SMS Campaigns

Exponea enables you to effectively run SMS campaigns. Similarly to email campaigns, you may run them through Scenarios by adding a trigger, a condition to specify the target group and the SMS action node.

The SMS action node

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 "+").


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.


In the Sender field, you may use a text up to 11 characters.

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.


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

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.

Users can adjust how many parts we can split long messages into. If enabled, long messages can be split into 2-8 message parts.



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.

Campaign events

Default system tracks "campaign" event with action_type = "sms". Events can be mapped to a different event name in Project settings > Campaigns > Mapping > Campaign events.

Failed Delivery

Before the second run, the user should check if their budget still allows them to send messages to the rest of the target segment. Optionally consider using different templates or import names without Unicode characters for these customers.

The number on the left represents the number of characters, the one on the right is the number of messages.

Sending URLs

Transfer identity

If you want Exponea to identify the customer when sending personalized links via SMS, you will need to use a transfer identity argument. In SMS campaigns, you need to do it manually through Jinja in the text of the message.
For instance, in order to build a URL with a transfer identity linking to, you have to use the Jinja below.

{{ '' ~ iitt }}

URL shortening

As the length of an SMS is limited, if you want to send personalized links, you will find out that these are too long and also not really appealing for SMS messages. Therefore, it is possible to use URL shortening providers such as You can set up a webhook for this purpose following a short guide below.

First of all, you need to create an account on Secondly, you need to find your "login" and "access_token" under API support in the advanced settings of your account.

Now, you will need to optimize your campaign scenario by adding the required webhook and optimizing the action node.

While creating the webhook (Action nodes>Other>Webhook), set the method as GET. In the top right corner, select Process response as JSON and then insert the URL, as shown in the picture below.


You can copy the URL from here. However, remember to replace "LONG_URL" with the desired link (as shown in the picture above). In addition, replace "LOGIN" with your credentials from your account and replace "API_KEY" with your unique access_token.

Lastly, optimize the SMS action node by inserting Jinja into the text of the message on the place, where you want the link to appear.

{{ }}

Campaign groups and policy

You can define your campaign groups for your emails and SMS, from which users can unsubscribe separately. The division will also reflect the purpose of the messages. You can assign a specific color to a specific category.

Campaign policy defines a period of time before a user can receive another message of the same type.

Clone to another project

This feature allows you to clone SMS campaigns to other projects you have access to. Read more about Cloneable Data Mapping in our Data Manager article.

Updated about a month ago

SMS Campaigns

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