Hawaiian Airlines is using a system from a company called LivePerson to run its messaging system. Customers can send texts to the airline, and a human will respond. In the not too distant future, we expect bots will be sophisticated enough to handle almost all customer service inquires sent via text message. But we're not there yet, so it's refreshing Hawaiian Airlines is going with an all-human approach. Sometimes, agents help customers re-book their flights. But more often, they respond to simple questions, like, “how much do checked bags cost?” and “how can I change my flight?” We message all day. We think that brands should do the same.