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Text message marketing can be useful for businesses of any size—but it is not automatically right for every business or audience. Use it when customers have agreed to receive texts and you can send timely, relevant information, handle replies if you invite them, and honor opt-outs. Treat SMS as a channel to test against your goals, not a guaranteed source of sales.
Why businesses consider text message marketing
Texts can put practical information in front of customers quickly. In EZ Texting’s 2026 Consumer Texting Behavior Report, a survey of 959 U.S. respondents, 89% said they had signed up for texts from at least one business. The report also found that 72% read business texts within five minutes. These are survey findings from a messaging vendor, not proof that every audience wants texts or that SMS causes higher sales.
Respondents reported interest in several kinds of business messages: 56% in discount offers, 50% in delivery or order updates, and 42% in appointment reminders. These preferences suggest situations where a text may be useful; they do not establish that sending one will increase conversions.
A separate EZ Texting report, based on an independent online panel of 1,074 qualified participants surveyed in November 2024, found that 86% said they opt in to business texts. It also reported that 79% said they were more likely to purchase when subscribed to business texts. That is self-reported association, not evidence that texts caused a purchase. See the 2025 SMS Marketing Consumer Behavior Report.
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When SMS is a good fit—and when it is not
Consider texting when the message is useful and time-sensitive
- Appointment reminders or changes customers need to see promptly.
- Delivery and order updates tied to an active transaction.
- Limited-time offers for customers who expressly signed up for promotional texts.
- Customer support, if you can manage incoming replies.
Choose another channel or rethink the plan when
- Your message is not time-sensitive or is better suited to email, an app, or a website.
- You cannot clearly explain what people are signing up for or keep a record of permission.
- You lack the staff or systems to manage replies and opt-outs.
- You cannot identify meaningful outcomes to compare with the channel’s costs.
There is no established business-wide SMS return-on-investment figure in the cited regulatory sources, and the survey results do not provide a causal estimate. Define a goal—such as fewer missed appointments or timely delivery communication—and evaluate your results rather than assuming a particular return.
How to decide whether your business should start texting
- Choose one business purpose. Start with a defined job such as appointment reminders, order updates, support, or opted-in offers—not simply the fact that you can send texts.
- Check customer interest. Ask customers through an appropriate existing channel or offer a clear, voluntary signup. Do not treat general survey preferences as permission to text your own customers.
- Confirm consent and recordkeeping. Explain the message type and sender at signup, obtain the permission required for your messages and jurisdiction, and retain evidence. For covered U.S. telemarketing robotexts, FCC rules require prior express written consent for the single seller that will contact the consumer.
- Set a cadence and message standard. Decide what subscribers will receive and how often. In the 2026 EZ Texting survey, 40% cited message frequency as a leading reason to opt out, while 18% cited irrelevant content. The findings support restraint and relevance but do not establish a universally ideal schedule.
- Plan for replies and opt-outs. If you encourage customers to respond, make sure someone or a reliable workflow can handle messages. In the same survey, 70% said they expected a business response within an hour. Provide a clear opt-out route and ensure revocations suppress future marketing messages as required.
- Measure the result. Track useful outcomes for the chosen purpose, along with replies and unsubscribes. Compare the total cost and results with your other channels before expanding the program.
Consent and compliance depend on the message and location
In the United States, the FCC’s FCC 23-107 order states that prior express written consent is required for covered telemarketing robotexts and specifies that consent is for the single seller contacting the consumer. The rule does not mean that one signup automatically authorizes texts from unrelated businesses. The applicable requirements can depend on the message and circumstances, so verify current rules before launching.
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The FCC’s FCC 23-49 order addresses revocation of consent, including reasonable methods such as STOP-style replies. It says covered revocation requests made in a reasonable manner must be honored within a reasonable time, not exceeding 24 hours. Check subsequent rule changes and effective dates before relying on that timing as an operational requirement.
Requirements differ outside the United States. The Australian Communications and Media Authority’s guidance for small and medium-sized businesses discusses marketing messages and unsubscribe rules under Australia’s Spam Act 2003; it is not a substitute for U.S. guidance or rules in other countries. See ACMA’s marketing messages and unsubscribe rules. The FTC’s CAN-SPAM compliance guide concerns commercial email, not SMS-specific consent rules.
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What to look for in a business SMS platform
If you decide to proceed, compare platforms against the way your business will actually use texting. A tool can support operations, but choosing one does not by itself make a campaign compliant.
- Consent records: Can you retain and retrieve signup details and permission?
- Opt-out handling: Can the system process revocations and suppress future messages?
- Segmentation and scheduling: Can you send only relevant messages to the intended audience at the expected time?
- Two-way messaging: Can staff see, route, and respond to replies?
- Reporting: Can you measure outcomes that match your business purpose, not just message volume?
- Sender and carrier requirements: What setup or registration does your intended use require?
- Availability and total cost: Does the service support your target countries and audience, and what will it cost at your expected volume?
Compare business SMS platforms on these capabilities and the requirements of your use case; no single vendor is established here as the right choice for every business.
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