An expert guide to SMS in HubSpot

Implementing SMS campaigns in HubSpot transforms the CRM from a passive database into an active engagement engine. Is it included? How does it work? In this expert guide, we’ll explain the case for SMS, the leading options for SMS support, and walk you through what we’d recommend and when.

Why and when to use SMS

Email inboxes are overflowing but SMS cuts through the noise. With open rates often exceeding 90%, text messaging grabs attention immediately.

SMS works best for high-value interruptions. Think appointment reminders, urgent alerts or hot sales follow-ups. However, it demands respect. Keep the newsletters for email. Use SMS when you need to send messages that drive immediate action.

Choosing the right tool

Finding the right tool depends on your customer's location, your sending volume, and your ability to satisfy ACMA regulations.

Let's start with the bird's-eye view of the big three SMS tools.

• HubSpot SMS is a marketing-first tool, but HubSpot currently restricts it to US numbers only.
• Aircall is a phone system first and a texting tool second. It shines at automated 1:1 triggers and sales follow-ups, but it falls apart if you try to use it for mass texting.
• Sinch MessageMedia bridges the gap. It integrates deep into HubSpot and offers bulk SMS messaging for multiple countries.

With that said, let's dive into the details on each one.

1. HubSpot SMS (the US-only add-on)

HubSpot built their SMS tool to live alongside your email marketing campaigns.

It’s important to note that you must pay for this add-on. The standard HubSpot Marketing Hub license does not include it.

The elephant in the room is that this tool works for US & Canada only. This isn’t just your location, this is also the location of your message recipients. So unless you are a business exclusively targeting the US market, HubSpot SMS isn’t a good fit.

Core features

Broadcast (bulk SMS)

• How it works: You create messages in Marketing > SMS. The interface mirrors the email drag-and-drop editor, though HubSpot optimised it for mass texting.
• Smart features: Features include automatic 'quiet hours' and link shortening.

Workflow automation

• Triggers: Add 'send SMS' actions in workflows.
• Compliance: You must complete 10DLC registration (US carrier vetting), which takes days to weeks.

Verdict

• Best for: Businesses with a dedicated US branch targeting only US customers.
• Cost: Paid add-on starting at $75 USD/month (includes 1,000 message segments). Requires Marketing Hub Pro or Enterprise.

2. Aircall (the voice and SMS option)

Aircall designed its SMS features for high-touch, 1:1 relationships and specific automated workflows. It is not a tool to send bulk texts.

Core features

Broadcast (bulk SMS)

• Capability: Aircall does not have a native bulk send feature.
• Risk: Sending bulk messages from a standard Aircall voice line triggers carrier spam filters, which risks blocking your main business phone line.

Workflow automation

• Scenario: A prospect fills out a contact sales form. The workflow triggers an SMS from the assigned sales rep's specific mobile phone number.
• Strength: This ensures immediate, personal follow-up without manual effort.
• Rate limits: Strict limits apply (approx. 200 messages/min max).

Two-way messaging

• Interface: Agents handle two-way messaging in the Aircall app (desktop or mobile).
• Sales enablement: Your reps can call and text from the same app, which is a huge productivity win. You can learn more about how we implement smart phone systems like Aircall here.

Verdict

• Best for: Sales teams needing automated 1:1 workflow triggers and personal follow-up.
• Cost: Included in Aircall 'Professional' tier (approx. $50-$70/user/mo).

3. Sinch MessageMedia (the dedicated SMS tool)

Sinch MessageMedia is a dedicated SMS gateway with social media connectivity. Unlike HubSpot SMS, it handles global messaging with ease.

Core features

Broadcast (bulk SMS)

• Global reach: Sends to 200+ countries, including Australia, NZ, UK, and US.
• Method: Send mass texts via the embedded HubSpot app or by syncing lists.
• Rich media: Supports MMS (images/GIFs) and mobile landing pages, which usually drives higher engagement.

Workflow automation

• Deep integration: Installs custom workflow actions into HubSpot.
• Logic: Automate based on delivery status (e.g. "if SMS fails, send email").

Two-way messaging

• Conversations inbox: Integrates directly with HubSpot conversations inbox for a unified view.
• 1:1 chat: Sales reps can text from the contact record using the CRM sidebar card.

Verdict

• Best for: Teams running a hybrid strategy that needs both bulk marketing blasts and personal 1:1 chats globally.
• Cost: Subscription + per-message fees.

Regulatory landscape: rules & global numbers

Adhering to local compliance in each country you have a number in is non-negotiable. Unfortunately, this is a complex issue with each country having different guidelines.

Australia: ACMA & the Spam Act 2003

Unlike the US (which focuses on TCPA), Australia is governed by the ACMA.

1. Consent: You must have express or inferred consent. Regulations strictly prohibit buying lists (and it is bad practice).
2. Identity: The message must clearly identify the sender.
3. Unsubscribe: Every commercial message must contain a functional unsubscribe facility.
• Note: If using an alphanumeric sender ID (e.g. 'MyBrand'), recipients cannot reply 'STOP'. You must include a clickable unsubscribe link in the message body.
4. Australian mobile numbers: Essential for 2-way conversation so clients can reply.

Acquiring numbers globally

• Alphanumeric sender IDs: Popular in Australia and UK for one-way alerts (e.g. 'YourDelivery'). High trust, but recipients cannot reply.
• International numbers: To message clients in the UK or US effectively, acquire local numbers for those regions. This avoids 'international routing' flags and improves delivery rates. Sinch allows you to manage multiple international numbers from one portal.

E= Our expert recommendation and your next steps

Your choice should be driven by where your customers live and how you intend to engage them.

1. Consider HubSpot SMS if you have a US-based entity and your database is exclusively in North America. It offers the most seamless UI but simply won't work for Australian or global contacts. Remember this is an additional paid cost.
2. Choose Aircall if you focus on automated workflows and sales enablement. If you need to trigger a text from a specific rep when a deal stage changes, Aircall handles this 1:1 automation perfectly.
3. Sinch MessageMedia is the better option if you need a mix of 1:1 engagement and bulk broadcasting. This unique tool allows you to send mass campaigns while enabling individual sales replies, ensuring you stay compliant.

Let’s chat about your SMS strategy

Navigating ACMA rules, 10DLC, and international carrier filters can be difficult and time-consuming.

We are official partners with HubSpot, Aircall, and Sinch MessageMedia. This means we can give you an independent assessment of your SMS needs and get you the right solution.

Chat to us today about your SMS strategy or to ask about a HubSpot audit. We can help you configure the right mix of tools to ensure you are compliant, connected, and driving revenue.