Before Twilio et al, if you wanted to text a lot of your customers automatically, you had to pay thousands of dollars in setup and recurrent fees to rent a shortcode number
But then, with Twilio et al, you don’t need a shortcode anymore
The telcos told the regulators this would create endless spam, so they would regulate it themselves, and created a consortium to “end spam”
Now you are forced to get a license from them, pay a monthly fee, get audited, and they still let pretty much all the spam through, while they also randomly block a certain % of your messages, even if you are fully compliant
At the same time At&T and Verizon saying oh snap let's make money on this too and still being pissed about Stir Shaken so to get ahead of it for Texting before Congress forces it on them. This way they can make money on it before it's forced.
[0] https://fortune.com/2019/02/04/t-mobiles-john-legere-promise...