Both channels can reach a customer on their phone. The difference is what they cost, where the message appears, and what the customer agreed to receive.
Cost
SMS is commonly priced per message, so campaign volume affects cost. Wallet push notifications can be sent through the loyalty platform without a per-message charge.
Deliverability and context
Carrier filtering can affect SMS. A wallet push is connected to a card the customer deliberately saved, so the offer and loyalty card stay together.
Customer journey
With wallet push, the customer can tap the notification and see the loyalty card or reward in the same place. SMS may still be useful when a person does not have the wallet card.
Location and timing
Wallet cards can support location-relevant notifications. Campaign timing should match when customers are likely to make a decision.
A practical rule
Use wallet push for recurring loyalty messages such as reward reminders, campaigns, win-back messages, and new arrivals. Keep SMS for important transactional messages or for contacts who have not added the wallet card.
The right mix depends on your customer permissions, message urgency, and existing contact channels.