SMS gets read — which raises the stakes for consent
Text messages are typically opened much faster and more reliably than email, which makes SMS a powerful channel — but also means unwanted texts are more intrusive than an easily-ignored email, and consent requirements are correspondingly stricter.
SMS marketing consent requirements are more stringent than email in important ways, and violations can carry meaningful penalties. See our Marketing Consent Basics guide and consult a qualified professional before launching an SMS marketing program — this guide is not a substitute for that.
What SMS is best suited for
- Appointment reminders and confirmations (often expected and welcomed).
- Time-sensitive offers (a same-week promotion, a last-minute opening).
- Quick, simple rebooking prompts.
Keep messages short and genuinely useful
SMS is not the channel for long-form content — keep messages brief, clear, and give recipients an easy way to opt out of future messages in every marketing text (not just your first one).
Because SMS feels more personal and immediate than email, reserve it for genuinely time-relevant or valuable messages rather than routine promotional content you'd send by email — overusing SMS for low-value messages burns out this channel faster than email.
Frequently asked questions
Is SMS marketing legal for small businesses? Yes, with proper consent and compliance with applicable regulations — this is exactly why understanding consent requirements (see our dedicated guide) matters before you start.
How is SMS different from appointment reminder texts? Transactional messages (appointment reminders/confirmations) and marketing messages (promotions) can have different consent requirements — don't assume that consenting to one automatically covers the other.