When it comes to reaching your customers, there’s no doubt that the most efficient and effective method today is SMS. With open rates of 98%, it’s hard to imagine any other communication platform that even comes close to the reach and impact of SMS messaging. According to Attentive, text messaging outperformed email over the 2024 Black Friday/Cyber Monday shopping period, peaking at 35% conversion rates versus 19% for email.
But as your subscriber list grows and customers request more text interactions, it can get tougher to manage your SMS strategy through basic online platforms. There are a multitude of rules and requirements to consider, never mind the development burden of creating protocols that connect to aggregators. And then—how do you send all those messages to the right people, analyze the results, and manage your messaging strategy as your subscriber list grows—without hiring a whole new team?
The solution? An API for SMS Messaging.
What is an SMS API?
Let’s start with a couple of definitions.
SMS stands for Short Message Service, and it’s a type of text messaging for mobile phones and Internet applications. SMS works by encoding a text message into data that is transferred over interconnected carrier networks to the targeted recipient, where it is converted back into a text message.
API stands for Application Programming Interface, and it’s simply an intermediary that allows communication between applications or systems.
The basic infrastructure for SMS messages is separate from the infrastructure for transmitting Internet data. An SMS API bridges the gap between the two infrastructures; it’s a platform that allows organizations to send and receive SMS messages through an Internet framework.
An API allows platforms and enterprises to improve how SMS works within their overall communications strategy whether the goal be marketing, customer care, or critical communications. With an SMS API, companies can integrate SMS messaging options right into their customer-facing tools, allowing two-way communication with users from one central location. An API simplifies customer interaction while boosting messaging effectiveness.
Curious about where SMS fits into current business comms strategy?
Check out the latest survey results, insider insights, and industry predictions in the State of Messaging report.
Why do I need an API for my SMS messages?
For companies that are just starting out with messaging and don’t have a large subscriber list, an API integration may not be necessary. There are communications platforms that serve smaller brands by providing simple, out-of-the-box solutions that connect to APIs on their behalf. These platforms can allow smaller brands to test ideas and build an audience when they aren’t quite ready to make the leap to an API.
But when your company outgrows beginner tools or needs additional functionality, an API can be exactly what you need!
A good SMS API gives developers:
Flexibility
Create messages that get the responses you want. The right SMS API will allow you to exceed 160 characters, interact with bots or pin codes, engage in group messaging, and send multimedia attachments (via MMS).
Capacity
When your subscriber list gets too big for basic tools, an API will help your SMS messages reach everyone easily and cost-effectively—even across the globe!
Insights
A good SMS API will give you tools and service insights to help you diagnose messaging problems early in your campaigns, helping you save money and maximize your effectiveness.
Learn about Bandwidth’s Messaging Insights
Watch Bandwidth’s messaging experts talk about the latest monitoring and alerting tools.
Features
High throughput capacity, reliable delivery, bi-directional unicode and emojis, and real-time delivery receipts keep you competitive in an ever-changing marketplace.
Support
It should go without saying, but we’ll say it—the right SMS API comes with robust customer support to help you make sure your SMS strategy works seamlessly.
DeansList’s story
See how DeansList relies on Bandwidth’s award-winning support to supply school systems with parent-teacher communications.
Common applications of an SMS API
Organizations of all types use an API with SMS messaging. Here are just a few common applications:
Marketing
SMS marketing is one of the most effective ways to convert subscribers into lifelong customers, and an API can help you reach more people, more reliably, with more conversions as a result.
Notifications and reminders
Your API can help you automate communication with your audience. Whether it’s an order confirmation, shipping update, appointment reminder, or abandoned cart notice, an SMS API makes it easy to boost customer engagement and satisfaction, reduce no-shows, and improve conversion rates.
Customer support
Communicate with your customers on a platform they are already comfortable with. With an SMS API, two-way SMS conversations are a breeze.
Two-factor authentication
Build trust and improve security with two-factor authentication through an SMS API.
Alerts
When emergencies occur, rapid communication is vital. Keep your subscribers informed and reassured when things don’t go as planned.
See how utilities can uplevel their customer comms with smart text messaging.
Scaling up your business—and your subscriber list—doesn’t have to mean an exponential increase in work to manage your SMS strategy. With the right API for SMS messaging, you can have improved functionality, insights, and customer engagement—without exhausting your developers or breaking the bank.
