Illustration of core SMS marketing terms and metrics laid out as labelled concepts
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Terms You Should Know in SMS Marketing

Essential SMS marketing terminology, metrics, and how to optimize based on the data.

SMS MarketingNov 3, 20256 min readSebastian StokkendalSebastian Stokkendal
In This Article▼

Understanding SMS marketing terminology is essential for running effective campaigns. Here's your complete glossary of terms, metrics, and how to optimize based on the data.

Core SMS Terms

10DLC (10-Digit Long Code)

A standard 10-digit phone number registered for business SMS. Required for all commercial texting in the US.

Short Code

A 5-6 digit number used for high-volume messaging. More expensive but offers higher throughput.

Toll-Free Number

An 800-series number that can be used for SMS. Good for customer service and two-way messaging.

Comparison of 10DLC, short code and toll-free numbers by throughput, cost and setup time
10DLC, short code, toll-free: same channel, very different economics.

A2P (Application-to-Person)

Messages sent from a business application to consumers. All marketing SMS is considered A2P.

P2P (Person-to-Person)

Messages sent between individuals. Not for marketing use.

Key Metrics

Reports

Campaign performance and analytics

OverviewCampaignsClicksCompareAI Insights
Campaigns

142

Total created

Messages

512,480

Total sent

Responses

98,240

Total received

Response Rate

19.2%

Average

Performance by Type

SINGLE19.2%
AUTOMATED41.5%
BROADCAST12.8%

Response Trends

Total responses98,240
Real-time campaign reporting inside Messaro - opens, clicks, responses, and trends.

Delivery Rate

Percentage of messages successfully delivered to recipients.

  • Good: 95%+
  • Action: Clean your list if below 90%

Open Rate

Percentage of messages that are opened/read. SMS typically sees 98%+ open rates.

Click-Through Rate (CTR)

Percentage of recipients who clicked a link in your message.

  • Average: 19%
  • Good: 25%+

Conversion Rate

Percentage who completed the desired action (purchase, sign-up, etc.).

Opt-Out Rate

Percentage who unsubscribed after receiving a message.

  • Average: 0.5-1%
  • Concern: Above 2%

Revenue Per Message (RPM)

Total revenue divided by messages sent. Key ROI metric.

How to Optimize Based on Metrics

Low Delivery Rate

  • Clean invalid numbers from your list
  • Check 10DLC registration status
  • Review message content for spam triggers

Low CTR

  • Shorten your links with a branded shortener
  • Place link early in the message
  • Create urgency with limited-time offers
  • Personalize message content

High Opt-Out Rate

  • Reduce sending frequency
  • Improve message relevance
  • Segment your audience better
  • Review timing of your sends

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