Why SMS Marketing Is Gaining Ground—and What You Need to Know to Get Started

In today’s digital-first marketing landscape, businesses are constantly seeking channels that deliver high engagement and quick response times. One channel that continues to outperform others across the board is SMS (Short Message Service). With an average open rate of 98% and a response rate around 45%, SMS marketing is proving to be one of the most effective tools for communicating directly with consumers.

By comparison, traditional email marketing campaigns typically yield response rates around 6%—a respectable figure, but far outpaced by SMS. Text messages are typically read within minutes, giving brands the power to create real-time conversations and immediate impact.

But as the channel grows in popularity, so does the complexity of using it effectively and compliantly. If your business is considering launching or expanding an SMS marketing strategy, here are the key factors to know before you hit “send.”

Toll-Free Numbers vs. 10DLC: Choosing the Right Path for Your SMS Campaigns

One of the most important early decisions you’ll make is choosing the type of phone number you'll use for sending texts. Businesses generally have two options: Toll-Free Numbers or 10DLC (10-Digit Long Code) numbers. Each has its own benefits and trade-offs depending on your goals, budget, and volume of messages.

Toll-Free Numbers

These familiar 800-style numbers are widely recognized and typically associated with customer service or support. From an SMS perspective, they offer some clear advantages:

• High Throughput: Toll-free numbers can handle a large volume of texts per second, making them ideal for high-frequency campaigns.

• Better Deliverability: These numbers face a lower risk of being flagged as spam because they are explicitly registered for SMS use.

• Simplified Verification: The registration process for toll-free numbers is often simpler than for 10DLC, making them easier to get up and running quickly.

10DLC Numbers

These standard 10-digit numbers (e.g., with a local area code) can make your outreach feel more personalized and localized:

• Local Presence: Using a number with a local area code can increase trust and familiarity with recipients in a specific region.

• Cost Efficiency: 10DLCs are typically less expensive than toll-free numbers, which can be important for small businesses or those sending high volumes of texts.

• Inbound Messaging: These numbers allow for free inbound SMS responses, making them suitable for ongoing two-way conversations.

However, 10DLCs require a more extensive registration process, including the need to file your brand and campaign with a centralized system known as The Campaign Registry (TCR).

What Is The Campaign Registry (TCR) and Why Does It Matter?

Think of The Campaign Registry (TCR) as the SMS equivalent of email authentication protocols like SPF, DKIM, and DMARC. It’s a third-party verification system that helps mobile carriers identify and vet businesses sending SMS messages to U.S. consumers.

The goal is simple: protect consumers from spam and abuse while improving the deliverability of legitimate business texts.

Key Points About TCR:

• Mandatory for 10DLC: If you're using a 10-digit number, you are required to register both your brand and specific messaging campaigns with TCR.

• Verification for Toll-Free: While toll-free numbers don’t require campaign-level registration, they must still be verified through TCR to avoid filtering.

• Non-Compliance Risks: Failing to register or verify your number can result in message blocking, spam flagging, fines, and significant disruptions to your campaigns.

• Carrier Coordination: Major platforms like RingCentral, Dialpad, and Twilio typically facilitate the TCR registration process as part of their SMS services.

By registering with TCR, you're not only following the rules—you’re increasing your chances of message deliverability and ensuring your brand is recognized as legitimate by both carriers and customers.

Why You Should Integrate SMS into Your CRM

While SMS is powerful on its own, it becomes even more impactful when integrated into your CRM system, such as OptifiNow. By combining SMS with email, voice, and even social media into a single platform, sales and marketing teams can streamline their workflows, centralize communications, and improve overall productivity.

Benefits of CRM-SMS Integration:

• Unified Customer Profiles: Every SMS interaction is stored alongside emails, calls, and notes—giving your team a complete 360-degree view of each customer relationship.

• Automated Workflows: Trigger texts automatically based on actions or stages in your sales funnel, reducing manual effort and improving response times.

• Compliance and Audit Trail: All communications are tracked and timestamped, making it easier to stay compliant and monitor the customer journey.

• Increased Efficiency: Instead of toggling between apps or manually syncing data, everything lives in one place—boosting team efficiency and reducing errors.

Final Thoughts

SMS marketing is no longer just a “nice to have.” It’s a core channel in the modern digital marketing playbook, offering exceptional engagement and responsiveness. But with power comes responsibility. Setting up your SMS program correctly—with the right number, verified credentials, and integrated technology—will ensure you get the results you’re looking for without running into roadblocks.

If you’re ready to centralize your communication strategy and make SMS work smarter for your business, integrating it with a CRM like OptifiNow is the logical next step.

Let’s turn your messages into meaningful connections—faster, smarter, and all in one place.