More than 23 billion texts are sent out daily worldwide. Businesses exploring text campaigns need clarity on SMS vs. MMS. Why choose one over the other?
Both aid marketing but fill different roles. This blog covers a breakdown of how each handles content, from basic texts to rich media (audio, video, GIFs).
What is SMS?
SMS, meaning short message service, is a form of text messaging. Developed in the 1980s, SMS is one of the oldest texting technologies. Even with many other forms of communication, it continues to be one of the most popular texting formats. In the world of SMS marketing, businesses leverage this format to reach customers directly. However, an SMS message is only text (not pictures or videos) and has a limit of 160 characters.
Pros of SMS Messages
- Works on nearly all mobile phones, including basic models. No apps or smartphones required for sending or receiving.
- No internet is needed. Functions via cellular networks, ensuring use in areas with poor or no data coverage.
- Cheaper than MMS. Many phone plans include unlimited SMS, reducing costs for businesses.
Cons of SMS Messages
- Limited to 160 characters per message. Longer texts are split into multiple parts, risking extra charges or incomplete delivery.
- No read receipts. Senders can’t confirm whether a recipient opened or viewed the message.
- Text-only format. Cannot send images, videos, or audio files without switching to costlier MMS or internet apps.
What is MMS?
MMS, meaning Multimedia Messaging Service, is an improved version of a standard SMS message. The main difference is that with MMS, you can send multimedia in your message. This includes videos, pictures, audio clips, GIFs, and more and is usually limited to the file size restrictions set by your carrier. Unlike SMS, MMS allows up to 1600 characters of text in your message. This is 10 times more than SMS!
Pros of MMS Messages
- No character limit. Allows longer messages without splitting or truncation issues common in SMS.
- Supports images, videos, and audio. Enables multimedia sharing without relying on third-party apps.
- Boosts engagement. Rich media content is more interactive for marketing, announcements, or personal communication.
Cons of MMS Messages
- Costs more than SMS. Higher per-message fees or limited inclusion in mobile plans increase expenses.
- Requires internet access. Depends on mobile data or Wi-Fi, failing in areas with weak connectivity.
- Limited compatibility. Older or basic phones may not support MMS, causing display or delivery issues.
Difference Between SMS and MMS
Both SMS and MMS messages have their advantages. While SMS provides high open rates, MMS gives rich communication services with multimedia files. Let’s compare SMS vs MMS messages, their core features, delivery success, and costs:
| Feature | SMS | MMS |
|---|---|---|
| Character Limit | SMS has a character limit of 160 | MMS has a character limit of up to 1600 |
| Media Support | Only supports text and links for images/videos | Supports multimedia like images, video, audio, GIFs |
| Cost Per Message | Costs between $0.01–0.05 per SMS | Costs between $0.04–0.20 per MMS |
| Device Support | All mobile phones can send/receive SMS | Only smartphones with internet access can send/receive MMS |
1. Media Support
MMS text messages let you embed visuals directly into messages, creating eye-catching campaigns. Links to media may reduce engagement, as users must click to view. Emojis and special characters (like Chinese symbols) consume extra space in SMS messages. One emoji can reduce your 160-character limit to 70.
2. Character Limit
SMS messages over 160 characters get cut into fragments. A 164-character text splits into two parts: 153 and 9 characters. These pieces may arrive out of order, confusing recipients. MMS messages avoid this via higher limits. VoIP services like ControlHippo support up to 1,600 characters, letting you craft detailed messages without splits.
3. Delivery Rates
SMS (Short Messaging Service) marketing boasts near-universal delivery. Even basic flip phones and most carriers receive texts, ensuring critical alerts (e.g., appointment reminders) reach everyone. MMS messages struggle on non-smartphones. For group texts, MMS keeps replies in one thread (like team chats), while SMS sends individual copies to each recipient.
4. Cost Per Message
SMS and MMS differ in pricing as well. SMS costs less per message, making it scalable for bulk alerts (e.g., shipping updates). Sending 1,000 SMS messages could cost $10–$50. Unlike SMS, MMS would cost $40–$200 for the same volume. This suits targeted campaigns where visuals drive sales (e.g., limited-time offers).
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Boost your messaging with the right SMS or MMS solution.
When to Use SMS?
You might wonder when to use SMS vs MMS messages for your business. Opt for SMS when messages need brevity and urgency. It is ideal for critical alerts, sign-up confirmations, or routine updates requiring instant attention. SMS messages also don’t need a mobile internet connection
Common SMS Use Cases
- Delivery or order confirmations
- Appointment reminders (e.g., “Dentist at 3 PM tomorrow”)
- Password resets or 2FA codes
- Time-sensitive alerts like OTPs
- Keyword-based opt-ins (e.g., texting “RUN” to join marathon updates)
SMS cuts costs for high-volume outreach. No media means lower fees per message. SMS also works on all devices, ensuring no subscriber misses vital info.
When to Use MMS?
Choose MMS for visuals, group chats, or detailed pitches. It enhances engagement with embedded media and avoids clunky links. However, MMS needs a cellular network to deliver.
Common MMS Use Cases
- Product demos (e.g., video tutorials)
- Troubleshooting (request screenshots via reply)
- Quoting services (breakdowns with images)
- Stock alternatives (send product photos)
- Launching new products (video previews)
- Flash sales (coupons with eye-catching graphics)
- Loyalty rewards (personalized birthday videos)
Unlock the Power of Both: Combine SMS and MMS for Maximum Impact
Why limit your outreach? Instead of choosing MMS vs SMS, combine both to leverage their strengths. SMS, one of the oldest texting technologies, delivers plain-text reliability cheaply. MMS adds visuals for deeper engagement.
Pairing both formats lets teams share updates, troubleshoot, or pitch clients with flexibility.
With a shared inbox for teams, you can send SMS and MMS via desktop or mobile apps using Wi-Fi or data.
Send SMS Messages with ControlHippo
ControlHippo simplifies SMS marketing with tools designed for precision and impact. This omnichannel platform gives you a SMS inbox to send SMS and MMS messages, automate campaigns, and have one-on-one conversations on different messaging applications. Its interface prioritizes ease, allowing businesses to send text messages quickly without technical expertise.
Conclusion
Understanding SMS vs. MMS messaging ensures smarter text marketing. SMS marketing excels in brevity, reliability, and cost for urgent alerts. MMS drives engagement with visuals but demands higher budgets and cellular data or wifi connection.
Blending both maximizes reach. You can send critical updates via SMS and eye-catching promotions via MMS.
Updated : March 29, 2025
Jainy Patel is a content strategist who specializes in omnichannel communication solutions. She develops innovative marketing strategies that unify messaging across various channels, ensuring a consistent and engaging customer journey. Jainy is passionate about optimizing communication processes and crafting targeted content that resonates with audiences at every touchpoint.
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