The whole article is about mobile messaging, but SMS isn't involved at all. I understand Airbnb does use SMS, but apparently only for specific use cases.
It's a bid sad, I think, that SMS is being displaced by either in-app messaging services or brand aggregated things like FB messenger. SMS has the advantage that if I don't like my mobile network, I could change providers and not change my address. The whole messaging space is now set to be highly fragmented.