SMS Character Limits for Better Campaigns
TL;DR:
- SMS messages have a 160-character limit including spaces and punctuation
- Messages over 160 characters get split into multiple parts or delivered as one long message
- Keep it simple: core message + clear call-to-action + bit of personality
- For longer content, use RCS messaging or link to a landing page
- Shorter messages get better engagement and response rates
SMS messages come with a hard limit of 160 characters. This covers everything – letters, spaces, punctuation marks, and special characters. Go over this limit and your message either gets chopped into separate parts or arrives as one extended message, depending on what platform you're using and what phone your recipient has.
This character restriction isn't a bug, it's a feature. It forces you to get straight to the point, which is exactly what people want from text messages.
Making Every Character Count
With such tight space constraints, you need to be ruthless about what stays in your message.
Get your message crystal clear first. Before you start typing, know exactly what you want to say. What's the one thing you need this person to know or do? Start there.
Your call-to-action needs to be obvious. Don't bury it or make people guess what you want them to do. "Reply YES", "Visit our shop", "Call now" – make it clear and simple.
Add personality without wasting space. A friendly greeting or sign-off can make your message feel human without eating up too many characters. "Hi Sarah" costs 8 characters but makes the message personal.
When 160 Characters Isn't Enough
Sometimes you genuinely need more space to get your message across properly.
RCS messaging gives you more room. Rich Communication Services work like an upgraded version of SMS. You get more characters, can send high-quality images, and even add interactive buttons. Not everyone's phone supports RCS yet, but it's growing fast.
Link to a landing page for detailed info. If you need to explain something complex, don't cram it into a text message. Send them to a webpage where they can read everything properly. Just make sure your link works and the page loads quickly on mobile.
Consider your message timing. A short, punchy message often works better than a long explanation anyway. People check texts quickly, often while doing something else.
Here's something most people miss: always test your messages before sending them to your whole list. Send it to yourself first and see how it looks on your phone. Does the message make sense? Is the call-to-action clear? Can you easily tap any links?
Common Character Count Mistakes
Forgetting about your sender name. While your sender name doesn't count towards the 160 characters, it does take up visual space on the recipient's screen. Factor this in when you're crafting your message.
Not accounting for personalization. If you're adding names or other personal details, remember these count towards your character limit. "Hi Jennifer" uses more characters than "Hi Sam".
Assuming all characters are equal. Some special characters and emojis can actually count as multiple characters in SMS systems. Test thoroughly if you're using anything beyond basic letters and numbers.
FAQs
What happens if my message goes over 160 characters?
Your message gets split into multiple parts (usually 153 characters each) or sent as one long message. Either way, it can look messy and might cost more to send.
Do emojis count towards the character limit?
Yes, and some emojis actually count as multiple characters. Stick to simple ones if you use them at all, and always test first.
Can I see my character count while typing?
Most SMS platforms show a character counter. If yours doesn't, you can use any online character counting tool to check your messages before sending.
Is there a difference between iPhone and Android for character limits?
The 160-character limit is universal, but how longer messages display can vary between devices and carriers. Always test on different phones if possible.
Jargon Buster
SMS (Short Message Service) – The standard text messaging system with a 160-character limit per message
RCS (Rich Communication Services) – An upgraded messaging system that allows longer messages, images, and interactive features
Character limit – The maximum number of letters, spaces, and symbols you can include in a single SMS message
Call-to-action (CTA) – The specific instruction telling someone what you want them to do next
Wrap-up
The 160-character limit isn't something to fight against – it's a tool that helps you create better, more focused messages. People appreciate getting straight to the point, especially in text messages they're reading on the go.
Focus on one clear message per text. Make your call-to-action obvious. Add a touch of personality without wasting characters. And always test your messages before hitting send to your entire list.
Learn about QuickSMS: https://www.quicksms.com/