SMS vs MMS: which should a dispensary send?
SMS is a plain text message: up to 160 plain characters per segment, or 70 once an emoji appears. MMS carries a picture, GIF or video with longer text in one message. MMS costs more to send, so on Sticky SMS it uses 2 credits against 1 per SMS segment. Use it for drops and events.
Last updated:
| SMS | MMS | |
|---|---|---|
| Carries | Text only | Text plus a picture, GIF or video |
| Length | 160 plain characters per segment, 70 with an emoji | Longer text in one message |
| Size | Not applicable | Up to 5 MB at Twilio, lower at some carriers for non-image files |
| Sticky SMS credits | 1 per segment | 2 per message |
When is SMS the better choice?
For short store updates: hours, an order ready for pickup, a reminder. A plain text under 160 characters is one segment and one credit.
When is MMS worth it?
When a picture does the selling: a new arrival, an event poster, your storefront for a new location. An MMS also avoids splitting a long message into several segments.
Do the same rules apply to MMS?
Yes. CTIA’s principles cover MMS alongside SMS, so consent, opt-out and content rules are the same. A picture of a product is still product content: keep it on your age-gated page and use the MMS for the store, the event or the arrival.
Count the segments in a draft with the character and segment counter.
Build your text program with us
Book a time and we will walk through your list, your POS and the texts you want to send, on a video call with a real person.
Book a demoFrequently asked questions
How many characters fit in one SMS?
160 plain characters, or 70 once the text contains an emoji or other Unicode character.
How big can an MMS be?
Twilio caps an outbound MMS at 5 MB, and some carriers set lower limits for non-image files.
How many credits does an MMS use on Sticky SMS?
2 credits per MMS, against 1 credit per SMS segment.
Do MMS follow the same compliance rules?
Yes. Consent, opt-out and content rules apply the same way.
Sources
- Twilio, What the heck is a segment? (SMS character limits) (opens in a new tab), accessed October 18, 2026
- Twilio, Accepted MIME types and media size limits (opens in a new tab), accessed October 18, 2026
- CTIA, Messaging Principles and Best Practices (May 2023) (opens in a new tab), accessed October 18, 2026