Mobile SMS 101

This page provides general information about Mobile SMS (Short Message Service) as used by Oracle Responsys.

Creating Mobile SMS Messages

In Oracle Responsys, you set up mobile SMS messages in Program. This allows you to build a program that ties together a series of messages targeted to specific recipients.

For complete details, see Mobile SMS Messages through Program.

Types of SMS 

Mobile SMS messages are up to 160 characters long (Canada has a 136-character limit). You can send SMS mobile messages in the U.S., Canada, the United Kingdom, and Germany.

Mobile SMS messages are sent in two ways:

  • Mobile Terminal (MT): Messages are sent by marketers to mobile devices and handsets.
  • Mobile Originate (MO): Messages are sent from mobile subscribers through their handsets. Messages can include HELP, STOP or other opt-in or opt-out messages or short codes.

Character Sets

SMS Messages

When setting up SMS messages you can choose between two character sets: GSM and UCS-2. GSM has a 160 character limit while UCS-2 has a 70-character limit. However, UCS-2 has more characters available, so if your message requires special characters, such as accents and umlauts, as used in languages other than English, be sure to select UCS-2. If your message contains a mixture of character sets then the lower, 70-character UCS-2 limit is enforced.

Note: In Canada, SMS messages are limited to 136 characters. Other countries may have different character limits. Be sure to check before sending your SMS message.

In the U.S. and Canada, SMS messages can be sent only to eleven-digit numbers in the U.S. and Canada. For international calls, number length varies and can exceed eleven digits. In all cases, numbers should contain no hyphens or spaces and should have the country code. (U.S. example: 17063451267).

LMS Messages

LMS messages use the Long Message Service type which are intended for messages in languages where longer character limits are needed. GSM messages are limited to 2000 characters and UCS-2 messages have a limit of 1000 characters. LMS messages are supported in select countries such as Korea.

Important: This feature is only available if it is enabled for your account.

Short Codes 

Short codes are special numbers provided by carriers that are used to address SMS messages sent from mobile phones. In the U.S. and Canada they are typically five or six digits long. They must be numeric and can contain no hyphens, special characters or spaces. Contact your Responsys account manager to secure your short code. This takes six to eight weeks, so be sure to start the process as soon as you can.

Short codes can be dedicated or shared, however in this release Responsys supports only dedicated short codes in the U.S. or Canada. With a dedicated short code, your company owns the number and has exclusive rights to use it. With a shared short code, multiple companies use the same number, distinguishing themselves by using keywords. Oracle Responsys does not currently support shared short codes. You are limited to one short code per account or subaccount.

Long Codes

Long codes are used in international SMS messages from mobile phones. They can be up to 15 digits long and must be numeric. Twelve-digit UK-based long codes are most commonly used. Like short codes, long codes may not include hyphens, special characters or spaces. As with ordering a short code, contact your Responsys account manager to secure your long code. This takes about 3 weeks. You are limited to one long code per account or subaccount.

SMS Message Scenarios 

Oracle Responsys currently supports four ways of using SMS messaging. Here are examples:

  • A company sends out a marketing SMS promotional message to its list: "50 Percent Off on Selected Merchandise." Recipients can pursue or ignore the offer, or reply in two ways using an MO SMS message. Sending STOP, a universal command used in all SMS messages, opts them out of the message and any future messages by the mobile channel; they will receive a confirmation message. If they text in HELP they can receive more information about how to accept the offer.
  • A company posts billboards about their product or service with their five-digit short code prominently displayed. Anyone who sees the billboard can opt-in to receive more information by texting to the short code. They then receive a thank-you message and access to further options. Email addresses and mobile numbers from the promotion are stored in Responsys for use in future messages. Contact your Responsys account manager to enable this type of messaging. Extra fees may apply.
  • A company's promotion asks potential customers to text a keyword to a particular short code to opt in using their handset. Contact your Responsys account manager to enable this type of messaging. Extra fees may apply.
  • Triggered messages based on certain actions by your customers.

The Mobile Marketing Association (MMA) Guidelines 

For SMS mobile messages in the U.S., be sure to comply with the MMA's guidelines and best practices. These include General Conduct (opt-ins, help, conduct, content), Program Guidelines (advertising & promotion, terms & conditions, sweepstakes), billing policies, and much more. When sending mobile messages outside of the U.S. be sure to check for specific country guidelines.

Oracle Responsys Built-in Functions for Mobile SMS Messages

There are 60 Built-in Oracle Responsys Built-in Functions that you can use with mobile SMS messages. See the list here.

Learn more