The new feature should be rolling out now on any Amazon devices that support Alexa messages and calling, but apparently isn't available on any third-party Alexa speakers. Currently, this feature is available only in the U.S. market and Amazon did not reveal any estimated time for the feature roll out in the Indian market. Alexa app users can open the app's Conversations Tab, choose Contacts, and then My Profile to toggle the Send SMS ability on, as well. Once this is done users will then be able to send a message as usual. You can send them to any SMS-supporting devices, including iPhones.
You'll need to train Assistant to be able to recognize your custom hotword, and chances are the accuracy of the hotword recognization won't be as good as the default Hey Google and Ok Google hotwords. The company recently introduced a wide range of updates to Assistant hardware and software as it continues to track down Amazon Alexa.
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The Alexa app itself was also very aggressive about importing users' entire address books - which led to some backlash a year ago before Amazon added contact blocking. Amazon claims it can not add the SMS feature to Apple devices since the latter doesn't offer messaging API to third-parties. Estimates peg the Amazon's USA market share of smart speakers anywhere between 70% and 76%.