SMS Marketing

SMS Marketing Glossary: Basic Terms You Need to Know

SMS marketing glossary

This basic SMS marketing glossary primarily intends to help those who are planning on using SMS marketing understand some essential terminologies and get the best out of their investment. And even if you’ve already been using text marketing for a while, you’ll find this article especially useful; get a chance to refresh some knowledge and even learn some terms you may not know.

As a texting software provider, Trumpai always strives to provide value to our clients. Not only in our product, but also for you to get the best out of it. That’s why when you choose our platform, you get access to professional services like 365-day support; onboarding, campaign consulting, compliance advice, and much more. 

Call or text 1-888-707-3030 and speak with one of our experts to get into SMS marketing with the ultimate SMS marketing platform.

SMS Marketing Glossary – A to Z Terms

A – C


API is an acronym for Application Programming Interface; a mechanism that allows two programs to communicate and make the functions of one available in the other. An SMS API  integrates SMS messaging to a website or software, enabling it to send and receive text messages. 

Appointment Reminders

Automated SMS alerts that specifically aim to remind subscribers of any upcoming events or scheduled appointments, meetings, or reservations. 

Automated Text Message

This is a type of SMS message that can be sent to your contacts automatically; without you having to manually compose and  send them. Text message automation varies in its complexity, and can be broken down into 3 types: basic, intermediate, and advanced.

Bulk SMS

A type of SMS marketing that allows you to send text messages to a massive number of recipients at the same time. Here are 5 benefits of bulk SMS marketing.

CTA (Call to Action)

It refers to a desired action you want an SMS marketing subscriber to take. It’s usually placed at the end of a message and needs to direct a clear, concrete action. Example: “Go to [link] & get a 20% discount w/ the code BUY20”).

CTR (Click-through Rate)

A metric that measures a text message’s effectiveness by counting the percentage of total recipients that clicked on a link shared within the marketing text. This is one of the features included in Trumpia’s SMS tracking tools.


A set of SMS marketing regulations that are commonly associated with the Telephone Consumer Protection Act (TCPA), Cellular Telecommunications Industry Association (CTIA), and the CAN-SPAM Act. Compliance with these regulations is necessary and mandatory in order to send marketing text messages.

D – G

Data Collection

AKA SMS data capture. This feature refers to the capability of collecting subscribers’ information like name, location, interests, among others. This information is helpful to refine SMS marketing campaigns. Trumpia’s data capture automatically stores client’s responses to complete these records. 

Dynamic Fields

Placeholders that let you insert particular data into a text message. The objective is to personalize SMS messages and thus improve customers’ experience. That personalization is also useful to confirm recipients that the message is for them (example: a doctor appointment’s reminder).

Trumpia’s software features two ways to personalize messages through dynamic fields:

Dynamic Targets
Dynamic Dates

Drip Campaign

Text message drip campaigns refer to a type of campaigns that methodically and regularly send text messages at a specific interval of time, whenever a client takes a certain action. It’s frequently used to retarget subscribers.

Email Marketing 

A type of marketing that uses emails to promote products or services. Although the dichotomy SMS marketing vs. email marketing is very common, both channels can actually complement each other very well.

Express Written Consent 

A permission someone needs to provide to receive marketing text messages. This consent, which can be expressed on paper or electronically, is mandatory in order to do SMS marketing and mass texting. Also see ‘Opt-in’.

Geo Targeting

The act of segmenting subscribers based on their location. The objective is to share relevant offers and/or services that are available in their specific areas. 

H – N


SMS integrations refer to connecting a texting software with other platforms in order to complement them with text messaging capabilities. For example, Trumpia can integrate with Zapier or Salesforce not only to send SMS messages but also collect qualified leads, automate tasks, and much more.

See how Trumpia integration works with Salesforce and Zapier here:


In text marketing, keywords are specific terms that allow subscribers to opt-in to receive text messages and offers. They’re usually texted to an SMS short code (see ‘short code’).

Landline texting

Landline text messaging, also known as text-to-landline, refers to the capability of using a business’s existing landline or toll-free number to send and receive text messages. That avoids companies having to acquire short or long codes, and allows customers to text to a number they’re already familiar with.

Long Code

The well-known 10-digit phone numbers that can also be used to text a keyword. Long codes can be P2P, toll-free, and A2P. 

Mass Texting

Synonym to bulk SMS. Mass texting is the strategy of sending  thousands of text messages to a list of subscribers at once. 


Acronym of Multimedia Messaging Service. It’s a type of SMS marketing that enriches text messages with multimedia content like videos, photos, images, audio, and animated GIFs. Trumpia works as an MMS messaging software and also provides two-way MMS messaging (meaning clients can reply with their own multimedia messages); automated MMS, and many other capabilities.

O – R

Opt-in Confirmation

This is the first SMS message a subscriber receives after giving express written consent to receive marketing text messages. This message intends to confirm the subscription, and sometimes recap that message and data rates may apply. It should also provide a way to opt-out.


This option provides subscribers with the chance to decide not to continue receiving marketing communications. It’s a good practice (and also, mandatory) to provide an easy way for users to opt-out.

QR Code

A Quick Response Code is a two-dimensional bar code that can be read by an imaging device (example: a smartphone’s camera). In SMS marketing, they’re used to build SMS marketing lists through the links related to the QR codes. 


Acronym of ‘return on investment’. SMS ROI is a performance measure that shows you how much an SMS marketing campaign has earned you.

S – U

Short Code

An SMS short code is a 5 or 6-digit number that is used to send and receive SMS and MMS messages. They’re easier to read and remember than your typical 10-digits long code, and can be either dedicated (meaning only one organization can use them) or shared (multiple organizations can use the same code, which lowers the costs of using it).

Short Links

URLs that can be added to a marketing text message. These links are shortened so they consume less characters from an SMS message.


Short Message Service, AKA texting, is a way to send and receive text messages through cell phone networks. SMS commonly include only text or symbols like emojis. Trumpia goes beyond that and also enables adding short links and personalized data (see ‘dynamic targets’ and dynamic dates’).

Text-to-Vote and Text-to-Win 

Polls and contests that are delivered through text messaging in which contacts have to text in keywords in order to enter to share their vote over a specific topic or win a prize.

Two-way Messaging

Two way texting is a form of SMS messaging that allows subscribers to reply to marketing texts and have a direct interaction with brands.


The action of opting out of a text marketing campaign. See ‘opt-out’.

The Most Complete Texting Software at Your Service

Keep this SMS marketing glossary in hand and incorporate SMS marketing to your business strategy! If you already decided to give it a shot, we invite you to start a 14-day FREE trial to use Trumpia’s texting software. No credit card required! Our user interface is so intuitive and easy to use that we can assure that you and your team will ace it in no time!