How to Start an SMS Marketing Campaign

Starting an SMS marketing campaign requires five steps: choosing a provider, registering for 10DLC compliance, setting up a sending number, building a subscriber list, and creating your first message. Most businesses can go from zero to sending their first campaign in under a week if they prepare their compliance documentation in advance.

Step 1: Choose an SMS Provider

What to do: Evaluate SMS providers based on delivery rates, carrier relationships, pricing structure, and API capabilities. Your provider is the foundation of everything that follows, so this decision matters more than most people realize.

The SMS provider market has dozens of options, but they are not interchangeable. Delivery rates vary significantly between providers because each one has different relationships with the major carriers (AT&T, T-Mobile, Verizon). A provider with strong carrier relationships will deliver more of your messages successfully and encounter fewer filtering issues.

Key factors to evaluate:

Delivery rates: Ask for actual delivery statistics, not just uptime guarantees. A provider claiming 99% delivery is measuring something different than one reporting 95% carrier acceptance.
Pricing transparency: Some providers charge per segment, others per message. Carrier surcharges may or may not be included in the quoted price.
Compliance support: Good providers help you stay compliant with TCPA and carrier rules, not just pass the responsibility to you.
API quality: If you plan to automate campaigns, the API documentation and reliability matter as much as the price.

Our platform integrates with 12 SMS providers and uses carrier-based routing to automatically send each message through the provider with the best delivery rate for that specific carrier. This means you get the benefits of multiple providers without managing them individually. See our full guide on how to choose an SMS provider for a detailed comparison of what to look for.

Step 2: Register for 10DLC

What to do: Register your business and campaign with The Campaign Registry (TCR) through your SMS provider. This is mandatory for sending business text messages on 10-digit local numbers in the United States.

10DLC (10-Digit Long Code) registration is a carrier requirement, not optional. Since 2023, all three major US carriers filter or block unregistered business traffic on local numbers. The registration process has two parts: brand registration (your business identity) and campaign registration (what you plan to send).

Brand registration requires your business name, EIN or tax ID, website, and contact information. Campaign registration requires a description of your messaging use case, sample messages, and confirmation of consent practices. Most providers handle the submission to TCR on your behalf.

The approval process typically takes 3 to 7 business days. Some industries face additional scrutiny, particularly financial services, healthcare, and cannabis-related businesses. Plan for this lead time before you need to start sending. For complete details, see our 10DLC registration guide.

Note: Toll-free numbers and short codes have separate registration processes. If you choose one of those number types, the 10DLC registration does not apply, but you will still need to complete the verification process specific to that number type.

Step 3: Set Up Your Sending Number

What to do: Purchase or port a phone number through your provider, then configure it for outbound messaging. The number type you choose affects your throughput limits, cost per message, and how recipients perceive your texts.

You have three main options for sending numbers:

Local 10-digit numbers: Lowest cost, familiar to recipients, requires 10DLC registration. Throughput is limited based on your trust score (typically 15 to 75 messages per second after registration).
Toll-free numbers: Higher throughput than local numbers, no per-carrier registration needed, but requires toll-free verification. Recipients see an 800-series number, which can feel less personal.
Short codes: Highest throughput (hundreds of messages per second), most expensive to lease ($500 to $1,000+ per month), and takes 8 to 12 weeks for carrier approval. Best for very high volume senders.

For most businesses starting out, a local number with 10DLC registration is the right choice. It balances cost, deliverability, and recipient trust. You can always add toll-free or short code numbers later as your volume grows. Our sending number setup guide walks through the full configuration process.

Step 4: Build Your Subscriber List

What to do: Create opt-in mechanisms (web forms, keyword opt-in, point-of-sale sign-ups) and begin collecting subscribers with proper consent documentation. Never send to contacts who have not explicitly opted in.

Your subscriber list is the most valuable asset in SMS marketing, and it must be built on explicit consent. Unlike email, where some gray area exists around implied consent, SMS regulations under the TCPA require clear, documented opt-in before you send any marketing messages. Violations carry penalties of $500 to $1,500 per unsolicited message.

The most effective opt-in methods:

Web forms: Add an SMS opt-in checkbox or dedicated form to your website. Include clear disclosure about what they are signing up for and message frequency.
Keyword opt-in: Let people text a keyword (like "JOIN") to your number. This creates a clear record of consent and is the simplest path for the subscriber.
Point-of-sale: Ask customers at checkout if they want to receive text updates. Record the consent digitally, not just verbally.
Existing contacts: If you have contacts who previously opted in to SMS through another channel, you can import them, but only if you have documented proof of their consent.

Double opt-in (sending a confirmation message after initial sign-up) adds an extra layer of protection and typically improves list quality. For the full process, see how to build an SMS subscriber list and our TCPA compliance guide.

Step 5: Create Your First Campaign

What to do: Write your message, select your audience segment, set a send time during business hours, review for compliance, and send. Monitor delivery rates and responses for the first few hours after sending.

Your first campaign should be simple. Pick a clear purpose (a promotion, an announcement, a welcome message), write concise copy under 160 characters if possible (to avoid multi-segment charges), and send to a small test segment first.

Before you hit send, verify these compliance requirements:

Every recipient has documented opt-in consent
The message identifies your business by name
The message includes opt-out instructions (reply STOP to unsubscribe)
You are sending during acceptable hours (generally 8 AM to 9 PM in the recipient's time zone)

After sending, watch your delivery rate, opt-out rate, and any replies. A delivery rate below 90% suggests a problem with your list quality or provider configuration. An opt-out rate above 5% on a single campaign means your content or frequency is not matching subscriber expectations. For detailed guidance, see how to send your first bulk text message campaign.

Common Mistakes to Avoid

Most SMS marketing failures come from one of these errors:

Skipping 10DLC registration: Your messages will be filtered or blocked entirely. There is no workaround for this.
Buying contact lists: Purchased lists have no valid consent, terrible engagement, and will generate complaints that get your number flagged by carriers.
Sending too frequently: Two to four messages per month is the sweet spot for most businesses. More than that and opt-out rates climb sharply.
Ignoring time zones: Sending at 9 AM Eastern means hitting West Coast subscribers at 6 AM. Always account for recipient time zones.
No opt-out mechanism: Every message must include a way to unsubscribe. This is both a legal requirement and a carrier requirement.

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