These days the applications such as Snapchat and WhatsApp have made SMSs outdated. However, organizations engaged in trade and commerce still use the cloud messaging platform. E-commerce companies use messages right from the acquisition of the customer to the completion of the transaction. There are players in the market who offer cloud messaging services, e.g. Google, mGape, Value first and Webaroo( Gup-  shup ). Industry in India spends Rs.75-100 crore per month on messaging. Cloud messages are extensively used in promotion too. The offers are targeted to the relevant customers. Webaroos Gunshup is used by e-commerce companies and banks. Apart from SMS, there are other services such as voice, email messaging, promotional messaging, two-way messaging, 10-digit missed call number, toll free number and call forwarding facilities.

There are one issues here — data security and the customer’s willingness to receive the messages. They use encrypting to ensure data safety. Customers are given the option of DND — do not disturb which restrict promotional messaging.