Pursuits

A New Way to Tell Your Airline You Hate It

Some carriers see the ubiquitous phone chat as a key to better customer service. But they’re still a little nervous.
Photographer: Kiyoshi Ota/Bloomberg
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Our perpetual smartphone texting is strictly personal: Friends, family, and maybe an ex. We almost never text the myriad businesses we patronize in daily life, though some of them are starting to text us.

Now, airlines—an industry not known for stellar customer interactions—are joining the party, and not just to break the bad news about your flight. They’re inviting you to ask questions, and maybe even complain.