If you’re running a business in Australia, chances are your customers still want to hear from you the old-fashioned way: a text message. Now, 8x8, Inc. (NASDAQ: EGHT), best known for its integrated customer experience (CX) platform, is making that easier by rolling out native SMS support in 8x8 Work for Australian businesses.

The update lets users send and receive one-to-one SMS directly from Australian mobile numbers (+61) via the 8x8 Work desktop or mobile app. For businesses, that means employees can manage calls and texts from the same number—no juggling multiple platforms or apps.

Why SMS Still Matters in 2025

Despite the rise of WhatsApp, Messenger, and endless chat apps, SMS remains sticky. According to the Australian Communications and Media Authority (ACMA), 96% of Australian adults still text regularly—a stat that hasn’t budged in two years. For companies, that makes SMS one of the most reliable and universally accessible channels for quick customer engagement.

8x8’s move also comes at a time when businesses are under pressure to cut friction in customer interactions. As David Land, senior manager of channel sales at 8x8, put it:

“SMS continues to be one of the most trusted and widely used communication tools in Australia, and our customers want it integrated directly into their workflows. By bringing SMS into 8x8 Work alongside calling, we’re giving businesses a simpler, more consistent way to connect—helping their teams respond faster, reduce missed opportunities, and deliver a better customer experience.”

Key Features at Launch

• One number, all channels: Use the same local number for both calls and SMS.

• No add-on required: Available across X Series X1–X8 licenses without extra cost.

• Easy setup: Admins can configure via the self-service 8x8 Admin Console.

• Compliant by default: Built to meet ACMA guidelines, the Spam Act 2003, and Australia’s Interception Act.

The new SMS functionality is live today for all Australian customers with eligible mobile numbers, whether headquartered in Australia or just operating local branches.

The Bigger Picture: UC Platforms Keep Doubling Down on Messaging

The launch highlights a broader industry trend: unified communications (UC) platforms are racing to integrate messaging directly into their CX stacks. With customer expectations for instant, cross-channel engagement higher than ever, SMS integration is less a “nice to have” than a baseline requirement.

Rivals like Zoom and RingCentral have been expanding their own messaging tools, but 8x8 is banking on simplicity: one app, one number, fewer headaches. For Australian businesses, especially SMBs looking for frictionless ways to reach customers, this could be a very welcome upgrade.

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