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Privy bases our text message cost on the number of segments used for each message — when you hear the word “segments”, you might think of the ones you build for your Email and SMS lists, but SMS message segments are different. This article will explain what message segments are, and how they impact the number of SMS credits you use each month.

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What is an SMS Message Segment?

An SMS Message Segment is a unit of measurement that mobile carriers use to charge for text messages. They typically have a character maximum of 160 simple characters. Messages with special characters, such as emojis, have a character maximum of 70 characters.
Note: Your business name at the beginning of your message is always included in the character count. Privy’s auto-appended opt-out instructions (Reply STOP to opt out) are also included whenever the Include opt-out instructions toggle is on, which is the default for every new campaign and flow SMS — see Opt-out footer toggle.

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MMS Segments

If you’re sending an MMS message (a text message including an image), your message segment has a character maximum of 1,600 characters.

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Multi-Segment Messages

If your SMS message exceeds 160 simple characters, it will be split into multiple segments. Once your message contains two or more segments, the maximum number of characters decreases to 153 per segment. If your SMS message contains an emoji and exceeds 70 characters, it will be split into multiple segments. Once your message contains two or more segments + includes emojis, the maximum number of characters decreases to 67 per segment.

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How does this impact message cost?

Sending text messages in Privy requires a plan with SMS Credits. The amount of SMS Credits used to send your message is dependent on how many segments your message requires. Here is a breakdown of credit cost, based on recipient location and message type:

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FAQs

It’s important to keep in mind that adding a variable in your personalized content, such as a contact’s name, may change the actual SMS length and segment count. This may increase the cost of some messages.For example, if your message is close to 160 characters + includes a First Name variable, it may remain at 1 segment for a contact named “Joe”, but if your contact has a longer name such as “Elizabeth”, their message might exceed 160 characters and increase to 2 segments.
Emojis are special characters; they are weighted differently compared to simple characters. When using emojis, your segment’s max character count decreases to 70. Additionally, emojis typically take up the space of at least 2 characters (some newer emojis may take up more character space).If you’re using multiple emojis in one text message, your message size will grow faster than a message using simple characters.
MMS messages involve more data than regular SMS messages. Additionally, your MMS messages allow a max character count of 1,600. All in all, mobile carriers charge about 3X more for MMS messages than they do for SMS.
Our character and segment count is based on the preview text message shown on the right of your message editor. We include the required Business Name — and, when enabled, the auto-appended opt-out instructions — in your character count to give you the most accurate estimate. If you turn off Include opt-out instructions for a specific message, the estimate drops accordingly.
Privy always prepends your Business Name. The Reply STOP to opt out footer is enabled by default but can be disabled per message with the Include opt-out instructions toggle in the SMS campaign editor and the Flow SMS node. Turning it off removes those characters from the segment count.Privy recommends including Reply STOP to opt out at least once a month or when sending multiple messages in one day. You are responsible for including opt-out language when required by law. See Opt-Out Language.