Create an SMS message

Use Journey Optimizer to send text messages to your customers on their mobile devices. You can create, personalize, and preview messages in text format from the SMS editor.

Once you added an SMS activity in your journey, and defined basic settings, use the Actions: SMS right pane to create the content for the SMS message.


The SMS channel is currently only available for a set of organizations (Limited Availability). For more information, contact your Adobe representative.

If this is your first time creating an SMS message, make sure the SMS channel has been configured. Learn more.

Define your SMS content

To start personalizing your SMS message, follow these steps:

  1. Click the Message field to open the Expression editor.

  2. Use the Expression editor to define content. You can use any attribute to personalize content, such as the profile name or city. Learn more about personalization in the Expression editor in this section.

  3. Click Save and check your message in the preview.

Validate your SMS

Once your message content has been defined, you can use test profiles to preview and test it. If you inserted personalized content, you can check how this content is displayed in the message, leveraging test profile data.

To visualize how your SMS message displays on mobile devices, click the Simulate content tab. Learn more about content simulation in this section.

You must also check alerts in the upper section of the editor. Some of them are simple warnings, but others can prevent you from using the message. Learn more in this section.

Opt-in and opt-out

For all marketing messages, the SMS must contain a way for the recipients to easily unsubscribe. Once unsubscribed, the profiles are automatically removed from the audience of future marketing messages. Adding an unsubscription link is not mandatory for transactional messages.

SMS recipients can reply with opt-in and opt-out keywords. In accordance with the industry standards and regulations, Adobe Journey Optimizer automatically processes the following keywords in incoming messages: START, STOP, and UNSTOP. These keywords trigger automatic standard replies from the SMS provider.

To learn more on how native inbound keyword support (start, stop and unstop) works for SMS, refer to the following video.

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