Frequently Asked Questions
Twilio is known for its reliable, enterprise-grade service and well-documented API, considered an industry standard. They offer volume discounts and various add-on features. Their comprehensive documentation and developer tools are highly regarded.
Choosing the right SMS provider depends on several factors, including your budget, messaging volume, and required features. Consider providers like Twilio for robust features, Plivo for cost-effectiveness, Sinch for global reach, Infobip for business messaging tools, and Omnisend for marketing automation integration. Evaluate your specific needs and compare pricing models to find the best fit.
The US SMS pricing market is competitive, with rates fluctuating based on volume, geographic coverage, and features. Base prices typically range from $0.0055 to $0.07 per message, but MMS messages and international texts usually cost more. It's crucial to understand each provider's pricing structure and volume discounts for cost optimization.
SMS pricing varies due to factors like volume commitments, geographic coverage, and additional features. Higher volumes typically lead to lower per-message costs. Domestic rates are generally lower than international ones. Advanced features, like short codes or high-throughput messaging, can also impact pricing.
Consider a premium provider like Sinch when your business requires advanced features, global reach, and premium support. Sinch offers direct carrier connections and high deliverability, making it suitable for businesses with demanding international messaging needs, despite higher per-message costs.
Yes, platforms like Omnisend offer SMS integration within their marketing automation workflows. Their platform combines competitive US/Canada SMS pricing with email and other channels, along with SMS credits bundled within their subscription plans, making it an attractive option for marketing-focused businesses.
Providers typically offer different tiers like Economy (e.g., Plivo), Mid-Range (e.g., Twilio and Infobip), and Premium (e.g., Sinch). Economy tiers emphasize low per-message costs, while Mid-Range balances cost and features, and Premium tiers provide advanced features and global reach at a higher price.
Domestic SMS is generally cheaper than international messaging. Providers like Sinch, with direct connections to global carriers and extensive US coverage (95%), can offer competitive rates in specific regions. Consider your target audience's location when choosing a provider.
Three common models exist: Subscription Plans (fixed fee for set messages), Pay-As-You-Go (usage-based billing), and Hybrid Solutions (combining elements of both). Choose the model that best aligns with your messaging volume and budget predictability needs.
Optimize costs by understanding provider pricing tiers and volume discounts. Consider message length, as longer messages or use of special characters consume more credits. Evaluate features like MMS (multimedia messaging), which cost more, and whether international messaging aligns with your needs.
Standard SMS messages allow up to 160 characters. Longer messages are segmented and charged as multiple parts. Special characters and different languages reduce this limit further. Omnisend notes a 70-character limit for Unicode messages containing special characters.
Plivo is favored for its developer-friendly REST API, multiple SDKs, and highly competitive pricing. Their emphasis on ease of integration makes them suitable for businesses starting with SMS or those budget-conscious.
Infobip provides a comprehensive business messaging platform with a strong API, multi-channel support (including SMS and email), and advanced analytics. Their platform is suitable for businesses needing more than just basic SMS functionality.
Omnisend offers competitive SMS rates, especially for US and Canadian messaging. They offer SMS credits within their subscription plans, making it a cost-effective option for businesses already using or wanting their omnichannel marketing platform.
US SMS Pricing 2025: Complete Guide to Costs, Providers & Compliance
Choose the right SMS service provider to optimize your communication strategy and budget. This comprehensive guide to US SMS pricing in 2025 compares costs across major providers (Twilio, Plivo, Sinch, Infobip), explains carrier fees, A2P 10DLC compliance requirements, and delivers actionable strategies to reduce your messaging costs while maintaining regulatory compliance.
What Does SMS Cost in the United States? (2025 Pricing Overview)
The US business SMS market remains highly competitive with pricing influenced by multiple factors. Understanding the complete cost structure – not just advertised per-message rates – is essential for accurate budget planning and provider selection.
Key Factors Affecting Your SMS Costs:
Base rates for business SMS range from $0.0055 to $0.07 per message, but your total cost includes carrier surcharges and registration fees. Understanding these layers is crucial for accurate budget planning.
Source: Twilio.com, Plivo.com pricing pages (accessed January 2025).
Understanding Provider Tiers
Providers structure pricing in tiers reflecting different service levels:
SMS Provider Pricing Comparison: Twilio vs Plivo vs Sinch vs Infobip
Compare SMS providers holistically – per-message cost, API capabilities, service levels, and total cost of ownership (including carrier fees). This pricing comparison helps you evaluate the true cost of each messaging platform:
Note: Total cost = Base price + Carrier fees + Registration fees. Prices effective January 2025.
Sources: Twilio SMS Pricing (twilio.com/sms/pricing/us), Plivo SMS Pricing (plivo.com/sms/pricing/us), accessed January 2025.
What Are SMS Carrier Fees? (AT&T, Verizon, T-Mobile Surcharges)
Mobile carriers charge pass-through fees on all A2P (Application-to-Person) messaging. These SMS carrier surcharges apply regardless of your SMS provider and significantly impact your total messaging costs:
Critical Update: Verizon increased SMS carrier fees from $0.003 to $0.004 (+33%) and MMS fees from $0.005 to $0.0065 (+30%) effective June 1, 2025.
Source: Plivo carrier surcharge documentation (plivo.com/sms/pricing/us), January 2025.
US SMS Compliance Requirements: A2P 10DLC & TCPA
A2P 10DLC Registration Requirements (Mandatory for US Business SMS)
All businesses sending SMS from applications to US consumers through 10-digit long codes (10DLC) must register with The Campaign Registry (TCR). This SMS compliance requirement from US carriers protects consumers and ensures message deliverability.
Registration Requirements:
Brand Registration: Register your business identity with The Campaign Registry.
Campaign Registration: Register each use case (marketing, notifications, account alerts, etc.).
10DLC Number Linking: Connect your registered campaigns to your 10-digit long code numbers.
Consequences of Non-Registration:
Source: Twilio A2P 10DLC Documentation (twilio.com/docs/messaging/compliance/a2p-10dlc), The Campaign Registry, accessed January 2025.
TCPA Compliance & FCC SMS Regulations
The Telephone Consumer Protection Act (TCPA) establishes legal requirements for business SMS marketing and transactional messaging:
Core Requirements:
Prior Express Written Consent: Obtain clear, documented consent before sending marketing messages.
Opt-Out Mechanisms (Effective April 11, 2025):
Required Message Elements:
Penalties for Non-Compliance:
Best Practice: Maintain detailed records of all consent with timestamps, source, and exact language used. Your consent documentation is your strongest defense in TCPA disputes.
Sources: FCC TCPA Regulations (fcc.gov), Federal Register Vol. 89 (January 2024), accessed January 2025.
SMS Technical Specifications: Encoding & Message Segmentation
Understanding SMS character encoding and message segmentation helps you optimize costs and ensure reliable message delivery. Learn how encoding choices directly impact your SMS budget:
Character Limits by Encoding Type
GSM-7 Encoding (Standard):
Unicode/UCS-2 Encoding (International):
Important: One emoji or special character converts your entire message to Unicode, reducing your character limit from 160 to 70 characters.
Example Cost Impact:
Source: Twilio Character Encoding Documentation (twilio.com/docs/glossary), AWS SMS Character Limits, accessed January 2025.
Message Segmentation
Carriers automatically split messages exceeding single-segment limits:
Each segment incurs a separate charge, including carrier fees. A 300-character GSM-7 message costs 2× your per-message rate.
How to Reduce SMS Costs: 6 Proven Optimization Strategies
Volume Discounts: How Message Volume Affects SMS Pricing
Most SMS gateway providers offer graduated pricing with per-message costs decreasing at volume thresholds:
Twilio Volume Tiers (Example):
Plivo Volume Discounts:
Optimization Tip: Calculate your monthly SMS volume accurately. Businesses near tier thresholds may find cost savings by consolidating vendors or increasing volume slightly to reach the next discount tier.
Choosing the Right Business SMS Pricing Model
Select the pricing model that matches your messaging patterns and business needs:
1. Pay-As-You-Go
2. Subscription Plans
3. Hybrid Solutions
How to Reduce SMS Costs Through Message Optimization
Reduce your business SMS expenses by optimizing message length and encoding:
Cost-Saving Strategies:
Example:
MMS Pricing vs SMS Pricing
MMS messages (images, videos, audio) cost more than standard SMS text messages:
Use MMS when: Visual content significantly improves engagement or conversion rates enough to justify 2-3× cost.
Real-World SMS Cost Comparison Example
Scenario: E-commerce business sending 500,000 transactional SMS notifications monthly to US customers (order confirmations, shipping updates).
Total Cost Breakdown by Provider
Twilio:
Plivo:
Savings with Plivo: $1,040/month ($12,480/year)
Note: Calculations assume GSM-7 encoding, single-segment messages, and registered A2P traffic. Actual costs vary based on your specific use case, message content, and negotiated enterprise pricing.
Frequently Asked Questions About US SMS Pricing
How much does it cost to send SMS in the United States?
Business SMS pricing in the US ranges from $0.0055 to $0.0083 per message for base rates, plus carrier surcharges of $0.003-$0.005 per message. Your total cost per SMS typically ranges from $0.0085 to $0.0133 depending on your provider and volume.
What are SMS carrier fees and who charges them?
SMS carrier fees (also called pass-through fees or surcharge fees) are charges imposed by mobile carriers (AT&T, T-Mobile, Verizon, US Cellular) for delivering messages to their subscribers. These fees range from $0.003-$0.005 per message and apply to all SMS providers. Carriers increased these fees in 2025, with Verizon raising SMS fees 33% to $0.004 per message effective June 1, 2025.
Do I need to register for A2P 10DLC to send business SMS?
Yes, A2P 10DLC registration is mandatory for all businesses sending SMS from applications to US consumers using 10-digit long codes. Registration includes brand registration ($4-$40 one-time fee) and campaign registration ($10/month per campaign). Unregistered traffic incurs a $0.01 surcharge per message and risks message blocking by carriers.
Which SMS provider has the lowest pricing?
Plivo offers the lowest base rate at $0.0055 per message, but total cost includes carrier surcharges ($0.003-$0.005) and compliance fees. When comparing SMS providers, calculate total cost of ownership including base rates, carrier fees, registration costs, and phone number rental. For 500,000 messages/month, Plivo totals $4,670/month vs Twilio at $5,710/month.
How does message encoding affect SMS costs?
SMS messages use either GSM-7 encoding (160 characters/message) or Unicode encoding (70 characters/message). Adding even one emoji converts your entire message to Unicode, reducing character capacity by 56% and potentially doubling or tripling costs through message segmentation. A 150-character message with emoji requires 3 Unicode segments vs 1 GSM-7 segment – tripling your cost per message.
What are the penalties for violating TCPA SMS regulations?
TCPA violations result in $500-$1,500 per violation (per message) with no requirement to prove actual damages. Businesses face class-action lawsuit risk for sending messages without proper consent or failing to honor opt-out requests. The FCC's April 11, 2025 opt-out rule requires honoring revocation requests within 10 days using standard keywords like STOP, QUIT, or UNSUBSCRIBE.
How do volume discounts work for SMS pricing?
SMS providers offer tiered pricing where per-message costs decrease as monthly volume increases. Twilio's volume tiers start at $0.0083/message (0-150K messages), decrease to $0.0081 (150K-300K), then $0.0079 (300K-500K), with custom enterprise pricing above 500K. Plivo offers standard $0.0055 rates with volume discounts beginning at 200,000 messages/month.
What's the difference between SMS and MMS pricing?
MMS messages (multimedia messages with images, videos, or audio) cost 2-3× more than standard SMS text messages. MMS carrier surcharges also apply separately, with higher fees than SMS. Use MMS only when visual content significantly improves engagement or conversion rates enough to justify the increased cost.
Can I send SMS internationally through US providers?
Yes, most US SMS providers support international messaging, but international SMS rates are significantly higher than domestic US rates. International pricing varies by destination country and carrier relationships. Sinch specializes in global reach with direct connections to 600+ operators worldwide, making it a strong choice for high-volume international SMS.
How quickly can I start sending business SMS?
With pay-as-you-go SMS providers like Twilio or Plivo, you can start sending messages within hours after account setup. However, A2P 10DLC registration requires 1-5 business days for brand approval and 1-3 business days for campaign approval. Plan for 1-2 weeks total before reaching full messaging capacity to US mobile subscribers.
Conclusion: Choose Your SMS Provider Strategically
Select your SMS messaging provider based on your complete requirements – not just advertised per-message pricing. Consider total cost of ownership, API capabilities, compliance support, and deliverability rates.
Choose Plivo if: You prioritize lowest total cost, have technical resources for API integration, and send high volumes (200K+ messages/month).
Choose Twilio if: You need enterprise-grade reliability, comprehensive developer documentation, extensive API resources, and plan to use additional communication channels (voice, video, two-factor authentication).
Choose Sinch if: You require global SMS reach, direct carrier connections, guaranteed deliverability SLAs, or send significant international message volume.
Choose Infobip if: You need an omnichannel messaging platform integrating SMS with email, WhatsApp, push notifications, and advanced campaign analytics.
Choose Omnisend if: You already use their marketing automation platform and want seamless SMS integration with email marketing campaigns.
Action Steps to Optimize Your SMS Costs
Calculate your total cost of ownership:
Register for A2P 10DLC immediately if you haven't already. Avoid $0.01/message unregistered traffic surcharges and potential message blocking.
Implement TCPA compliance for SMS marketing:
Test message encoding before bulk SMS campaigns to optimize character usage and reduce segmentation costs.
Leverage free trials from Twilio, Plivo, and Infobip to test SMS API integration, deliverability rates, and platform features.
Contact sales teams for custom enterprise SMS pricing if you send 500K+ messages monthly – volume discounts can reduce costs by 20-30%.
Final Reminder: Factor in compliance costs and carrier fees when budgeting for business SMS. The lowest advertised rate rarely reflects your true total messaging cost.
Last Updated: January 2025. SMS pricing and telecommunications regulations subject to change. Verify current rates with providers before committing to contracts.
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