Best Shopify SMS Marketing Apps 2025: Klaviyo, Postscript, Attentive & More Compared

SMS marketing is the highest-engagement channel for ecommerce, but it requires the right platform to execute legally and profitably. Unlike email, SMS has strict compliance requirements, per-message costs, and limited character counts—making tool selection critical. This guide compares the best Shopify SMS marketing apps in 2025, breaking down features, pricing, compliance handling, and which stores should use each platform.

Quick Comparison: Top SMS Marketing Apps for Shopify

1. Klaviyo: The Unified Email + SMS Platform

Klaviyo is best known for email marketing, but its SMS capabilities are powerful and seamlessly integrated. If you're already using Klaviyo for email, adding SMS is a no-brainer—unified data, coordinated campaigns, and one platform to manage. For stores not on Klaviyo, it's harder to justify versus SMS-specialized tools.

Key Features

Unified platform combining email and SMS with shared customer data. The biggest advantage of Klaviyo SMS is integration with email. Create coordinated campaigns: send email first, follow up with SMS to non-openers 24 hours later. Use the same segments for both channels. Track revenue attribution across email and SMS in one dashboard. This unified approach eliminates data silos and creates consistent customer experiences.

Advanced segmentation using purchase behavior, browsing data, and engagement. Leverage Klaviyo's powerful segmentation for SMS too. Send abandoned cart SMS only to customers who didn't open the email reminder. Text VIP customers (lifetime value over $500) with early access to sales. Target customers who browsed specific products but didn't buy. Klaviyo's segmentation is unmatched—apply it to SMS for surgical targeting.

Pre-built SMS flows for abandoned carts, welcome series, and post-purchase. Klaviyo includes SMS templates for essential ecommerce flows. Abandoned cart SMS with product image and direct checkout link. Welcome SMS thanking new subscribers and delivering discount codes. Post-purchase SMS requesting reviews and offering replenishment reminders. Templates accelerate setup—customize and launch in minutes.

A/B testing for SMS content, timing, and sending strategies. Test different message copy, discount offers, send times, or audience segments. Klaviyo automatically measures which variant drives more conversions. SMS testing is critical because character limits demand concise messaging—testing finds the most effective wording. Continuous testing improves performance over time.

Two-way SMS conversations with keyword triggers and auto-responses. Customers can reply to your messages. Set up keyword triggers: customers text "HELP" for support info, "SALE" to get current promotions, "STATUS" for order tracking. Auto-responses handle common queries without manual intervention. Conversational SMS builds relationships and reduces support burden.

Compliance tools including auto-consent collection and opt-out management. Klaviyo handles TCPA compliance automatically. Consent collection forms include required legal language. Opt-out requests ("STOP") are processed instantly and customers are suppressed from future messages. Compliance dashboard shows consent status for every subscriber. Legal safety is built-in, reducing risk.

Pricing

SMS pricing: $5/month base fee + $0.0100 per segment (160 characters) in US. A 200-character message counts as 2 segments = $0.0200. MMS messages (with images) cost $0.0300 per segment. International SMS varies by country ($0.02-0.10+ per segment). Pricing is competitive—among the lowest per-message costs of major platforms.

Credits don't expire and roll over month to month. Buy SMS credits in bulk and use them over time. Unused credits persist indefinitely. This flexibility prevents waste—you're not forced to use credits before they expire. Pre-purchase larger credit packages for volume discounts (e.g., $500 worth gets bonus credits).

Email pricing is separate based on contact count. If you're already paying for Klaviyo email ($20-200+/month depending on list size), SMS is an add-on. Total cost = email plan + SMS usage. For existing Klaviyo users, this is efficient. For new users, you're paying for both channels even if you only want SMS initially.

Pros and Cons

Pros: Best-in-class integration with email, powerful segmentation applied to SMS, unified reporting and attribution, lowest per-message costs, excellent deliverability, strong compliance tools, one platform for all marketing, seamless Shopify integration.

Cons: Requires Klaviyo email subscription (added cost if you don't need email), SMS-specific features less advanced than dedicated SMS platforms, steeper learning curve than simpler SMS-only tools, customer support prioritizes email over SMS issues, less focus on conversational SMS compared to specialists.

Best For

Klaviyo SMS is perfect for stores already using Klaviyo for email. Adding SMS is seamless and leverages your existing setup, data, and expertise. Also ideal for stores wanting unified multi-channel marketing from one platform—managing email and SMS separately creates data fragmentation and coordination headaches. If you're not on Klaviyo and only need SMS, dedicated SMS platforms may offer better specialized features. But for most growing Shopify stores, Klaviyo's unified approach is strategically superior.

2. Postscript: The SMS Specialist

Postscript is built exclusively for SMS marketing, making it the deepest SMS-focused platform for Shopify. If SMS is a core channel for your store and you want maximum features, targeting, and optimization capabilities, Postscript is the category leader.

Key Features

Advanced subscriber growth tools including keyword campaigns and two-tap signup. Postscript specializes in growing SMS lists aggressively. Keyword campaigns let you promote "Text SAVE to 555-123" in ads, on packaging, or in emails—people text the keyword and auto-subscribe. Two-tap signup creates frictionless mobile opt-ins. Growth tools are the most sophisticated available, helping you scale lists fast.

Behavioral triggers based on browsing, cart activity, and purchase patterns. Send automated messages triggered by specific customer behaviors. Someone browses a product 3+ times? Send SMS with limited-time discount. Customer abandons high-value cart? Text within 30 minutes with personalized offer. VIP customer hasn't purchased in 45 days? Re-engagement SMS. Behavioral triggers convert intent into sales.

Segmentation by purchase history, engagement, and custom properties. Create segments as specific as "Customers who bought Product A, are subscribed to SMS, opened last 2 messages, and have LTV over $200." Target high-value subscribers separately from casual browsers. Send different messages to engaged clickers vs passive recipients. Granular segmentation maximizes relevance and ROI.

Conversational commerce with AI-powered recommendations and human handoff. Postscript enables two-way conversations where customers ask questions and get product recommendations. AI handles common queries automatically. Complex questions route to your team for human responses. This conversational approach feels personal and drives higher conversion than one-way broadcasts.

Compliance management with built-in consent forms and TCPA protection. Postscript is TCPA-compliant out of the box. Consent forms include required legal disclosures. Automatic opt-out processing for "STOP" keywords. Compliance reporting shows consent records for every subscriber. Age-gating for restricted products (alcohol, tobacco). Legal protection is comprehensive and automated.

Revenue attribution showing which SMS messages drive sales. Track exactly how much revenue each SMS campaign generates. See attributed revenue for abandoned cart recovery, promotional campaigns, and automated flows. Compare SMS ROI against email and paid ads. Attribution clarity proves SMS value and guides optimization. Most stores see 15-30% of total revenue attributed to SMS when implemented well.

Pricing

Starter plan: $100/month base + per-message costs. Includes up to 2,500 subscribers and core features. Per-message costs: $0.0149/segment (US), $0.0448 for MMS. At this tier, budget $150-300/month total depending on message volume. Expensive for small stores but accessible for stores doing $15k+/month.

Growth plan: $500/month base + per-message costs. Includes up to 15,000 subscribers, advanced segmentation, A/B testing, and priority support. Per-message costs same as Starter. At this tier, total monthly cost typically $700-1,500 depending on volume. For stores doing $50k-200k/month with serious SMS strategies.

Enterprise plan: Custom pricing for high-volume brands. Dedicated account management, custom integrations, volume discounts on messages, and white-glove support. Typically for stores doing $500k+/month where SMS is a major revenue channel. Pricing negotiated based on subscriber count and message volume.

Pros and Cons

Pros: Most advanced SMS-specific features, excellent subscriber growth tools, sophisticated segmentation and automation, strong conversational commerce capabilities, built for SMS as primary channel, excellent Shopify integration, dedicated SMS support team, comprehensive compliance tools.

Cons: Expensive base pricing ($100-500/month minimum), higher per-message costs than Klaviyo, no email integration (need separate email platform), steeper learning curve, minimum monthly spend makes it costly for small stores, over-featured for stores just testing SMS.

Best For

Postscript is ideal for stores treating SMS as a primary marketing channel, not an afterthought. If you're doing $25k+/month and see SMS as strategic (not just abandoned cart recovery), Postscript's advanced features justify the cost. Perfect for stores in niches where SMS excels: fashion, beauty, DTC brands with frequent repeat purchases. Also great for stores with engaged mobile audiences where texting feels natural. Not suitable for small stores or those just experimenting with SMS—the cost is too high for casual use.

3. Attentive: The Enterprise SMS Platform

Attentive is the enterprise-level SMS solution for large ecommerce brands. It's powerful, expensive, and designed for stores doing $1M+/month that need white-glove service, advanced AI, and dedicated strategic support. Small stores can't even access Attentive—it's exclusively for high-volume brands.

Key Features

AI-powered message timing optimization for maximum engagement. Attentive's AI analyzes when each subscriber is most likely to engage and automatically schedules messages for optimal times. Some customers respond best at 10am, others at 8pm—AI personalizes timing per subscriber. This optimization can improve click rates by 20-40% compared to generic send times. Timing intelligence is exclusive to Attentive.

Two-Tap™ technology for frictionless mobile signup without typing. Attentive's proprietary signup tech lets mobile users subscribe with two taps—no typing phone numbers or filling forms. Click signup prompt, tap to confirm. This reduces friction dramatically and converts 2-3x better than traditional signup forms. Two-Tap is Attentive's signature feature and delivers exceptional list growth.

Identity resolution matching phone numbers to customer profiles. Attentive's identity graph links phone numbers to email addresses, purchase history, and browsing behavior—even if customers signed up separately for email and SMS. This unified profile view enables better targeting and prevents duplicate outreach. Identity resolution is powerful for stores with large, fragmented customer databases.

Advanced journey builder for complex multi-channel sequences. Create intricate automated journeys combining SMS, email, and other channels. Conditional branching based on engagement, purchase behavior, or custom triggers. Example: Send SMS → if no click in 4 hours → send email → if no purchase in 24 hours → send follow-up SMS with offer. Sophisticated journeys nurture customers through complex funnels.

Dedicated strategic support with account managers and SMS specialists. Attentive provides hands-on support: dedicated account manager, SMS strategy consultants, creative services for message optimization. They analyze your data, recommend strategies, write message copy, and help scale. This white-glove service justifies enterprise pricing—you're not just buying software, you're buying expertise.

Proprietary deliverability optimization ensuring messages reach inboxes. Attentive manages carrier relationships, monitors deliverability metrics, and optimizes routing to maximize delivery rates. Their scale and carrier partnerships deliver better deliverability than smaller platforms. Critical for high-volume sending where even 2-3% deliverability improvement means significant revenue.

Pricing

Custom pricing based on subscriber count and message volume. Attentive doesn't publish pricing—you must contact sales for quotes. Reported pricing typically starts at $1,000-3,000/month minimum, scaling with usage. For large brands sending millions of messages monthly, costs can reach $10k-50k+/month. Pricing includes software, services, and strategic support.

Per-message costs are volume-tiered and negotiated. Higher volume = lower per-message rates. Brands sending 1M+ messages monthly get significant discounts. Costs include SMS infrastructure, deliverability optimization, and compliance tools. Attentive's pricing makes sense only for brands where SMS drives substantial revenue (hundreds of thousands or millions annually).

Minimum contract commitments typically 12 months. Enterprise software comes with annual contracts. You're committing to Attentive long-term, which makes sense given implementation complexity and strategic value. Month-to-month isn't available. This commitment requirement filters out small brands—only serious enterprises with proven SMS ROI should consider Attentive.

Pros and Cons

Pros: Most advanced AI and optimization technology, proprietary Two-Tap signup for exceptional list growth, white-glove strategic support, best deliverability in the industry, sophisticated identity resolution, proven at massive scale, comprehensive compliance and legal protection, ideal for enterprise needs.

Cons: Extremely expensive (minimum $1k-3k/month), custom pricing lacks transparency, minimum contract commitments, overkill for small/medium stores, high switching costs once implemented, requires significant volume to justify cost, not self-serve (requires sales process), feature complexity demands dedicated marketing resources.

Best For

Attentive is exclusively for large ecommerce brands doing $1M+/month in revenue where SMS is a six-figure annual revenue channel. If you're sending hundreds of thousands of messages monthly, have dedicated marketing staff, and need the absolute best technology and support, Attentive justifies its premium pricing. Also ideal for brands with aggressive growth targets where best-in-class tools create competitive advantages. Small and medium stores should look elsewhere—Attentive's pricing and complexity aren't justified until you reach enterprise scale.

4. SMSBump (by Yotpo): Multi-Channel Marketing Platform

SMSBump started as an SMS tool but is now part of Yotpo's marketing suite. It combines SMS with email, reviews, and loyalty programs. If you want an all-in-one platform and are already using Yotpo for reviews, SMSBump integrates seamlessly. As a standalone SMS tool, it's solid but not category-leading.

Key Features

Email and SMS combined in one platform under Yotpo SMSBump. Like Klaviyo, SMSBump offers both channels. Create coordinated campaigns, share subscriber data, and manage everything from one dashboard. Integration with Yotpo Reviews means you can send SMS requesting reviews post-purchase or highlighting 5-star reviews in promotional texts. Unified platform reduces tool sprawl.

Pre-built automation for abandoned carts, back-in-stock, and price drops. Essential ecommerce flows come pre-configured. Abandoned cart SMS with product details and checkout link. Back-in-stock notifications when sold-out items return. Price drop alerts for products customers viewed. These automations run passively in the background, generating revenue without manual effort.

Advanced segmentation using purchase data and engagement metrics. Segment by purchase frequency, total spend, product categories bought, message engagement (opens, clicks), and custom properties. Create targeted campaigns for different customer tiers: VIPs get early sale access, new customers get onboarding series, inactive customers get win-back offers. Segmentation quality is good, though not as granular as Klaviyo or Postscript.

Drag-and-drop flow builder for creating multi-step automations. Visual builder makes creating SMS sequences intuitive. Add triggers (abandoned cart, product purchase), delays (wait 2 hours), conditions (if clicked but didn't buy), and actions (send follow-up). No coding required. Flows handle complex customer journeys automatically once configured. Builder is user-friendly for non-technical marketers.

Compliance tools including consent collection and automatic opt-out handling. TCPA-compliant signup forms with required legal disclosures. Automatic processing of STOP keywords to suppress subscribers. Consent records stored for every subscriber with timestamps. Compliance reporting available. While functional, compliance tools feel less comprehensive than Postscript or Klaviyo.

Pricing

Free plan: 100 subscribers and 150 free SMS credits monthly. Includes basic automation and campaigns. Good for testing SMS marketing without financial commitment. Credits refresh monthly. Once you exceed 100 subscribers or 150 messages, upgrade is required. Free plan is genuinely useful for early-stage stores.

Growth plan: Starts at $19/month for 1,000 subscribers. Includes advanced automation, segmentation, and analytics. Per-message costs: $0.0165/segment (US), higher than Klaviyo but competitive overall. At 5,000 subscribers: ~$59/month base + message costs. Pricing scales with subscriber count, typical total cost $100-400/month for mid-sized stores.

Prime plan: Starts at $100/month with dedicated support and priority features. Adds advanced reporting, dedicated account manager, and priority deliverability. Message costs same as Growth plan. Designed for stores doing $50k+/month. At this tier, compare against Postscript—similar pricing but Postscript offers more SMS-specific innovation.

Pros and Cons

Pros: Good free plan for testing, integrates with Yotpo reviews and loyalty, combined email + SMS platform, user-friendly interface, solid automation capabilities, competitive pricing at lower tiers, good Shopify integration, pre-built templates accelerate setup.

Cons: Higher per-message costs than Klaviyo, fewer advanced features than Postscript, being part of Yotpo suite means upsells for other products, SMS features less innovative than specialists, segmentation not as powerful as Klaviyo, smaller community and fewer resources, deliverability reports vary.

Best For

SMSBump makes sense for stores already using Yotpo for reviews or loyalty programs—the integration creates a unified ecosystem. Also suitable for stores wanting both email and SMS from one platform but finding Klaviyo too complex or expensive. Good for stores doing $10k-50k/month looking for solid SMS features without premium pricing. If you're not in the Yotpo ecosystem and only need SMS, Klaviyo or Postscript offer better specialized value. SMSBump is a good generalist but not a category leader.

5. Recart: Unlimited Messaging Flat-Fee Model

Recart disrupts SMS pricing with an unlimited messaging model—pay a flat monthly fee and send unlimited SMS. For high-volume stores, this eliminates per-message cost anxiety and makes SMS economics predictable. The trade-off is higher base pricing and fewer advanced features than competitors.

Key Features

Unlimited SMS sends included in flat monthly pricing. Recart's signature feature is unlimited messaging—no per-message costs. Pay your monthly fee and send as many messages as your strategy requires. This is revolutionary for high-frequency brands (daily deals, flash sales, frequent launches) where per-message costs limit campaign frequency. Unlimited sending enables aggressive strategies without cost fear.

Pre-built automation templates for abandoned carts and customer win-back. Recart focuses on essential automations that drive revenue. Abandoned cart recovery is highly optimized—multiple messages timed for maximum recovery. Win-back flows target inactive customers with compelling offers. Templates are proven and ready to launch. Fewer customization options than Postscript, but faster setup.

Pop-ups and lead capture forms for growing SMS subscriber lists. Built-in tools for collecting phone numbers via pop-ups, embedded forms, and checkout opt-ins. Pop-ups can offer discounts in exchange for SMS signup. Lead capture is integrated with SMS platform—subscribers automatically flow into welcome sequences. Eliminates need for separate popup tool.

Basic segmentation by purchase history and engagement. Segment subscribers into groups like purchasers vs non-purchasers, high-value customers, message engagers vs non-engagers. Segmentation is functional for fundamental targeting but less granular than Klaviyo or Postscript. Sufficient for most straightforward SMS strategies but limiting for advanced marketers.

Simple interface designed for non-technical users. Recart prioritizes ease of use over feature depth. Creating campaigns is straightforward: choose template, customize message, select audience, schedule send. No complex workflow builders or conditional logic. This simplicity is perfect for beginners or small teams without dedicated marketing resources. Advanced users may find it limiting.

Pricing

Pro plan: $299/month with unlimited SMS messages included. Flat pricing covers unlimited sends, all features, and up to 15,000 subscribers. For stores sending 10,000+ messages monthly, this is cheaper than per-message platforms. At 20,000 messages/month, per-message platforms cost $200-400 just in message fees—Recart's $299 includes unlimited. Break-even is typically around 8,000-12,000 messages monthly.

Scale plan: $599/month for up to 30,000 subscribers. Same unlimited messaging model at higher subscriber limits. Dedicated support and priority deliverability included. For high-volume brands sending 50,000+ messages monthly, this represents significant savings over per-message pricing. Calculate your typical message volume—if you're sending frequently, Recart's economics are compelling.

No surprise bills from message overages or campaign volume. Predictable budgeting is Recart's advantage. You know exactly what SMS costs each month—no variable per-message bills. This predictability appeals to CFOs and enables aggressive SMS strategies without approval friction. Budget certainty is valuable for stores where SMS is a major channel.

Pros and Cons

Pros: Unlimited messaging eliminates per-message cost concerns, predictable flat pricing for budgeting, excellent for high-volume sending, simple interface for beginners, integrated popup and lead capture tools, good abandoned cart automation, cost-effective for stores sending 10k+ messages monthly.

Cons: High base pricing ($299/month minimum) expensive for small stores, fewer advanced features than Postscript or Klaviyo, basic segmentation limits targeting precision, not suitable for stores sending few messages (waste money), limited customization and workflow complexity, smaller feature set overall.

Best For

Recart is perfect for stores sending high message volumes where per-message costs would be prohibitive. Fashion brands with frequent drops, daily deal sites, flash sale stores—businesses texting customers multiple times weekly. If you're currently spending $250+/month on SMS message costs alone, Recart's unlimited model saves money. Also good for stores wanting simple SMS without complexity. Not suitable for stores sending occasional messages—you're paying $299 for unlimited sends you won't use. Calculate your message volume and compare cost models before choosing.

6. Emotive: Conversational SMS with Human Touch

Emotive takes a different approach to SMS: conversational commerce with human agents responding to customer messages. Rather than automated broadcasts, Emotive emphasizes two-way conversations that feel personal. It's powerful but operationally intensive—you're essentially running a text-based customer service team.

Key Features

Human-powered conversational SMS with dedicated agents. Emotive provides trained agents who respond to customer texts in real-time. Customers ask questions about products, sizing, shipping, returns—agents answer personally. This feels like texting a friend who works at the brand, not automated marketing. Conversion rates are exceptionally high because conversations build trust and address objections immediately.

Revenue-share pricing model aligned with performance. Unlike flat fees or per-message costs, Emotive charges a percentage of attributed revenue. If SMS drives $10,000 in sales, Emotive might take 15-20% ($1,500-2,000). This aligns incentives—Emotive only makes money when you make money. Risk is lower but costs can be substantial if SMS performs well. Revenue share typically ranges 12-20% depending on volume.

Proactive outreach campaigns blending automation and human responses. Emotive sends automated campaign messages to segments, but when customers reply, human agents take over. Example: Automated message about sale → customer replies "Do you have this in size 8?" → agent responds personally with availability and purchase link. This hybrid approach scales automation while maintaining personal touch for engaged customers.

Advanced analytics showing conversation metrics and revenue attribution. Track conversation volume, response times, conversion rates per agent, and attributed revenue. See which topics drive most questions (product info, shipping, returns). Identify high-performing agents and conversation patterns. These insights help optimize messaging and agent training. Analytics prove SMS ROI clearly.

Full-service approach with strategy, creative, and ongoing optimization. Emotive doesn't just provide software—they run your SMS program. Strategy consultants design campaigns, copywriters write messages, agents handle conversations, analysts optimize performance. You're outsourcing SMS entirely to specialists. This hands-off approach appeals to brands without in-house SMS expertise.

Pricing

Revenue share model: 12-20% of attributed SMS revenue. Exact percentage negotiated based on volume and complexity. High-volume brands with proven SMS channel get better rates. Low-volume or new brands pay higher percentages. Monthly minimum fees often apply ($2,000-5,000) to ensure baseline profitability for Emotive. Pricing becomes cost-effective only when SMS drives significant revenue.

All-inclusive pricing covers software, agents, strategy, and creative. Revenue share includes everything: platform access, agent salaries, management, strategy, copywriting, optimization. You're not paying separately for software vs services—it's bundled. This simplifies budgeting but makes direct cost comparison difficult versus per-message platforms.

Custom pricing based on expected revenue and subscriber count. Contact Emotive sales for quotes. Pricing depends on projected SMS revenue, subscriber count, message volume, and service level required. Minimum revenue expectations typically $50k+/month in sales where SMS could drive $10k-20k monthly. Below that scale, economics don't work.

Pros and Cons

Pros: Highest conversion rates due to human conversations, revenue-share aligns incentives, full-service approach requires minimal internal resources, excellent for brands emphasizing customer experience, handles complex customer questions better than automation, proven success in luxury and high-touch categories.

Cons: Expensive revenue share can cost 12-20% of SMS revenue, minimum monthly fees exclude small stores, requires significant sales volume to justify costs, less control over messaging vs in-house platforms, reliance on Emotive's team creates dependency, not suitable for brands wanting in-house SMS management, limited for simple broadcast campaigns.

Best For

Emotive is ideal for brands where conversational customer service drives sales: luxury goods, complex products requiring explanation, high-ticket items, fashion brands with extensive catalogs. Perfect for stores doing $100k+/month without in-house SMS expertise who value customer experience. Revenue share makes sense when SMS becomes a major channel driving $20k-50k+/month. Not suitable for small stores, brands with simple products needing minimal explanation, or stores wanting to build in-house SMS capabilities. Emotive is outsourcing, not a tool.

Other Notable SMS Marketing Apps

Worth Considering Alternatives

Omnisend: Email + SMS platform similar to Klaviyo but more affordable. Good for stores doing $5k-25k/month wanting multi-channel marketing. Starts at $16/month + message costs. Easier than Klaviyo but less powerful. Solid middle-ground option.

Firepush: Budget SMS platform with simple automation. Very basic features but extremely affordable. Best for testing SMS without financial commitment. Limited scalability—you'll outgrow it quickly if SMS performs well.

Avada: All-in-one marketing app including SMS, email, popups. Jack-of-all-trades, master of none. Good for very small stores wanting multiple tools in one app. Not competitive for serious SMS marketing versus specialists.

Twilio: Developer platform for building custom SMS solutions. Extremely flexible and lowest per-message costs, but requires technical implementation. Best for stores with development resources wanting custom SMS systems. Not for non-technical users.

How to Choose the Right SMS Marketing App

By Store Size and Revenue

Starting out (under $10k/month): Use SMSBump free plan or Klaviyo if already using it for email. Focus on learning SMS basics—abandoned cart recovery, basic campaigns. Don't overspend on advanced tools you won't use yet. Master fundamentals first.

Growing store ($10k-50k/month): Klaviyo (if using for email) or Postscript if SMS is strategic. Budget $150-400/month. Implement core automation and start testing campaign strategies. SMS should generate 15-25% of revenue email does. Invest appropriately.

Scaling store ($50k-250k/month): Postscript or Recart depending on message volume. Postscript for advanced features, Recart if sending 10k+ messages monthly. Budget $500-1,500/month. SMS should be a major revenue channel at this scale. Sophisticated tools pay for themselves.

Large store ($250k+/month): Postscript, Attentive, or Emotive depending on needs. Attentive for best technology and scale, Emotive for conversational approach, Postscript for balanced features and cost. Budget $2,000-10,000+/month. SMS should drive 6-figures annually at this scale.

By SMS Strategy

SMS as supplement to email: Klaviyo. Unified platform makes adding SMS seamless. Use SMS for high-priority moments (abandoned cart, VIP sales, launches) while email handles regular communication. Lowest friction implementation.

SMS as primary channel: Postscript. Most advanced SMS-specific features, sophisticated targeting, best list growth tools. Treat SMS seriously with tools built for it. Higher cost justified by strategic importance.

High-volume frequent messaging: Recart. Unlimited sending eliminates cost concerns and enables aggressive strategies. Perfect for daily deals, flash sales, frequent launches. Fixed cost provides budget certainty.

Conversational commerce focus: Emotive. Human-powered conversations convert best for complex products or luxury brands. Highest conversion rates but expensive. Outsource SMS entirely to specialists.

By Technical Sophistication

Beginner (first time with SMS): SMSBump or Klaviyo if already using for email. Simple setup, pre-built templates, straightforward interface. Start with abandoned cart and one promotional campaign monthly. Learn SMS fundamentals before advancing.

Intermediate (comfortable with SMS basics): Klaviyo or Postscript. Ready for segmentation, multiple automation flows, A/B testing. Can manage campaigns independently and interpret analytics. Tools support growth without requiring expertise.

Advanced (SMS is core growth driver): Postscript, Attentive, or custom Twilio implementation. Need sophisticated targeting, complex workflows, deep analytics. Dedicated SMS marketing resources in-house. Tools match expertise level.

Essential Features Every SMS App Must Have

TCPA compliance and consent management is non-negotiable. SMS without proper consent is illegal and risky. Your platform must collect verified opt-ins with required legal disclosures, process STOP requests instantly, and maintain consent records. Non-compliance risks $500-1,500 fines per message—potentially devastating. All major platforms handle this, but verify before choosing.

Abandoned cart automation recovers 15-30% of abandoned carts via SMS. This single feature often pays for the entire SMS platform. Must include: automatic triggers when carts are abandoned, product images and details, direct checkout links, timed sequences (send at 1 hour, 24 hours, 48 hours). Abandoned cart SMS converts 2-3x better than email because of immediacy.

Subscriber growth tools make list building possible. SMS lists don't grow organically—you need acquisition tools. Minimum required: popup forms, checkout opt-ins, keyword campaigns. Better platforms add two-tap signup, gamified opt-ins, and referral mechanics. Your list is your SMS asset—growth tools are essential.

Segmentation allows targeting based on behavior and value. Minimum: segment by purchased vs browsed, purchase frequency, order value. Better: segment by product categories, engagement history, customer lifetime value, custom properties. Targeted messages convert 3-5x better than generic blasts. Segmentation directly impacts ROI.

Revenue attribution proves SMS ROI and guides optimization. Must track which messages drive purchases and calculate attributed revenue. See campaign-level and automation-level attribution. Compare SMS performance against email and ads. Attribution visibility is essential for justifying investment and optimizing strategy.

Common Mistakes When Choosing SMS Apps

Choosing based on lowest per-message cost ignores total economics. A platform with $0.01/message but poor features and deliverability costs more than $0.015/message with great targeting and 98% delivery. Calculate total cost (base fee + messages + opportunity cost of weak features) not just per-message rates.

Starting with enterprise tools creates complexity you don't need yet. Attentive and Emotive are phenomenal but overkill for stores doing $50k/month. Overpaying for features you don't use wastes money and creates unnecessary complexity. Start appropriate to your scale, upgrade as you grow. Graduate to enterprise tools when you need them.

Ignoring compliance features risks legal liability. All platforms claim TCPA compliance, but implementation quality varies. Research how each platform handles consent, opt-outs, and record-keeping. Poor compliance tools create legal risk. Get compliance right from day one—fixing later is expensive and risky.

Not calculating message volume before choosing pricing model. Recart's unlimited model is brilliant for high-volume senders but wasteful for low-volume. Similarly, per-message pricing works well for occasional campaigns but becomes expensive at scale. Estimate your monthly message volume honestly, then compare pricing models at that volume.

Underestimating importance of deliverability and carrier relationships. SMS deliverability varies significantly between platforms. Poor deliverability means messages don't arrive—wasting money and missing sales. Established platforms (Klaviyo, Postscript, Attentive) have strong carrier relationships ensuring high deliverability. Newer or budget platforms often struggle with deliverability. This invisible factor significantly impacts results.

Setting Up Your SMS Program for Success

Essential Automation Flows

Abandoned cart sequence (2-3 messages over 24 hours). Message 1: Send 30-60 minutes after abandonment: "Hey [Name], you left something behind! 🛒 Complete your order: [link]." Message 2: Send 4-6 hours later with social proof: "Still thinking about it? Join 10,000+ happy customers ⭐⭐⭐⭐⭐ [link]." Message 3: Send 24 hours later with urgency or small discount: "Last chance! Your cart expires soon. Grab it now + save 10%: [link]." This sequence recovers 20-35% of abandoned carts.

Welcome series for new SMS subscribers (2-3 messages over 3-7 days). Message 1: Immediate—thank for subscribing and deliver promised discount. Message 2: Day 2-3—introduce brand and showcase bestsellers. Message 3: Day 5-7—create urgency to use welcome discount before expiration. Welcome series converts 30-40% of SMS subscribers into first-time customers.

VIP customer exclusives building loyalty with top spenders. Segment customers by lifetime value ($500+) and send exclusive offers before public sales. "VIP Early Access: Shop the new collection 24hrs before everyone else 🌟 [link]." This makes high-value customers feel valued and increases repeat purchase rates among your most profitable segment.

Back-in-stock alerts for sold-out products customers want. When customers view out-of-stock products, capture their phone number for restock alerts. When item returns, automatically text: "Good news! [Product Name] is back in stock 🎉 Sizes selling fast: [link]." These convert at 15-25% because you're texting people who already expressed intent.

List Building Best Practices

Offer compelling incentive: 15-20% discount or exclusive perks. SMS lists are harder to build than email—people guard phone numbers. Offer meaningful value: "Text SAVE to 555-123 for 20% off your first order." Bigger incentives get more signups but train discount-seeking behavior. Test 10-20% range for optimal balance.

Promote SMS signup across all channels: website, email, ads, packaging. Add SMS signup prompts to homepage popups, checkout page, email footers, Instagram bio, product packaging inserts. Keyword campaigns work great in ads: "Text STYLE to 555-123 for exclusive drops." Multi-channel promotion compounds list growth.

Make mobile signup frictionless with pre-filled forms or two-tap. On mobile devices (where most signups happen), pre-fill phone number if possible or use one-tap signup. Every additional field or step reduces conversion 20-40%. Optimize for speed—collect phone number and consent, nothing more initially.

Test different value propositions to find what resonates. A/B test discount percentage (15% vs 20%), phrasing ("exclusive access" vs "VIP treatment"), and incentive type (percent off vs free shipping vs early access). Small improvements to signup conversion compound massively over time. Going from 2% to 3.5% signup rate means 75% more list growth.

Conclusion: Building Your SMS Marketing Stack

The best SMS marketing app depends on your current email setup, store size, message volume, and strategic approach to SMS. There's no universal winner—each platform excels for specific use cases. Klaviyo dominates for stores already using it for email—adding SMS is seamless and cost-effective. Postscript leads for stores treating SMS as a primary channel. Recart wins for high-volume senders. Attentive and Emotive serve enterprise needs.

Start by honestly assessing your situation: Are you already on Klaviyo for email? How many messages will you send monthly? What's your budget? How sophisticated is your team? Do you need advanced features or just essentials? Match your answers to the right platform, not the most popular or expensive platform.

Most importantly, SMS marketing done well adds 15-30% to total marketing revenue. The difference between platforms is less important than actually implementing SMS properly: building your list compliantly, creating valuable automation, segmenting strategically, and respecting subscriber preferences. Start with a platform that fits your current needs, execute well, and upgrade later as you scale. The biggest mistake isn't choosing the "wrong" app—it's never starting at all.