Understanding SMS Character Limits for US Small Businesses

SMS messages typically have a character limit per message when using standard GSM-7 encoding, but this can vary depending on the service provider and device. If your message exceeds this length, it is split into multiple segments, each up to 153 characters due to concatenation headers. This segmentation can increase your messaging costs and sometimes affect how your message appears to the recipient. For small businesses using SMS to reach customers or leads, understanding these limits helps optimize communication and control expenses.

Why this comes up / what goes wrong

Many small and mid-sized businesses use SMS as a fast, direct way to engage leads and customers. However, they often face challenges when messages exceed the character limit. Long messages get split into multiple parts, which can confuse recipients if the segments arrive out of order or look fragmented. This may reduce the effectiveness of your sales or customer service outreach.

Additionally, SMS providers usually charge per message segment, so longer messages can increase your costs unexpectedly. Without monitoring message length or understanding SMS limits, businesses risk wasting budget and losing leads due to unclear or delayed communication.

Step-by-step

1. Who it applies to: Any small or mid-sized business in the US using SMS to communicate with customers or leads.
2. Character limits:

• Standard SMS messages support up to 160 characters using GSM-7 encoding.
• If the message is longer than 160 characters, it is split into segments of 153 characters each.
• Messages containing Unicode characters (such as emojis or special symbols) often have a lower character limit per message segment, so it's important to check how your messaging platform handles segmentation.

1. What must be done: Keep SMS messages concise to stay within the 160-character limit where possible. If longer messages are necessary, be aware they will split into multiple segments, increasing costs.
2. When: These limits apply every time you send an SMS message.

Using tools that help you track message length and segment counts can prevent surprises. For example, HelloGrowthCRM supports logging WhatsApp conversations and sending SMS messages, helping teams manage follow-ups and message flow efficiently. Learn more about HelloGrowthCRM’s WhatsApp and SMS CRM.

Example (fictional figures)

A B2B software reseller in Denver, Colorado sends a promotional SMS to 1,000 leads.

• The message length is 320 characters.
• Since one SMS can contain 160 characters, and longer messages split into 153-character segments:

Calculation: 320 ÷ 153 = 2.09 segments, rounded up to 3 segments per message.

Assuming the SMS provider charges $0.05 per segment: 3 segments × $0.05 = $0.15 per message.

For 1,000 messages: 1,000 × $0.15 = $150 total cost.

If the reseller shortens the message to 160 characters: 1,000 × $0.05 = $50 total cost.

Savings: $150 - $50 = $100 saved by reducing message length.

This example shows how managing SMS character limits can reduce costs and improve message clarity.

Common mistakes

1. Ignoring character limits: Sending messages without checking length leads to unexpected splitting. Prevent by counting characters or using tools that show message length.
2. Using emojis or special characters without awareness: This reduces the per-message character limit to 70, increasing message segments and costs. Prevent by testing messages or avoiding Unicode characters when possible.
3. Not monitoring SMS billing details: Overlooking how segmented messages affect costs can lead to budget overruns. Prevent by reviewing your SMS provider’s billing regularly.
4. Failing to log SMS conversations: Without logs, follow-ups can be missed or less personalized. Prevent by using a CRM that records all SMS and WhatsApp interactions.
5. Sending bulk SMS without segmentation strategy: Long or unclear messages can confuse recipients. Prevent by crafting concise, clear messages tailored to your audience.

Integrating SMS with a built-in CRM dialer can also help organize your calls and messages in one place.

Doing this in HelloGrowthCRM

HelloGrowthCRM offers WhatsApp and SMS messaging workflows that help small and mid-sized businesses engage leads and customers on familiar channels. WhatsApp conversations with a lead are logged on the lead record, and follow-ups can be sent as SMS or WhatsApp messages. This keeps your team’s communication organized and helps avoid lost leads. Learn more about HelloGrowthCRM’s WhatsApp and SMS CRM.

Frequently asked questions

What happens if my SMS exceeds 160 characters? Your message is split into multiple segments of up to 153 characters each. This increases the number of messages sent, which can raise costs and cause messages to appear broken or out of order.

Does including emojis affect the SMS character limit? (twilio.com) Yes, emojis and other Unicode characters reduce the character limit to 70 per message segment, which means messages split into more parts and cost more to send.

Are SMS character limits the same for all US carriers? Check the rules that apply to your carrier or ask counsel for specifics. Generally, the 160-character limit applies across carriers, but some may have specific rules. Check with your SMS provider to confirm.

Can I send longer messages without splitting? No, SMS protocol limits message length. (twilio.com) For longer content, consider using MMS or messaging apps like WhatsApp.

How can I track SMS conversations effectively? Using a CRM like HelloGrowthCRM logs all WhatsApp and SMS conversations on lead records, making follow-ups easier and ensuring your team stays coordinated.

Key takeaways

• SMS messages are limited to 160 characters per segment with standard encoding.
• Messages longer than 160 characters split into 153-character segments, increasing costs.
• Emojis reduce the character limit to 70 per segment.
• Track SMS length and segments to manage costs and message clarity.
• Logging SMS and WhatsApp conversations improves follow-up and lead management.
• HelloGrowthCRM supports SMS and WhatsApp workflows to help your team communicate effectively.

Start managing your SMS leads better with HelloGrowthCRM. Start on the Free Forever plan (200 leads, no credit card).