If you're sending marketing messages through OneText, you've likely seen options for both SMS and MMS. While they may seem similar, the two formats differ in how they're delivered, priced, and consumed—and that has a direct impact on performance and ROI.
Here’s what you need to know:
SMS (Short Message Service) is the standard text format—plain text, no media.
MMS (Multimedia Messaging Service) supports images, gifs, contact cards, and longer character counts. It delivers a richer experience but comes at a higher cost.
Feature | SMS | MMS |
Message Type | Text only (including emojis) | Text + media (image, gif, contact cards, video, audio) |
Character Limit | 160 characters per segment | ~1,600 characters |
Delivery Speed | Fast | Slightly slower |
Cost | Lower (charged per 160-character segment) | Higher (charged as one MMS message) |
Best For | - Urgent updates | - Product launches |
Billing | Charged per segment (e.g., 2–3x for longer messages) | Charged as one message, regardless of character count |
ROI Tip | Keep it short, lead with value | Use eye-catching visuals with concise, clear copy and engaged segmentation |
How to Get the Best ROI from Each
For SMS:
Keep your copy concise and clear—focus on a single CTA
Send during optimal time windows (and respect quiet hours)
Use emojis sparingly (or not at all)
If your message is longer than 320 characters, convert it to an MMS by adding an image—this is more cost-effective because of the longer character allowance of MMS.
For MMS:
Use high-quality visuals that load quickly and look great on mobile
Pair images with minimal, clear copy and a strong CTA
Reserve MMS for high-impact campaigns (launches, VIP offers, major promos)
SMS is ideal for speed and scale. MMS is ideal for branded storytelling and visual impact. Both can drive results—just choose the right format based on the message, the moment, and the margin. If you're ever unsure, A/B test both formats and compare performance.
Helpful Links:
Need a refresher on best practices for campaigns? Check out our guide here.
Need help formatting your media for MMS? Check out our guide here.
Need a character counter? Use our telecom provider's online tool.