SMS (Short Message Service), commonly referred to as "text messaging," is a service for sending short messages of up to 160 characters (224 character limit if using a 5-bit mode) to mobile devices, including cellular phones and smartphones.
How does SMS work?
SMS is similar to paging. However, SMS messages do not require the mobile phone to be active and within range and will be held for several days until the phone is active and within range.
SMS messages are transmitted via mobile data over cellular networks -- starting with 2G -- to anyone with roaming service capability.
They can also be sent digitally in many other ways, including the following:
- from one Wi-Fi-enabled device to another;
- from web-based applications within a web browser;
- from instant messaging clients;
- from VoIP applications like Skype; and
- from some unified communications applications.
What are the use cases for SMS?
Typical use cases of SMS include the following:
- sending notifications from service centers to a customer;
- sending a notification of delivery by e-commerce platforms;
- sending a notification to a mobile phone owner of a voicemail message;
- sending promotional messages to cell phones as part of SMS marketing;
- sending a notification to subscribers about their plans; and
- sending codes as part of a multifactor authentication platform.
The growth of SMS text messages also led to the development of an Enhanced Messaging Service (EMS) and Multimedia Messaging Service (MMS).
EMS is an adaptation of SMS that allows users to send and receive ringtones and operator logos, as well as combinations of simple media to and from EMS-compliant handsets.
Further, MMS allows multimedia files to be shared over a cellular network, including pictures and videos.
Many of these depend upon short phone numbers called common short codes (CSCs), usually consisting of five digits, used to address SMS and MMS messages from cellular telephones.
Further, users can send messages from a computer via an SMS gateway. SMS gateways allow users to send messages to people within the cell served by that gateway. They also serve as international gateways for users with roaming capability.
Challenges with SMS
In recent years, SMS spam has become an issue, as has SMiShing, a security attack in which the user is tricked into downloading a Trojan horse, virus or other malware onto a cellular phone or another mobile device.
Additionally, the growth of social media platforms used as communication channels has outpaced the use of telecommunication-based SMS services.
This has changed the nature of text messaging services. Instead of relying on SMS technology, users commonly text each other using social media apps such as WhatsApp or Facebook Messenger.
See also: SMS spam, short message service center, A2P messaging, call tree and two-factor authentication.
It’s important to understand all of the ins and outs of today’s available communication tools, especially when it comes to best practices for making meaningful connections with your contacts.Mobile messaging has become an increasingly popular form of customer engagement — and for good reason. 97% of Americans own a cell phone, and 85% own a smartphone (up from just 35% in 2011), according to the Pew Research Center. That means that there’s a pretty good chance that all — or at least most — of your contacts are reachable on a mobile device, and direct messaging is a great way to do it.
As for understanding the difference between SMS and text messages, we’re covering the basics below — including why they’ve become such a mainstay of modern brand-consumer relationships.
What’s the Difference Between SMS and Text Messages?
The first and biggest thing to know about the difference between SMS and text messages is that there is no difference.
SMS, or Short Message Service, is a form of text message that’s sent from one device to another. Notably, it’s a text-only format, meaning it doesn’t encompass texts that also relay information through images or videos.
An example of an SMS text that a business may send to its contacts includes a promotional text message or an appointment reminder. These messages provide information in a direct and impactful way, and depending on the service being used, can be easily replied to for back and forth communications.
As for a message that does include graphics, that is called MMS, or Multimedia Messaging Service. You may use both in your business communications, but SMS tends to be the easiest and most approachable text messaging format for both brands and consumers alike.
Why Texting Your Contacts is Smart Business
Texting isn’t anything new. But over the years, we’ve learned quite a bit about how professionals can use them to their advantage when communicating with their contacts.
Here are some stats that highlight just how essential SMS text messaging has become to connect with your target audience:
- Text messaging has become an increasingly common form of commercial communication, with 84% of consumers noting that they’ve received an SMS message from a business before.
- 82% of people say they open every single text message they receive, which definitely beats out the average industry-wide email open rate of 22.71%.
- It’s not just Millennials who are always on their phones, with consumers aged 60+ checking their phones at least 3x per hour.
Aside from being an ultra-convenient form of communication, text messages are actually preferred among most consumers as a way for businesses to get in touch:
- 70% of consumers say that SMS marketing is a great way for businesses to get their attention.
- 83% of consumers want to receive appointment reminders via text, 66% want to receive service reminders via text, and 54% want to receive promotions via text.
Equally key is the ability to communicate back and forth, with 60% of consumers noting that they’d like to be able to respond back to business SMS messages that they receive.
Basically, if you can say it over email, you can also (or alternately) say it over SMS text message — and you might get a better response for doing so. Other types of communications that are well-relayed through text include order confirmations, shipping updates, and customer service updates, all of which serve the purpose of conveying essential information while also meeting customers where they’re at in terms of preferred communication styles.
The Future of Text Messaging
If your business isn’t already making good use of SMS text messaging for communicating with your customers and leads, then now is the time to start.
Gone are the days of 3G connectivity capping your SMS messages at 160 characters. Today, you can use texts to send robust, information-heavy communications to your contacts, and with the right tools, you can even allow them to communicate in return.
Text messages aren’t just more convenient for your customers — they’re also more suited to positive interactions. Your customers and leads can learn what they need to know fast, and they can keep your message on hand for easy reference later on. Not too shabby for such a simple and inexpensive form of contact outreach.
To make sure that your texts are as productive as possible, approach your SMS marketing campaigns much like you do your email marketing campaigns, segmenting contacts based on the information that’s most relevant to them and hitting the right notes in terms of frequency and value. Your customers will appreciate it, and you’ll save a lot of time and resources related to effective messaging.
Be sure to monitor your results, too, taking note of what kind of results you get and what types of messages have the biggest impact. The longer you do it, the more SMS text messaging will become part and parcel of your everyday best practices.