I started my service on Twilio with the idea that the apps didn't go far enough and were too inflexible.

My plans were $9 and $29 but even then, my margins were 10 - 20% which is just absurd for a pretty high-touch + risky product. Near the end, I was wanting to pivot from utility to 'replace your current phone service' and providing data makes it incredibly expensive when compared to other providers due to not having the volume to get reduced pricing.

If I had to do it right, I would get VC and become an MVNO and position it as a 21st-century phone company ("Why can't I text on my computer?", "why can't I have multiple numbers", etc).