SMS only reliable communications channel during significant events
Media Coverage
Even if there is no network capacity to deliver the message immediately, SMS messages are stored by the carrier’s SMSC, so when the network capacity is available, the message is then delivered.
The reason SMS traffic continues at higher rates after the event, than before, is because people realize how easy, inexpensive and effective it is to send quick texts and these events literally cause converts.
Mobile Marketer has an informative article discussing the effectiveness of the SMS channel.
