Previously MMS Inbox campaigns required a keyword submitted with the content to route to the proper MMS Inbox. With this update, MMS Inbox campaigns can receive MMS content from existing subscribers as a reply message. When an existing subscriber replies with a MMS content they do not need to use a keyword anymore and we can route that MMS content in the reply to the appropriate MMS Inbox.
This update makes it possible to have subscribers submit pictures as part of a 2 way SMS conversation without requiring a keyword as part of their MMS content submission. Often times the instructions for MMS Inbox campaigns were overly complicated asking the user to add a keyword to the picture message. The keyword was often forgotten or misspelled the first time. Now you can use a standard SMS opt-in and then ask the customer to submit a picture in their next message. We believe this will drive increased adoption to picture submission campaigns and the resulting customer interaction.