Sao Tome and Principe has seen a significant rise in mobile penetration, reaching 89% in 2026, which has propelled SMS marketing as a key digital channel. With over 62% of local businesses adopting SMS for customer engagement, the country demonstrates strong digital adoption despite its small size. The high open rate of 78% indicates that SMS remains a trusted and effective communication method for brands aiming to reach consumers directly on their mobile devices.
The average CTR of 15% shows that SMS campaigns are not only opened but also generate meaningful engagement. Consequently, annual mobile advertising expenditure has grown to approximately USD 4.2 million, reflecting increased confidence in mobile marketing strategies. As digital infrastructure improves, Sao Tome and Principe is poised to further leverage SMS marketing for retail, financial services, and tourism sectors, boosting local economic growth.