Text message marketing can be useful for businesses of any size, but it is not a fit for every business or customer. Consider it when people have clearly opted in and you can send timely, relevant messages—and, if you invite replies, respond promptly. Survey findings show broad consumer interest in business texts, not a guaranteed return for your business.
What the evidence says about customer interest
In its 2026 Consumer Texting Behavior Report, messaging provider EZ Texting reported that 89% of 959 U.S. survey respondents had signed up for texts from at least one business. The report also found that 72% said they read business texts within five minutes and 70% expected a business to respond within an hour. These are survey results, not a measure of every customer population or a guarantee that a particular campaign will be read or answered. Read EZ Texting’s 2026 report.
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A separate EZ Texting report, published in 2025 and based on an independent online panel of 1,074 qualified participants surveyed in November 2024, found that 86% said they opt in to business texts. It also reported that 79% said they were more likely to purchase when subscribed to business texts. That second figure is self-reported association; it does not establish that subscribing caused a purchase or predict results for your business. Read the 2025 report.
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When texting is a sensible channel to test
SMS is most compelling when a message is useful, expected, and time-sensitive. In EZ Texting’s 2026 survey, respondents reported interest in discount offers (56%), delivery or order updates (50%), and appointment reminders (42%). Those preferences suggest possible uses; they do not prove that texts increase sales or reduce missed appointments.
#1 Best Overall
- Appointment reminders: Send scheduling details or a reminder when customers have agreed to receive them.
- Order and delivery updates: Share a status change, pickup notice, or delivery information at the point it matters.
- Time-limited offers: Send promotions only to customers who opted in to that kind of marketing, and make the offer clear.
- Customer support: Use texting for replies only if your team can monitor and handle the conversation.
Before adopting SMS, ask whether customers want messages on this channel, whether the information is useful enough to justify an interruption, and whether another channel already serves the purpose. A channel that is convenient for one business may be unwelcome for another.
How to decide whether your business is ready
- Choose a specific job for texting. Start with one purpose—such as appointment reminders, delivery updates, or opted-in promotions—rather than sending messages just because the technology is available.
- Confirm consent and recordkeeping. Explain what people are signing up for, capture the relevant permission, and retain evidence. In the United States, the FCC says prior express written consent is required for covered telemarketing robotexts and that the consent applies to the single seller that will contact the consumer. The rule’s application depends on the message and circumstances; review the FCC’s FCC 23-107 order and obtain appropriate compliance advice.
- Set expectations for content and cadence. Tell subscribers what kinds of messages they will receive and how often you expect to send them. EZ Texting’s 2026 survey found that 40% cited message frequency as a leading reason to opt out and 18% cited irrelevant content. The survey does not establish one ideal schedule, so begin conservatively and adjust based on your own audience.
- Plan for replies and opt-outs. If you invite customers to text back, assign responsibility for monitoring and responding. The same 2026 survey found that 82% of respondents said they reply to business texts within 15 minutes, so an unanswered conversation can undermine the convenience you intended to offer. Make the opt-out path clear, process revocations, and suppress future marketing messages as required. The FCC’s FCC 23-49 order discusses reasonable methods to revoke consent; check current rules and applicable effective dates before setting operational procedures.
- Measure results against costs and alternatives. Track outcomes connected to the original purpose—such as appointments confirmed, support requests handled, or offer redemptions—alongside replies and opt-outs. Compare the value with the full costs and the results of other channels. The cited surveys do not establish a general causal return on SMS marketing.
- Check the rules where your customers are. Requirements differ by jurisdiction and message type. For example, the Australian Communications and Media Authority’s guidance for small and medium-sized businesses addresses unsubscribe rules under Australia’s Spam Act 2003; it is not a substitute for U.S. guidance or advice for another country. See the ACMA’s marketing messages and unsubscribe guidance.
Choosing a business SMS platform
If the decision is to test texting, select tools around the process you need to operate—not a vendor’s broad promise of compliance or growth. Compare the capabilities below with your message type, geography, and staffing. No particular provider or price is established by the sources cited here.
Rank #2
| Capability | What to check |
|---|---|
| Consent records | Can you retain and retrieve when and how a customer gave permission, and what they agreed to receive? |
| Opt-out handling | Can the system recognize revocations, suppress future sends, and keep suppression records? |
| Audience controls | Can you segment subscribers so each group receives messages relevant to its preferences or relationship with your business? |
| Scheduling and automation | Can you schedule messages or automate service updates without losing oversight of what is sent? |
| Two-way replies | Can staff see incoming messages, route them to the right person, and respond during the hours you promise? |
| Reporting | Can you measure delivery, replies, opt-outs, and the business outcomes that matter to your test? |
| Sender and carrier requirements | What registration, verification, or other requirements apply to your sender, message type, and destination? |
| Availability and total cost | Does the service support the countries and workflows you need, and what is the total cost for your anticipated usage? |
Keep SMS rules distinct from email rules
U.S. commercial email guidance is not a complete guide to text-message consent. The Federal Trade Commission’s CAN-SPAM compliance guide addresses commercial email. For SMS, assess the applicable rules for the message, recipient, and jurisdiction rather than assuming email requirements answer the question.
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