Isn’t it friendlier to receive a message starting with your first name? Research also shows that personalised SMSs have a higher probability of being opened and read.
There is no limit to how you can customise your messages, apart from the fields you have set up in your contacts database. For example, an airline can customise SMS according to flight number or a doctor’s clinic can send appointment reminders using a patient’s first name.
Get comfortable with your audience and personalise your messages.