To improve customer experiences, enterprises are dramatically ramping up their use of mobile messaging. However, their ability to govern and coordinate outbound messaging has not kept pace. The problem: Mobile messaging can be a powerful tool to break through communication clutter — but too much messaging will diminish the power of the channel for everyone. Inconsistent or overwhelming messaging from a single brand ruins rather than improves customer experiences. This research analyzes why and how businesses must orchestrate their mobile messaging to create consistent, helpful experiences for their customers.