SMS Format and Encoding

SMS messages in Mapp Engage are strictly text-based and have specific technical limitations based on encoding standards. The supported content and message length are determined by the encoding type used, which impacts how characters are counted and displayed.

1 Supported Content

• Text content only (no formatting or multimedia)

• Special characters when using 16-bit (UTF-8) encoding

• Links to websites

  • Recognized as clickable on smartphones only

  • Links can be shortened during message creation

• Personalizations, including placeholders and complex personalization logic

• Mapp Engage Variables, including coupons

• Segmentation for more targeted message delivery

Note

SMS messaging in Mapp Engage is strictly text-based and does not support media or interactive message formats. Full Rich Communication Services (RCS) are not supported. Branded SMS (formerly “Verified SMS”) may display a sender logo or link preview, but message content remains standard SMS text.

2 Limitations

• Formatting of any kind (bold, italic, etc.)

• Subject lines

• Images or file attachments

• Special characters with 7-bit encoding (only supported with 16-bit encoding)

• Messages exceeding length limits unless the recipient’s carrier supports concatenation

3 Encoding and Character Limits

SMS messages can be encoded using two formats:

• Mapp Engage uses 7-bit encoding by default

• If unsupported characters are used, the system automatically switches to 16-bit encoding, reducing the message limit

• Special characters are only supported with 16-bit encoding

4 Concatenation

• Messages exceeding the single-message character limit are split into multiple parts (up to three)

• Message parts are reassembled on the recipient’s device

• Not all mobile carriers support concatenation

• Headers added for message reassembly reduce the character space available for content

5 Character Count and Placeholders

• The system displays character count and estimated number of SMS messages during creation

• Length of placeholders, personalizations, or Mapp Engage Variables cannot be calculated beforehand

• If personalized content exceeds the limit, additional SMS messages are sent automatically