T2 applied predictive modeling to improve the effectiveness of SMS targeting. Thanks to artificial intelligence and machine learning, the click-through rate of SMS campaigns increased from 3% to 7%, and the customer acquisition cost decreased by more than half. Today, advertisers have access to more than 120 ready-made audience segments, and by the end of the year T2 plans to increase their number to 300. This will help businesses choose the audience for promotion more accurately, use the advertising budget more efficiently and launch campaigns without assembling segments from scratch.