Understanding SMS character limits and costs
SMS messages are charged at one credit per page. Messages may exceed one page depending on their length and content.
Here are the character limits for standard and Unicode messages:
- Standard SMS messages:
- 160 characters for a single page.
- 153 characters per page when multiple pages are used.
- Unicode SMS messages (including emojis):
- 70 characters for a single page.
- 67 characters per page when multiple pages are used.
Unicode characters
Unicode characters include emojis and special symbols. Using any of these will automatically apply Unicode limits to your whole message.
Characters that use extra space
Certain non-standard characters count as two characters within an SMS message:
| 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 layout of your SMS message.
This preview is an approximation and may not reflect the exact final length, particularly when using personalisation or Unicode characters. Please keep this in mind when planning your message length.
URL shortening and tracking
To save 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.
Avoid double shortening
Do not insert an already shortened link inside the URL placeholder. It will be automatically shortened again, which can break the link.
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 insert it manually instead using the placeholders [OptOut] or <OptOut>.
Example usage in your message:lin
- "Stop [OptOut]" becomes "Stop http://sm5.co/XXXXX"
- "Opt out [OptOut]" becomes "Opt out http://sm5.co/XXXXX"
Including an opt-out link is essential for compliance and gives 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.
Practical SMS tips
For practical tips on composing messages, using placeholders, and sending SMS campaigns, see our SMS Editor Practical Guide article.