T-mobile was the main driver for all the user fees against every smb in the US though… IMO they did the most damage to text messaging as a reliable method of reaching a customer…. Telco industry is massive so yes break them all up
I used the Apple Business Chat feature for support for a shipping issue I had recently with Everlane and it was actually amazing. It had its own verified icon, so I knew it wasn't a scam, I could answer when I was able, and they were able to respond as they were able (though, I did find it quite timely, even when I wasn't) and not at all did I have to call someone, or talk talk to a chatbot (as far as I could tell anyway). It was a seamless experience and it got my issue resolved.
I personally like this model of customer support. No reason this can't extend to SMS