Pros and cons
Every type of customer service will have its pros and its cons, and it's up to companies to create strategies that best mesh with their business philosophies. Text messaging services can be a convenient means of reaching out to users on a platform they already interact with and understand. However, there are certain tactics that must be employed with care when utilizing this sort of setup. Handled the wrong way, a company can come across as spamming its customers with intrusive texts that don't provide any benefits. A professional service most likely already knows this and can aid in keeping matters cordial.
Knowing the boundaries
A Forbes article touches upon this very subject, and makes some important points, namely that a text message has its own particularities as a means of communication. An email sent in a patterned style with a series of questions and authentication might work, but cramming all of that in a text could be unwieldy and counter-productive. It's a better idea to assure the consumer receiving the message that the response is coming from the correct source, and to allow them the freedom to respond how they choose. These kinds of services are also not an excuse to hand over correspondence duties to pre-programmed responses from computers: such a practice rarely results in real customer service, and can come across as cheesy.
Live answering services can be a good way to keep tabs on customers, and a group of trained operators who text might be able to augment phone-based employees and thus increase the channels through which companies can communicate.