What is SMS marketing, and is it still worth it?
SMS marketing means sending promotional text messages, like offers, restock alerts or reminders, to customers who agreed to receive them. Shopify describes it as a direct channel with the same aims as email marketing: to sell, educate or build loyalty. It's still worth it for short, time-sensitive messages, but it's rarely the only channel you need.
ShoaibUpdated 3 min read
How does SMS compare with WhatsApp and email?
| SMS | WhatsApp (Business Platform) | ||
|---|---|---|---|
| Message length | 160 characters per SMS, or 70 with Arabic (Twilio) | Rich messages with images and buttons | Long, designed content |
| Starting a conversation | Text to people who opted in | Meta says business-initiated messages outside the 24-hour window must use approved templates | Send to your opted-in list |
| Two-way chat | Possible, but basic | Built for conversation | Mostly one-way |
| Best for | Short alerts and codes | Sales chats and support | Newsletters, longer offers |
For more on the other two, see does WhatsApp marketing work and what email marketing is.
What should I check before sending?
- Consent. Shopify notes that email consent doesn't cover SMS; customers need to opt in to texts specifically. Twilio's messaging policy also requires prior consent.
- An easy opt-out. Twilio requires a one-step way to unsubscribe, for example replying STOP.
- Length. Arabic messages hit the 70-character limit fast, so keep them short or expect multiple segments.
WhatsApp has a similar rule: its Business Messaging Policy says you need the person's opt-in before messaging them.
So is it still worth it?
It is when the message is short and urgent: a delivery update, an appointment reminder, a flash sale. For conversations and rich product messages, WhatsApp usually fits better, and for longer content, email does. Whichever you use, the list you build is the asset. See how to build an email list.
Want customer messaging as part of your digital marketing, done through WhatsApp? See our WhatsApp API service.