SMS is direct and personal, which is exactly why it needs care. Here are seven practices we recommend.
1. Get clear consent
Only message people who have opted in, and make opting out easy.
2. Identify yourself
Use a recognisable sender ID and name your brand in the message.
3. Keep it short
Lead with the value. One message, one action.
4. Personalise
Use the customer's name and relevant details where possible.
5. Time it well
Respect local hours and send when customers are likely to act.
6. Include a clear call to action
A short link, a reply keyword or a phone number.
7. Measure and iterate
Track delivery, clicks and conversions, then refine.
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