2025 SMS Marketing Insights and Best Practices

This guide presents findings from an analysis of over one billion SMS messages sent by brands between March and June 2025. It outlines the current state of SMS marketing, highlighting key statistics and best practices for effective text messaging. The report indicates that 94% of messages have a neutral-to-positive sentiment, suggesting that consumers are receptive to receiving texts from brands. It emphasizes the importance of timing, revealing that the most effective time to send messages is 11 a.m. ET on Tuesdays, while evenings see a higher rate of unsubscribes. The average message length is noted to be 153 characters, just shy of the SMS limit. The report also discusses regional differences in response rates, with Alberta, Canada, showing the highest engagement. Additionally, it warns against sending messages during quiet hours to avoid potential penalties and suggests that brands should focus on concise communication to enhance engagement. Overall, the guide aims to equip marketers with actionable strategies to improve SMS marketing performance in 2026.