During the COVID-19 pandemic, Faretext remained fully operational throughout, continuing to provide uninterrupted SMS services to businesses across the UK. As an essential communications provider, we adapted quickly to support our customers' changing needs — from healthcare appointment messaging to business continuity notifications.
How We Responded
Within days of the first UK lockdown, our team transitioned to remote working without any disruption to service. Our cloud-based infrastructure meant that our SMS API, Oello platform, and Email to SMS services continued to process messages 24/7 with no downtime.
Our UK-based support team remained available throughout, helping businesses adapt their messaging strategies to rapidly changing circumstances.
Supporting Our Customers
COVID-19 fundamentally changed how businesses communicated with their customers. We saw significant increases in SMS usage across several sectors:
- Healthcare: GP practices, hospitals, and pharmacies used SMS to manage appointment changes, communicate testing information, and coordinate vaccination programmes
- Retail: Shops and restaurants used SMS to notify customers about opening hours, click-and-collect availability, and safety measures
- Education: Schools and universities communicated closures, remote learning arrangements, and return-to-campus protocols via text
- Logistics: Delivery companies sent real-time updates as online shopping volumes surged
- Employers: HR departments used bulk SMS to communicate policy changes, furlough updates, and return-to-work plans
Lessons Learned
The pandemic reinforced several truths about business communication:
- SMS is the most reliable channel in a crisis. When email inboxes were overwhelmed and phone lines jammed, text messages got through instantly
- Businesses need multichannel capability. Those with SMS already integrated into their systems adapted fastest
- Speed matters. Government guidance changed daily — businesses needed to communicate changes within hours, not days
- Cloud infrastructure is essential. On-premise systems that required office access caused disruption; cloud-based platforms like Faretext continued seamlessly
Building Communication Resilience
If COVID-19 taught us anything, it's that businesses need communication channels that work in any scenario. SMS doesn't require the recipient to have internet access, a specific app, or a smartphone. It works on every mobile phone, on every network, everywhere.
Whether you're planning for business continuity or simply want a more reliable way to reach your customers, connect with Faretext and our team will help you build a communication strategy that's resilient to whatever comes next.
