yet using SMS marketing, this might be your cue to start.