--- updatedAt: 2025-11-11T02:43:25.000Z agentTools: projectIndex: https://docs.webengage.com/llms.txt --- # SMS While you will be using *WebEngage* to create all your *SMS campaigns,* the actual delivery of the message to your target audience is facilitated by an *SMS Service Provider (SSP)* like *[Twilio](twilio), [Exotel](exotel), [Plivo](plivo), [mGage](mgage-1)* and so on. > 👍 We recommend integrating your Website or App with WebEngage to send real time personalization messages to your users > > *(Doing so will enable real-time personalization of messages sent to each user!)* > > * [Website](web-getting-started) > > * [Android app](android-getting-started) > > * [iOS app](ios-getting-started) > > * [React Native apps](react-native) > > * [Flutter apps](flutter) > > * [Cordova/ PhoneGap/ Ionic apps](cordova) > > * [Xamarin.Android app](xamarin-android) > > * [Xamarin.iOS app](xamarin-ios) > > * [Unity.Android app](unityandroid) > > * [Unity.iOS app](unityios) > > * [Integration via Segment.com for Website, Android & iOS](segment) > > * [Integration via GTM for Website, Android & iOS](gtm) ## SMS Marketing Concepts Let’s quickly walk you through a few related concepts: ### Transactional SMS Messages that convey updates or information related to the [user's lifecycle](https://knowledgebase.webengage.com/docs/events-introduction#section-understanding-your-user-s-lifecycle) like *account balance, payment received, account debited/credited, subscription expired/renewed, out for delivery, product dispatched/delivered, unable to deliver,* and so on are generally classified as *Transactional SMSes.* Most users usually expect to receive such messages while performing certain actions on your app/website or offline. Such texts override all international *DND* regulations, owing to their urgent nature and are usually sent through the *SSP’s Transactional Messaging Pipeline.* ### Promotional SMS Messages that are aimed at engaging users with offers, coupons or nudge users to perform a certain action like *completing the purchase, continue streaming, try out a new service* and so on are generally classified as *Promotional SMSes.* Such text campaigns are strictly regulated by a *[national do not call list](https://en.wikipedia.org/wiki/Do_not_call_list)* in several countries like *India, Singapore, UK, Canada, US* and are delivered through the *SSP's Promotional Messaging Pipeline.* Depending on your *SSP,* you could opt-in for a *High-priority Promotional Messaging Pipeline* to ensure timely message delivery. ### Whitelisting Depending on the *SSP* you're using, you may need to whitelist the message body, personalization tokens *(User’s Name, Order ID, Purchased Product, Account Number)* and links for all your *[Transactional Messages](sms#section-transactional-sms). Whitelisting* ensures that the message is delivered through the *SSP's transactional pipeline* as soon as possible, even if the user’s number is registered in a *[national do not call list](https://en.wikipedia.org/wiki/Do_not_call_list)*. This means that before you start sending *Transactional SMSes,* you will need to create a standard copy for each use-case and have it registered or whitelisted with your *SSP.* For example, let’s say that we’re whitelisting the following text: > 👍 Transactional SMS Template for Delivery Update > > *Hey`{{user['system']['first_name']}}`,* > > *Your Order ID,`{{event['custom']['Order Placed']['custom']['Order ID']}}` is out for delivery! Track it here: * > > * *`{{user['system']['first_name']}}`personalizes message to each user's registered first name* > > * *`{{event['custom']['Order Placed']['custom']['Order ID']}}`personalizes message to the latest order placed by each user* Then, while whitelisting the message, you will need to request your *SSP* for a standard code they use to identify the personalization tokens and links. This means that the actual message you whitelist would look something like this (depending on the codes used by your *SSP*): > 👍 Whitelisting Delivery Update SMS with an SSP > > *Hey`#123#`,* > > *Your Order ID`#123#` is out for delivery! Track it here:`@yxz`* However, do keep in mind that any major deviation in the text being sent to your users, and the whitelisted text will cause the *SMS* to be treated as a *[Promotional Message](sms#section-promotional-sms).* ## SSP You can think of *SSPs* as middle-men that transmit the message from *WebEngage* to the *Mobile Network Operators* of your users. We have partnered with several global SSP leaders to help make *SMS marketing* a seamless process for you. {2193} Click to enlarge ### SSP Integration As shown below, you can integrate multiple *SSPs* with your project by navigating to **Data Platform> Integrations > SMS Setup (Configure) > SMS**. {1425} Click to enlarge Here, you will find a list of all the *SSPs* for which we provide ready-to-use integrations. And if you have already added a few *SSPs* to your project, then you will be able to view the configuration details in the first half of this section. For example, in the visual below, you can see that two *Twilio* accounts have been integrated. {1425} Click to enlarge > 🚧 SSP Setup > > *Please select an SSP from the left navigation panel (Channel Configurations > SMS) to continue configuration.* ### Setting Up SSP for Sending Different Types of SMS Campaigns Depending on the *SSP* you’re using, you may need to purchase separate licenses/Sender IDs for sending *Transactional* and *Promotional Messages,* respectively. Thus, while creating an *SMS campaign,* please be mindful of the fact that the *SSP* selected at *[Step 3: Message](https://knowledgebase.webengage.com/docs/creating-sms-campaigns#section-select-ssp)* has been set up to send the *SMS Type* selected at *[Step 1: Audience](https://knowledgebase.webengage.com/docs/creating-sms-campaigns#section-step-1-2-select-type-of-sms).* A mismatch between the two may cause your campaign to fail. ### Managing Configuration {1440} Click to enlarge As shown above, integrated SSPs are listed under the section, *Your SMS Service Provider List.* You can choose to *[Edit](sms#editing-an-ssp)* or *[Delete](sms#deleting-an-ssp)* the integration anytime you like by accessing the *Actions* menu placed on the extreme right. The *Actions* menu also indicates the *unique Webhook URL* you can add to your *WSP dashboard* to ensure that *delivery status notifications ([sent, failed, queued, delivered](https://knowledgebase.webengage.com/docs/channel-campaign-performance-metrics#sms))* are tracked under campaign stats in your WebEngage dashboard. #### Editing an SSP You can choose to edit configuration details in cases where incorrect details were entered during configuration, or the SSP updated some details post-integration. As shown below, select *Edit* from the *Actions menu,* make your changes, and click *Save.* {1425} Click to enlarge #### Deleting an SSP Deleting an integration will cease campaign delivery for all *[Running](https://knowledgebase.webengage.com/docs/campaigns#running)* and *[Upcoming](https://knowledgebase.webengage.com/docs/campaigns#upcoming)* campaigns where the respective SSP was selected for sending it. In such cases, you will be prompted by the following message. {1425} Click to enlarge Thus, please ensure that no existing campaigns are dependant on the SSP (you intend to delete) for sending SMSes to your users. As shown below, select *Delete* from the *Actions menu,* and click the *Delete button* in the pop-up to confirm your decision. {1425} Click to enlarge