Improve SMS performance

You can send SMS messages to your contacts to engage more directly with customers who opt into communication with your business. To improve delivery and click rates, it's recommended to set up branded links and verify that phone numbers are formatted correctly.

Manage branded links

To increase recipient trust and improve deliverability, it's recommended to use links that contain your company's domain. 

1. In your HubSpot account, click the settings settings icon in the top navigation bar.
2. In the left sidebar menu, navigate to SMS.
3. Click the Tools tab.
4. In the Branded links section, click Add branded link under a connected SMS number. 
5. In the right panel, click the Select domain dropdown menu and select the connected domain that best matches the brand sending the SMS messages. Learn more about connecting domains to HubSpot. 
6. Click Save. 

SMS links will always include the UTM parameters listed below:

• utm_source=hs_sms
• utm_medium=sms
• utm_campaign=[Name of your campaign]
• utm_content=[ID of your campaign]

Reformat phone numbers

Only phone numbers that use the required format of +1 (000) 000 0000 can receive SMS messages in HubSpot To reformat phone numbers without a country code in a specific contact segment: 

1. In your HubSpot account, click the settings settings icon in the top navigation bar.
2. In the left sidebar, navigate to SMS.
3. Click the Tools tab.
4. In the Phone number formatting section, click Select contacts.
5. Click the Choose a segment to be reformatted dropdown menu and select a contact segment. Only contacts in this segment with a number in the Phone number or Mobile phone number property that lacks a country code will have the +1 country code added. If both phone numbers are eligible, both will be edited. 
6. If you have already received explicit consent to reach out to these contacts via SMS and wish to subscribe them:
   • Select the Yes, subscribe eligible contacts checkbox. This will opt all contacts who have not already opted out into the SMS subscription type.
   • Click the Subscription type dropdown menu and select each SMS subscription type you are opting contacts into. 
   • Click the Legal basis dropdown menu and select the justification for storing this contact's data. Learn more about legal basis. 
   • In the Describe how this contact gave consent field, enter a description of how you obtained this contact's consent to store their data and communicate with them. 
7. In the bottom right, click Next.
8. Click Send [your user's email address] a CSV or proposed changes, then review the CSV when it's delivered. Make sure that the correct contacts are being edited and that you have obtained explicit consent for every contact you're subscribing. 
9. Select the I've reviewed the proposed changes and I'm happy to proceed with reformatting checkbox. 
10. In the bottom right, click Proceed with reformatting.