The SMS texting seems like the medium they are using to put their patented system in play. The text message merely initiates the entire process that connects the customer to the business. But it doesn't have to be a text message. It could be a button on a website, or an icon within a mobile application, or a text message, or a trouble ticket feature. Not saying SMS isn't important, it is. But more importantly, the technology still persists when text messaging evolves into another form. It's that back-end wizardry that makes the connection actually happen, not specifically the text message itself.
Front page of Google without a nickel eh? I might pick your brain about that one day. That sounds like a valuable skill.