SMS campaign and automation common questions

FAQs on SMS campaigns and automations—covering setup, sending rules, timing, and best practices to get the most out of SMS.

Updated this week

🏷️ SMS features vary by Marsello plan

Loyalty Launch + SMS add-on: Unlocks loyalty automations via SMS and SMS campaigns
Loyalty Accelerate + SMS add-on: Unlocks advanced automations via SMS and SMS campaigns

Marketing Compliance

Q. Which automation texts are transactional and which are marketing?

A. Transactional: The first message step in these automations, whether it's an email or a text:

Points earned
Reward unlocked
Referral discount
Points expiry
VIP tier expiry
Welcome

A Points, Delay, or Split step before that message doesn't count as the first message step. Transactional texts go to all contactable customers, unless you turn on the "Only send transactional messages to customers who have opted in to marketing" setting.

Marketing: Say Happy Birthday, all custom automations, and every message step after the first message in the automations listed above. Before a marketing text sends, Marsello checks that the customer accepts SMS marketing.

Q. Do automations check SMS consent before sending a text?

A. Yes. Before any marketing text from an automation goes out, Marsello checks that the customer accepts SMS marketing. This check also confirms they have a valid mobile number and haven't replied STOP.

Q. My customer accepts email marketing but not SMS. Will they get texts from my automations?

A. They won't get marketing texts. Each step checks its own channel, so email consent doesn't count for SMS steps.

It works the other way too. A customer who accepts SMS marketing but not email marketing can get marketing texts, but not marketing emails.

Q. What happens if a customer can't receive a step in my automation?

A. The automation stops for that customer at that step. They don't receive that step or any step after it, even steps on a channel they're subscribed to. Marsello doesn't skip the step and carry on.

For example, your automation sends an email first and a follow-up text second. A customer has unsubscribed from email but accepts SMS. They can't receive the email, so the automation stops for them, and they don't get the text either.

If a customer can't receive the first message step, the next message step doesn't become the transactional one.

Q. What happens if a customer replies STOP partway through an automation?

A. Marketing texts check SMS consent just before they send. When the customer reaches the next marketing text, the automation stops for them, and they don't get that step or any later steps, including email steps. If there's a delay step first, the check happens when the delay ends.

Q. Who can enter an automation that has both email and SMS steps?

A. Any customer who accepts marketing on either email or SMS can enter. Each step then checks its own channel, and the automation stops for the customer at the first step they can't receive.

Q. Does the "Only send transactional messages to customers who have opted in to marketing" setting apply to texts?

A.

On: Only customers who accept marketing are sent transactional messages, including texts. Every step in every automation checks marketing consent for its channel, so every text needs SMS consent.
Off: All contactable customers can receive transactional texts. Marketing texts still only go to customers who accept SMS marketing.

Q. Do customers still get points from automations with SMS steps?

A. Points step before the first message of a transactional automation: every customer who enters gets the points. All other Points steps: the customer needs to be reachable on at least one of the automation's channels. If no channel can reach them, they don't get the Points steps. If the automation stops for a customer because they can't receive a step, they don't get any Points steps after that point

Q. How is the customer estimate in the enable automation popup calculated?

A. SMS-only automations count customers who accept SMS marketing. Automations with both email and SMS steps count customers who accept either.

TFN Verification

Q. I have just submitted my form for a TFN, how long can I expect the approval process to take?

A. The approval process for a TFN can take up to one week. When filling out the TFN application form, please ensure all required fields are completed to avoid delays in the review process.

Q. Once my TFN has been approved, do I still need campaign approval for SMS?

A. Yes. TFN approval allows you to send SMS messages using your approved sender identity, but individual SMS campaigns may still be subject to campaign approval requirements. Be sure to submit any required campaigns for approval before sending.

SMS message creation questions

Q. Can I send an SMS campaign with a GIF?

A. Currently, SMS campaigns only support text. No gifs. If you are interested in seeing this feature, please click here to share your thoughts. Your feedback goes straight to our product team and helps us prioritise what matters most to you.

Q. Is it possible to send photos in an SMS?

A. Currently it isn't possible to add photos in an SMS. If you are interested in seeing this feature, please click here to share your thoughts. Your feedback goes straight to our product team and helps us prioritise what matters most to you.

Q. Is it possible to include links in my SMS campaign that will link to my email campaign?

A. Currently it isn't possible to link to an email campaign from an SMS campaign. However, you can add links to your website.

Q. Do you shorten links using Bitly for SMS campaigns?

A. No, we do not use Bitly to shorten links for SMS.

Q. Can North American merchants use short links in SMS campaigns?

A. It is recommended that North American merchants do not use short links in their SMS campaigns.

Q. Can you add an offer to an SMS campaign?

A. Currently, there isn't a feature that will enable you to add a discount block to an SMS campaigns. If this is a feature you are interested in, please let our support team know.

Q. Why does adding an emoji reduce my character count from 160 to 70?

A. Emojis use Unicode encoding, which reduces the available character count from 160 to 70 characters per SMS.

Q. I want to send a campaign to my customers asking them to leave a review. Can I have them send this to an inbound number?

A. Currently, there isn't a way to receive inbound text messages. If you are interested in seeing this feature, please click here to share your thoughts. Your feedback goes straight to our product team and helps us prioritise what matters most to you.

Q. For merchants based in the UAE, can SMS campaigns be sent in the store's name?

A. UAE restrictions prevent SMS from going out in the store’s name. Messages are overwritten to ensure delivery. If UAE retailers wish to customise their sender name, this article.

Q. What number is used to send SMS campaigns to customers?

A. The sending number varies depending on the merchant’s region and time zone.

Q. I've created an Automation with both SMS and email steps. If a customer unsubscribes from say SMS and not email, will they still receive messages from the flow?

A. Customers will enter an Automation if they meet the trigger conditions. If a customer doesn't accept marketing for one type of communication, they will simply skip that step. Marsello performs a marketing check prior to the message going out (in case of opt-outs since initially entering the flow) to ensure customers receive only the messages they are after.

Q. What is the character limit for SMS?

A. The character limit for SMS is 160 characters. Please note that emojis and special characters will take up more characters.

Q. Does Marsello support MMS / Multimedia Messaging Services?

A. Currently, there isn't a feature that supports MMS. If you are interested in seeing this feature, please click here to share your thoughts. Your feedback goes straight to our product team and helps us prioritise what matters most to you.

Q. Currently, my SMS messages come from a mobile number, can this be updated to a name with alpha characters?

A. Currently, there isn't a feature that will allow you to use alpha characters in lieu of a mobile number under the sender name. If you are interested in seeing this feature, please click to share your thoughts. Your feedback goes straight to our product team and helps us prioritise what matters most to you.

Q. Can I design my SMS campaign so that the images are displayed side-by-side instead of vertically?

A. Currently, there isn't a feature that will allow images to be displayed side-by-side on an SMS campaign. If you are interested in seeing this feature, please click here to share your thoughts. Your feedback goes straight to our product team and helps us prioritise what matters most to you.

As a potential workaround, you could create a single image block which displays products side-by-side. Please note that if you are including multiple products in a single image block you will not be able to add multiple product links to the image as the block will only save one link.

Q. Can we display our own phone number when sending SMS for marketing purposes?

A. Currently, SMS messages sent through our platform are delivered using a shared or system-generated number. This means your store’s phone number won’t appear as the sender for SMS campaigns.

This approach helps ensure reliable message delivery and compliance with carrier regulations. If displaying your own number is important to your marketing strategy, feel free to vote for this feature. Your feedback goes directly to our product team and helps us prioritise what’s most important to you!

Q. Can I change the sender logo for SMS messages sent through Marsello?

A. At this time, it’s not possible to customise or change the sender logo for SMS messages sent via Marsello. If this is something that is important to your marketing strategy, feel free to vote for this feature . Your feedback goes directly to our product team.

Q. I’ve removed the emojis from my SMS campaign, but it still shows more than 160 characters. Why hasn’t the count updated?

A. If you've removed emojis and your SMS campaign still shows over 160 characters, please double-check for any special characters or extra spaces, as these can also increase the character count. If you've confirmed everything has been removed and the count is still high, please reach out to our support team for further assistance.

Q. If I don’t use Marsello’s link shortener for SMS campaigns, can I still track clicks?

A. No. If you turn off Marsello’s link shortener, UTM tracking and click reporting in Marsello won’t work. Most businesses that turn this off do so because they prefer to use their own link shortener. In that case, the reporting would come from the other tool, not from Marsello.

Q. Will my SMS messages come from my store name or a phone number?

A. In most cases, your SMS messages come from a phone number, not your store name. Showing your store name instead of a number (called an alphanumeric sender ID) is only available in Australia right now. f this is something you'd like to see added for your country, feel free to vote for this feature. Your feedback goes directly to our product team and helps us prioritize what’s most important to you!

Q. What time zone applies when I send an SMS campaign to US customers?

A. SMS campaigns sent to US phone numbers must fall within Marsello’s safe-sending window of 8:00 a.m. to 6:00 p.m. Pacific Time (PT), even if your store is based outside the US. Convert your intended sending time to Pacific Time before scheduling your campaign.

For audiences containing US and non-US customers, create separate segments so you can schedule each campaign for the appropriate sending window.

Q. Why does the time shown in my SMS report differ from my local time?

A. Marsello’s SMS FAQs state that SMS reporting uses Coordinated Universal Time (UTC). Convert the report’s timestamp to your local time zone when comparing it with your planned sending time. Reporting timestamps and SMS safe-sending hours are separate concepts.

Q. Do email messages follow the same safe-sending hours as SMS?

A. No. SMS safe-sending restrictions do not apply to email. Do not assume an email will wait until morning in each recipient’s time zone; consider your audience’s location when choosing your sending time.

Q. Can I use my company name instead of a phone number when sending SMS to US customers?

A. No. US mobile carriers don't support sending SMS from a business name (also called an alphanumeric sender ID), so SMS to US customers is sent from your verified toll-free number (TFN).

To help customers recognize your messages:

Start each message with your brand name. For example: "Bloom Boutique: Your 20% off code is inside!"
Make sure your SMS opt-in confirmation message includes your business name. Your TFN verification also requires this.

A toll-free number also means customers can reply to your messages, including replying STOP to opt out.

→ Learn about the TFN application process

Q. Can I send an SMS to let customers know about our rewards program and invite them to sign up with their email?

A. Yes. You can send an SMS campaign that promotes your rewards program and links to your sign-up page, so customers can join and add their email address.

Create a segment of SMS subscribers. In your Marsello admin, go to Customers > Segments and click Create Segment. Under Customer fields, select Mobile and choose Has any value (Create a segment of SMS subscribers).
Create your SMS campaign. Go to Marketing > Campaigns > SMS and click Create Campaign.
Write your message. Include your store name, a short line on what customers get for joining, and a link to your sign-up page. Marsello automatically shortens links so they fit in an SMS.
Send a preview to your own mobile to check the message and link, then choose your recipients and schedule the campaign.

Example message:
"[Store name]: Join our rewards program and start earning points on every purchase! Sign up here: [link]"

📝 Note: SMS campaigns are only sent to customers who are subscribed to SMS marketing, have a valid mobile number including the country code (e.g. +14165550000), and accept marketing. Marsello automatically adds "Reply STOP to opt-out" to every SMS.

SMS Segments

Q. Is it possible to create custom segments for SMS campaign purposes or do campaigns go out to all customers who accept SMS marketing only?

A. Yes, you are most welcome to create your own SMS custom segment for your campaign.

Q. If I purchase 1,500 SMS credits but have more than 2,000 SMS subscribers, can I still send an SMS campaign?

A. No, you won’t be able to send the SMS to all subscribers. You’ll need to create a segment with 1,500 or fewer customers so the send matches their available credits.

Q. How can I grow my SMS marketing audience?

A. Here are a few effective ways to encourage customers to opt in to SMS marketing:

Enable the Complete Your Profile earn option in your Marsello loyalty program.

Include a link to your SMS sign-up form in your email campaigns.
Add a pop-up sign-up form to your eCommerce store.

Q. Will the Loyalty Reward Unlocked (SMS) automation send to customers who earned rewards before I turned it on?

A. No, not automatically. The automation only sends to customers who meet the trigger after it has been enabled. However, if a customer already qualifies for a reward when you turn the automation on, they may receive the SMS immediately, even if they earned that reward before the automation was activated.

If you'd like to notify all customers who already have enough points to claim a reward, you can use an SMS campaign as a workaround. First, create a custom segment using the condition Current points balance is greater than or equal to the number of points needed to claim the reward. Then create an SMS campaign and select that segment as your audience.

Scheduling SMS Campaigns

Q. My timezone is in EST and I wish to send a SMS campaign to customers at 10am EST, would this be considered a safe sending time?

A. All SMS campaigns sent in the United States are scheduled based on PST (Pacific Standard Time). Please adjust your scheduling accordingly to ensure your campaign is sent during safe sending hours.

Q. Can I send a test SMS campaign to myself outside of the safe sending times?

A. Yes, you can send test SMS campaigns outside of safe sending times. Please be sure to schedule to live campaign during the safe sending period.

Q. If a campaign is set up in Australia AUS (for example) and some customers within the segment are based in the UK, will the email wait until after 8 am to send the email to the customer, or will this send an email to the customer at the scheduled time, even if this is midnight for the person in the UK?

A. The email will be sent at the 8 a.m. Australian time in this scenario - we only have safe sending times for SMS which can only be sent at waking hours for the US: SMS Marketing Compliance Introduction

Q. My store is based in Hong Kong, how many credits will it cost to send an SMS campaign?

A. Merchants based in Hong Kong will be charged 2 credits per SMS sent. A complete listing of credit cost per SMS message sent by location is available in your Marsello app admin.

Q. My store isn’t US-based, but I have US customers. Will they receive my SMS if I send it during my local work hours?

A. If your SMS includes US phone numbers, it must be sent between 8am and 6pm Pacific Time, even if your store is based elsewhere. If you try to send or schedule it outside those hours, the campaign can fail due to quiet hours rules.

Helpful tip: Create separate segments—one for US numbers and one for non-US numbers—so you can schedule each campaign at the right time. For non-US numbers, messages follow local rules and will auto-send at the next allowed time if needed.

Q. What timezone are SMS messages sent in?

A. SMS messages are sent and reported in UTC timezone.
This means the time shown in SMS reports may differ from your local timezone. You may need to convert the time to match your location for accurate tracking.

SMS Prebuilt Automation

Q. What are the new Automation under the SMS template library?

A. Marsello offers over 10 prebuilt SMS automation flows, including templates for referral programs, loyalty rewards, birthday messages, and Google review requests.

Q. Do you have a prebuilt automation available which will send a customer a signup form if they text us with a keyword?

A. Currently, there isn't a feature that will allow customers to text you at a set number with a keyword to receive a signup form. If this is something of interest to your store, please reach out to our support team and let them know of your interest.

SMS Reporting

Q. Is there a way to tell which customers did not receive their SMS campaigns due to the campaign bouncing?

A. Yes, you have access to reporting that will indicate which customers did not receive their SMS campaign due to the campaign bouncing. To view this reporting from your Marsello dashboard go to Marketing > SMS and click into the campaign you are interested in reviewing. From here click the undelivered tab to review those customers who did not receive the campaign.

SMS General Questions

Q. I have been notified that my TFN has been approved. When I send my customers a SMS campaign, will this TFN appear as the sender for their messages?

A. Currently, SMS messages sent through our platform are delivered using a shared or system-generated number. This means your store’s phone number won’t appear as the sender for SMS campaigns.

This approach helps ensure reliable message delivery and compliance with carrier regulations. If displaying your own number is important to your marketing strategy, feel free to vote for this feature. Your feedback goes directly to our product team and helps us prioritize what’s most important to you!

Q. Why have my SMS campaigns suddenly stopped sending? I have enough credits on my account.

A. If you are finding that your SMS campaigns have suddenly stopped sending, please let our support team know and they will be able to look into this further for you and confirm if your store has a TFN.

Q. Can I send an SMS campaign to my customer directly from their customer account screen in the Marsello dashboard?

A. Currently, Marsello does not support sending an SMS campaign directly from a customer's account page. To send an SMS to a single customer, follow these steps:

Create a Custom Segment – Add the customer to a new segment.
Use the Segment as the Campaign Audience – Select this segment when setting up your SMS campaign.

If you'd like the ability to send single SMS campaigns from the customer’s account page, please let our support team know.

Q. Does the SMS feature offer any unique short code capabilities?

A. Currently, the SMS feature does not offer unique short code capabilities. If you are interested in seeing this feature, please click here to share your thoughts. Your feedback goes straight to our product team and helps us prioritise what matters most to you.

Q. If a husband and wife are both customers in my database but have different email addresses on their customer accounts, will they receive two SMS messages?

A. Yes, the mobile number will receive two campaigns. Marsello uses the customer's email address as the unique identifier, not the customer's mobile number.

Q. I have a couple of customers in my database that have provided the same mobile number but have different email addresses. Will my SMS campaign by sent to the mobile number multiple times?

A. Yes, if the same mobile number is listed for both customers, each will receive an SMS campaign when their email address is used as the unique identifier. Marsello sends SMS messages based on the customer's email address, not the mobile number.

Q. Is there a way to set up a reply to number for customers to respond to?

A. Currently there isn't a reply to number for customers to respond to from their marketing SMS campaigns. If you are interested in seeing this feature, please click here to share your thoughts. Your feedback goes straight to our product team and helps us prioritise what matters most to you.

Q. What happens if I have landline numbers instead of mobile customers on their account and send a SMS campaign to that line.

A. If your customer who accepts marketing that provided a landline number instead of a mobile and send a SMS campaign to them, the customer will not receive the campaign. SMS campaigns are only sent to valid mobile numbers.

SMS and SHAFT Merchants

Q. I am a CBD merchant, can I send marketing messages via SMS?

A. Unfortunately, CBD merchants cannot send marketing messages via SMS. Carriers are increasingly strict and will block all SMS campaigns, even if CBD products are not directly advertised. This applies to merchants running CBD-related stores, whether as a main or separate business.

Q. My store sells vape products and I'd like to send an SMS campaign. Can I do that if my content doesn't include any wording around the vape?

A. Unfortunately, no. When the networks check for SHAFT content, they not only check the wording of the message but also look further into the store to see what type of content is being marketed.

Q. Do casinos and companies who promote gambling fall under the shaft retailer category?

A. Yes, these companies are considered SHAFT and are not permitted to send campaigns via Marsello.

Q. My store sells fireworks, can I send marketing messages via SMS?

A. Unfortunately, merchants selling fireworks aren't able to send marketing messages via SMS as fireworks fall under S.H.A.F.T. regulations

Q. I don’t sell any SHAFT-related products, but my SMS campaigns are still being rejected. What can I do to improve delivery?

A. To help your messages get delivered and avoid being marked as spam, follow these guidelines:

Avoid promotional language like “buy now,” “limited time offer,” “cash,” or “discount.”
Don’t use scam-related phrases like “make money fast,” “get rich quick,” or “claim your prize.”
Remove suspicious links, especially shortened URLs or unfamiliar domains.
Avoid using all caps, excessive exclamation marks, or symbols.
Don’t request sensitive personal information like passwords, bank details, or social security numbers.
Avoid references to illegal activities, drugs, or gambling.
Never include phishing attempts, malware links, or adult content.
Send messages from verified numbers, and avoid sending repetitive messages to multiple recipients.

Q. Does Kanna fall under S.H.A.F.T regulations?

A. Unfortunately, merchants selling Kanna aren't able to send marketing messages via SMS as Kanna fall under S.H.A.F.T. regulations

SMS Marketing Preferences

Q. What happens when a customer opts out of SMS marketing? Does it redirect them to an update preferences page for SMS or just unsubscribe them?

A. When a customer opts out of SMS marketing, they are redirected to their customer portal where they can manage their preferences. They can choose to opt out of:

Loyalty notification automation
Marketing emails
SMS

Q. How can I check to see if a customer accepts both email and SMS marketing in the app?

A. Under the customer's Marsello account, check the subscription settings and see if the "unsubscribe from SMS marketing" check box is selected. If it is not, the customer is currently subscribed. It is possible for customers to accept email marketing and not SMS marketing.

Integration-specific SMS questions

Shopify

Q. How often does Marsello sync SMS details and marketing status from Shopify?

A. Updates to the customers marketing status for SMS from Shopify should be instant.

Q. I’m on a Shopify plan and have SMS credits with Marsello. I want to switch to Shopify SMS and cancel my Marsello SMS. How do I do that?

A. Yes, you can do this. To stop using Marsello SMS, downgrade your SMS plan to the $0 plan with 0 credits. This pauses your SMS account, so you won’t be charged again, and your existing SMS credits will remain on the account if you need them later. Once downgraded, you can safely set up and use Shopify SMS without any overlap in billing.

Lightspeed Retail (X-Series) POS

Q. I've recently signed up for Marsello's SMS campaigns and realized that I haven't added a country code to my customer mobile numbers in my Lightspeed Retail (X-Series) customer database. Do I need to do anything to edit this?

A. If you haven't included a country code when recording your customer mobile numbers to your Lightspeed Retail (X-Series) customer database, the system will automatically add the country code based on your store's country.

Q. I recently downgraded my SMS plan via Lightspeed and noticed that my SMS credit usage now shows 0, even though it previously showed I had used 10,000. My available credits are still displaying correctly. Why is that?

A. This is expected behaviour. The "credits used" tab reflects the number of SMS credits used during the current month on your active plan. Since no messages have been sent under your new plan yet, it will show 0. Your previous usage is not carried over into this view.

Lightspeed eComm (C-Series)

Q. Is there a recommended way to enter a customer's mobile number in Lightspeed C-Series (eCommerce)?

A. Lightspeed C-Series (eCommerce) requires mobile numbers to follow a specific format, such as +31 11111111 (country code, a space, and then the phone number). If a customer enters a number in a different format, Marsello cannot create the customer, resulting in the error displayed on the screen.

To help customers input their numbers correctly, it is recommended to update the placeholder text in the Phone Number field to indicate the required format, for example: +31 11111111 (country code, space, phone number).

SMS Campaign Pricing

Q. I have 200 customers that I would like to send an SMS campaign to. It looks like this will cost 200 credits but I only have 100 credits on my account. Will the campaign be partially sent?

A. The campaign will not be sent out to customers as there aren't enough credits to cover it.

Q. Can I add multiple SMS credit bundles to my plan?

A. Currently, merchants may have only one SMS subscription per Marsello account at a time.

Q. What currency will my SMS subscription be charged in?

A. Marsello SMS subscriptions are charged in USD.

Q. Why has my SMS automation been paused?

A. Marsello merchants using SMS are encouraged to be mindful of the total number of available credits on their SMS plans. As SMS automations are sent to customers, the corresponding number of credits will be deducted from their balance. Should a merchant's SMS credit balance dip below 0, any enabled SMS automation will be paused.

Once the SMS credit balance is replenished, you will need to manually re-enable their SMS automation.

Q. Where can I find out how many SMS credits I have left on my account?

A. To find out how many SMS credits you have on your account, go to Settings > Account > Billing in your Marsello app admin. From here click on the SMS add-on tab. This will pull up the number of credits you have available.

Q. Why do my SMS credits keep ending up in the negative when I send a campaign?

A. Your SMS credits may go negative for a few reasons:

Special characters or emojis take up extra space, which can increase credit usage.
Draft SMS campaigns reserve credits, affecting your balance.
If neither applies, contact support for assistance in resolving the issue.

Q. I am a Lightspeed billed merchant and I am using Marsello SMS. I wish to cancel my Marsello SMS plan, how can I do this?

A. To cancel your Marsello SMS plan as a Lightspeed billed merchant, open your Lightspeed dashboard and go to settings > billing > app subscriptions and select the trash icon next to the SMS app listing.

Q. I need to downgrade our billing plan and use the messages we have already purchased. When I do downgrade, will everything I have purchased stay in my account?

A. You can downgrade your SMS plan anytime at no extra cost, and your existing SMS credit balance will stay unchanged. Additionally, this system allows for flexible adjustments to your SMS plan based on your needs, enabling businesses to align their marketing expenditure with their goals while still making use of any remaining credits.

Q. Why would the credit cost to send SMS double?

A. The cost may have doubled if your message contains special characters or exceeds 140 characters. Ensure your message is within the character limit and free of special characters. If the issue persists, contact support.

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