Understanding SMS Character Limits and Costs
SMS messages are charged at one credit per page.
Be aware that messages may exceed one page depending on length and content. Here are the character limits for standard and Unicode messages:
Standard SMS messages:
160 characters for one page
153 characters per page when multiple pages are used
Unicode SMS messages (including emojis):
70 characters for one page
67 characters per page when multiple pages are used
Note: Unicode characters include emojis and special symbols. Using these will automatically apply the Unicode limits above.
Characters That Use Extra Space
Certain non-standard characters count as two characters within an SMS message. These include:
| Character | Name |
|---|---|
| ^ | Circumflex Accent |
| { | Left Curly Bracket |
| } | Right Curly Bracket |
| \ | Reverse Solidus (Backslash) |
| [ | Left Square Bracket |
| ] | Right Square Bracket |
| ~ | Tilde |
| | | Vertical Bar |
| € | Euro Sign |
Message Preview
The SMS Editor provides an as-you-type preview showing the form of your SMS message.
This preview is an approximation and may not reflect the exact final length, especially when personalisation or Unicode characters are used.
Always consider this when planning your message length.
URL Shortening and Tracking
To save message characters, improve readability, and track contact web activity, you can use Force24’s URL shortening and tracking feature.
To enable this, place URLs inside a URL placeholder in the following format:[url=http(s)://example.com]
For example:[url=http://force24.co.uk]
This URL will automatically be rewritten to a shorter version similar to:http://sm5.co/XXXXX
and will include tracking information linked to the contact.
Important: Do not insert a pre-shortened link within the URL placeholder as it will be automatically shortened again, which can cause issues.
Opt-Out Links in SMS Messages
An opt-out link is automatically added to all SMS messages by default. You can choose to disable this and add it manually instead by using the placeholders [OptOut] or <OptOut>.
Example usage in your message:
"Stop [OptOut]" will become "Stop http://sm5.co/XXXXX"
"Opt out [OptOut]" will become "Opt out http://sm5.co/XXXXX"
Including an opt-out link is important for compliance and gives your contacts control over their preferences.
International Sending and Charges
SMS messages sent outside the UK are charged at different rates depending on the country. If no specific rate is listed in your contract, the following multipliers apply:
2x UK rate for Germany, France, Italy, and Spain
1.5x UK rate for all other countries
Check your contract for exact rates before sending internationally to avoid unexpected charges.
Summary
SMS message length and costs depend on character count and message pages.
Use URL placeholders for shortening and tracking URLs.
Non-standard characters count as two characters.
Opt-out links are automatically included but can be customised.
International SMS rates vary and may be higher than UK rates.
Message preview is an approximation; plan for possible length variations.
For practical tips on composing messages, using placeholders, and sending SMS campaigns, see our Practical Guide.