You can create or import lists where each phone number has a name attached to it.

This enables the sending of personalized messages; a "mail merge" fuctionality. For example, the message "Dear customer, we are having a 25% off sale today" would become "Dear John, we are having a 25% off sale today." This makes your customers think that they have received an individual text message from you, rather than being part of a bulk distribution, increasing response rates.