Startup OneText is building what it calls a “text-to-buy network” that lets shoppers complete purchases via text message. By using SMS, OneText doesn’t require a merchant to replace their website’s existing checkout. While large platforms like Instagram and WhatsApp also have e-commerce features, Fudem believes brands still need direct, ownable relationships with their customers. OneText views itself as a competitor to the SMS marketing companies known for mass, impersonal messaging and spammy links. Instead, it uses a combination of tools — including AI-powered two-way conversations and humans in the loop — to improve conversions by 20% to 30%. Features like cart recovery, post-purchase upsells, and shopper-specific recommendations contribute meaningfully to that performance. Under the hood, OneText runs its own wallet, which integrates with a brand’s existing processor to complete transactions. OneText securely vaults a customer’s payment information after their first purchase. From then on, they can reorder with a single reply. This “card-on-file” setup is what OneText believes makes its text commerce similar to charging items to a room during a hotel stay. To make that work, OneText uses what Fudem calls “consentful” automation. If a brand wants to charge a customer for a reorder, OneText sends a text saying the payment will go through in 24 hours unless the customer cancels. It’s opt-out by default.