Why does the NSC SMS blast risk information fatigue?

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The National Security Council's SMS Blast Risks Information Fatigue Due to Over-Communication of Non-Urgent Content and an Off-Putting Tone.

The National Security Council (NSC) has been sending frequent SMS messages to the public, including information that is not time-sensitive or urgent. This approach, coupled with a tone perceived as demanding or threatening, has led to public annoyance and the labelling of the NSC as spam on identification apps. This indiscriminate use of the SMS channel risks overwhelming recipients and undermining the goal of effective public communication.
Frequent Dissemination of Non-Urgent Information

The NSC has been sending up to one SMS message per day, which includes information that is arguably not urgent or time-sensitive. Examples cited include instructions for Small and Medium Enterprises (SMEs) to register to operate during phase three of the Movement Control Order (MCO), the prohibition of Ramadan bazaars, and details about a ceiling price scheme for essential goods. This constant stream of information, much of which does not require immediate attention, contributes to an overload of messages.
Off-Putting Tone Alienates the Public

The messaging employed by the NSC has also been a point of contention. Tones such as requests for the public to "be patient and obey government orders" or warnings of "strict action against those disobeying MCO" have been perceived negatively by recipients. This approach has alienated segments of the public, leading to a diminished receptiveness to the messages being conveyed.
Identification as Spam Undermines Reach

The consequence of this communication strategy is that the NSC has been labelled as spam on popular number-verifying applications like WhosCall. This designation directly contradicts the intended purpose of the SMS blast, which is to reach as many people as possible with vital information. When a communication channel is perceived as spam, its effectiveness in disseminating critical updates is severely compromised.

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Why does the NSC SMS blast risk information fatigue?

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