T2 introduced predictive models based on big data, machine learning and artificial intelligence for SMS targeting. Thanks to the algorithm update, the average click-through rate of SMS campaigns increased from 3% to 7%, and the cost of acquiring one customer decreased by more than half. The algorithms analyze hundreds of signals based on anonymous data and select the most interested subscribers. More than 120 ready-made audience segments are currently available, and by the end of the year T2 plans to increase their number to 300.