Introduction: The SMS Hype - But at What Cost?

Text message marketing has long been a go-to for cannabis retailers wanting to reach customers fast. But behind the 160-character messages lies a costly and increasingly complex system. For many dispensaries, SMS marketing pricing has shifted from budget-friendly to budget-breaking.

In this blog, we break down the real cost of cannabis SMS marketing in 2025 and introduce more sustainable alternatives like wallet push notifications.

What Are Cannabis Retailers Really Paying For?

Let’s look at where your SMS dollars actually go:

• Carrier Fees (A2P 10DLC): Every SMS sent must go through a registered 10DLC campaign, costing around $10–$15/mo per campaign, with added setup and registration fees.

• Per Message Charges:

  • Outbound texts: Typically $0.01–$0.03 each.

  • Inbound replies: Also charged in many plans.

• Segmented Costs: Long texts = multiple segments = multiplied cost.

• Compliance Tools: Opt-out management, content filtering, and legal compliance add layers of platform fees.

Average Monthly Cost Estimate for a Small Dispensary:
~$300–$800/month depending on message volume, contacts, and carrier fees.

The 2025 Spike: Why Costs Keep Climbing

1. 10DLC Campaign Requirements:
   Carriers now require campaign vetting for cannabis-related businesses, with strict messaging rules that increase rejection risk (and cost).

2. High Opt-Out Rates:
   Customers often unsubscribe quickly, which means you pay more per effective message.

3. Carrier Penalties for Non-Compliance:
   Cannabis retailers often risk message throttling or blocking - even for compliant content.

4. No Guarantee of Deliverability:
   Despite the costs, deliverability remains inconsistent due to carrier-level filters targeting cannabis keywords.

Wallet Notifications: The 10DLC-Free Alternative

Unlike SMS, wallet-based push notifications are 10DLC-free, zero per-message fees, and don’t require opt-in keywords or response management.

With Sticky Cards:

• No charge per notification.

• Unlimited messaging.

• Auto-expiring offers + loyalty balance updates.

• Works even after customers leave the store.

Bonus: Push notifications reach customers directly in their Apple or Google Wallet - without the spammy feel of SMS.

Real Cost Comparison: Wallet vs SMS

Final Thoughts: Skip the SMS Stress

If your SMS bill is climbing and opt-outs are rising, it’s time to rethink your strategy. Cannabis customers are mobile-savvy, but they’re also privacy-conscious. SMS fatigue is real.

Wallet push notifications deliver the same impact - at a fraction of the cost and hassle.