SMS Message Structure (Header, Body, Footer)
What is the SMS message structure?
SMS templates in the SMS Builder editor are organized into three main parts that together form the complete message sent to recipients. These sections help standardize how SMS messages are constructed and ensure that important elements such as branding and compliance information are included consistently.
The SMS message structure typically includes:
- Header
- Body
- Footer
Each section serves a different purpose in the message.
Header
The Header appears at the beginning of the SMS message and usually identifies the sender or brand.
Headers help recipients quickly recognize who the message is coming from. Including a recognizable header improves message clarity and reduces the likelihood that recipients will treat the SMS as unsolicited communication.
Headers may contain elements such as:
- brand name
- campaign identifier
- short introductory text
Body
The Body is the main part of the SMS message where the primary content is written.
This section contains the message that communicates the purpose of the SMS, such as a promotion, reminder, update, or notification.
The body is typically written to be short and direct due to the character limits associated with SMS messages.
Common elements included in the body include:
- the main message or announcement
- links to products or pages
- personalized fields such as the recipient’s name
Footer
The Footer appears at the end of the SMS message and usually contains important supporting information.
Footers often include elements required for compliance or user control, such as opt-out instructions that allow recipients to unsubscribe from SMS communication.
Typical footer elements may include:
- opt-out instructions (for example, instructions to reply with a keyword to unsubscribe)
- additional message context
- closing brand references
Including a consistent footer helps ensure that SMS communication follows messaging regulations and provides recipients with clear options to manage their subscriptions.
Why structured messages are important
Dividing SMS messages into header, body, and footer sections helps teams maintain consistent communication standards. This structure ensures that messages remain clear, branded, and compliant with messaging requirements.
Using a structured approach also makes templates easier to reuse, since each section of the message can be updated independently when campaign content changes.