Virgin Trains has become the first brand in the UK to introduce the option of rich communication services (RCS) messaging to its customers.
RCS messaging is being hailed as the future of SMS, and is designed to provide consumers with a richer and smarter mobile communications experience.
To begin with, Virgin Trains will be using the technology to provide passengers with onward journey information, with updates generated around ten minutes before they arrive at their destination.
RCS messaging can also be used to send photos, videos and audio, and Virgin Trains will be exploring how else it can use this technology in the future.
John Sullivan, chief information officer at Virgin Trains, commented: "We always strive to lead the way and, with a proud record of digital innovation, we're very excited to be investing in new technology that will transform the way we communicate with our customers."