GITNUXSOFTWARE ADVICE
Marketing AdvertisingTop 10 Best Mass Sms Marketing Software of 2026
Top 10 mass sms marketing software ranked by deliverability, automation, and reporting. Compare Postscript, SlickText, Tatango, and more.
How we ranked these tools
Core product claims cross-referenced against official documentation, changelogs, and independent technical reviews.
Analyzed video reviews and hundreds of written evaluations to capture real-world user experiences with each tool.
AI persona simulations modeled how different user types would experience each tool across common use cases and workflows.
Final rankings reviewed and approved by our editorial team with authority to override AI-generated scores based on domain expertise.
Score: Features 40% · Ease 30% · Value 30%
Gitnux may earn a commission through links on this page — this does not influence rankings. Editorial policy
Postscript is the best pick for Shopify-focused marketing ops that want event-triggered SMS journeys plus an API for integration, whereas SlickText fits SMB teams needing controlled scheduled mass texts with automation and reporting hooks when you’re managing lists.
Editor’s top 3 picks
Three quick recommendations before you dive into the full comparison below — each one leads on a different dimension.
Postscript
Event-driven automation with webhook callbacks lets sends react to external system events in near real time.
Built for fits when marketing ops needs event-triggered SMS journeys plus an API for integration..
SlickText
Editor pickDelivery event webhooks that let external systems update campaign status automatically.
Built for fits when marketing teams need controlled scheduled SMS plus API-driven integrations for reporting and automation..
Tatango
Editor pickCampaign automation with trigger-based actions tied to subscriber events via API and webhooks.
Built for fits when marketing ops needs templated workflows, API execution, and delivery events for ongoing SMS programs..
Related reading
Comparison Table
This roundup targets teams that treat SMS marketing as an engineering-adjacent workflow with defined data models, provisioning paths, and operational controls. The ranking focuses on integration depth, automation logic, throughput and delivery tooling, and traceability via audit logs and role-based access, so evaluators can compare platform architecture without relying on campaign hype.
Postscript
vertical specialistSMS marketing platform built for Shopify stores with mass campaign and automation features.
Event-driven automation with webhook callbacks lets sends react to external system events in near real time.
Postscript connects customer profiles to messaging via configurable automations that can trigger on events like purchases, lifecycle changes, or schedule windows. Campaign building supports segmentation and templated content so teams can generate consistent message formats while inserting per-recipient variables. Delivery status and receipts provide the feedback loop needed to monitor outcomes and adjust follow-up flows.
A tradeoff appears in implementation effort for advanced programs, since multi-step journeys usually need careful mapping of event sources, audiences, and timing rules. Postscript fits best when teams already have a working event pipeline and want messaging orchestration plus API access rather than only a basic broadcast workflow.
- +API and webhooks enable custom event-driven messaging workflows
- +Automations support scheduled and event-triggered customer journeys
- +Segmentation and templating reduce manual list and copy work
- +Delivery tracking supports operational review of sends and outcomes
- –Complex journeys require strong event mapping and QA discipline
- –Advanced governance needs can demand process work beyond defaults
- –Message approval workflows may require additional operational setup
- –Higher-volume routing needs careful throughput planning
Ecommerce lifecycle marketers
Trigger SMS after purchase milestones
Higher repeat purchase engagement
Revenue operations teams
Route messaging via custom integrations
Lower manual reconciliation
Show 2 more scenarios
Customer success managers
Notify at subscription status changes
Faster churn intervention
Segmented audiences receive templated alerts tied to account state transitions.
CRM operations teams
Maintain eligibility and suppression logic
Fewer compliance-related rejects
Sending rules reference contact eligibility so excluded contacts do not get queued.
Best for: Fits when marketing ops needs event-triggered SMS journeys plus an API for integration.
More related reading
SlickText
SMBMass SMS marketing platform with list growth tools, keywords, and automated workflows.
Delivery event webhooks that let external systems update campaign status automatically.
SlickText fits teams that manage multiple audiences and want repeatable campaign configuration using templates and scheduling controls. Campaign reporting focuses on delivery outcomes and operational visibility, which helps teams compare campaign performance without exporting multiple data sources. API and webhook support supports integration with CRM systems and marketing automation workflows where contacts and triggers originate outside SlickText.
A key tradeoff is that deeper workflow automation requires integration work rather than purely building logic inside the dashboard. SlickText is a strong fit for healthcare, education, and retail marketing teams that need controlled one-to-many messaging with consistent copy approval and tracking before and after sends.
- +API and webhooks for sending and delivery event ingestion
- +Template and scheduling controls for repeatable campaign execution
- +Delivery reporting that supports operational campaign reviews
- +Segmentation workflows for targeting distinct contact groups
- –Advanced multi-step automation depends on external orchestration
- –Setup of governance checks takes time across multiple campaign types
- –Less suited for high-frequency transactional messaging workloads
- –Migration from existing SMS stacks can require custom mapping
Marketing ops teams
Scheduled campaigns with template governance
Fewer copy and timing errors
CRM teams
Trigger SMS from CRM events
Lower manual campaign maintenance
Show 2 more scenarios
Education coordinators
Time-bound updates to parent lists
More on-time communications
Segment contacts for enrollment and attendance messaging and schedule updates for key dates.
Retail marketing managers
Promotion broadcasts by customer segment
Improved campaign accountability
Target customer groups with tailored SMS copy and review delivery performance per campaign.
Best for: Fits when marketing teams need controlled scheduled SMS plus API-driven integrations for reporting and automation.
Tatango
enterpriseEnterprise SMS marketing software for high-volume mass text messaging and subscriber growth.
Campaign automation with trigger-based actions tied to subscriber events via API and webhooks.
Tatango provides tools for building SMS campaigns around lists, segments, and templated content with operational guardrails for approvals and consistent formatting. Scheduling and recurring campaign execution help teams run time-based engagement such as promotions and reminders. Automation features connect triggers and campaign actions so marketing workflows can react to subscriber behavior without manual re-entry. An API and webhooks support system-to-system sending and delivery receipt handling for event-driven reporting.
A tradeoff is that deeper automation and routing requires more upfront configuration than simple broadcast-only SMS tools. Tatango fits best when marketing ops teams need reusable campaign workflows and integration-driven execution across multiple subscriber sources. It is less ideal for teams that only need one-off SMS blasts without templating or integration. In those cases, simpler messaging-only tools may be faster to stand up.
- +Template-driven campaign creation reduces formatting drift across broadcasts
- +API and webhooks support event-driven reporting from delivery receipts
- +Workflow automation supports trigger-to-campaign execution for repeat programs
- +Multi-user administration supports approval steps and safer publishing
- –Deeper automation requires more setup than broadcast-only SMS tools
- –Integration work adds complexity when subscriber sources need normalization
- –Governance controls can slow iteration for teams without defined approvals
- –Advanced use cases demand stronger operational ownership of configurations
marketing operations teams
triggered promos for returning subscribers
Higher engagement from timely outreach
customer lifecycle teams
renewal reminders with scheduling
More renewals from structured timing
Show 2 more scenarios
revenue operations teams
API-driven list sync and sending
Faster reporting and fewer manual steps
System integrations push contacts and initiate campaigns with delivery-state events.
compliance-minded marketing teams
approval gates before campaign launches
Lower risk of incorrect sends
Admin governance controls manage campaign preparation and publishing across users.
Best for: Fits when marketing ops needs templated workflows, API execution, and delivery events for ongoing SMS programs.
Klaviyo
SMBMarketing automation platform with mass SMS and email campaign capabilities for ecommerce.
Unified event-to-segment workflows let SMS broadcasts and lifecycle messages share the same trigger and filtering logic.
Klaviyo connects SMS messaging to its broader customer data and lifecycle automation, which changes how mass SMS programs are built. It uses unified events from web and app activity to drive segmentation, then turns those segments into scheduled broadcasts and lifecycle flows for predictable cadence.
Delivery and compliance controls sit alongside message templates so teams can reuse approved copy and reduce drift across campaigns. Its API and webhook surface supports custom routing, data sync, and event-triggered messaging when off-platform logic is required.
- +Lifecycle automation connects SMS sends to behavioral events and filters
- +Message templates support consistent copy across broadcasts and flows
- +Segmentation driven by event history supports more precise audience control
- +API and webhooks support custom triggers and data synchronization
- –Complex flow logic needs careful testing to avoid duplicate sends
- –SMS-specific governance is less granular than some pure-play SMS suites
- –Advanced delivery troubleshooting can require deeper integration knowledge
- –Throughput planning depends on external carrier routing choices and limits
Best for: Fits when teams need SMS tied to event-driven segmentation and lifecycle automation across channels.
SimpleTexting
SMBMass SMS marketing platform for sending bulk text campaigns, keywords, and autoresponders.
Keyword reply automation with rule based follow ups for inbound SMS conversations.
SimpleTexting sends bulk SMS through scheduled broadcasts and contact list targeting. The workflow centers on importing numbers, managing opt in and opt out text handling, and generating message responses from templates.
SimpleTexting also adds automation through keyword-based replies and rule driven follow ups. Delivery performance feedback arrives through status reporting for sent and delivered messages.
- +Keyword-driven inbound triggers enable hands off follow up flows
- +Message templates reduce repetition and keep campaign copy consistent
- +Built in unsubscribe handling helps keep broadcasts opt out compliant
- +Delivery status reporting supports operational review of send performance
- –Automation depth is limited compared with multi step journey builders
- –List segmentation stays mostly manual for complex targeting needs
- –Throughput planning needs review when campaigns scale beyond typical broadcasts
Best for: Fits when a marketing team needs scheduled bulk SMS with simple automation and fast operational feedback.
EZ Texting
SMBBulk SMS marketing software for mass text blasts, keywords, and drip campaigns.
Event-triggered message sequences tied to contact activity, with reply-aware campaign visibility to guide next sends.
EZ Texting targets SMS marketers who need quick list import, messaging, and reporting for time-sensitive campaigns.
It supports broadcast-style sending with scheduling plus contact segmentation workflows built around opt-in and opt-out handling.
The service also includes automation-style message sequences through event triggers, along with delivery and reply visibility for campaign operations.
Admin controls focus on managing sending assets, users, and message content controls for day-to-day governance.
- +Scheduling and segmentation tools cover common broadcast workflows
- +Delivery receipts and reply visibility support operational monitoring
- +Event-triggered sequences reduce manual follow-up handling
- +Templates speed up compliant message formatting and reuse
- –Automation depth is weaker than workflow-first SMS vendors
- –Reporting filters feel limited for multi-campaign attribution
- –Advanced routing controls for sender strategy are not transparent
- –API and automation extensibility are not detailed for high-volume teams
Best for: Fits when teams need broadcasts plus basic triggered sequences with straightforward reporting.
ClickSend
SMBCloud-based mass SMS marketing and business communications platform.
API-first messaging with delivery-status callbacks that map send events to external campaign systems for real-time automation.
ClickSend focuses on mass SMS delivery plus a broad communication toolkit built around programmatic messaging. It supports scheduled broadcast workflows, contact list segmentation, and delivery receipts that help reconcile sending results with downstream systems.
ClickSend also offers an API and webhooks so message sending and status handling can be automated inside existing campaign software. For organizations that need SMS alongside other channels, its unified messaging approach reduces the need to stitch multiple vendors together.
- +Delivery receipts support operational reconciliation of sends
- +API and webhooks enable automated campaign workflows
- +Broadcast scheduling supports planned launches and replays
- +Contact list segmentation supports targeted messaging
- –Setup requires careful sender and compliance configuration
- –Advanced automation requires API work beyond the UI
- –Throughput limits can constrain high-volume bursts
- –Template governance is less structured than workflow-first tools
Best for: Fits when marketing teams need scheduled mass SMS plus API-driven automation without replacing core systems.
Omnisend
SMBOmnichannel marketing automation platform with mass SMS and email campaign features.
Lifecycle automations that trigger SMS from ecommerce events like cart and purchase milestones, synced to customer profiles.
Omnisend is a mass SMS marketing solution built for ecommerce teams that want SMS alongside email and other lifecycle channels. It centers automation driven by store events, with segmentation based on customer behavior and purchase history.
Broadcast scheduling supports templates and recurring sends, while delivery monitoring and contact-level status help teams manage opt-out compliance. Integration depth is strongest when Shopify and ecommerce data flows are already in place, which reduces manual list maintenance for high-volume messaging.
- +Event-triggered SMS automations tied to ecommerce customer actions
- +Segmentation uses behavioral and purchase signals, not only static lists
- +Message scheduling and reusable templates for repeat campaign patterns
- +Delivery reporting supports operational troubleshooting with receipts
- –Advanced routing and sender strategy takes more setup than basic broadcasts
- –Workflow editing can be slower when many conditions are stacked
- –SMS support depends on correct audience permissions and opt-out hygiene
- –API access is strong, but complex custom orchestration needs development time
Best for: Fits when ecommerce teams need event-based SMS alongside other lifecycle channels and want fewer manual list updates.
Yotpo SMS
vertical specialistSMS marketing and automation platform for ecommerce with mass campaign and compliance tools.
Event-driven SMS segmentation that reuses Yotpo customer and loyalty signals for trigger-based messaging.
Yotpo SMS runs SMS campaigns from Yotpo loyalty and customer data, tying outbound text sends to behaviors tracked in the Yotpo ecosystem. It supports audience targeting and message templates, then sends at scale with delivery tracking so marketers can review performance by campaign.
Automation triggers and lifecycle-style workflows let stores react to customer events without manually rebuilding segments for each wave. Yotpo SMS also exposes an API surface for programmatic audience sync and operational control around sends and campaign status.
- +SMS audiences can align with Yotpo loyalty and customer behavior signals
- +Automation triggers reduce manual segment rebuilding for recurring messaging
- +Delivery tracking supports performance review at the campaign level
- +API enables programmatic audience sync and campaign operational workflows
- –Deeper governance depends on how Yotpo RBAC maps into SMS administration
- –SMS-specific workflow coverage can feel lighter than suites focused only on messaging
Best for: Fits when a retailer already uses Yotpo and wants event-driven SMS using shared customer data.
Vonage
API-firstCommunications platform with SMS API and campaign management for mass text messaging.
Webhook-based delivery event handling that ties SMS outcomes back into external campaign automation systems.
Vonage positions mass SMS marketing within its communications stack, which brings message delivery and reporting together with broader voice and messaging capabilities. Core SMS workflows include number and sender setup, campaign sending with scheduling, and delivery receipt handling for operational visibility.
Vonage also exposes an API surface for sending messages and processing delivery events, which fits programmatic campaign triggers and system-to-system automation. Governance and compliance depend on account configuration for opt-out handling and message content controls.
- +API-driven messaging supports programmatic broadcast and webhook-based event handling
- +Delivery receipts provide concrete status data for campaign monitoring
- +Sender configuration supports multiple sending identities for routing control
- +Integration fit improves when SMS is part of a wider communications deployment
- –Campaign tooling depends on configuration choices for compliance and opt-out enforcement
- –Higher governance overhead than tools focused only on marketing SMS workflows
- –Complex sender and routing setup can slow initial go-live
- –Segmentation workflows are less prominent than in dedicated marketing SMS suites
Best for: Fits when communications teams need API-first SMS delivery with measurable delivery events and governance controls.
Conclusion
After evaluating 10 marketing advertising, Postscript stands out as our overall top pick — it scored highest across our combined criteria of features, ease of use, and value, which is why it sits at #1 in the rankings above.
Use the comparison table and detailed reviews above to validate the fit against your own requirements before committing to a tool.
How to Choose the Right mass sms marketing software
This buyer's guide covers mass SMS marketing software built for scheduled broadcasts, event-driven journeys, and API automation across tools like Postscript, SlickText, Tatango, Klaviyo, and SimpleTexting.
It also maps fit and tradeoffs for EZ Texting, ClickSend, Omnisend, Yotpo SMS, and Vonage so teams can pick the right integration depth, governance controls, and automation surface.
Mass SMS marketing software that schedules, segments, and delivers text campaigns at scale
Mass SMS marketing software sends high-volume outbound texts and manages subscriber targeting, opt-in and opt-out handling, and delivery reporting so marketing teams can operate SMS programs safely and repeatedly.
Many tools also connect SMS to event streams and customer profiles. Postscript targets event-driven SMS journeys with webhook callbacks, and Klaviyo connects SMS broadcasts and lifecycle flows to shared event-to-segment logic across channels.
Evaluation criteria for SMS platform automation, integration, and campaign control
Mass SMS tools differ most in how they handle event triggers, automation wiring, and the operational controls behind campaign publishing.
For integration-heavy teams, the API and webhook event ingestion surface determines how cleanly downstream systems can update campaign status and orchestration.
Webhook and event-driven automation callbacks
Tools like Postscript and SlickText expose delivery event webhooks that let external systems update campaign status automatically, which supports near real-time automation loops. Tatango also ties trigger-based actions to subscriber events via API and webhooks for ongoing program flows.
Event-to-segment workflows that reuse the same trigger logic
Klaviyo’s unified event-to-segment workflows let SMS broadcasts and lifecycle messages share the same trigger and filtering logic, which reduces drift between campaigns and flows. Omnisend provides similar event-triggered SMS automations tied to ecommerce milestones like cart and purchase behavior.
Template-driven campaign creation with consistent copy control
Tatango and Klaviyo emphasize message templates that reduce formatting drift across broadcasts and flows. SimpleTexting also uses message templates to keep copy consistent across scheduled campaigns and keyword-driven follow ups.
Operational delivery receipts and reporting for send reconciliation
ClickSend focuses on delivery receipts that help reconcile sending results with downstream systems, and it maps send events to external campaign systems through webhook-based callbacks. Postscript and SlickText also track delivery outcomes so marketing operations can review sends at execution time.
Segmentation workflows that support more than static lists
Postscript combines segmentation with templates and delivery tracking tied to provider routing, which helps keep eligibility rules connected to execution. Omnisend uses segmentation driven by behavioral and purchase signals so audiences update from customer activity rather than manual list maintenance.
Governance controls for multi-step publishing and multi-user operations
Tatango includes multi-user administration with approval steps that support safer publishing for larger teams. SlickText and EZ Texting provide governance for day-to-day controls like sending assets and content controls, but SlickText can take time to set up checks across multiple campaign types.
Pick the SMS platform that matches the way journeys and data move in the business
The main decision is whether SMS execution should be driven by internal event streams and external orchestration, or by marketer-controlled scheduling and simpler workflows.
The second decision is how much operational governance and reporting depth is required for ongoing compliance and delivery visibility.
Start with the trigger source and choose event-driven vs scheduled-first execution
If SMS should react to external system events or customer actions in near real time, Postscript fits because event-driven automation uses webhook callbacks for sends that react to external events. If SMS execution is marketer-run with scheduled broadcasts and template-driven repeats, SlickText is a strong match because it centers scheduled execution and supports API and webhooks for programmatic sending and event handling.
Match the automation philosophy to workflow complexity tolerance
Tatango fits teams that need templated workflows and trigger-based actions tied to subscriber events, but it also requires more setup when automation goes beyond broadcast-only use cases. Klaviyo fits teams that want unified event-to-segment logic across channels, but flow logic needs careful testing to avoid duplicate sends.
Validate delivery status handling for how operations reconciles campaigns
If delivery events must be mapped back into external campaign systems, ClickSend stands out because it provides API-first messaging with delivery-status callbacks for real-time automation. If the goal is operational review of sends with delivery tracking tied to routing and eligibility rules, Postscript provides delivery tracking and activity visibility for marketing operations.
Confirm segmentation and personalization depend on the right customer signals
For ecommerce-driven segmentation based on store events and purchase history, Omnisend aligns because its segmentation uses behavioral and purchase signals. For retailers already using Yotpo customer and loyalty signals, Yotpo SMS is tailored because it reuses those signals for event-driven SMS segmentation and lifecycle-style workflows.
Choose a governance model that matches approvals, governance discipline, and team size
If multi-user approvals and safer publishing are needed, Tatango’s multi-user administration with approval steps supports governance for publishing. If governance is mostly day-to-day control for sending assets and user access, EZ Texting focuses on managing sending assets, users, and message content controls without positioning itself as workflow-first governance.
Teams that should consider each mass SMS marketing software approach
Mass SMS marketing software is most valuable when sending volume, audience eligibility rules, and delivery visibility must be handled consistently across repeated campaigns.
The best fit depends on whether automation comes from event streams and API orchestration or from marketer-controlled schedules and keyword replies.
Marketing ops teams building API-integrated event-driven SMS journeys
Postscript fits when marketing operations need event-triggered SMS journeys plus an API for integration. It supports webhook callbacks for near real-time reactions to external system events and adds automation tied to customer events.
Marketers running controlled scheduled SMS programs with integration and reporting needs
SlickText fits when scheduled broadcasts and template controls are the primary execution model. It also supports API and webhook options so external systems can ingest delivery events and update campaign status.
Enterprise teams managing recurring opt-in programs with multi-user approvals and richer workflows
Tatango fits ongoing SMS programs that require trigger-based campaign actions and delivery-state events via API and webhooks. It supports multi-user administration with approval steps that reduce unsafe publishing in team workflows.
Ecommerce teams that want unified lifecycle automation across SMS and other channels
Klaviyo fits when SMS broadcasts and lifecycle messages must share the same event-to-segment trigger logic. Omnisend fits ecommerce stacks that want lifecycle automations from cart and purchase milestones with fewer manual list updates.
Retailers and ecommerce teams that want event-driven SMS using existing platform customer signals
Yotpo SMS fits when a retailer already uses Yotpo loyalty and customer behavior data for SMS audience targeting and recurring messaging. ClickSend fits teams that need scheduled mass SMS plus API-driven automation without replacing existing campaign systems.
Failure modes that commonly derail mass SMS campaigns and tooling rollouts
Most deployment failures come from mismatched expectations about automation depth, governance setup effort, and how delivery events integrate with existing systems.
The following pitfalls show up across tools like Postscript, SlickText, Tatango, Klaviyo, and ClickSend when teams adopt a platform without aligning workflow complexity to operating discipline.
Choosing complex journey automation without mapping events and QA rules first
Postscript can support near real-time event-driven journeys, but complex journeys require strong event mapping and QA discipline. Tatango also needs more setup when automation goes beyond broadcast-only SMS workflows, so event and subscriber normalization work must be planned.
Treating multi-step automation as marketer-only configuration
SlickText can require external orchestration for advanced multi-step automation beyond simpler scheduled flows. EZ Texting provides event-triggered sequences, but it has weaker automation depth than workflow-first SMS vendors, so deeper journeys may stall without development work.
Underestimating duplicate send risks in lifecycle flow logic
Klaviyo’s lifecycle-style flows can produce duplicate sends if flow logic is not tested carefully, especially when event filters overlap. Teams should design flow conditions so each segment trigger produces one intended send path across SMS and other channels.
Relying on reporting that cannot reconcile delivery outcomes into external systems
ClickSend emphasizes delivery receipts and API-driven delivery event callbacks for operational reconciliation, which is critical when status must map into downstream campaign systems. In contrast, tools that feel lighter on operational mapping can leave teams with manual reconciliation work when orchestration is part of the workflow.
Running without a clear governance and approval workflow for multi-user teams
Tatango provides multi-user administration with approval steps that support safer campaign execution. SlickText can slow iteration when governance checks are configured across multiple campaign types, so governance scope must be defined before scaling the number of concurrent campaigns.
How We Selected and Ranked These Tools
We evaluated each mass SMS marketing software tool on features, ease of use, and value using the same criteria across Postscript, SlickText, Tatango, Klaviyo, SimpleTexting, EZ Texting, ClickSend, Omnisend, Yotpo SMS, and Vonage.
Features carried the most weight at 40% because SMS execution quality depends on automation wiring, event handling, templates, segmentation workflows, and delivery reporting. Ease of use and value each accounted for 30% because operational adoption depends on how quickly teams can set up sending assets, governance checks, and delivery event processing.
Postscript earned the top position because its event-driven automation uses webhook callbacks for sends that react to external system events in near real time. That capability lifts the features score the most and also supports easier operational integration for teams that must connect SMS outcomes back into existing systems.
Frequently Asked Questions About mass sms marketing software
How do Postscript and ClickSend differ in API webhook workflows for delivery tracking?
Which tool is better for event-triggered SMS journeys without rebuilding segments every campaign wave?
How do Tatango and SlickText handle scheduled campaigns and template governance for multi-user marketing operations?
What breaks if an SMS program needs inbound keyword handling and rule-based follow ups?
When does Yotpo SMS fall short compared with Klaviyo for cross-channel lifecycle orchestration?
How do EZ Texting and SlickText differ in operational feedback for sent versus delivered outcomes?
Which platform is most suitable when marketing needs SMS plus non-SMS messaging in one programmatic system?
What security and admin control gaps appear when teams require audit-friendly operational visibility?
How should onboarding and data migration be planned for tools that depend on external event data models?
Tools reviewed
Primary sources checked during evaluation.
Referenced in the comparison table and product reviews above.
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