Is SMS marketing legal, and what are the rules?

Yes, but it's tightly regulated. In the US, the TCPA requires prior express written consent before sending marketing texts, a clear opt-out (reply STOP), and honoring quiet hours. Carriers also enforce their own rules via 10DLC registration. Reputable platforms build opt-in capture and opt-out handling in - use them, and never text purchased lists.

SMS or WhatsApp - which should I use?

It depends on your audience's geography. SMS dominates in the US and Canada, while WhatsApp is the default in much of Europe, Latin America, the Middle East, and Asia. If your customers are international, a WhatsApp-first tool (Wati) or an omnichannel platform (respond.io) makes sense; for US e-commerce, SMS-first (Postscript) usually wins.

How much does SMS marketing cost?

Most platforms charge a monthly plan plus per-message or per-contact fees, and carrier or WhatsApp API charges are often passed through on top. Costs scale with list size and send volume, so estimate messages per month. Also budget for 10DLC registration fees in the US, which carriers require for business texting.

What's the difference between broadcast SMS and chat automation?

Broadcast SMS sends one message to many contacts - promotions, drops, announcements. Chat automation (chatbots and flows) handles one-to-one conversations automatically, like answering FAQs, qualifying leads, or recovering carts. Manychat leans automation; Postscript and SimpleTexting lean campaigns; many businesses use both.

Best SMS & Chat Marketing Software (2026)

SMS and chat marketing software lets you reach customers where they actually read messages - text, WhatsApp, Instagram DMs, and website chat - with open rates that dwarf email. For e-commerce and local businesses, it's one of the highest-ROI channels for promotions, abandoned-cart recovery, and fast two-way support.

The category covers a few distinct jobs: broadcast SMS campaigns, conversational chat automation (chatbots and flows), WhatsApp Business messaging, and shared-inbox texting for sales and support. Some tools specialize in one channel; others unify several. Pick based on where your customers are and whether you need one-to-many campaigns or one-to-one conversations.

Pricing is usually a monthly plan plus per-message or per-contact costs, and carrier/WhatsApp fees are often passed through on top. Compliance matters more here than in email: you need explicit opt-in and easy opt-out. The picks below span e-commerce SMS, WhatsApp, chat automation, and business texting.

Our top SMS & Chat Marketing picks

What to look for

The channel your customers use - SMS, WhatsApp, Instagram/Facebook, or web chat. Buy for where your audience actually is.
Campaigns vs. conversations - some tools excel at one-to-many broadcasts, others at one-to-one automated chat or shared-inbox texting. Know which you need.
Compliance built in - explicit opt-in capture, easy opt-out (STOP), and quiet-hours controls keep you on the right side of TCPA and carrier rules.
Total messaging cost - watch for per-message fees, per-contact pricing, and pass-through carrier or WhatsApp API charges on top of the base plan.
Integrations - native Shopify, CRM, and e-commerce connections power automations like abandoned-cart and post-purchase flows.

Frequently asked questions

Is SMS marketing legal, and what are the rules?: Yes, but it's tightly regulated. In the US, the TCPA requires prior express written consent before sending marketing texts, a clear opt-out (reply STOP), and honoring quiet hours. Carriers also enforce their own rules via 10DLC registration. Reputable platforms build opt-in capture and opt-out handling in - use them, and never text purchased lists.
SMS or WhatsApp - which should I use?: It depends on your audience's geography. SMS dominates in the US and Canada, while WhatsApp is the default in much of Europe, Latin America, the Middle East, and Asia. If your customers are international, a WhatsApp-first tool (Wati) or an omnichannel platform (respond.io) makes sense; for US e-commerce, SMS-first (Postscript) usually wins.
How much does SMS marketing cost?: Most platforms charge a monthly plan plus per-message or per-contact fees, and carrier or WhatsApp API charges are often passed through on top. Costs scale with list size and send volume, so estimate messages per month. Also budget for 10DLC registration fees in the US, which carriers require for business texting.
What's the difference between broadcast SMS and chat automation?: Broadcast SMS sends one message to many contacts - promotions, drops, announcements. Chat automation (chatbots and flows) handles one-to-one conversations automatically, like answering FAQs, qualifying leads, or recovering carts. Manychat leans automation; Postscript and SimpleTexting lean campaigns; many businesses use both.