Complete and up-to-date character limits for every SMS Text Message element. Use the free character counter below to check your content before posting.
Quick Answer
A single SMS is limited to 160 characters for standard text. If you use special Unicode characters like emojis the limit drops to 70 characters. Messages over 160 characters are split into multiple parts.
A single SMS message is limited to 160 characters using the GSM-7 encoding standard. This covers basic Latin characters, numbers, and common symbols. If you use any character outside this set — including many emojis, accented characters, or non-Latin scripts — the message switches to UCS-2 encoding, which cuts the limit to 70 characters per segment.
Messages longer than 160 characters are split into multiple segments. Each segment is billed separately by most carriers. A 161-character message becomes two segments (costing double). The segments are reassembled on the recipient\'s phone, but you are still charged for two messages.
MMS (multimedia messaging) does not have a strict character limit and can include images, videos, and longer text. But MMS is more expensive and slower to deliver. For text-based communication, staying within 160 characters saves money and ensures fast delivery.
Writing Effective SMS Marketing Messages
SMS marketing messages need to accomplish three things in 160 characters: identify the sender, deliver the offer, and include a CTA. "ACME: Flash sale 40% off everything today only. Shop now: acme.co/sale Reply STOP to opt out" — that is 103 characters and it does all three.
The opt-out notice ("Reply STOP") is legally required in most jurisdictions for marketing SMS. This eats 20-25 characters of your limit. Plan for it. Some businesses put the opt-out in a separate automated message after the first, but this varies by regulation.
Personalization with the recipient\'s name adds relevance but costs characters. "Hi Sarah," is 10 characters. Whether that trade-off is worth it depends on your audience and message length.
SMS vs. Other Messaging Platforms
WhatsApp messages can be up to 65,536 characters. iMessage has no practical limit. Slack messages can be 40,000 characters. Compared to these platforms, SMS at 160 characters feels ancient.
But SMS has one advantage none of these platforms match: 98% open rates. Almost every SMS gets read within 3 minutes of delivery. No other channel comes close. The character limit is part of why — short messages are fast to read and fast to act on.
For businesses, SMS works best for time-sensitive communications: appointment reminders, delivery updates, flash sales, and two-factor authentication codes. For anything requiring more than 160 characters, link to a webpage or use email.