SMS links: Everything you need to know

Are your mobile visitors just one tap away from starting a conversation?

SMS links make all the difference. Get them right, and you’ll drive faster support, higher clicks, and measurable ROI. But get them wrong, and even the best offers will go unnoticed.

In this blog, you’ll learn:

What are SMS links? (Two types explained)

SMS links are clickable hyperlinks designed specifically to simplify and enhance mobile interactions between businesses and their customers. Broadly, they fall into two categories, in which each addresses a different mobile challenge.

1. Links to an SMS message (SMS URL)

An SMS URL is a clickable link that automatically opens the user’s default text messaging app, pre-populating it with your phone number and a default message.

This eliminates the need for users to manually input numbers and text.

• Example: sms:+1234567890?body=I’m%20interested

When clicked, the user’s messaging app opens with the phone number (+1234567890) and the pre-filled message (“I’m interested”).

Why it matters for CX and sales:

• Removing contact‑form friction: One tap lets mobile visitors start a chat instead of filling lengthy forms.
• Boosting first‑response speed: The inbound SMS drops straight into your support inbox (e.g., Infobip Conversations or any shared mailbox), so prospects aren’t left waiting.
• Allowing to pre‑qualify automatically: The pre‑filled body can capture the product ID or page URL, giving agents context without extra back‑and‑forth.

Popular use cases:

• “Text us” buttons on mobile sites or landing pages
• In‑app support shortcuts and QR codes at physical touchpoints
• Loyalty posters (e.g., “Scan & text VIP to 12345 for 10 % off”)

2. Links within SMS messages

These are clickable URLs included within text messages you send to users. Unlike SMS URLs that initiate a message, these links direct users to external content such as websites, promotions, forms, or product pages.

Why marketers love them:

• Trackable conversions. Short, branded links combined with UTM tags provide a clear, dashboard‑level view of every tap and its downstream revenue.
• Scalable personalization. Dynamically inserting customer IDs, names, or product SKUs ensures each recipient lands on content tailored to their interests.
• Automated follow‑ups. Click and no‑click events can trigger reminders or branch customer journeys whenever engagement stalls.

Popular use cases:

• Product pages and promotions: Drive instant engagement by linking directly to promotional offers, product launches, or special discounts.
• Appointment links: Allow recipients to easily confirm, cancel, or reschedule appointments, significantly reducing no-shows and increasing customer satisfaction.
• Feedback forms: Quickly gather user feedback through short, direct surveys accessible via a single tap.

To summarize, these two building blocks cover every step of a mobile journey: from SMS URLs that start a chat, to links inside SMS that finish a task.

How to create an SMS link (SMS URL)

Creating an SMS URL is straightforward and requires just a basic understanding of HTML. Here’s how you can easily set one up:

Basic HTML code for your site or app

• Syntax: <a href=”sms:+1234567890?body=Hello”>Text us!</a>

1. Replace +1234567890 with a desired phone number.
2. Change the text following body= to customize your pre-filled message.
3. Modify “Text us!” to suit your desired call-to-action text.

Important considerations:

• Mobile-only functionality: SMS URLs work natively on Android and iOS devices, though there may be slight variations in behavior depending on the OS and messaging apps.
• Special character encoding: Ensure special characters (like spaces) in the URL are properly encoded. For example, spaces become %20.

Common use cases

SMS URLs can be used in a variety of scenarios, especially where immediate, frictionless communication is essential:

1. In‑app support triggers

• Surface a “Need help?” button that launches a pre‑filled SMS. Agents get the user’s ID and last screen automatically, so they can resolve issues in one reply 

2. Mobile websites

• Replace long contact forms with a “Text us” link or sticky banner. One tap on a phone turns an anonymous visitor into a qualified SMS lead 

3. QR codes

• Print a code on packaging or signage that opens an SMS with a keyword like REORDER or VIP. Customers skip typing URLs and you capture opt‑ins at physical touchpoints 

However, before you launch, lock in these four guardrails:

1. Use this method only when it’s truly necessary

GET‑style SMS URLs are perfect for one‑off or constrained scenarios: think support shortcuts or single landing pages. For bulk, templated, or high‑volume messaging, switch to Infobip’s POST‑based /sms/3/text/advanced endpoint or the standard Send SMS API for better throughput and SMS analytics.

2. URL‑encode every special character

The text= and notifyUrl= query parameters break if you leave spaces, &, +, %, ?, or line breaks unencoded. Use encodeURIComponent() (JS) or the equivalent in your stack to keep messages intact on every device.

3. Note the 160‑character ceiling

Anything longer can be split into multipart SMS, affecting costs, delivery, and the smsCount you see in reports. Review Infobip’s character‑limit and encoding guide before shipping campaigns.

4. Test across OS versions and carrier rules

Send test taps from at least one iOS and one Android device, and, if you operate globally, verify behavior under Turkey IYS, India DLT, or Korea title regulations before going live.

Best practices for using links within SMS campaigns

Make note of these three rules to turn every SMS link into a smooth, fully trackable path from tap to conversion.

1. Keep it short & branded

• Shrink every URL. Swap long strings for Infobip’s built‑in URL shortener or map links to your own branded domain to boost trust and tap‑throughs.
• Protect your 160 characters. Short links leave room for a stronger offer and prevent messages from splitting into multipart SMS.

2. One clear CTA per message

• Lead with a single action. SMS works best when recipients know exactly what to do next; multiple links dilute attention and depress click‑through rate:

Click to confirm your appointment.

• Put the benefit up front. Highlight the value (confirmation, discount, tracking, etc.) in the first line so users see it on the lock screen:

Redeem your offer now.

• Stay conversational. Plain‑language CTAs outperform complex phrasing.

3. Track clicks and conversions

To prove (and improve) ROI, keep an eye on these three engagement signals using a link-tracking platform such as Infobip:

Opens

• What it shows: An inferred count of recipients who likely viewed the SMS, based on rapid link activity, keyword replies, or read receipts supported by some carriers.
• Why it matters: A sudden dip hints at timing, targeting, or deliverability issues, letting you fix problems before they affect revenue.

Link clicks

• What it shows: The number (or percentage) of delivered messages that generated at least one tap on your short URL.
• Why it matters: Provides a hard measure of engagement and offers relevance. Use it to benchmark campaigns and fuel A/B tests.

Time to click

• What it shows: The average seconds or minutes between message delivery and the first tap.
• Why it matters: Fast clicks signal high intent and help you find the optimal send window. Slow clicks can expose friction in copy, timing, or audience targeting.

How Infobip makes SMS link strategy smarter

Infobip layers tracking, automation, branding, CDP data, and true omnichannel power into every URL. This enables each tap to reveal intent and trigger the perfect next step.

Link tracking + automation with Moments

To turn every tap into a trigger, in Moments you simply tick “URL Tracking” on any SMS node, then set a Wait for event or Branch element to fire follow‑ups when a link is clicked (or not clicked) within your chosen window.

Moments logs link‑click events alongside deliveries and replies, so you can build high‑intent segments (e.g., “Clicked <24 h”) for upsell or retargeting flows without exporting data.

Branded short links for trust & recognition

Enable URL Shortening in the flow editor to auto‑replace long URLs with compact, HTTPS links, optionally on a custom sub‑domain like txt.yourbrand.com for instant brand recognition.

Branded links look safer to users and carriers, lifting click‑throughs while reducing spam‑filter hits. Plus, shortening keeps messages under 160 chars, preventing costly multipart splits.

Integrate with People CDP for hyper‑personalization

Merge profile data (name, last purchase, location) from People CDP into link parameters so each recipient lands on “their” page, not a generic site.

Click events feed straight back into People profiles, letting you trigger new journeys, update scores, or build segments the moment a user interacts.

SMS links use cases by industry

SMS links flex to every vertical. Here are three plug‑and‑play ideas for each sector:

1. eCommerce & retail

“Get 20 % off now” promo links

• Drop a branded short URL into flash‑sale texts; Moments logs every click so you can A/B test offers and send a second nudge to non‑clickers.

Cart‑abandonment follow‑ups

• Trigger an SMS one hour after an add‑to‑cart event, pointing shoppers straight back to their filled basket. Real‑time link tracking shows who finished checkout and who needs another reminder.

2. Healthcare

Appointment confirmation / reschedule

• Send patients an SMS with two links: Confirm or Pick a new time. Let Moments route responses to your scheduling system, cutting no‑shows.

Lab‑result or prescription notifications

• Secure short links guide patients to a portal the moment results are ready, reducing inbound calls and protecting privacy.

3. SaaS & support

“Start a conversation” SMS URLs

• Embed a click‑to‑text link in your app’s help tab; users tap once to open a pre‑filled message, and agents pick it up inside Infobip Conversations for sub‑10‑minute replies.

Onboarding and renewal reminders

• Moments can fire timed SMS nudges with a personalised dashboard link. This feature is ideal for pushing trial users to activation or encouraging annual plan renewals.

Compliance and link usage

Even the smartest link strategy fails if carriers block your traffic or regulators come knocking. Follow these guardrails to keep every SMS both legal and deliverable.

Opt-in and consent

• Get explicit permission first. Before you send a single link, secure a clear opt‑in that meets TCPA, GDPR, and any country‑specific rules. Implicit consent (e.g., a past purchase) is no longer enough.
• Spell out opt‑out. Every promotional message must include an easy exit such as “Reply STOP to unsubscribe,” and your system should honor that request instantly.
• Store proof of consent. Keep timestamps, source pages, or keyword screenshots so you can demonstrate compliance if carriers or auditors ask. This protects deliverability and shields you from fines.
  

Avoiding spam triggers

• Use branded, HTTPS short links. Generic bit.ly‑style URLs often raise carrier suspicion, while a custom sub‑domain (e.g., txt.yourbrand.com) signals legitimacy and lifts click‑throughs.
• One link, clear benefit. Overloading a 160‑character SMS with multiple URLs or ALL‑CAPS urgency words (“FREE,” “BUY NOW”) looks spammy and can lead to filtering.
• Watch frequency and relevance. High send volume or off‑target offers spike opt‑outs. This is another red flag for carriers. Monitor engagement and throttle campaigns when opt‑out rates climb.
  

FAQs about SMS links