Internet outages in Russia drive surge in SMS advertising
As mobile internet disruptions spread across Russia, advertisers are increasingly turning to SMS campaigns, carriers report. In April, promotional SMS volume rose 37% year-on-year, with budgets growing by 20%.
Mobile operators in Russia report a significant increase in SMS advertising, driven by growing internet outages. According to information obtained by the business daily Kommersant, MegaFon recorded the sharpest rise in April 2026, when the volume of promotional SMS messages increased by 37% year-on-year, and advertising budgets rose by an average of 20%. Retail and financial sector companies were the most active buyers of SMS advertising, along with clothing and footwear manufacturers.
Operator MTS also confirmed that April saw the highest SMS advertising activity. The largest number of SMS campaigns that month was recorded in Moscow and the Central region. Beeline AdTech noted that demand for SMS campaigns has been rising throughout the second quarter of 2026.
However, not all advertising market participants have observed a surge in demand for SMS promotion. Some companies have reduced or even abandoned the channel due to rising costs. “That’s why businesses use SMS selectively: for urgent trigger messages and short-window promotions,” said Irina Belitsa, a representative of the marketing company Mindbox.
