I think the reason text is increasing as a UI craze is the same reason email is making a resurgence. Lots of companies focused on social media and apps to connect with their users the last decade as those channels had unlimited promise.<p>But we&#x27;ve seen Facebook control the connection with your audience on that platform and start forcing you to buy ads if you want to communicate to a large percentage of them. In the same way, apps have matured a bit and those who might have made apps to get the instant notifications have seen users and or Apple control the push notifications more.<p>Since texting is usually reserved for people we know, having notifications via text means you&#x27;ll read almost 100% of them, rather than turning them off. Focusing on text is a way of cutting through the noise.