SMS messages in Automations allow you to reach customers instantly with order confirmations, shipping updates, abandoned cart reminders, and more. This guide explains how to add and configure SMS blocks in your workflows.
Before You Begin
You need contacts' phone numbers in international format: +11231234567 (+ country-code area-code phone number).
To send promotional SMS messages, collect your customers' opt-ins for the SMS channel. For US customers, you must collect TCPA consent along with opt-in records.
SMS sender numbers: You can either get a new toll-free number instantly from Omnisend or transfer your existing toll-free number.
For the US and Canada, you must verify your toll-free number before sending.
The SMS channel is included in Free and Standard plans (one-time $1 worth of SMS credits) and the Pro plan. You can also purchase SMS credits as a subscription service.
You can create a workflow with the SMS channel only or combine it with email and push notifications.
Add SMS to Your Workflow
SMS messages can be added to any Automation workflow in Omnisend. Once you've chosen your workflow, add SMS message blocks to the sequence.
Step 1. Add SMS block to the workflow
Drag and drop the SMS block at any point in your sequence. You can send it immediately after the trigger or add a delay. For example, send Order Confirmation SMS instantly, but wait 1 hour before sending an Abandoned Cart reminder with a discount code.
Step 2. Fill in the SMS message content
When you add the SMS block, a red bar displays "Missing SMS information" warning. This means you need to add your message content before continuing.
Important notes on SMS sender name:
The sender name is automatically added based on the SMS sender's name saved in your Store settings. Learn more about managing your sender name.
Custom sender names are not supported in the United States and Canada. Recipients will see your dedicated phone number (e.g., +1 (XXX) XXX-XXXX) instead. To ensure brand recognition, start your message with your brand name (e.g., "ACME: Your order is confirmed...").
Step 3. Add personalization, discount codes, or images
You can enhance your SMS message with:
Personalization tags – Add customer names, order details, or product links to make messages more relevant. Learn about personalization in channels.
Discount codes (Shopify, BigCommerce, WooCommerce only) – Include unique, auto-generated discount codes using the Discount code personalization tag. Learn how to add discount codes to SMS.
Images (MMS) (US & Canada only) – Upload images to send MMS messages. Click Select file to add an image (max 525KB). MMS costs 3× SMS price. Learn about sending MMS.
💡 Links in SMS: Enable "Automatically shorten links" in the SMS editor to track clicks and save characters. Learn how Omnisend shortens your SMS links.
Step 4. Add opt-out instructions to the message
We recommend adding opt-out instructions at the end of your message.
For US customers, add "Reply STOP to opt out" to comply with TCPA requirements. Customers who reply STOP will receive an automatic opt-out confirmation.
For non-US customers, add an unsubscribe link.
Important: Opt-out instructions are mandatory for all non-transactional messages (Welcome, Abandoned Cart, etc.) sent to US customers. For non-US recipients, opt-out instructions are highly recommended due to varying country regulations.
Note: The Unsubscribe link only unsubscribes customers from SMS. They will still receive messages from other channels they're subscribed to (email and push notifications).
Step 5. Review your message content
In the Preview section, see how your message will appear for US/CA and non-US/CA customers.
💡 Use the US/CA recipients and Non-US/CA recipients tabs to preview how your sender name (or phone number) and opt-out instructions will appear for different audiences.
Step 6. Configure message settings
Enable the "Pass non-opted-in contact to next workflow step" option. This ensures that:
Contacts without a phone number → skip SMS, continue to next step.
Contacts with unsubscribed SMS status → skip SMS, continue to next step.
You run out of SMS credits → contacts skip SMS, continue to next step (instead of exiting).
⚠️ Critical for multi-channel workflows: If you're combining SMS with email or push notifications, always enable this setting. Without it, contacts who aren't subscribed to SMS will get stuck in the SMS step instead of continuing to the next channel.
Step 7. Save your message
When you're satisfied with the message, click Update and continue building your workflow. Add as many SMS blocks to your workflow as needed for your strategy.
Combine SMS with Other Channels
Reach customers across multiple channels for stronger engagement. Combine email, SMS, and push notifications to increase touchpoints and conversions.
Examples:
Send an SMS to capture attention, then follow up with an email showing product images and details.
Use push notifications for time-sensitive offers, then send a reminder SMS.
Start with an email sequence, add an SMS reminder for high-value carts, and use push for customers browsing your site.
⚠️ Important: Always enable "Pass non-opted-in contact to next workflow step" in every message block (SMS, email, push) to ensure contacts continue through the workflow even if they're not subscribed to a specific channel.
💡Check our Blog for more examples of the Best Practices:
Test Your SMS in Automation
You can test SMS messages in Automation workflows such as Welcome, Order Confirmation, or Abandoned Cart.
Add the SMS block to the workflow.
Set the delay to trigger immediately.
Complete the action on your store (sign up, place a test order, or abandon the cart). For Welcome workflows, ensure you provide opt-in consent.
Wait for the SMS to be delivered.
SMS Credits & Pricing
To use the SMS channel, ensure you have enough SMS credits in your account. The number of SMS messages you can send with a single SMS credit depends on the price for a single SMS in your recipients' countries.
Free and Standard plans: You get a one-time $1 credit for SMS messages. Since the price for a single message in the US is $0.015, you can send up to 66 texts to US numbers with a $1 credit.
Pro plan: You get FREE SMS credits equivalent to your subscription price. If you pay $59 on the Pro plan, you get $59 in SMS credits for the month.
All plans: SMS credits can be purchased as a subscription service.
Note: You can start building Automation without SMS credits, but you need to purchase credits before your workflow can send SMS messages.
Track SMS Performance
Track SMS performance (sends, clicks, sales, bounces) in your workflow Reports tab. SMS reports include:
Sent SMS: Subscribers who received SMS.
Click rate: Percentage of customers who clicked a link in your message. Learn about link tracking in SMS.
Sales: Orders placed after clicking a link in your SMS.
Unsubscribe rate: Customers who unsubscribed.
Bounce rate: Customers who didn't receive the SMS (e.g., invalid number).
Important: Open rates are not tracked for SMS. Include a clickable link in your SMS messages to track engagement via click rates.
FAQ
What happens if a contact isn’t subscribed to SMS in an automation?
By default, when you add an SMS or email step to your workflow, the "Pass non-opted-in contact to next workflow step" setting is enabled. This ensures contacts continue through the workflow without getting stuck, even if they aren't eligible to receive a message at a specific step.
Can I send SMS and email at the same time in one workflow?
Yes. Add both an SMS block and an email block to the same workflow path. Use delays and conditional splits to control timing and channel preference.
What happens if I run out of SMS credits during an active workflow?
If the "Pass non-opted-in contact to next workflow step" setting is enabled, contacts will skip the SMS step and continue to the next step. If disabled, they will exit the workflow.
Why aren't my SMS links working or getting delivered?
SMS links must follow formatting rules:
Always include
https://orhttp://– Without this, links appear as plain text.Use Omnisend's link shortening – Enable "Automatically shorten links."
Avoid third-party shorteners – Carriers may block bit.ly or TinyURL links.
Add spacing – Leave a space before and after the link.
Does the discount code in SMS match the discount code in email within the same workflow?
By default, no. Each channel generates a unique discount code. However, you can enable "Reuse unique discount code in this workflow" in the discount settings to use the same code across SMS and email.
Can I A/B test SMS messages in automations?
Yes. To A/B test SMS:
Drag the A/B Test Split block into your workflow.
Configure the split percentage (e.g., 50/50).
Build different SMS messages in Path A and Path B.
Test one element at a time (copy, timing, or offers).
Why are contacts skipping the SMS block in my automation?
Contacts skip the SMS block if they are not subscribed to SMS. Common causes:
Phone number missing or invalid – Not in international format (+[country code][number]).
Not subscribed to SMS – Check for green "Subscribed to SMS" badge in contact profile.
What's the difference between "Workflow Channel Settings" and "Pass non-opted-in contact to next workflow step"?
Workflow Channel Settings (in the trigger block) control who can enter the entire automation based on subscription status.
"Pass non-opted-in contact to next workflow step" (in each SMS/email block) controls what happens if a contact reaches a message block but isn't subscribed to that channel. If enabled, they skip that message and continue. If disabled, they exit the workflow.
Does something need to be fixed? Have a look at our Troubleshooting SMS channel article. If you have more questions or need any assistance, don't hesitate to contact our Support Team via In-app chat or email at [email protected]