SMS is one of the most underutilized channels in a marketer’s toolkit—not because brands don’t want it, but because they struggle to design experiences that are strategic, compliant, and scalable. In this session, we unpack how Exact Sciences transformed a fragmented reorder journey into a conversational experience using Braze. Plus, how the solution began linear, but evolved through MMS, RCS, and future agentic conversation experiences. You’ll leave with practical frameworks for strategy, execution, and measurement—plus a blueprint for turning text messages into measurable business outcomes.