SMS Character Limits & Messaging Units

SMS charges are based on messaging units, not just the number of messages sent. These units depend on the type of characters used in your message:

GSM (Standard characters)

• Messages up to 160 characters = 1 message unit.

• Messages over 160 characters are split into 153-character segments.

• Max total: ~1,600 characters (split across multiple units).

Unicode (Special characters like emojis, non-Latin scripts)

• Messages up to 70 characters = 1 message unit.

• Messages over 70 characters are split into 67-character segments.

• Max total: ~737 characters (split across multiple units).

Note: The number of messaging units is clearly displayed on the UI before launching an SMS campaign, so you can easily review expected charges before sending.