Phase 7~2 hoursMedium
7.3 SMS Marketing
Australian SMS Providers
- Notifyre -- Australian-based, $0.05 AUD/SMS, no monthly fee. Pay-as-you-go. Good API for automation.
- Burst SMS -- Australian-based, from $0.045/SMS. Bulk SMS, automation, and 2-way SMS support.
- Twilio -- US-based, $0.0575 USD/SMS to AU numbers. Most flexible API but requires technical setup.
- Your email platform -- Brevo and some other email platforms include SMS. Check if yours does.
Step-by-Step
Get explicit opt-in for SMS
The Spam Act 2003 requires express consent for commercial SMS. This means:
- A separate, unticked checkbox on your form: "I agree to receive SMS updates from [Business Name]. You can opt out at any time by replying STOP."
- The checkbox must NOT be pre-ticked
- SMS consent is separate from email consent -- one does not imply the other
- Keep a record of when and how each person opted in
Set up your SMS provider
Create an account with your chosen provider:
- Verify your business identity (required by Australian regulations)
- Set your sender ID -- either your business name (one-way) or a shared/dedicated number (two-way)
- SMS Sender ID Register (mandatory from 1 July 2026): ACMA now requires all businesses using alphanumeric sender IDs to register them. Unregistered sender IDs will be blocked by Australian carriers.
- Add funds or set up billing (most AU providers are prepaid/pay-as-you-go)
- Send a test SMS to your own phone to confirm delivery
Use SMS for high-impact moments only
SMS is powerful because it's personal. Overuse it and people opt out fast. Best uses:
- Appointment reminders -- 24 hours before. Reduces no-shows by 40--60%.
- Booking confirmations -- immediate confirmation after booking.
- Time-sensitive offers -- flash sales, last-minute availability. Max 1--2 per month.
- Follow-up after no response to email -- "Hi [Name], just following up on your enquiry. Still interested? Reply YES or call us on [number]."
Do NOT use SMS for newsletters, weekly updates, or anything that could be an email. Respect the channel.
Write effective SMS messages
SMS rules are different from email:
- 160 characters max per segment. Longer messages split into multiple segments (costs more).
- Identify yourself: Start with your business name. "[Business]: Your appointment is tomorrow at 2pm."
- Include opt-out: Every commercial SMS must include "Reply STOP to unsubscribe" or equivalent.
- Clear CTA: One action. Call this number, reply YES, click this link.
- Send during business hours: 9am--6pm in the recipient's timezone. Never send SMS at night.
Automate where possible
Connect SMS to your existing systems:
- Booking system --> automatic confirmation and reminder SMS
- Contact form (no reply in 48 hours) --> SMS follow-up
- Use your automation platform (n8n, Zapier, Make) to trigger SMS from events in your CRM or booking system
- Always test automated SMS flows before going live -- a badly configured automation sending 50 messages at 3am will destroy trust instantly
Compliance Is Not Optional
ACMA (Australian Communications and Media Authority) actively investigates SMS spam complaints. Penalties reach $2.22 million per contravention. Always: get explicit opt-in, identify your business, include opt-out, send during business hours, and honour STOP replies immediately.
You're Done When
- SMS provider account created and verified
- Test SMS delivered to your phone
- Opt-in checkbox added to your forms (unticked by default)
- At least one automated SMS set up (appointment reminder or booking confirmation)
- Opt-out handling working (STOP replies processed)
- Sending schedule restricted to business hours
Still here? You're basically an agency now.
76 hours of DIY, or one phone call to us.