Comparing SMS Marketing Platforms by ROI and Key Metrics

Not all SMS ROI is created equal.

Some teams measure success by immediate revenue lift. Others care more about long-term customer value, retention, or cost efficiency at scale. The challenge isn’t whether SMS can deliver ROI—it’s choosing a platform that aligns with how your organization defines returns.

SMS consistently outperforms other channels on visibility and engagement, but the underlying economics vary widely depending on pricing models, feature depth, analytics clarity, and how much operational effort is required to generate results. A low per-message cost doesn’t always translate into higher profitability, just as sophisticated automation doesn’t guarantee sustainable returns.

This guide breaks down how SMS marketing ROI is calculated, which metrics actually matter, and how platform design choices—from pricing structure to messaging capabilities—shape real-world performance. By the end, you’ll have a clearer framework for evaluating SMS platforms based on your goals, resources, and growth model—before narrowing in on specific providers.

Understanding SMS Marketing ROI

SMS marketing ROI measures how much revenue your messaging programs generate relative to total costs. A common formula is:

ROI = (Revenue from SMS – Total SMS costs) ÷ Total SMS costs × 100%

The power of SMS lies in its direct, personal delivery, which often leads to higher engagement than other channels. That engagement is the engine behind ROI — messages that are opened, clicked, and replied to are the ones that drive revenue or other measurable business outcomes.

Data from Subtext’s 2025 SMS Benchmark Report highlights how engagement-driven programs perform across different use cases:

• Overall programs show approximately 42.6% engagement, reflecting the impact of conversational, two-way messaging versus passive broadcast channels.
• In sports, Subtext messages deliver an average 37.4% click-through rate, signaling strong fan responsiveness to timely, direct communication.
• For events, average click-through rates reach 40.6%, demonstrating how urgency and context can drive action.
• Advertiser-focused campaigns see notable interaction, with roughly 14.2% click-through rates and ~20.4% engagement, well above typical passive-channel benchmarks.

These figures illustrate how engagement translates into opportunity—not guaranteed outcomes. Actual ROI varies based on list health, segmentation, send timing, pricing structure, and how accurately performance is measured.

Rather than relying on a single signal like opens or clicks, high-performing SMS programs evaluate performance across multiple indicators—engagement, responses, and downstream actions—to understand whether messages are driving real business impact.

Key ROI Metrics to Evaluate SMS Platforms

To compare platforms, anchor your analysis in atomic metrics that roll up into ROI and payback:
Open rate: The percentage of delivered messages viewed; SMS commonly reports ~98% visibility.
Click-through rate (CTR): Share of recipients who tap your link; 19-36% is a common range across retail and DTC benchmarks.

• Reply rate: Two-way campaigns can see 25-45% response, boosting lead qualification and first-party data capture.
• Conversion rate: From click to purchase or goal; 21-30% for many promotional flows, and 25-60% for time-sensitive reminders or replenishment nudges.
• Revenue per message (RPM): Dollars earned per send; in ROI case studies, RPM is often cited around $0.15+ for well-targeted ecommerce flows.
• Earnings per message (EPM): Broader profit-focused variant that factors margin, discounts, and returns.
• List growth and opt-out rate: Signal long-term viability; aggressive frequency can inflate short-term revenue but erode lifetime value.

Timing influences all of the above. Retail benchmarks often show that Thursday evening sends outperform weekends for both engagement and conversions, a pattern echoed in Omnisend’s SMS performance analyses.

Tracking these metrics at the campaign and segment level is foundational for accurate ROI modeling and apples-to-apples platform comparisons.

Pricing Models and Their Impact on ROI

Your cost structure can amplify or erode profit, especially at scale. Most SMS platforms use one of three pricing models:

• Pay-as-you-go: purchase message credits and pay only for what you send
• Monthly tiers: bundled message volumes with overage charges after thresholds
• Enterprise contracts: custom pricing, often with volume discounts and SLAs

Real-world SMS costs typically range from $0.01–$0.05 per domestic message segment, with MMS and international traffic priced higher. Carrier and registry fees, such as A2P 10DLC, are commonly passed through rather than bundled into base rates and should be factored into total program cost.

Message length also affects pricing. SMS messages longer than 160 characters may be split into multiple billable segments, effectively increasing the cost of a single send. In tiered pricing models, overage charges can further raise total spend once the included volumes are exceeded.

A reliable SMS pricing comparison should account for base rates, pass-through fees, overage charges, and how message segmentation affects total cost—particularly as volume grows or programs expand into MMS or international markets.

Feature Trade-Offs Influencing Platform Performance

Features are not just convenience—they’re levers that change earnings-per-message and lifetime value. Think in terms of fit for your team and use case:

• API-first platforms emphasize developer control, custom logic, and system-to-system scale. They tend to have lower raw message costs but demand engineering time, extending time-to-value.
• Marketing-focused platforms ship with templated automations, no-code journeys, dynamic segmentation, and testing tools that speed up launch and iteration—often raising RPM faster at a higher software markup.
• Omnichannel engagement suites coordinate SMS with email, push, and in-app journeys to reduce cross-channel cannibalization and maximize LTV.

When evaluating SMS platform features, prioritize capabilities that demonstrably lift RPM/EPM—message personalization, two-way messaging for qualification, robust segmentation, and incrementality testing.

Comparing Leading SMS Platforms by ROI Potential

Independent reviews frequently group leading SMS platforms into four archetypes: marketer-first automation (e.g., Attentive), ecommerce-centric suites (e.g., Klaviyo), developer APIs (e.g., Twilio), and cross-channel engagement platforms (e.g., Braze). Research.com’s roundup of the best SMS marketing platforms surveys these categories and their trade-offs for different business sizes and needs.

Use the table below to align strengths with your ROI goals:

Subtext: Predictable ROI Through Conversational Engagement

Where many SMS platforms optimize for volume efficiency or automation scale, Subtext is designed to maximize revenue quality per subscriber—not just cost per message

Subtext consistently delivers:

• 98%+ open rates
• Higher reply rates through true two-way messaging
• Stronger retention and monetization driven by audience relationships, not just broadcasts

Instead of treating SMS as another outbound channel, Subtext treats it as a direct audience relationship layer—one that compounds value over time.

What Drives ROI on Subtext

Two-way conversations that convert

Reply-based messaging turns campaigns into dialogues—improving qualification, trust, and conversion, especially for launches, renewals, and limited-time offers.

Segmentation that protects lifetime value

Target subscribers by behavior, recency, and engagement depth to lift revenue per message while keeping opt-outs low.

Clear, real-time analytics

Track revenue, engagement, and list health transparently—so ROI decisions are grounded in actual outcomes, not assumptions.

Compliance-first infrastructure

Built-in TCPA and 10DLC workflows reduce deliverability risk, surprise fees, and long-term margin erosion.

For teams prioritizing predictable monetization, audience trust, and long-term ROI, Subtext often reaches payback faster than platforms optimized purely for automation or engineering flexibility.

Twilio: Developer-First Customization and Scalability

Twilio’s API-first design excels when you have engineering capacity to craft message logic, data flows, and bespoke integrations. Pricing can be highly cost-effective at scale—commonly cited U.S. SMS baselines are in the ~$0.0079 per-segment range—but total ROI depends on the time and resources needed to build, maintain, and optimize your stack. For organizations that want maximum workflow control and already operate a modern data pipeline, Twilio delivers flexibility that pure marketing suites generally can’t match. For an overview of Twilio’s developer-first positioning within SMS platforms, see Cambridge Infotech’s comparison.

Attentive: Marketing Automation and Personalization

Attentive focuses on marketer-ready automations, AI-powered segmentation, and ecommerce-centric personalization—features that tend to lift CTR and conversion for lifecycle and promotional campaigns. While pricing varies by contract, market comparisons frequently cite per-message costs near $0.049 for standard SMS, reflecting the premium on built-in orchestration and analytics. It’s a strong fit for teams that prioritize automated, dynamic audience targeting over custom engineering. For Attentive’s positioning and feature set, review its own summary of best-in-class SMS marketing platforms.

Klaviyo: E-commerce Integration and Omnichannel Focus

Klaviyo’s strength is omnichannel orchestration—especially deep integrations with Shopify and other ecommerce stacks—and revenue attribution across SMS and email. Clear automation builders, audience syncing, and cross-channel reporting help commerce brands understand incremental lift and steer budget toward the highest-ROI journeys. These capabilities, combined with transparent usage add-ons for SMS, make Klaviyo a pragmatic choice for retailers aiming to raise blended ROI across email and SMS. Research.com’s vendor overview notes Klaviyo’s e-commerce roots and multichannel focus.

How to Match SMS Platforms to Your Business Needs

A few questions can quickly narrow your options:

• Assess technical resources. Do you have engineering capacity to build and maintain custom workflows, or do you need a platform that enables marketer-led execution out of the box?
• Model message volume. Estimate monthly sends and expected growth. At higher volumes, per-message pricing, overages, and segmentation costs have a greater impact on ROI.
• Clarify your primary use case. Are you focused on promotions and launches, lifecycle reminders, service alerts, or two-way conversational engagement?

The right fit depends less on “best platform” rankings and more on how well a platform aligns with your team structure, audience strategy, and definition of ROI.

Maximizing ROI Through Segmentation, Timing, and Personalization

Across SMS programs, a few practices consistently correlate with stronger ROI:

• Segment by behavior and lifecycle. Distinguishing between active and dormant subscribers, first-time and repeat participants, or high- and low-value segments helps improve relevance and reduce churn.
• Personalize using first-party signals. Messaging informed by prior interactions, preferences, or context tends to outperform generic broadcasts on engagement and response.
• Test timing by segment. Optimal send windows vary by audience and use case; performance often improves when timing is tested rather than assumed.
• Iterate with short feedback loops. A/B testing offers, calls to action, and message length—and tracking outcomes beyond clicks—helps refine performance over time.

A common high-ROI program structure includes a welcome sequence, timely reminders or follow-ups tied to user behavior, and differentiated outreach for highly engaged or returning subscribers. While specific flows vary by industry, the underlying principle is consistent: relevance and timing drive results.

Transparency and Compliance as Drivers of Sustainable ROI

In SMS, compliance isn’t optional—it directly affects deliverability, sender reputation, and long-term performance. Requirements such as TCPA consent standards and 10DLC registration exist to protect consumers, but they also influence whether messages reach inboxes or get filtered.

Platforms that clearly disclose carrier fees, enforce opt-in rigor, and provide built-in compliance tooling help reduce the risk of fines, delivery issues, and subscriber churn—all of which quietly undermine ROI over time. Transparent billing and clear compliance workflows make it easier to model costs accurately and scale programs with confidence.

By prioritizing compliance and transparency alongside engagement features, organizations protect both near-term performance and long-term returns as their SMS programs grow.

Why Choose Subtext Over Other SMS Platforms?

Choosing an SMS platform isn’t just about the lowest per-message cost—it’s about how reliably a platform turns attention into revenue.

Subtext is the right choice when you want to:

• Monetize an existing audience, not just send promotions
• Build owned, durable relationships instead of short-term campaign spikes
• Understand ROI clearly, without opaque pricing or attribution gaps
• Avoid compliance risk while scaling confidently
• Optimize earnings per subscriber, not just messages sent

While platforms like Twilio, Attentive, Klaviyo, and Braze each excel in specific scenarios, Subtext stands out for organizations that care about engagement depth, retention, and measurable monetization, especially across media, publishers, events, brands, creators, and sports with loyal audiences.

If ROI means more than short-term conversion lift and includes trust, predictability, and audience lifetime value, Subtext is built for that model.

Ready to See What Subtext ROI Looks Like in Practice?

If you’re evaluating SMS platforms and want to understand how Subtext drives real, measurable returns:

• Book a demo to see how conversational SMS works for your audience
• Or explore our SMS metrics and benchmarks to understand performance expectations and ROI modeling