Text messages get opened faster than almost any other marketing channel, which is exactly why so many small businesses are adding SMS to their marketing mix alongside email and social. But texting customers isn’t as simple as sending a group message from your phone — there are practical sending limits, opt-in laws, and platform choices to sort through before your first campaign goes out.
This guide walks through the practical steps to set up SMS marketing the right way: picking a platform, registering as a legitimate sender, building a permission-based contact list, and sending campaigns that customers actually want to receive.
Quick Answer
To set up SMS marketing for a small business, sign up with an SMS marketing platform (such as SimpleTexting, EZ Texting, Textedly, or SlickText), register your business for A2P 10DLC compliance so your texts actually get delivered, build an opt-in contact list through a keyword or signup form, and then send your first campaign or automation with a clear opt-out option in every message.
Step 1: Choose an SMS Marketing Platform
What makes marketing texts legally compliant is consent under the Telephone Consumer Protection Act (TCPA) — specifically, express written or electronic consent from each recipient — not which phone number or platform you send from. A personal cell phone isn’t illegal to text from, but it’s a poor practical choice for bulk marketing: standard phones and consumer messaging apps aren’t built to send high volumes of texts, carriers actively filter and throttle that kind of traffic from ordinary numbers, and you’d have no automated way to log consent, manage opt-outs, or avoid re-messaging someone who already replied STOP.
A dedicated SMS marketing platform solves those practical problems — it provides a business texting number, automates opt-outs, and keeps a compliance trail, which matters if your consent process is ever challenged. Popular options for small businesses include SimpleTexting, EZ Texting, Textedly, and SlickText, each offering campaign tools, two-way messaging, list segmentation, and automation (like welcome texts or abandoned-cart reminders).
Pricing and message-credit allotments vary by platform and change over time, so check each provider’s current plans directly rather than relying on a fixed number — most entry-level small-business plans are a modest monthly subscription with a capped number of message credits, plus separate carrier and number-registration fees. Compare platforms on ease of use, integrations with your existing tools (like your e-commerce platform or CRM), and whether they support the type of number you need — a shared short code, a dedicated toll-free number, or a local 10-digit long code.
Step 2: Register Your Business for A2P 10DLC
If you plan to send marketing texts from a standard local U.S. phone number, your business must register through the A2P 10DLC (Application-to-Person, 10-Digit Long Code) system, which verifies your brand and messaging “campaign” with wireless carriers via The Campaign Registry. This is a carrier delivery requirement, not a legal precondition for consent — but since carriers now filter and block unregistered business texting traffic, skipping it means your messages likely won’t reach customers.
Most SMS platforms handle the registration paperwork for you or walk you through it inside their dashboard. You’ll need your legal business name, tax ID (EIN), address, and a clear description of what you’ll be texting about. Approval timelines vary with carrier review volume and can range from several business days to a few weeks, so build that lead time into your launch plan. Toll-free numbers use a separate verification process if you’d rather avoid 10DLC.
Step 3: Build a Compliant Opt-In List
SMS marketing runs on consent — under the TCPA, you need a customer’s express written or electronic consent before sending marketing texts, regardless of what number or platform you use to send them. The most common way to collect this is a keyword opt-in (“Text JOIN to 12345”), a checkbox on your website or checkout form, or a signup form at your point of sale, all of which should clearly state that message and data rates may apply and that consent isn’t a condition of purchase.
Never buy a list of phone numbers or add people from your email list without separate texting consent — email opt-in does not count as SMS opt-in. Every message you send should also make it easy to opt out, typically by replying STOP, and your platform should handle that automatically so you stay compliant without manual tracking.
Step 4: Send Your First Campaign (and Set Up Automations)
Start with something low-friction, like a welcome text confirming signup and offering a small incentive (a discount code, early access, or a helpful link). From there, keep campaigns short, specific, and valuable — appointment reminders, flash sales, restock alerts, or event notifications tend to perform well because they feel timely rather than promotional.
Once your list has some size, layer in automation: a welcome series for new subscribers, cart-abandonment or booking reminders, and re-engagement texts for customers who haven’t interacted in a while. Most platforms let you segment contacts by purchase history or engagement so you’re not blasting the same message to everyone.
Tips and Common Mistakes
Texting too often is the fastest way to spike opt-outs — most businesses find a light, predictable cadence plus occasional timely alerts keeps the channel valuable rather than annoying. Send during reasonable daytime hours, since late-night or early-morning texts feel intrusive and can run afoul of carrier and TCPA guidance around permissible send times.
Other common mistakes: skipping 10DLC registration and wondering why messages aren’t delivering, forgetting to include your business name in messages (recipients often don’t recognize unfamiliar numbers), not testing links and keywords before a send, and failing to keep records of how and when each contact opted in — which matters if your consent process is ever questioned.
Explore more: more small business marketing strategies.
SMS text marketing for small business FAQs
Do I need a special phone number to send marketing texts?
Legally, no single number type is required — TCPA compliance comes down to obtaining proper consent, not the sender’s number or platform. Practically, yes: you’ll want a business texting number provisioned through an SMS marketing platform (a registered local 10-digit number, toll-free number, or short code), since personal phones aren’t built for bulk sending, get filtered by carriers, and can’t automate consent tracking or opt-outs the way a compliance trail requires.
How much does SMS marketing cost for a small business?
Costs vary by provider and change over time, but most small-business SMS platforms charge a monthly subscription that includes a set number of message credits, with added costs for carrier fees and any usage beyond your plan’s allotment. Check current pricing directly with providers, since plans and credit amounts are frequently updated.
Is SMS marketing legal, and what do I need to stay compliant?
Yes, as long as you follow the TCPA: get clear opt-in consent before texting anyone, identify your business in messages, and honor opt-outs immediately. Legality hinges on that consent, not on which number or platform you send from. If you’re sending from a standard U.S. business number, you’ll also need A2P 10DLC registration so carriers deliver your messages — that’s a carrier delivery requirement, not a legal precondition for consent.
How is SMS marketing different from email marketing?
Text messages are typically opened much faster than emails and work best for short, time-sensitive messages like reminders, alerts, and flash offers, while email is better suited for longer content. Most small businesses use the two channels together rather than choosing one over the other.
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