Your audience is drowning in spam texts—19.2 billion of them invaded phones across the U.S. in June 2025 alone. Exploring ways to scale your SMS marketing efforts brings up a real dilemma: expanding your reach without becoming part of the problem.
Yet with the impressive 98% open rate of SMS, it’s no wonder so many brands are searching for the right text blast software solution to reach subscribers as you grow. The reality is that most SMS blast services are missing the point entirely. Your audience doesn’t want to be ‘blasted.’ They want to feel like you’re talking to them, not at them.
This is exactly the insight that drives Subtext’s platform. We don’t help you blast anyone. We’ve built a platform for authentic relationships at scale—and there’s a world of difference.
The appeal of traditional text blast services is clear: they promise to help you send thousands of messages quickly and affordably. The problem is they focus on volume over value.
This means that when brands try to scale their messaging with a typical text blast app, they often end up sounding like the spam texts audiences are already tired of receiving.
Here’s how this happens:
The result is messages that feel intrusive, impersonal, and even pushy. In other words, spam.
But let’s be clear: this isn’t just a messaging problem, it’s a platform problem. When the tools encourage spammy behavior, even well-intentioned organizations fall into the spam trap. To avoid this, you need an approach to SMS that builds better relationships, not better broadcasting.
Instead of thinking about an SMS campaign as a broadcast to the masses, we frame it as quality relationship-building at scale. What seems like mere semantics is actually a fundamental shift in your approach that can determine whether messages get opened or blocked.
These strategies lift you out of the SMS blast zone and into trusted territory where authentic connections can thrive.
When building real audience relationships over SMS, a text blast mindset won’t deliver the engagement you’re looking for. The solution is measuring connection, not just reach:
Minding these metrics keeps your brand accountable. While text blast software might prioritize traditional metrics like send volume, delivery rates, or list growth rates, these metrics miss the mark. Subtext helps you measure what actually builds relationships while also allowing you to scale.
The foundation of non-spammy SMS is explicitly opt-in—period. The necessity for legal compliance aside, this builds trust from the very first interaction with your audience.
Permission-based messaging is key. This is why Subtext is opt-in only. Every subscriber makes the choice to receive messages through one of our verified sign-up methods:
Subtext also helps you set up clear expectations during subscriber signup so they know exactly what they’ll receive and how often. Transparency like this eliminates the surprise factor that can make messages feel spammy.
Learn more about the power of opt-in messaging for building trust.
Typical text blast platforms default to batch sending and broadcast speed. These features prioritize efficiency over real fan engagement, but you can’t build an audience that cares enough to respond through mass broadcasts alone. There is a critical difference between:
Every single message should have a clear benefit for subscribers. For example:
Most importantly, showcase value upfront, not buried after an ask. This way, your SMS list isn’t just a promotional dumping ground. Your subscribers genuinely benefit from a curated experience they can’t get anywhere else.
People are incredibly good at pattern recognition. Most of your audience can tell the difference between a real message and a mass-produced one within seconds. In that brief window, they’re deciding:
“Is this spam or something I actually want to read?”
Every word counts, which is why clarity and authenticity are critical if you want to get read at all. With Subtext, you can enhance your human-centered communication approach by adhering to tried-and-true communication principles.
Your goal isn’t to fool people into thinking you’re texting them individually. Instead, it’s to maintain the warmth and authenticity that sets SMS apart, even as you scale.
Typical text blast software features concentrate on one-way messaging. At Subtext, we’re designed for dialogue.
In fact, we’re big believers in the way SMS engagement strengthens audience retention. Here, we encourage engagement strategies like:
These interactions create a positive feedback loop between you and your subscribers, and they work for all types of brands, from digital creators to live event promoters. Plus, carriers view engagement as a positive sign that improves sender reputation—and deliverability—over time.
Still, we understand the reality of scaling SMS. You’ll need to lean on automation to handle volume, but the key is using it thoughtfully. While SMS blast platforms use automation to eliminate human interaction, Subtext gives you flexibility to automate where it makes sense while keeping personal touches where they matter most.
There’s a fine line between mutually beneficial SMS communication and self-serving promotional messaging. Stay on the right side with these essential practices.
| Do | Don't |
| User conversational language | Use excessive caps or promotional symbols |
| Time messages properly | Send during late nights or early mornings |
| Include clear opt-out instructions in every campaign |
Ignore or delay unsubscribe requests |
| Build sending volume gradually, if at all | Send large batches from new numbers immediately |
| Keep messages valuable and relevant | Send content outside your stated purpose |
Your SMS platform shapes everything about how your audience experiences your messages. It determines whether your SMS efforts build community or just contact lists.
The wrong platform pushes you toward:
Subtext was built from the ground up with a different philosophy: real engagement. Our platform guides you toward:
We manage all the backend complexity, like 10DLC registration and carrier relationships, so you can focus on the work that actually builds audience loyalty.
Stop adding to the spam problem. Start building genuine SMS relationships.
Spam happens when you treat your audience like targets instead of people. Subtext’s platform is built around permission, value, and respect. Book a demo with our team to see how Subtext helps you grow without sacrificing authenticity.