Create an SMS Campaign

SMS campaigns are great for directly reaching and programmatically conversing with your customers. You can use Liquid and other dynamic content to create a personal experience with your users and create an environment that fosters and enhances a unobtrusive user experience with your brand.

Choose Where to Build Your Message

SMS is available in both Campaigns and Canvas.

Click Create Campaign to open a new messaging wizard for in-app message campaigns. Then, follow the flow of the messaging wizard to quickly create and launch your SMS campaign.

Create SMS Campaign

  1. Name your Campaign something clear and meaningful.
  2. Add Teams and Tags, as necessary.
  3. Add and name as many Variants as you need for this campaign.
    • You can choose different platforms, message types, and layouts for each of your added Variants.
  4. Select the Subscription Group to ensure you’re sending your message to the proper users.

After you have created and set up your Canvas using the Canvas wizard,

  1. Name your step something clear and meaningful.
  2. Add a Delay, as necessary.
  3. Filter your Audience, as necessary.
  4. Choose your advancement options, as necessary.
  5. Choose all other messaging channels which you would like to pair with your message.

Step 1: Compose Your SMS

Composing an SMS is easy! Just write your message, using languages and personalization as needed. Be sure to adhere to our Message Copy Limits to reduce your chances of overage charges.

Compose SMS

Message Copy Limits

Braze SMS message bodies can be composed with either GSM-7 or UCS-2 encoding standards. In the event that a UCS-2 character is used, the message body will automatically format for that encoding standard. This will limit your characters per message segment to 67, as opposed to 160 with GSM-7.

Messages are GSM-7 has a 160 character limit per message segment. UCS-2 has a 67 character limit per message segment.

Languages such as Chinese, Korean or Japanese must be transferred using the 16-bit UCS-2 character encoding.

Messages are limited by characters and message segments.

  • No more than 10 segments of messages ay be sent in a single Braze SMS message.
  • Those 10 segments will be limited to 1600 characters (GSM-7 encoding) or 670 characters (UCS-2 encoding).


Braze will alert you if…

  • Your message body exceeds 1600 characters,
  • UCS-2 characters are used, increasing the potential for overflow into another message segment as your message will then be limited to 67 characters per message segment,
  • Your message uses liquid, which may put your message at risk of going over the 1600 character limit. You may be able to use the truncatewords filter to limit the number of words that your liquid could bring to the message.


Step 2: Preview and Test Your Message

Braze always recommends previewing and testing your message before sending.

Test SMS




Step 3: Configure Message Delivery

Decide how, when, and why your message will be delivered. You can either schedule your message for a specific time, or trigger it off of a user’s action. You can also trigger it via API.

SMS Delivery

Step 4: Target Users & Select Segment

In this step, you’ll choose which users receive your message. You should have already chosen the Subscription Group, which narrows users by the level or category of communication they wish to have with you. In this step, you will select the larger audience from your Segments, and narrow that segment further with our Filters, if you choose.

SMS Targeting

Step 5: Choose Conversion Events

Conversion events help you measure the success of your campaign:

  • If you are using Geotargeting to trigger an SMS message that has an end goal of the user making a purchase, set the conversion event to a “Purchase”.
  • If you are attempting to drive the user to your app, set the conversion event to “Starts Session”.

You can also set custom conversion events based on your specific use case. Get creative and think about how you truly want to measure this campaign’s success.

SMS Conversion Events

Step 6: Confirm Details and Launch!

If you’re using Campaigns, you’ll have the opportunity to confirm it’s details. If you’re using Canvas, be sure to confirm the details of each of the pieces.

SMS Confirm

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