Understanding SMS Message Segments

Learn how your message’s content and length contributes to your cost.

Privy bases our text message cost on the number of segments used for each message — when you hear the word “segments”, you might think of the ones you build for your Email and SMS lists, but SMS message segments are different. This article will explain what message segments are, and how they impact the number of SMS credits you use each month.

What is an SMS Message Segment?

An SMS Message Segment is a unit of measurement that mobile carriers use to charge for text messages. They typically have a character maximum of 160 simple characters. Messages with special characters, such as emojis, have a character maximum of 70 characters.

MMS Segments

If you’re sending an MMS message (a text message including an image), your message segment has a character maximum of 1,600 characters.

Multi-Segment Messages

If your SMS message exceeds 160 simple characters, it will be split into multiple segments. Once your message contains two or more segments, the maximum number of characters decreases to 153 per segment.

If your SMS message contains an emoji and exceeds 70 characters, it will be split into multiple segments. Once your message contains two or more segments + includes emojis, the maximum number of characters decreases to 67 per segment.

How does this impact message cost?

Sending text messages in Privy requires a plan with SMS Credits. The amount of SMS Credits used to send your message is dependent on how many segments your message requires.

Here is a breakdown of credit cost, based on recipient location and message type:

	USA + Canada
SMS Segment	1
MMS Segment	3

FAQs

How does personalizing a message (i.e., including a contact’s first name) affect my message cost?

It’s important to keep in mind that adding a variable in your personalized content, such as a contact’s name, may change the actual SMS length and segment count. This may increase the cost of some messages. 

For example, if your message is close to 160 characters + includes a First Name variable, it may remain at 1 segment for a contact named “Joe”, but if your contact has a longer name such as “Elizabeth”, their message might exceed 160 characters and increase to 2 segments.

Why does my character and/or segment count increase so much when using emojis?

Emojis are special characters; they are weighted differently compared to simple characters. When using emojis, your segment’s max character count decreases to 70. Additionally, emojis typically take up the space of at least 2 characters (some newer emojis may take up more character space). 

If you’re using multiple emojis in one text message, your message size will grow faster than a message using simple characters.

Why does sending a text message with an image cost so much more?

MMS messages involve more data than regular SMS messages. Additionally, your MMS messages allow a max character count of 1,600. All in all, mobile carriers charge about 3X more for MMS messages than they do for SMS.

Why does my message start with > 0 characters?

Our character and segment count is based on the preview text message shown on the right of your message editor. We include the required Business Name and Opt-Out language in your character count to give you the most accurate estimate.

Can I remove my Business Name and Opt-Out Language to save on characters?

No, Privy requires all text messages to start with your Business Name and end with Opt-Out instructions.