SMS Campaigns

Exponea enables you to easily run personalized SMS campaigns allowing one to one communication with your customers. SMS campaigns can be created using Scenarios by adding the SMS action node together with all of the other scenarios capabilities

The SMS action node

Watch this short introductory video about this feature:

Sending messages


Remember to send messages only to people who have an active consent and have not unsubscribed.

What do you need?

To send an SMS through Exponea, it is required to have the customer attribute phone set to a phone number in an international format (either starting with "00" or with "+").


If you are planning on sending SMS to US numbers, please contact your CSM first.


The provider is CM Telecom or Sinch SMS. You may find more information concerning the provider on their website. If you by any chance need to use another operator, you will have to use Webhooks.


Set the sender name or phone number which will be displayed as the sender of the text message.
In the Sender field, you may use a text up to 11 characters.


Specify the content (body) of the message. Cyrillic, special characters, and personalization are supported.

Language versions

You can set more language versions of one SMS campaign while designing and editing the SMS action node, as shown in the picture below.

Size of the SMS

There is a limit on the size of one SMS - 160 characters or 70 characters if using special characters. However, Exponea provides an option of multiple messages, so your text will be sent in more than one SMS.

Message editor and preview highlight parts of the message that impact the final length and a maximum number of message characters. If the previewed rendered message is too long it explains why the message will not be sent in the right upper corner.

If multiple messages are allowed, users can define the maximum message parts a long message can be split into. The allowed range is from 2 to 8 message parts.

In case a message was not sent due to this limit a campaign event with the status enqueue_failed will be tracked for the individual customers. You can consider resending the campaign to the rest of the target segment if your budget still allows it or consider using different templates or less personalization without Unicode characters for these customers.



Your provider will charge you for each SMS separately, however, your customers will see the message as a whole

Highlighting of special characters and personalization

Different characters are counted in a different way. Be careful about this when writing your messages, because they will influence how many messages you need to send.

  • Jinja personalization - shown in blue - resulting message size varies based on customer's name (Tim vs Jacob has a 2 character difference)
  • Unicode characters - shown in red - force message to be unicode, which means that the whole message takes twice as much space
  • Extended characters - shown in yellow - those characters are counted as 2 characters.


Personalised messages

Personalization that includes additional characters can result in exceeding the character limit and sending more messages than you had intended. The reason is that personalization is only added to the message only after it is finalized. This means that additional characters from the personalization are not counted in the character-count that you see when sending the message and also if the personalization includes special characters the character limit will be reduced to 70 but the visible character-character limit will not show you this reduction beforehand.

Consents and policy

You can define your consent categories for your SMS communications, from which users can unsubscribe separately, using our consent management. Under the Settings tab you can then configure the desired consent category to be used per each individual SMS campaign.

Frequency policy defines the number of campaigns of some type a customer can receive in a period of time. You can set the frequency policy for the SMS campaign under the Settings tab.

Campaign events

SMS campaigns generate campaign events with action_type = sms for all customers in the audience of the campaign, covering actions from the SMS being sent from Exponea to customers receiving the SMS. The full structure of the campaign events can be found in the System events article.

Events can be mapped to a different event name in Project settings > Campaigns > Mapping > Campaign events.

Sending Links in SMS

Transfer identity

If you want Exponea to identify the customer when sending personalized links via SMS, you can use the Transfer identity to URL links setting. Be aware automatic transfer identity only works if Link shortener is enabled.

The default setting ‘enable - only first click’ states that only the first click on your URL link will cause customer identification on your website (for instance, if your client shares this link among their friends, original client´s customer properties will not be influenced). Therefore, for each scenario run a unique token will be created per an individual email.
We highly recommend using the default setting for security purposes and to prevent corrupting customer data. You can also select an option to disable all identity transfers (meaning that clicking on a given link will not cause identification on your website) or enable all clicks (meaning that every time this link is opened through a different device, customers will be merged together).

In case you are not using link shortener you can also add the identity parameter manually via Jinja. For example, in order to build a URL with a transfer identity linking to, you can add the following Jinja to your link:{{'?iitt=' ~ iitt}}

SMS Link shortener

Hyperlinks are often used in marketing campaigns to drive traffic to landing pages from different channels. However, the number of characters in an SMS is limited and if you want to send personalized links, you will find out that these are too long and not very appealing in SMS messages. Link shortener automatically replaces all hyperlinks in the text of (SMS) campaign with its shortened version.

Campaign shortener is a paid feature with a flat fee pricing that needs to be enabled by your CSM. Contact your CSM for more information.

How to use SMS link shortener

Project Settings

You can manage the SMS link shortener by clicking on Project settings -> Campaigns -> General -> General campaign settings. If you select the SMS channel (which is the only one available for now), all links in all SMS campaigns will be shortened.

Under Domain settings you can choose between:

  • a default domain, provided by Exponea for shared instances (e.g.
  • a custom domain, which will be added separately for your account, if requested - to use custom domain, contact your Exponea Customer success manager

Custom domains

You can use your own custom domain for the link shortener. Custom domain for link shortener needs to be a dedicated domain solely for this purpose, it should be as short as possible, and ideally linkable to your brand e.g some shortcut. You need to create/buy the domain first and then provide it to your Exponea team. Once set up, we will provide the NS DNS records that need to set up on your side. To use a custom domain, please, contact your Customer success manager.

Custom shortener domains can be set up on both private and shared instances. We do not provide shared domains for private instances, therefore all private instances need to use a custom domain.

SMS campaigns

Once you turn on the SMS link shortening in project settings, it will be turned on by default for every campaign.

If you want to manage the shortener in a specific SMS campaign, you can do this in the SMS action node in the given campaign Scenario. Click on the Settings tab, where you can turn on/off the link shortening. This will affect all links in that specific campaign only.

In the Editor tab you can preview the shortened version of the link and see the number of characters in the message.

Link identification - links should always contain protocol (http:// or https:// only). Otherwise the links will not be recognised by the link shortener, and therefore will not be shortened (the preview will not work as well).
If there is a specific link in your SMS text that you don't want to shorten, omit the protocol (http:// or https://).

Link expiration - expiration of the link defaults to 3 months and can be configurable per instance. After this period the link will be deleted.
Any user who will visit an expired (or non-existent) link will see a 404 not found page (see the preview below).

Two-way messaging and keywords auto responses

Exponea now enables you to collect and track customer replies, and utilize these replies for two-way messaging and easy opt-out/opt-in management by defining special keywords auto responses directly within Exponea. Lean more about Two-way SMS messaging and Keywords Auto Responses.

Clone to another project

This feature allows you to clone SMS campaigns to other projects you have access to. Read more about cloning.

Updated about a month ago

SMS Campaigns

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