15 practical strategies for growing a high-quality SMS subscriber list

SMS continues to stand out as one of the most effective communication channels available to marketers. With exceptionally high open rates and near-instant delivery, it offers a direct line to your audience that few other channels can match.

But as SMS matures, so do the expectations around how subscriber lists are built and maintained. For marketers looking to scale responsibly and sustainably, growth isn’t just about volume, it’s about quality, compliance, and long-term engagement.

This guide outlines 15 practical strategies to help you grow your SMS list in a way that aligns with both user expectations and regulatory requirements.

Why SMS still matters

SMS remains a uniquely effective channel for several reasons:

• High visibility: Most messages are read within minutes, with open rates often exceeding 90%.
• Low friction: SMS doesn’t rely on apps, logins, or internet access.
• Strong performance: When used well, SMS can outperform email and push notifications in both engagement and conversion.

Case studies from brands like Asia Insurance and Tokio Marine show how SMS can drive measurable improvements in campaign performance and customer experience – especially when integrated into broader communication strategies.

Laying the groundwork for sustainable SMS list growth

Before focusing on growth, it’s important to ensure your SMS program is built on a solid foundation.

1. Select a scalable SMS platform

Choose a provider that offers:

• Reliable global delivery
• Built-in compliance tools
• API access and CRM integrations
• Real-time analytics

Platforms like Infobip offer these capabilities, making it easier to manage large-scale programs across multiple regions.

2. Prioritize compliance from the start

Ensure all opt-ins are explicit and documented. Familiarize yourself with regulations such as GDPR, TCPA, and local equivalents. Automate consent management and make opt-outs simple and effective.

3. Set clear expectations

Let subscribers know what they’re signing up for – how often you’ll message them, what kind of content they’ll receive, and how to opt out. A clear welcome message helps build trust and reduce early churn.

1. Embed opt-in opportunities across key touchpoints

Include SMS sign-up options on high-traffic pages like your homepage, checkout, and account creation flows.

2. Offer immediate value

Provide a clear incentive for signing up – such as a discount, early access, or loyalty points. Trigger the reward via SMS to reinforce the value of the channel.

3. Run SMS-exclusive campaigns

Use keyword-based campaigns (e.g., “Text JOIN to 12345”) to promote limited-time offers or contests. These can be effective for both acquisition and engagement.

4. Use QR codes to bridge offline and online

Place QR codes in physical locations like product packaging, on outdoor media, or in stores to make it easy for customers to opt in on the spot.

5. Integrate SMS with loyalty and email programs

Allow users to opt into SMS when they join your loyalty program or subscribe to your newsletter. Sync data across systems to avoid duplication and ensure compliance.

6. Promote SMS sign-up on social media

Use your social channels to highlight the benefits of SMS updates. Consider using influencers or brand ambassadors to extend your reach.

7. Deploy contextual pop-ups and banners

Use behavior-based triggers (e.g., exit intent, scroll depth) to present SMS opt-in offers at the right moment.

8. Include SMS opt-in during transactions

Offer SMS updates for order confirmations, delivery tracking, or appointment reminders. These transactional messages can serve as a gateway to broader engagement.

9. Capture numbers at events

Whether in-person or virtual, events are a good opportunity to collect phone numbers. Use forms, QR codes, or live text-in campaigns.

10. Use influencer partnerships thoughtfully

Collaborate with trusted voices in your industry to promote SMS sign-up, especially when targeting niche or hard-to-reach audiences.

11. Incorporate SMS into referral programs

Allow subscribers to refer friends via SMS and reward both parties. This can help grow your list organically.

12. Re-engage inactive email subscribers

Invite dormant email contacts to opt into SMS for more timely or exclusive updates.

13. Use double opt-in to ensure list quality

Ask new subscribers to confirm their interest via reply SMS. This helps filter out accidental or low-intent sign-ups.

14. Remove bad numbers

It might seem counterintuitive to remove numbers when you are trying to grow your SMS list, but if someone has provided a fake number or has entered it incorrectly then it is best to remove it as it will skew your campaign results.

15. Test and optimize continuously

Experiment with different opt-in messages, placements, and incentives. Use analytics to identify what works best for different segments.

Mistakes to avoid when growing an SMS list

• Buying or scraping lists: This has not only been proven to be ineffective – but it is also actually illegal in many regions.
• Skipping consent: Always use explicit opt-in – this is non-negotiable in almost all regions.
• Over-messaging: Stick to the frequency you promised. Send too many irrelevant messages and people will quickly unsubscribe.
• Hiding opt-outs: Making it easy to unsubscribe by purposely hiding the unsubscribe option or making the process more complicated than it needs to be is a dubious strategy that might get you in trouble with regulators.
• Sending generic messages: Avoid sending the same boring messages to all your subscribers. Use segmentation and personalization to match the right customer with the best offer.
• Not sending messages at best time: Make sure you send messages at the optimum time and obey local rules about when you are not allowed to send B2C messages.
• Neglecting performance data: You should use all the analytics tools at your disposal to refine and constantly improve your SMS messaging.

FAQs for growing your SMS list

Growing an SMS list is about more than just numbers. It’s about building a channel that your audience trusts and values. By focusing on transparency, relevance, and compliance, you can create a sustainable SMS program that supports your broader marketing goals.