SMS Term
Personalization
Using customer data to customize SMS content. Beyond {{firstName}}, includes purchase history, location, preferences, and behavior. Personalized messages see 29% higher response rates.
Related Terms
A2P (Application-to-Person)
Automated text messages sent from a software application to a customer's phone. This includes marketing campaigns, appointment reminders, and transactional alerts. A2P messaging requires carrier registration for compliance.
Unsubscribe Rate
The percentage of recipients who opt out after receiving a message. Calculated as (opt-outs ÷ delivered messages) × 100. A healthy rate is under 2%—higher suggests messaging too often or irrelevant content.
Carrier
A mobile network provider like Verizon, AT&T, or T-Mobile that delivers SMS messages to customers. Each carrier has its own filtering rules and compliance requirements for business texting.