Last updated: July 8, 2025
Available with any of the following subscriptions, except where noted:
- Marketing SMS Add-on
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Marketing Hub
Professional, Enterprise
SMS messages longer than 160 characters will be split into 153 character message segments for sending. When you purchase the Marketing SMS add-on or the Marketing SMS Short Code add-on, you will have access to a certain amount of message segments per month. To increase your message segment limit, you can purchase the SMS Limit Increase.
Understand limitations and considerations
- Test sends count toward message segment limits.
- Unused message segments will not be added to the subsequent month's available message segments.
- Additional message segments will be added monthly based on your account's renewal date, not the date you purchased a limit increase.
Understand message segments
SMS messages that contains more than 160 characters will be split into 153 character messages for transmission, then reassembled by the recipient's device. A message with multiple message segments will still appear as a single message to the recipient.
You should consider the following when composing SMS messages:
- Non-standard characters, such as emoji, cause messages to be encoded using a different system. The character limit for segmenting these messages is 70 characters instead of 160, and they are split into 67 character segments.
- Opt-in text such as START and SUBSCRIBE does count toward a message's character count.
- Links count for 36 characters.
- Personalization tokens will cause variation in the amount of characters in a message depending on the recipient.
Estimate message segments
You can view an estimate of how many message segments an SMS message will require within the message editor:
- In your HubSpot account, navigate to Marketing > SMS.
- Click the name of a drafted SMS message.
- In the right column, you will see the Character count and Estimated message segments above a preview of the message.
- To recalculate character count and message segments for a specific contact, click the View default preview message dropdown message and select a contact.
If a message uses personalization tokens, the default preview will use the number of characters in the token's default value, or 15 characters if no default value is provided.
