Why I like my-cool-sms.com?

Pretty new company with lot of features with 3 different level of service:
-free
-standard
-premium

Here is the feature list:
-Sender ID
-Unicode SMS Text Messages
-Real Time Delivery Reports
-Long SMS Text Messages (765 Characters)
-Address Book - Send SMS with just 2 clicks!
-Web 2.0 API

The web interface far from perfect since very simple, however the Web 2.0 API allow all of the features easily. Very friendly and responsive support helps to solve any problem.

Actually I prefer more sophisticated web GUI.