SMS Overview

SMS (Short Message Service) enables text messaging to and from mobile phones:

Key Features:

• Send/receive text messages up to 160 characters
• Longer messages automatically split
• Delivery confirmation
• Queue integration
• Campaign management
• Two-way conversations
• API access for automation

Use Cases:

• Appointment reminders
• Order confirmations
• Shipping notifications
• Payment reminders
• Marketing campaigns
• Two-factor authentication (2FA)
• Customer support conversations

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Configuration

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Quick Start

1. Choose Provider: Select SMS provider (Twilio, Vonage, etc.)
2. Get Phone Number: Obtain SMS-enabled phone number
3. Authenticate: Connect provider account via Authentication
4. Configure Settings: Set up routing and preferences in Settings
5. Test: Send test messages to verify
6. Launch: Start sending/receiving SMS

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SMS Providers

Supported Providers:

• Twilio: Most popular, global coverage, excellent API
• Vonage (Nexmo): Good international reach
• Bandwidth: US/Canada focused, competitive pricing
• Plivo: Good for high volume
• MessageBird: Strong European presence

Choosing a Provider:

• Coverage: Verify support for your country/region
• Pricing: Compare per-message costs
• Features: Long codes vs short codes, MMS support
• Reliability: Uptime and delivery rates
• Support: Technical support quality

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Phone Number Types

Long Code (Standard Phone Number):

• Format: +1-555-123-4567
• Best for: Two-way conversations, low volume
• Speed: 1 message per second typical
• Cost: Lower monthly cost
• Use case: Customer support, personal communication

Short Code (5-6 digit number):

• Format: 12345 or 555000
• Best for: High volume, marketing campaigns
• Speed: 100+ messages per second
• Cost: Higher ($500-1000/month typically)
• Use case: Mass notifications, alerts, marketing

Toll-Free Number (800/888/etc):

• Format: +1-800-555-1234
• Best for: Business communication, nationwide reach
• Speed: Higher than long codes
• Cost: Moderate
• Use case: Customer service, professional image

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SMS vs MMS

SMS (Text Only):

• 160 characters per message
• Text only, no media
• Universal compatibility
• Lower cost
• Fast delivery

MMS (Multimedia):

• Up to 1600 characters
• Images, audio, video
• Contact cards (vCard)
• Higher cost
• Requires MMS-enabled plan

When to Use:

• SMS: Notifications, alerts, simple messages, maximum compatibility
• MMS: Product images, visual confirmations, receipts, branding

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Compliance Requirements

United States - TCPA

Telephone Consumer Protection Act:

• Express Consent Required: Written permission before sending
• Opt-Out Required: Easy way to stop messages ("Reply STOP")
• Identification: Clearly identify your business
• Timing: No messages before 8 AM or after 9 PM local time
• Penalties: $500-1500 per violation

Best Practices:

• Double opt-in confirmation
• Keep consent records
• Honor opt-outs immediately
• Include company name in messages
• Provide customer support number

Canada - CASL

Canadian Anti-Spam Legislation:

• Express or implied consent required
• Clear identification of sender
• Unsubscribe mechanism required
• Contact information provided
• Penalties up to $10 million

European Union - GDPR

General Data Protection Regulation:

• Explicit consent required
• Purpose clearly stated
• Right to access data
• Right to erasure ("right to be forgotten")
• Data portability
• Breach notification requirements

Global Best Practices

1. Always Get Consent: Before sending any messages
2. Be Transparent: Explain what messages they'll receive
3. Easy Opt-Out: "Reply STOP to unsubscribe"
4. Respect Timing: Send during reasonable hours
5. Keep Records: Document all consent and opt-outs
6. Monitor Compliance: Regular audits
7. Train Staff: Ensure team understands requirements

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Message Templates

Common Templates:

Appointment Reminder:

Hi [Name], reminder: Your appointment with [Business] is tomorrow at [Time]. Reply C to confirm or R to reschedule. Questions? Call 555-1234

Order Confirmation:

Thanks for your order #[OrderNum]! Your [Product] will ship within 24 hours. Track at [Link]. Questions? Reply or call 555-1234

Shipping Notification:

Great news [Name]! Your order #[OrderNum] has shipped via [Carrier]. Track: [TrackingLink]. Expected delivery: [Date]

Payment Reminder:

Hi [Name], your payment of $[Amount] is due [Date]. Pay now: [Link] or call 555-1234. Thank you!

Two-Factor Authentication:

Your verification code is [Code]. Valid for 10 minutes. Don't share this code. [Business]

Marketing/Promotion:

[Business] SALE: Save 20% this weekend! Shop now: [Link] or visit us at [Address]. Reply STOP to opt out.

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Best Practices

Content

• Keep It Short: Respect 160-character limit
• Clear Purpose: Get to the point quickly
• Actionable: Include clear call-to-action
• Branded: Include business name
• Personalize: Use customer name when possible

Timing

• Business Hours: 9 AM - 8 PM local time
• Avoid Quiet Hours: No messages early morning or late night
• Time Zones: Consider recipient's time zone
• Frequency: Don't over-message (SMS fatigue)

Deliverability

• Verify Numbers: Validate before sending
• Monitor Delivery: Track failures and bounces
• Clean Lists: Remove invalid numbers
• Avoid Spam Triggers: Don't use all caps, excessive punctuation
• Test Messages: Send test messages before campaigns

Security

• Encrypt in Transit: Use HTTPS for API calls
• Secure Storage: Encrypt phone numbers at rest
• Access Control: Limit who can send messages
• Audit Logs: Track all messaging activity
• Rate Limiting: Prevent abuse

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Pricing Considerations

Typical Costs:

• Long Code: $1-3/month + $0.0075-0.01 per message
• Toll-Free: $2-5/month + $0.01-0.015 per message
• Short Code: $500-1000/month + $0.005-0.01 per message
• MMS: 2-3x SMS pricing
• International: Varies widely by country ($0.02-0.50 per message)

Cost Optimization:

• Choose right number type for volume
• Batch messages when possible
• Clean phone number lists regularly
• Monitor usage and set budgets
• Use SMS for time-sensitive, MMS for marketing
• Negotiate volume discounts with provider

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Integration Examples

CRM Integration:

• Send SMS from customer record
• Log SMS conversations
• Trigger SMS on customer actions
• Track SMS in customer timeline

E-Commerce Integration:

• Order confirmations
• Shipping notifications
• Abandoned cart reminders
• Review requests
• Loyalty program updates

Appointment Systems:

• Booking confirmations
• Day-before reminders
• 1-hour before alerts
• Post-appointment follow-up
• Cancellation confirmations

Support Ticketing:

• Ticket creation via SMS
• Status updates via SMS
• Resolution notifications
• Satisfaction surveys
• Escalation alerts

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Troubleshooting

Messages Not Sending:

• Verify provider authentication
• Check phone number format (+1-555-123-4567)
• Confirm SMS credits available
• Check rate limits not exceeded
• Review provider status page

Messages Not Receiving:

• Verify webhook URL configured
• Check firewall allows provider IPs
• Test webhook endpoint directly
• Review provider logs
• Confirm number supports inbound SMS

High Costs:

• Review message volume
• Check for international sends
• Verify MMS vs SMS usage
• Look for failed messages (still charged)
• Audit who has sending access

Low Delivery Rates:

• Clean phone number list
• Avoid spam trigger words
• Verify numbers are SMS-capable
• Check carrier filtering
• Review message content (links, etc.)

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Next Steps