Is SMS Going to Be a Good Channel?

I'm excited about the degradation of SMS and turning into a spam channel while simultaneously watching brands value this as a channel. How do you think that you can take SMS and make it this personal experience, just like Eli was talking about with selfie CTA's? You know, what if you have this very elevated, you know, artistic or editorial brand, how can you kind of play into that a little bit more into SMS? So I think there's definitely things that are going to be kind of on brand and, and not on brand. There are some brands who are probably going to decide that a certain channel is not for them because of that. But most direct consumer brands, they don