Mobile-messaging provider Clickatell is one company enjoying a boom from SMS text messages as the technology exceeds the number of calls made.

The company says that SMS messages allow business to increase cost effectiveness, boost response rates, create more immediacy, provide automation and track return on investment.

"Given the reach and immediacy of SMS in establishing and growing customer interaction and commerce and the simplicity to experiment through robust web services such as Clickatell, we are bullish about 2009 and believe that SMS will thrive even in this economic climate," according to Clickatell CEO Pieter de Villie in a statement.

"SMS is simply the most effective way to reach everyone - not just generation Y. Everyone has a cell phone in their pocket, purse or backpack and they use it to connect, communicate and transact daily,” de Villiers added.“ Every business, large and small, should have an SMS strategy; after all, it reaches more people than email."

Clickatell's customers include CNN, RSA Data Security and Christie's auction house.