SMS marketing
SMS marketing for South African businesses
Send specials, launches and loyalty offers straight to your customers' phones. Here's how to run a campaign that works and stays within POPIA and the Consumer Protection Act.
- Opt-in lists
- STOP replies handled
- From 22c an SMS
Main Street Butchery: Braai packs 20% off this Friday and Saturday. Show this SMS at the till. Info: 021 123 4567. Reply STOP to opt out.
Corner Cafe: Payday special! 2 burgers and 2 cooldrinks for R149 until Sunday. Info: 021 123 4567. Reply STOP to opt out.
Bloom Boutique: New winter stock is in, sizes 8 to 22. Come and see it before the weekend. Info: 021 123 4567. Reply STOP to opt out.
Why SMS marketing
Why SMS still works for marketing
SMS lands on the lock screen of every phone, including the ones without data.
Every phone
SMS reaches smartphones and basic phones, with no data or app needed.
Seen, not buried
Messages show up as a notification instead of sitting in an inbox.
Short and direct
160 characters keeps your offer clear and quick to read.
Easy to act on
People can show the SMS at the till, call the number or reply.
Your own list
You decide who gets your message, with no algorithm in the way.
Low cost per customer
From 22c an SMS, with no setup or monthly fees.
Your first campaign
Run an SMS marketing campaign in four steps
Build an opt-in list
Ask customers at the till, on your website or on order forms if they want SMS specials. Note when they said yes.
Write one clear offer
Your name, the offer, the deadline and how to claim it. End with Reply STOP to opt out.
Pick your timing
Send close to when people can act: a Friday morning for a weekend special, or just after payday.
Measure and clean
Count the SMS shown at your till or the code used online. Remove numbers that fail or opt out.
Campaign ideas
SMS marketing examples you can adapt
Each one fits in a single SMS and ends with the opt-out line.
Main Street Butchery: Braai packs 20% off this Friday and Saturday. Show this SMS at the till. Info: 021 123 4567. Reply STOP to opt out.
Corner Cafe: Payday special! 2 burgers and 2 cooldrinks for R149 until Sunday. Info: 021 123 4567. Reply STOP to opt out.
Bloom Boutique: New winter stock is in, sizes 8 to 22. Come and see it before the weekend. Info: 021 123 4567. Reply STOP to opt out.
Bloom Boutique: Happy birthday, Anele! Enjoy 15% off one item this week. Show this SMS in store. Info: 021 123 4567. Reply STOP to opt out.
Lounge Hair Studio: We miss you, Naledi! Book this month for a free treatment with your cut. Call 021 123 4567. Reply STOP to opt out.
Bloom Boutique: Late-night shopping on Thursday until 20:00, with 10% off everything. Info: 021 123 4567. Reply STOP to opt out.
More ready-made messages in our bulk SMS templates.
POPIA, the CPA and the NCC registry
SMS marketing rules in South Africa
Marketing by SMS is covered by POPIA and the Consumer Protection Act. Get these three things right and you can send with confidence.
- Opt-in first for marketingPromotions go only to people who agreed to hear from you, or to existing customers about products like the ones they bought, if you offered an opt-out when you took their number. Reminders and alerts to your own customers are the easy place to start.
- Every marketing SMS can be stoppedYour business name goes in the message, and people can reply STOP. Their numbers go on your opt-out list, so you can keep them out of future marketing.
- The right hours and clean listsSend marketing on weekdays from 08:00 to 20:00 and Saturdays from 09:00 to 13:00, unless people agreed to other times. From December 2026, clean your marketing list against the NCC opt-out registry every month.
When you may send marketing SMS
The Consumer Protection Act regulations limit when direct marketing may reach consumers. Unless someone has agreed to other times, these are the hours:
| Day | Marketing allowed |
|---|---|
| Monday to Friday | 08:00 to 20:00 |
| Saturday | 09:00 to 13:00 |
| Sunday | Not allowed |
| Public holidays | Not allowed |
Service messages, like reminders and order updates, aren't marketing, but keep them to sensible hours too.
Measure your results
- Ask people to show the SMS at the till, and count how many you see.
- Use a code per campaign, like JUNE10, for orders by phone or online.
- Compare sales in the days after a send with a normal week.
- Check your delivery report and remove numbers that fail or opt out.
Not sure if SMS or WhatsApp suits your customers better? Read bulk SMS vs WhatsApp.
Questions
SMS marketing questions
Do I need permission to send marketing SMS?
Yes. POPIA says you need consent before you market to someone by SMS. The exception is an existing customer whose number you got when they bought from you: you may market similar products of yours, if you offered an opt-out when you took the number and include one in every message. Our POPIA guide for bulk SMS explains both cases.
Can I buy a list of cellphone numbers?
No. People on a bought list never agreed to hear from you, so marketing to them breaks POPIA's consent rules. Build your own list from customers who opt in.
What should every marketing SMS include?
Your business name, the offer, how to claim it, and a way to opt out, like Reply STOP to opt out. The 2026 CPA regulations also say people must be able to identify your contact details, so keep your number or website easy to find.
How often should I send?
Start with one or two messages a month and watch your opt-outs. If people stay on your list and respond, you can send more often.
What's the best time to send a special?
Within the legal hours, send close to when people can act: a Friday morning for a weekend special, or around the 25th, when many people get paid.
What does an SMS campaign cost?
One SMS to 2,000 customers uses 2,000 credits. Two Starter packs (R600) cover it, or a Growth pack (R1,350) covers two campaigns like it with 1,000 credits to spare.
Ready to run your first SMS campaign?
WhatsApp us your offer and list size. We'll help you write a message that fits in one SMS and stays within the rules.