SMS marketing
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SMS is the most direct channel of modern marketing: it lands in the customer's pocket and is largely opened within the hour. That power comes with a simple rule: only use it for what deserves a message. ## Short and useful A high-performing SMS fits in one sentence: a clear offer, a link or instructions, and an identifiable signature. Poorly targeted or too frequent messages become a nuisance and lose the channel option. ## Consent is the foundation An SMS list is not bought. It is built at every sign-up, with a checkbox or explicit mention and a recorded date. This is the condition for staying within the rules and keeping a sender that delivers. ## Measuring the real effect Delivery rate says nothing about effectiveness. Orders, appointments and opt-outs should guide what comes next: an SMS that converts but causes subscriptions to drop is often not profitable over time.When this guide is for you
- You want to notify customers of a promotion or event with a high read rate
- Your customers order by phone and you want to confirm, remind or track delivery
- You are losing inactive customers who do not read your emails
- You are organising a local event and need to remind people the day before
- You want to collect customer reviews after a service
Step by step
- Building a consented list — Collect numbers with explicit consent: form, till, order, WhatsApp. Record the date and channel of consent, and comply with law 09-08 on personal data and the operator's rules.
- Defining scenarios and tone — Order confirmation, appointment reminder, seasonal promotion, inactivity re-engagement. Each message respects the SMS length (160 characters), identifies the sender and contains a clear link or instruction.
- Choosing a provider and sender — Use an aggregator compatible with Moroccan operators, with a sender ID (registration required for a brand name). Test delivery to several numbers before a real campaign.
- Sending and measuring — Segment the list, send at suitable times and track delivery rate, opt-outs and requests generated. Campaigns that are too frequent quickly lead to blocking.
What it costs (in MAD)
| Service | Indicative price | Good to know |
|---|---|---|
| Sending a single SMS | 0.40 – 1.20 MAD (≈ 0.04 – 0.11 €) | Depending on operator, volume and sender |
| Campaign of 5,000 SMS | 2,000 – 6,000 MAD (≈ 180 – 550 €) | Message, targeting, sending and report |
| Setting up an SMS programme | 3,000 – 15,000 MAD (≈ 270 – 1,400 €) | Consents, scenarios, integration with orders |
| Sender ID | 2,000 – 8,000 MAD (one-off) | Registration with operators |
| Automated transactional SMS | 0.40 – 1.20 MAD / message (≈ 0.04 – 0.11 €) | Sent from a platform following an order |
Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.
Mistakes to avoid
- Sending SMS to numbers collected without consent or trace, risking sender blocking
- Writing long messages over 160 characters that get billed several times
- Sending the same message to the whole list, including recent customers who had already bought
- Forgetting the opt-out mention in commercial SMS
Frequently asked questions
Is SMS marketing still used in Morocco?
Yes, especially for promotions and order confirmations. It is widely read but often poorly perceived if too frequent. WhatsApp Business, a complement, is increasingly used by customers for conversations.
How many SMS should you send for a promotion?
One or two messages per campaign, at least a few days apart, are enough. A promotion can be announced by SMS with a reminder the day before and a final reminder on the day. Beyond that, customers opt out.
Do you need consent?
Yes. Explicit consent is required for commercial SMS, and you must be able to prove it. Transactional SMS (confirmation, delivery) fall under a contractual obligation, not marketing.
SMS or WhatsApp?
SMS reaches even phones without internet and remains reliable for confirmations. WhatsApp allows conversations and catalogues. Many companies use both depending on the purpose.
How much does a campaign cost?
The price depends on volume and operator, often between 0.40 and 1.20 MAD per message. Also budget for the platform and sender ID if you send under a brand name.
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