---
title: "Best Practices for SMS Messaging"
slug: "sms-best-practice"
updated: 2025-07-25T15:16:44Z
published: 2025-07-25T15:16:44Z
canonical: "docs.mapp.com/sms-best-practice"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://docs.mapp.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Best Practices for SMS Messaging

## Introduction

SMS is a highly direct and personal communication channel. To use it effectively and responsibly, follow these best practices for compliance, deliverability, engagement, and contact satisfaction.

---

## Best Practices

### 1 Legal and Compliance Considerations

- **Research local regulations**: SMS laws vary by country. Many countries have strict rules around opt-in, message content, frequency, and sender identification.
- **Obtain separate opt-ins for SMS**: An email opt-in does not grant permission for SMS. Use double opt-in flows to confirm subscriber consent.
- **Include unsubscribe instructions** in every message, such as “Text STOP to cancel.” This is legally required in most countries.
- **Use translated** opt-out **keywords** in countries with multiple languages or dialects. Common keywords include: STOP, END, CANCEL, UNSUBSCRIBE, QUIT.

---

### 2 Group and Program Structure

- **Use dedicated SMS groups**: Keep SMS subscriptions separate from email to manage opt-ins, send limits, and automations more effectively.
- **Create separate groups by code or program**:
  - One group per mobile code or keyword.
  - Separate groups for regional or campaign-specific programs.
- **Consider a dedicated subscribe/unsubscribe group** to handle opt-ins/outs and support more complex flows.

---

### 3 Frequency and Content

- **Limit sends to 2 messages per week** to avoid fatigue and maintain high engagement.
- **Use SMS for time-sensitive, high-value content**:
  - Flash sales or exclusive offers
  - Product launches or limited-time events
  - Transactional alerts or urgent service updates
- **Avoid using SMS for general marketing** that’s better suited to email, such as newsletters.

---

### 4 Subscription Management

- **Use double opt-in**:
  1. Contact texts a keyword or enters a phone number on a form.
  2. Mapp sends a subscription SMS with a confirmation link and code.
  3. Contact completes the opt-in by entering the code on a webpage.
- **Provide clear expectations** in the opt-in flow:
  - How often will you message them
  - Message type (promotions, updates, etc.)
  - Cost disclosure (e.g., “Msg & data rates may apply”).

---

### 5 Unsubscribes and Contact Support

- **Test the unsubscribe flow regularly** to ensure functionality.
- **Send confirmation SMS after opt-out** to reassure contacts.
- **Use consistent keywords** and local language alternatives for opt-out. For shared short codes, note that SAP blacklists unsubscribed numbers, and they cannot be removed via Mapp.

---

### 6 Automation and Ongoing Engagement

- **Create a welcome SMS** with opt-out and support instructions.
- **Set up regular reminders** for long-term subscribers (required by some carriers).
- **Use automations for polling, event reminders, or follow-ups** to encourage interaction.

#### 6.1 Example: Welcome Message

```plaintext
Welcome to TopFashion Alerts! You'll hear from us soon! Text HELP for help. Text STOP to cancel. Msg&data rates may apply. For T&C: www.topfashion.com/SMS
```

#### 6.2 Example: Reminder Message

```plaintext
Reminder. You are subscribed to TopFashion Alerts. Up to 2 msg/week. Text HELP for help. Text STOP to cancel. Msg&data rates may apply. For T&C: www.topfashion.com/SMS
```

Deliverability is the ability of an email to reach a recipient’s inbox successfully. It is influenced by factors like sender reputation, authentication, and engagement.

The process where a user actively consents to receive messages, ensuring compliance and improving engagement rates.

The process where a user unsubscribes from messages, ensuring they are removed from future communications.

## Related

- [SMS Country-Specific Information](/sms-country-specific-information.md)