5 Best Practices For SMS Surveys + 5 Legal Issues

SMS surveys are a powerful, cost-effective way to collect real-time customer feedback with high open and response rates. By sending short, personalized survey invitations via text, businesses can reach broad audiences—even without internet access—and boost engagement. To ensure success, keep surveys concise, mobile-friendly, and clearly branded, while using the right SMS survey tool for seamless delivery and data tracking. However, legal compliance is crucial: always obtain explicit consent, include opt-out options, respect timing restrictions, and protect user data. Following these five best practices and legal guidelines helps businesses conduct ethical, compliant SMS surveys that strengthen customer relationships and drive valuable insights.

“Shoot me a text…” It’s something we hear or say just about every day. And, most of us are quick to respond – or at least take a look – the moment a text message comes through on our phone. This makes texting one of the most widely used communication tools globally. SMS surveys can reach a wider audience compared to other survey methods, allowing you to gather feedback from a larger and more diverse group of respondents. And, because SMS texting is supported by virtually all mobile phones and carriers, even without an internet connection, it is an ideal way to send surveys and get higher-than-average response rates. SMS surveys are also an easy and affordable way for businesses to collect feedback. So let’s dive into the world of SMS test surveys!

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SMS Texting Definition & Key Features

SMS (Short Message Service) texting is a method of sending short text-based messages between mobile devices. Messages are sent directly to recipients’ phone numbers, making SMS a direct and personal communication channel. This tool is used by 5 billion people globally, making it one of the most universal methods of communication. While all age groups use SMS texting, young adults are unsurprisingly the heaviest users of this too; however, even 85% of those 50 and up use it weekly.

Some key features of SMS texting include:

• Message Length: SMS messages are limited to 160 characters per message. Longer messages are often split into multiple parts and reassembled by the recipient’s phone.
• Delivery: SMS messages are sent through cellular networks and do not require an internet connection. This makes SMS texting especially popular in regions with lower smartphone penetration, as it doesn’t require users to be online.
• Global Compatibility: SMS works across all mobile devices and carriers, making it universally accessible.
• Cost: Depending on your mobile plan, SMS may be included in your package, charged per message, or come with a limited quota.

SMS texts are typically used for personal communication (quick messages between friends and family), business communication (appointment reminders, two-factor authentication (2FA) codes, or marketing campaigns), and alerts and notifications (updates from service providers, banks, government agencies, and so on). Businesses can use mass texting to send messages to large lists of phone numbers for surveys or alerts.

It’s essential to recognize that, unlike modern messaging apps like WhatsApp, iMessage, or Messenger, SMS does not offer advanced features such as read receipts, multimedia sharing (which is handled by MMS), or group chats. Despite this, it remains a reliable and straightforward means of communication.

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SMS Texting Statistics

Here are some of our favorite SMS text statistics. You can find even more SMS stats here.

Open/Response Rates:

• SMS messages boast a 98% open rate compared to email’s 20-30%.
• SMS has a 45% response rate, compared to email’s 6%.
• Read Rates: 90% of SMS messages are read within three minutes of delivery.
• 62% of cellphone users check for new messages immediately after waking up.

These high open and response rates help boost engagement for businesses using SMS surveys.

Consumer Preferences:

• 75% of adults prefer SMS over other communication channels.
• 70% of consumers say SMS is a good way for businesses to get their attention.

Conversion/Purchase Rate:

• SMS campaigns have a conversion rate of 29%, higher than other marketing channels.
• 50% of U.S. consumers make direct purchases after receiving an SMS with a discount or promo code.
• Surveys conducted via SMS have response rates 5-10 times higher than those conducted via email.

Sending Surveys Through SMS Text

Look at that last stat from above one more time: SMS surveys have response rates 5-10 times higher than those conducted via email. Whoa! This makes sending SMS text surveys an effective and direct way to engage users, collect feedback, or gather data. Some businesses that may only have an NPS Question to ask may simply send an under-160-character text like this, in which the recipient texts back a numerical response:

Thanks for visiting. Please let us know how we did by texting back your satisfaction on a 1-10 scale (10 being best).

However, often one question is not enough to provide any really valuable insight. So, savvy businesses are now sending SMS texts that include a survey link. It’s the best of both worlds; they get the high open and engagement, and link directly to a quality survey like SurveyLegend to get more valuable data. Make sure your survey link is clear and branded to increase trust and response rates.

Here’s how it works and what you need to consider.

1. Choose an SMS Service Provider: You can send surveys and survey links from any provider; you may just make your selection based on who you currently use, pricing for bulk sends, tracking capabilities, liability stake, and so on.
2. Design the Survey: Choose an online survey platform such as SurveyLegend and create your survey within their platform. Select the right survey type and type of survey (e.g., NPS, multiple choice, open-ended, or quantitative survey) based on your feedback goals. Including a variety of survey questions, such as rating scales and open-ended questions, can help you collect more useful data. Once your survey is created, copy the link provided by the survey platform.
3. Compose Your SMS Text Message: Write the text message that will be sent to your target audience via SMS. You can send a text with a survey link to conduct a survey via SMS. Personalizing your message with merge fields (like the recipient’s name) can increase engagement. You can also send surveys via other channels, but SMS is particularly effective for immediate feedback. Remember to keep the message limited to 160 characters.
4. Insert Your Link: Insert the survey link that you copied from the survey platform at the end of your SMS text message.
5. Send the Survey: Send your survey to individuals or use bulk messaging tools for large audiences. Personalize messages when possible to increase engagement!
6. Track Responses: Collect responses and collect data in real time through your SMS platform. Survey platforms like SurveyLegend also allow you to watch as the results roll in. SMS survey tools help save time by streamlining the process.

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Choosing an SMS Survey Tool

Selecting the right SMS survey tool is essential for gathering meaningful customer feedback and ensuring a smooth survey experience. When evaluating SMS survey software, look for platforms that offer robust customization options, allowing you to tailor text message surveys to your brand’s voice and style. Reliable SMS deliverability is crucial—your surveys should reach customers’ mobile phones quickly and without fail.

Integration capabilities are another key factor. The best SMS survey tools connect seamlessly with your existing CRM, helpdesk, or analytics platforms, making it easy to manage customer data and survey results in one place. Consider the pricing structure as well; some tools charge per message, while others offer subscription plans—choose what fits your survey volume and budget.

Ease of use is vital. A user-friendly SMS survey platform should let you create, schedule, and send surveys with just a few clicks, even if you’re not tech-savvy. Look for features like survey templates, a variety of question types, and real-time analytics to help you track customer satisfaction and feedback efficiently. Popular SMS survey tools like Zonka Feedback, Delighted, SurveySparrow, and SimpleTexting are known for their awesome features and support.

By choosing the right SMS survey tool, you’ll be able to send effective text message surveys, collect valuable feedback, and boost customer satisfaction with every survey you send.

Creating Effective SMS Surveys

To get the most out of your SMS surveys, it’s important to design them with your customers in mind. Start by keeping your surveys short and to the point—respondents are much more likely to complete a survey that takes just a minute or two. Use clear, simple language and avoid jargon or technical terms that could confuse your audience.

Mix up your question types to capture a range of feedback. Multiple choice questions are quick to answer and easy to analyze, while open-ended questions can provide deeper insights into customer experiences. Consider using skip logic to guide respondents to the most relevant questions based on their previous answers, making the survey feel more personalized and efficient.

Before sending your survey, always test it on different mobile devices to ensure everything works smoothly and that the survey is easy to complete via text message. By following these best practices, you’ll create SMS surveys that not only collect valuable customer feedback but also respect your customers’ time and attention.

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Pros & Cons of SMS Texting

While we’ve touched on some of these already, here is a nice breakdown of the advantages and disadvantages of SMS texting. All are many things to consider if you plan to use SMS texting to send surveys, but you’ll note that many of the negatives don’t apply when sending surveys!

Pros:
SMS can be used alongside multiple channels and other channels, such as email or app notifications, to maximize survey reach and improve response rates.

Cons:
When sending bulk messages, managing large contact lists often involves importing phone numbers via a CSV file, which can add complexity to the process.

Pros of SMS Texting

1. High Open Rates: Users are more likely to engage with SMS messages, propelling their open rates to 98%, far greater than email or push notifications.
2. Wide Accessibility: SMS works across all mobile devices regardless of model and can reach virtually anyone in the world with a mobile phone.
3. Fast Delivery & Response: Messages are delivered instantly, and most responses occur within 90 seconds.
4. Customer Satisfaction Surveys: SMS texting enables businesses to quickly send customer satisfaction surveys at key interaction points, such as post-purchase or after customer service, and receive timely feedback.
5. Cost-Effective: SMS is low-cost compared to traditional marketing, especially for bulk messaging.
6. Easy Offline Capability: SMS texting is easy to use, and no additional app or system is required. Plus, SMS doesn’t require an internet connection, making it ideal for areas with limited connectivity.

Cons of SMS Texting

1. Character Limit: You’re limited to 160 characters per message (longer messages are split or truncated). However, this doesn’t tend to impact surveys, as you will be adding a link to click that takes them to the survey where more detail can be provided if necessary (still, try to keep the survey short, too, or consider a microsurvey).
2. No Rich Media: SMS cannot contain images, videos, or complex formatting unless using MMS. However, you can include a SurveyLegend link, which will take them to our platform, where you can customize the page however you like.
3. Spam and Abuse: SMS is increasingly targeted by spammers, leading to consumer frustration and stricter regulations. For SurveyLegend users sending links to customers, it’s important not to make your text appear spammy (it helps if you know the person you’re sending the link to, e.g., a doctor’s office texting a patient) and to adhere to legal compliance best practices (we highlight five of them further down in this blog).
4. Lack of Advanced Features: Compared to apps like WhatsApp or iMessage, SMS lacks features like group chats, read receipts, and encryption. However, surveys are sent to individuals, and the SurveyLegend platform lets you know when someone has taken a survey, and it is highly encrypted for security.
5. Limited Analytics: Unlike email or app notifications, SMS offers limited tracking for open rates or user behavior. This doesn’t apply to the SurveyLegend link; however, you will be provided with robust analytics and data through our platform, and analyzing results tabulation is a cinch.

When evaluating SMS survey tools and their limitations, it’s helpful to consult review sites to compare features and user experiences.

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Collecting Feedback through SMS Surveys

Collecting feedback through SMS surveys is one of the fastest and most effective ways to understand your customers’ needs and expectations. By sending surveys via text message, you reach customers directly on their mobile devices, making it easy for them to respond in real time—whether it’s after a customer support interaction, a recent purchase, or any other key moment in the customer journey.

Using an SMS survey tool, you can quickly create and send surveys, track responses, and analyze data to gain insights into customer satisfaction and expectations. This approach allows you to collect feedback on specific products, services, or experiences, and to measure satisfaction levels with just a few clicks. The immediacy of SMS means you can capture data while the experience is still fresh in your customers’ minds, leading to more accurate and actionable feedback.

By leveraging SMS surveys, you can continuously improve your business, enhance customer support interactions, and ensure you’re meeting—and exceeding—customer expectations.

Customer Satisfaction through SMS Surveys

Measuring customer satisfaction is essential for building loyalty and driving business growth, and SMS surveys are a powerful tool for this purpose. By regularly sending SMS surveys, you can collect feedback on every aspect of the customer experience, from product quality to service interactions.

SMS surveys make it easy to ask targeted questions about customer satisfaction, such as rating their experience or providing feedback on a recent support interaction. The data you collect can reveal trends, highlight areas for improvement, and help you make informed decisions to enhance your offerings. Using SMS to collect feedback ensures you reach more customers, gather real-time insights, and respond quickly to any issues.

With the right SMS survey platform, you can track customer satisfaction over time, identify what drives positive experiences, and make data-driven changes that boost customer loyalty and overall satisfaction.

SMS Texting Legal Compliance Issues

Because SMS texting provides a direct line of communication with an individual, it can be heavily scrutinized when businesses and organizations use it. There are various legal requirements and regulations in place to protect consumers from spam, privacy violations, and unsolicited messages. And while it can be tempting to ignore some of these regulations, it’s important to be aware that if you’re caught or reported, violations of SMS regulations carry some hefty fines. For example, under the TCPA, penalties for non-compliant texts can range from $500 to $1,500 per message.

When selecting a text survey platform, it’s crucial to consider compliance features, as the price depends on the level of compliance and additional capabilities offered by each platform.

That’s not all. Businesses and other organizations may face individual or class-action lawsuits for breaches, particularly in regions with stringent consumer protection laws. Here’s a look at the key legal issues and guidelines to be aware of when deploying SMS text surveys.

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1. Consent Requirements

Most jurisdictions require businesses to obtain explicit consent from recipients before sending SMS messages. For example, in the U.S., the Telephone Consumer Protection Act (TCPA) mandates prior written consent for marketing texts, while in the EU, the General Data Protection Regulation (GDPR) states that consent must be clear, informed, and specific. In some cases, users must confirm their consent twice (e.g., filling out a form and then replying to a confirmation text). This is called a “Double Opt-In.”

2. Message Content

SMS messages must clearly identify the sender and the purpose of the message and include an opt-out option (read more in our blog on Opt-Outs). This means there must be instructions on how recipients can stop receiving messages, such as “Reply STOP to unsubscribe.” Businesses and organizations must also be careful not to send prohibited content, such as messages with deceptive, fraudulent, or illegal content.

3. Timing Restrictions

Some regulations restrict sending messages during certain hours. For instance, the TCPA prohibits SMS messages between 9 PM and 8 AM in the recipient’s local time.

4. Data Protection and Privacy

Businesses must protect recipients’ data and comply with local data protection laws (e.g., GDPR, CCPA). They should only collect the information necessary for communication and avoid sharing it with third parties without consent.

5. Bulk Messaging Rules

Many jurisdictions have laws that limit or regulate bulk SMS campaigns to prevent spam (e.g., the CAN-SPAM Act in the U.S.). Cellular carriers may also impose additional rules for bulk messaging, including registration requirements for SMS campaigns.

Best Practices for SMS Texting Legal Compliance

In a nutshell, here are the five pieces of good advice to remember when sending your next SMS text survey.

• Obtain Explicit Consent: Use clear opt-in methods and keep records of consent.
• Provide Opt-Out Options: Make it easy for users to unsubscribe from messages.
• Comply with Time Restrictions: Send messages only during legally permissible hours.
• Review Content: Ensure all messages are accurate, transparent, and non-deceptive.
• Monitor and Audit: Regularly review SMS practices to ensure compliance with evolving laws.

By following these guidelines and staying informed about local regulations, businesses and organizations can send surveys via SMS texting effectively and legally.

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Opting Out of SMS Surveys

Respecting your customers’ preferences is key when sending SMS surveys, and providing a clear opt-out option is a must. Every survey you send via text message should include simple instructions for opting out, such as “Reply STOP to unsubscribe.” This not only helps you comply with regulations but also builds trust with your customers by showing that you value their choices.

Make sure the opt-out process is easy to find and use, whether it’s included in the survey text itself or available through your website or other communication channels. Only send SMS surveys to customers who have explicitly opted in, and always handle their data responsibly.

By making it easy for customers to opt out, you encourage honest feedback, maintain a positive brand reputation, and ensure your SMS survey campaigns are both effective and respectful.

Example of an SMS Survey

Here’s an example of how a text message survey may read. In this example, a financial institution is sending a customer a survey to better understand their student loan needs. The survey could include an open-ended question to gather qualitative feedback about the customer’s experience. As you see, the text message is short, almost like a social media post, followed by a link to a SurveyLegend survey. SMS surveys like this allow businesses to collect feedback directly from customers in real time. Go ahead and click the link in the text below just as someone receiving this message would; the survey is live, so you can experience their entire journey right now.

Conclusion

SMS surveys boast response rates 5-10 times higher than email surveys. This makes them an exceptionally effective method for engaging users, collecting feedback, and gathering data. While a simple NPS question can be asked directly via text, savvy businesses are enhancing their approach by including links to more comprehensive surveys. You can also schedule SMS surveys to be sent automatically at optimal times to maximize response rates. For a multi-channel feedback strategy, businesses can use mobile apps alongside SMS surveys to reach customers wherever they are. SMS survey analytics provide real-time insights into response trends and customer sentiment, helping you track and improve your feedback processes. This strategy combines the high engagement of SMS with the depth of insight from detailed survey platforms like SurveyLegend, maximizing both response rates and the quality of collected data. Start today with SurveyLegend for free!

Do you regularly receive SMS text messages? If so, are they usually relevant to you (e.g., a text asking about your recent purchase)? Either way, did you engage with the AI or just hang up?

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