AT&T Rolls Out Cross-border SMS



AT&T Wireless has rolled out international text messaging capabilities that will allow its subscribers to communicate with colleagues, friends and loved ones around the globe.



The service has been rolled out in approximately a dozen countries, including China, Germany and the United Kingdom. AT&T Wireless said it expects to bring on some 200 carriers in 100 countries in the months ahead.



While the implications for marketers were not immediately clear, cross-border interoperability may eventually open the wireless channel to communications programs of a global nature. If more carriers begin offering similar overseas SMS compatibility, there may be an opportunity for international viral or branding campaigns.