Understand SMS charges and allowances

SMS is charged for each recipient, not once for an audience segment. Sending one standard SMS to an audience segment of 100 people uses 100 SMS from your allowance.

A standard GSM-7 SMS contains up to 160 characters. Longer texts are normally joined on the recipient’s phone but are billed as multiple SMS, with up to 153 GSM-7 characters in each joined part.

Emoji, smart punctuation and other characters outside GSM-7 use Unicode encoding. A Unicode SMS can contain up to 70 characters, or up to 67 characters in each joined part, so it can use the allowance faster.

Before sending, review the estimated billable SMS, remaining allowance and estimated charge. Shorten the text or remove unnecessary special characters if the estimate is higher than expected.

Your monthly plan allowance is shared by eligible booking notifications and marketing campaigns after SMS and billing are enabled. Usage above the allowance is charged at the regional rate shown before confirmation.

Delivery destination, carrier rules and the final rendered message can affect usage. Use the in-product estimate as the practical check immediately before sending.