How Should Businesses Use SMS to Communicate With Clients?

Text messaging is one of the fastest ways to reach your clients. But most businesses don’t use it well. Some send too many texts. Others sound like spam. Some miss easy chances to build trust.

So how should you use SMS in a way that’s helpful, not annoying?

This guide shows how to message clients the right way. Whether you run a service business, law firm, or e-commerce brand, these tips will help you communicate better and keep clients engaged.

Why SMS Works for Business

People Open Their Texts

Text messages have a 98% open rate, according to Gartner. Emails get lost. Calls get ignored. But most people open texts within 3 minutes.

If you need to confirm an appointment, send a reminder, or share an update, SMS is fast and reliable.

Clients Want Simple, Clear Communication

People don’t want to log into a portal or wait on hold. They want clear updates, quick answers, and short replies. Texting makes that possible.

A dentist in Austin said:

“We started confirming appointments by text. Cancellations dropped by 40% and patients started showing up on time.”

That’s the power of a simple message.

Step 1: Get Permission First

Use Opt-In Only

Never send cold texts. It’s not just rude, it’s illegal under the TCPA (Telephone Consumer Protection Act).

Ask for permission on your website, intake forms, or during onboarding. Make it clear what kind of messages they’ll receive.

Example:

“Would you like to receive text reminders about your appointments or account updates?”

Make opt-out simple too. Include a line like:

“Reply STOP to unsubscribe at any time.”

Keep Records

Track who opted in, when, and how. If someone ever complains, you’ll need proof.

Step 2: Know What to Send (and What Not to)

Good Uses for SMS

Appointment confirmations
Service reminders
Invoice alerts
Shipping updates
Urgent issues
Customer support follow-ups
Personal thank-you messages

Texting is best for fast, one-on-one updates. Use it when something is time-sensitive or useful.

Bad Uses for SMS

Long messages
Cold sales pitches
Legal notices
Confidential documents
Complex questions

If it takes more than a few lines to explain, don’t use SMS. Switch to email or a phone call instead.

Step 3: Write Texts That Feel Human

Use Plain Language

Skip the corporate tone. Use short, friendly words. Text like a real person would.

Bad:

“Your account has been successfully activated per the terms and conditions outlined in your service agreement.”

Better:

“Hi Jake, your account is all set. Let us know if you need anything!”

Keep It Short and Useful

Stick to one message at a time. Don’t overload clients with multiple calls to action or updates.

Example:

“Reminder: Your 2PM haircut with Tasha is confirmed for Friday. Need to reschedule? Text us anytime.”

It’s clear. Fast. And easy to reply to.

Use Their Name When Possible

Personalization increases response rates. It also makes your business feel more trustworthy.

If your system supports it, include the client’s name. It’s a small touch that goes a long way.

Step 4: Time It Right

Avoid Late Night or Early Morning Messages

Nobody wants a 7AM text from their accountant. Send messages during business hours unless it’s urgent.

Best times:

Weekdays between 10AM and 4PM
Saturdays before noon (if needed)
Never on Sunday unless it’s time-sensitive

A software startup shared:

“We used to send promo texts at night. Our unsubscribe rate doubled. We switched to mid-morning and people actually replied.”

Timing matters.

Step 5: Use the Right Tools

Use SMS Tools Made for Business

Don’t text clients from your personal phone. Use a proper platform that lets you:

Send automated messages
Track responses
Keep client data secure
Assign messages to team members
Set business hours

Tools to try:

Twilio
Podium
SimpleTexting
Google Voice (for freelancers or solo pros)
TextMagic

Choose one that fits your team size and needs.

Don’t Mix Personal and Business Texts

Keep business messaging on a separate line or platform. This protects your privacy and avoids confusion.

Step 6: Handle Sensitive Conversations Carefully

Know When Not to Text

Some topics are too sensitive for SMS. These include:

Legal disputes
Contract terms
Medical test results
Lawsuit notices
Court documents

Use email or secure portals for anything private or official.

This is especially true for industries like law and healthcare. A client asking about Trellis Law removal shouldn’t be answered over text. That’s a legal issue and requires more care.

Use Texts as a Bridge

If a client texts you something serious, use your reply to shift the conversation:

“Thanks for reaching out. This sounds important. Let’s hop on a quick call to go over it.”

That keeps you helpful but protects you from sending the wrong message in the wrong place.

Step 7: Review and Improve

Track Responses and Results

See which messages get replies. Track delivery rates, open rates, and unsubscribe numbers.

If people ignore certain texts, change the timing or message. If you get great replies, model future messages after those.

Ask for Feedback

Once or twice a year, ask clients if they’re happy with how you communicate.

A short question works:

“Are our text updates helpful, or should we change anything?”

This shows you care—and helps you stay ahead.

Final Thoughts

SMS works because it's simple. But simple doesn’t mean sloppy. When used well, texting builds trust, saves time, and keeps clients happy.

Ask before you text. Write like a human. Keep messages short and useful. Avoid legal or personal topics. And always protect client info.

Do it right, and clients will actually thank you for texting them. Do it wrong, and they’ll block your number. The choice is yours.