The phrase refers to the text messages originating from the mobile version of the Netflix website. These communications are typically transactional, account-related, or promotional in nature, designed to engage mobile users. An example is a message confirming a subscription renewal or alerting a user to new content based on viewing preferences.
This communication method is crucial for Netflix because it allows for direct and immediate interaction with users on their mobile devices. It enables the company to provide timely updates, personalized recommendations, and facilitate account management tasks, ultimately contributing to increased user engagement and retention. Historically, SMS has been a reliable channel for reaching users directly, even in areas with limited internet bandwidth.
