Stick To The Text: As Digital Wallets Thrive, Text Marketing Gains New Prominence

The emergence of the digital wallet is not something to be ignored by marketers, as a growing number of consumers are more likely to interact with brands that offer digital-wallet options for their coupons (76% in 2026 vs. 60% in 2025) or their loyalty programs (75% in 2026 vs 57% in 2025), according to recent research by Vibes.

In fact, more than 7 in 10 (72%) of those surveyed in the 2026 Mobile Consumer Insights report wish they could just use their digital wallet and do away with their physical ones.

“41% [are] more likely to engage with digital wallet offers sent via text message,” the report says, “while only 20% say they’re more likely if made available to them in a brand’s mobile app.”

More than three-quarters (78%) have made a purchase because of a text message from a brand. Most consumers sign up for text messages in exchange for offers (58%) or loyalty-program updates (50%), but other drivers include time-sensitive updates and reminders (49%), account or transaction updates (45%), company announcements (42%), or exclusive content (40%).

(Source: Vibes)

With the study finding not only a desire for moving to digital wallets, but also a “growing preference for app-less loyalty programs,” brands that are able to take advantage of their SMS channel will have a leg up.

“Brands can effectively drive more revenue using both SMS and digital wallets,” says the report.

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