A few things can be done to improve this functionality.  

First for us administrators,  we need some built  in mechanism on our side in ON to submit new carriers or changes to existing carriers in the dropdown for Blackbaud to review.  Specific carrier issue we've had:  Most folks don't know At&T split or is managed by different carriers for different regions.  Some of the parents that chose the "right" carrier for our region still cant' get text notifications enabled - the activation text never gets delivered.   

There's already several ideas submitted for shortening or customizing the URL placeholders. 

Some sort of testing needs to be done on how notifications come through on different devices,  possibly different carriers.  I switched from iPhone to Android during our implementation,  text notifications came in as separate recipient message threads on the iPhone  (really annoying),  and one unified conversation on the Android (expected).   We shouldn't have to do several rounds of testing and suffer negative feedback from parents to find out quirks like this.   Would happily volunteer for a test/focus group for this. 

A character counter needs to be built into the Headline fields  of all the content elements for the content editors, so they know when what they type in the system is reaching the character limit for text notifications on headlines.  

We don't have OnMessage, so maybe this feature is bundled with that,  but would love to toggle security permissions for the content elements by group type  and/or group section so some of the content can be viewed from a URL click without the parent having to log in.  **Edited to add:  Security permissions should rather be on each content element instance made vs the group it's posted in.  That way the author has the most granular permission possible for making what they're posting public or not.**  If this is a feature available to OnMessage clients , would really like to see it parsed out as a feature for non OnMessage clients to buy separately or have incorporated into their subscription to the other products. Some parents really find it a pain that they have to log in to finish reading announcements or News stories,  and the content isn't always so sensitive that it has to stay behind a login.