The main thing in mind that it did do is cause massive fees and restrictions for businesses to send text messages. The idea is this is to reduce spam. However it has fees and effectively was like this:

Hey smb, we see you send notifications to your customers . It’s be a real shame if those messages stopped delivering to your customer . Good thing you can pay us a brand registration fee just $50 and oh for each type of message a recurring $10 fee.

It wasn’t a price hike to consumers directly but really was mob style shake down.