SMS Marketing: The Complete Guide for 2026

SMS marketing means sending promotional and informational text messages to people who have agreed to receive them: offers, reminders, alerts, order updates. A text is short, it lands on the phone people carry all day, and it is usually read within minutes, which makes SMS the fastest marketing channel you can add next to email.

Key takeaways

• SMS marketing only works with prior consent: every subscriber must opt in, and every message must offer a way to stop (for example "Reply STOP").
• A standard SMS holds 160 characters (70 if it contains emojis or special characters). Longer texts are split and billed as several messages.
• Costs are per message sent and depend on the destination country.
• The best campaigns are short, personal, well timed and sent from a clear sender name.

What is SMS marketing?

SMS marketing is a direct marketing channel that uses text messages (SMS, for Short Message Service) to reach customers on their mobile phone. Businesses use it for two kinds of messages:

• Promotional SMS: offers, sales, new products, event invitations, loyalty rewards.
• Transactional SMS: order confirmations, delivery updates, appointment reminders, one-time codes and alerts.

Unlike social media, a text does not depend on an algorithm: it is delivered straight to the phone. That is why it works so well for anything time-sensitive, such as a flash sale or a reminder the day before an appointment.

How does SMS marketing work?

1. People opt in. They give you their mobile number and their consent, through a form, at checkout, in store or by texting a keyword. See how to collect SMS opt-ins.
2. You build your list. The numbers are stored in an SMS platform, ideally with fields such as first name, city or last purchase so you can segment.
3. You write and send the campaign. The platform sends the text through mobile operators, either right away or at a scheduled time.
4. The message shows a sender. In many countries (Europe, for example) this can be a name such as "MyShop"; see how to set your SMS sender name. In the United States, business texts are sent from numbers: a short code, a toll-free number or a registered local number (10DLC).
5. You track the results. Delivery reports show which messages reached the phone, and tracked links show who clicked.

Types of SMS marketing messages

Is SMS marketing legal?

Yes, as long as you have the recipient's consent and follow the local rules. The rules differ by country, but four principles apply almost everywhere:

• Get consent first. In the United States, the TCPA requires prior express written consent for marketing texts. In the European Union, the GDPR and the ePrivacy rules require consent too, with limited exceptions for existing customers in some countries.
• Identify yourself. The recipient must know who is writing.
• Offer an easy way out. Include an opt-out such as "Reply STOP" and remove people who use it right away.
• Respect reasonable hours. Avoid sending marketing texts at night; some countries and US states set specific time windows.

In the US, carriers also require businesses that text from local numbers to register their brand and campaigns (10DLC). For a country-by-country overview, read our FAQ on SMS laws and restrictions.

How much does SMS marketing cost?

SMS is usually billed per message sent, and the price depends on the destination country, because each mobile network charges differently. Three things drive your bill:

• The number of recipients on your list.
• The length of the message: above 160 characters (70 with emojis or special characters), one text counts as two or more. Check the SMS character limit before you send.
• The destination countries of your contacts.

With Mailpro you pay only for the SMS you send, with no extra tool to install. See the current rates on the SMS pricing page.

How to start SMS marketing in 6 steps

1. Set one goal per campaign: more bookings, fewer no-shows, a sales boost.
2. Collect opt-ins with a clear promise ("1 to 2 texts a month, exclusive offers").
3. Choose an SMS platform that handles sending, opt-outs and reports, such as Mailpro SMS.
4. Write a short message with your name, the offer, a deadline and one link.
5. Schedule it at the right time; you can schedule SMS in advance for the moment your customers are most available.
6. Measure and adjust: deliveries, clicks, sales and opt-outs.

SMS marketing best practices

• Keep it short. One idea, one call to action, under 160 characters when possible.
• Personalize. A first name or a recent purchase makes the text feel one-to-one; see personalized SMS.
• Give a reason to act now. A deadline or limited stock works better than a vague offer.
• Don't over-send. A few texts a month is enough for most businesses; too many and people opt out.
• Automate the useful ones. Welcome texts, birthday messages and reminders can go out on their own with automatic SMS.
• Use SMS with email, not instead of it. Email carries the details; SMS gets attention. Read texting vs email to see when to use each.

SMS marketing examples you can adapt

• Retail: "MyShop: 48h only, -20% on all shoes with code RUN20. Shop now: [link] STOP to opt out"
• Restaurant: "Bella Pasta: table free tonight at 8 pm? Book in one tap: [link]"
• Clinic or salon: "Hi Marc, see you tomorrow at 3 pm. Need to move it? [link]"
• Event: "Your webinar starts in 1 hour. Join here: [link]"
• Win-back: "We miss you, Laura! Here's 15% off your next order until Sunday: [link]"

SMS marketing metrics to track

Mailpro shows deliveries and clicks for every send in its SMS statistics.

Want to send your first campaign? You can schedule, personalize and track it in minutes with Mailpro SMS.

SMS marketing vs email marketing

Most businesses get the best results by combining both: an email with the full offer, and a short text the day the offer ends.

Frequently asked questions about SMS marketing

What is SMS marketing in simple words?

It is sending marketing text messages, such as offers, reminders and news, to people who agreed to receive them on their mobile phone.

Is SMS marketing illegal?

No. It is legal when recipients have opted in, the sender is identified and every message offers a way to unsubscribe. Sending marketing texts without consent is what breaks the law in most countries.

How do people unsubscribe from SMS marketing?

Usually by replying with a keyword such as STOP, or through the link or number given in the message. The business must then stop sending marketing texts to that number.

What kind of businesses use SMS marketing?

Shops and e-commerce sites, restaurants, clinics, salons, gyms, schools, associations and event organizers: any business whose customers benefit from a quick, timely message.

How often should you send marketing texts?

For most businesses, two to four texts a month is a good starting point. Watch your opt-out rate: if it rises, send less often or make the messages more relevant.

Can you send SMS from a computer?

Yes. With an SMS platform such as Mailpro you write, schedule and send your campaigns from your browser, import your numbers, and follow the results, without using a phone. Developers can also send texts from their own software with an SMS API.