Industry Expertise | Building Trust in Financial Services: Why Verified Messaging Matters
“Industry Expertise” is sponsored content produced by AFSA’s Business Partners’ to provide thought leadership and best practices for AFSA member companies. For more information about this sponsored content opportunity, contact Dan Bucherer.
In financial services, trust is everything. Customers rely on their lenders and financial institutions to protect sensitive data, securely process transactions, and communicate reliably. Yet when it comes to text messaging—a key channel for alerts, reminders, and engagement—trust is often missing.
The reason? A surge in spam, fraud and “smishing” (SMS phishing). Smishing rose by 328% in 2022, and 85% of consumers worry about fraud when receiving a text from an unknown number. That trust gap can lead to disengaged customers, missed payments and lost revenue.
Enter verification.
Verification reassures consumers a message truly comes from a trusted business. While compliance with rules like the TCPA, carrier guidelines and opt-in/opt-out processes is mandatory, verification adds visible proof of authenticity. Together they form a strong foundation.
Here’s how it plays out across channels:
SMS
SMS delivers short, direct messages to a customer’s mobile device. Using dedicated short codes can boost trust, with 20% of consumers reporting they trust messages more when they come from a short number linked to their lender or credit card company (Datos Insights, 2024, SBT). Branded URLs further signal authenticity, making links easy to recognize and click safely.
MMS
MMS supports images, videos, GIFs, and other multimedia content, adding a visual layer to communications. Including business logos increases recognition, with 17% of consumers reporting higher trust when they see a logo (Datos Insights, 2024, SBT). Custom multimedia assets like branded images or GIFs reinforce authenticity and encourage engagement.
RCS (Rich Communication Services)
RCS transforms plain text into interactive, app-like messaging. Verified badges, full branding, and tappable buttons make messages feel official and trustworthy. Carrier approval and registration ensure that your messages are recognized as authentic by both the network and customers, creating a richer, more engaging experience.
From trust to action
Verified messaging triggers a chain reaction: Trust → Engagement → Conversion. Open rates for SMS hover around 98%, but verified senders elevate click-throughs, reduce opt-outs and accelerate responses. One provider added MMS and reported a 25% increase in application-to-funding conversions. That’s trust turning into business results.
Benefits for AFSA members:
- Improved deliverability: Verified RCS messages bypass spam filters and reach customers.
- Fewer unsubscribes: Trusted senders keep audiences engaged.
- Faster response: Payments, sign-ups and confirmations happen sooner.
- Higher ROI: Better engagement and conversion boost your bottom line.
Verification isn’t just a technical add-on—it’s the core of effective, trustworthy communications, especially in auto finance. Start delivering messages your customers trust, and see the business impact.
📲 Ready to strengthen trust with your customers? Solutions by Text helps financial institutions deploy verified, compliant messaging that drives engagement and protects brand reputation. Learn more and schedule a demo today.
November 1st, 2025
