# SMS Marketing Statistics 2026: Click Rates, Conversions, Opt-outs and Text Volumes

Updated 2026-10-27. Checked by StatisticsGlobal editorial team. Klaviyo 2026 SMS and email benchmarks, Omnisend 2025 SMS data, Dotdigital 2026 Global Benchmark Report, CTIA Annual Surveys 2025 and 2026, and US Federal Trade Commission fraud data, 2020 to 2026.
Canonical: https://statisticsglobal.org/sms-marketing-statistics/

SMS campaigns averaged a 5.6% click rate in Klaviyo's 2026 benchmarks, drawn from over 183,000 customers. Automated SMS flows averaged 9.65%. Other vendors report higher numbers: Omnisend measured 12.39% for 2025 campaigns and Dotdigital 25.7%, mostly because each defines and samples clicks differently. In the same Klaviyo data, SMS campaigns drew 3.3 times the click rate of email campaigns. Few clicks become orders, though: 0.27% of SMS campaign recipients ordered. In the US, people exchanged nearly 2.2 trillion SMS and MMS messages in 2024, according to CTIA, and reported losing $470 million to text scams.

## Key statistics

- SMS campaigns averaged a 5.6% click rate in 2026, according to Klaviyo benchmarks from over 183,000 customers.
- SMS campaigns had an average click-through rate of 12.39% in 2025, according to Omnisend.
- SMS campaigns drew 3.3 times the click rate of email campaigns in 2026, calculated by StatisticsGlobal from Klaviyo data.
- Americans exchanged nearly 2.2 trillion SMS and MMS text messages in 2024, according to CTIA.
- Americans reported losing $470 million to text message scams in 2024, more than five times the 2020 figure, according to the Federal Trade Commission.

## SMS marketing click-through rate benchmarks

Three marketing platforms publish free SMS benchmarks from their own customers. Their numbers differ widely, so we show all three side by side with each one's scope.

Klaviyo has the largest sample and the lowest numbers. Its 2026 benchmarks put the average SMS campaign click rate at 5.6% and the average automated flow at 9.65%. Brands in the top 10% reached 10.44% and 16.6%. Omnisend reports 12.39% for campaigns and 20.34% for automations in 2025. Dotdigital's 2026 Global Benchmark Report gives 25.7%, or 19.91% when each person is counted once.

The highest of these benchmarks is 4.6 times the lowest. That gap is too large to be about texting skill. Vendors count clicks in different ways, some count repeat clicks, and each serves a different mix of brands and countries. Compare your own results with one vendor's figure using the same definition, not with the highest number you can find.

Timing moves click rates a lot. In Omnisend's 2025 data, the campaign click rate rose from 3.47% in January to 23.92% in December. October to December averaged 3.7 times the January to June level. Conversion rate barely moved, staying between 0.10% and 0.14% all year, so the holiday clicks did not turn into proportionally more orders. Dotdigital also says SMS sends by its customers rose 57.2% year on year. For click rates in search, social and email, see our [click-through rate benchmarks](https://statisticsglobal.org/click-through-rate-benchmarks/).

- SMS campaigns averaged a 5.6% click rate in 2026, according to Klaviyo benchmarks from over 183,000 customers. Source: Klaviyo, 2026 SMS marketing benchmarks by industry (2026, accessed 27 October 2026) https://www.klaviyo.com/products/sms-marketing/benchmarks
- Automated SMS flows averaged a 9.65% click rate in 2026, according to Klaviyo. Source: Klaviyo, 2026 SMS marketing benchmarks by industry (2026, accessed 27 October 2026) https://www.klaviyo.com/products/sms-marketing/benchmarks
- The top 10% of brands reached SMS click rates of 10.44% for campaigns and 16.6% for flows in 2026, according to Klaviyo. Source: Klaviyo, 2026 SMS marketing benchmarks by industry (2026, accessed 27 October 2026) https://www.klaviyo.com/products/sms-marketing/benchmarks
- SMS campaigns had an average click-through rate of 12.39% in 2025, according to Omnisend. Source: Omnisend, SMS marketing benchmarks: what good looks like in 2026 (11 June 2026, accessed 27 October 2026) https://www.omnisend.com/blog/sms-marketing-benchmarks/
- Automated SMS messages had an average click-through rate of 20.34% in 2025, according to Omnisend. Source: Omnisend, SMS marketing benchmarks: what good looks like in 2026 (11 June 2026, accessed 27 October 2026) https://www.omnisend.com/blog/sms-marketing-benchmarks/
- SMS campaign click-through rate rose from 3.47% in January 2025 to 23.92% in December 2025, according to Omnisend. Source: Omnisend, SMS marketing benchmarks: what good looks like in 2026 (11 June 2026, accessed 27 October 2026) https://www.omnisend.com/blog/sms-marketing-benchmarks/
- SMS campaign click-through rates in October to December 2025 averaged 3.7 times the January to June level, calculated by StatisticsGlobal from Omnisend data. Source: Omnisend, SMS marketing benchmarks: what good looks like in 2026 (11 June 2026, accessed 27 October 2026) https://www.omnisend.com/blog/sms-marketing-benchmarks/
- SMS messages had a 25.7% global click-through rate in Dotdigital's 2026 Global Benchmark Report, according to Dotdigital. Source: Dotdigital, SMS marketing statistics and benchmarks you need to know (2026) (5 June 2026, accessed 27 October 2026) https://dotdigital.com/blog/sms-marketing-statistics-and-benchmarks/
- SMS messages had a 19.91% unique click-through rate in Dotdigital's 2026 Global Benchmark Report, according to Dotdigital. Source: Dotdigital, SMS marketing statistics and benchmarks you need to know (2026) (5 June 2026, accessed 27 October 2026) https://dotdigital.com/blog/sms-marketing-statistics-and-benchmarks/
- SMS sends by Dotdigital customers rose 57.2% year on year in Dotdigital's 2026 Global Benchmark Report, according to Dotdigital. Source: Dotdigital, SMS marketing statistics and benchmarks you need to know (2026) (5 June 2026, accessed 27 October 2026) https://dotdigital.com/blog/sms-marketing-statistics-and-benchmarks/
- The highest vendor SMS click-through benchmark published in 2026, 25.7% from Dotdigital, was 4.6 times the lowest, 5.6% from Klaviyo, calculated by StatisticsGlobal. Source: Dotdigital, SMS marketing statistics and benchmarks you need to know (2026) (5 June 2026, accessed 27 October 2026) https://dotdigital.com/blog/sms-marketing-statistics-and-benchmarks/

Table: SMS click-through rate benchmarks by vendor, latest published edition

| Vendor | Campaign (one-off) CTR | Automated (flow) CTR | Data period | Sample |
|---|---|---|---|---|
| Klaviyo | 5.6% | 9.65% | 2026 benchmarks, period not stated | Over 183,000 Klaviyo customers |
| Klaviyo top 10% of brands | 10.44% | 16.6% | 2026 benchmarks, period not stated | Over 183,000 Klaviyo customers |
| Omnisend | 12.39% | 20.34% | 2025 | 246M+ campaign sends, 20M+ automation sends, 27,000+ brands |
| Dotdigital | 25.7% (unique 19.91%) | Not split | 2026 Global Benchmark Report, period not stated on the page | Dotdigital customers, size not stated |

Sources: Klaviyo 2026 SMS marketing benchmarks; Omnisend SMS marketing benchmarks (June 2026); Dotdigital SMS marketing statistics and benchmarks (June 2026). Dated copies of the figures: /data/snapshots/klaviyo/, /data/snapshots/omnisend/, /data/snapshots/dotdigital/.

## SMS vs email marketing performance

Klaviyo and Omnisend publish SMS and email results from the same customer base, which makes a fairer comparison than mixing vendors. Both show the same pattern. SMS wins on clicks. Email often wins on revenue per message.

SMS gets far more clicks. In Klaviyo's 2026 data, SMS campaigns drew 3.3 times the click rate of email campaigns, 5.6% against 1.69%. The gap shrinks for automated messages, where SMS flows drew 1.7 times the email flow rate. Omnisend's gap is wider. Its SMS campaigns had 16.7 times the click-through rate of email campaigns in 2025, because its email campaign rate was only 0.74%. Dotdigital puts SMS at 7 times email.

Clicks are not the whole story. In Omnisend's data, email automations converted at 1.49%, almost double the 0.78% for SMS automations. Email automations also earned $3.41 per message, 4.5 times the $0.75 for SMS automations. SMS campaigns did convert a little better than email campaigns, at 0.12% against 0.08%.

Cost matters as well. Omnisend notes that SMS has a higher send cost than email, and these revenue figures do not take cost into account. A higher click rate per message can still mean a lower return per dollar spent. For another channel that trades higher cost for attention, see our [direct mail marketing statistics](https://statisticsglobal.org/direct-mail-marketing-statistics/).

- Email campaigns had a benchmark click rate of 1.69% and email flows 5.58% in 2026, according to Klaviyo. Source: Klaviyo, 2026 Email marketing benchmarks by industry (2026, accessed 27 October 2026) https://www.klaviyo.com/products/email-marketing/benchmarks
- SMS campaigns drew 3.3 times the click rate of email campaigns in 2026, calculated by StatisticsGlobal from Klaviyo data. Source: Klaviyo, 2026 SMS marketing benchmarks by industry (2026, accessed 27 October 2026) https://www.klaviyo.com/products/sms-marketing/benchmarks
- Email campaigns had a 0.74% click-through rate and email automations 4.66% in 2025, according to Omnisend. Source: Omnisend, SMS marketing benchmarks: what good looks like in 2026 (11 June 2026, accessed 27 October 2026) https://www.omnisend.com/blog/sms-marketing-benchmarks/
- SMS campaigns had 16.7 times the click-through rate of email campaigns in 2025, calculated by StatisticsGlobal from Omnisend data. Source: Omnisend, SMS marketing benchmarks: what good looks like in 2026 (11 June 2026, accessed 27 October 2026) https://www.omnisend.com/blog/sms-marketing-benchmarks/
- Email automations converted at 1.49% against 0.78% for SMS automations in 2025, according to Omnisend. Source: Omnisend, SMS marketing benchmarks: what good looks like in 2026 (11 June 2026, accessed 27 October 2026) https://www.omnisend.com/blog/sms-marketing-benchmarks/
- Email automations earned 4.5 times as much per message as SMS automations in 2025, calculated by StatisticsGlobal from Omnisend data. Source: Omnisend, SMS marketing benchmarks: what good looks like in 2026 (11 June 2026, accessed 27 October 2026) https://www.omnisend.com/blog/sms-marketing-benchmarks/
- Automated SMS messages earned $0.75 each and SMS campaigns $0.15 in 2025, according to Omnisend. Source: Omnisend, SMS marketing benchmarks: what good looks like in 2026 (11 June 2026, accessed 27 October 2026) https://www.omnisend.com/blog/sms-marketing-benchmarks/
- SMS click-through rates were 7 times higher than email in Dotdigital's 2026 Global Benchmark Report, according to Dotdigital. Source: Dotdigital, SMS marketing statistics and benchmarks you need to know (2026) (5 June 2026, accessed 27 October 2026) https://dotdigital.com/blog/sms-marketing-statistics-and-benchmarks/

Table: SMS against email on the same platform, Klaviyo 2026 benchmarks and Omnisend 2025 data

| Metric | SMS | Email | SMS as a multiple of email (our calculation) |
|---|---|---|---|
| Klaviyo campaign click rate | 5.6% | 1.69% | 3.3x |
| Klaviyo flow click rate | 9.65% | 5.58% | 1.7x |
| Omnisend campaign CTR | 12.39% | 0.74% | 16.7x |
| Omnisend automation CTR | 20.34% | 4.66% | 4.4x |
| Omnisend campaign conversion rate | 0.12% | 0.08% | 1.5x |
| Omnisend automation conversion rate | 0.78% | 1.49% | 0.5x |
| Omnisend automation revenue per message | $0.75 | $3.41 | 0.2x |

Sources: Klaviyo 2026 SMS and email marketing benchmarks; Omnisend SMS marketing benchmarks (June 2026). Multiples calculated by StatisticsGlobal.

## SMS marketing conversion rate and revenue by industry

Klaviyo breaks its SMS benchmarks down by 12 ecommerce industries. The pattern holds in every one. Automated flows, such as welcome, browse and abandoned cart messages, convert and earn far more per recipient than one-off campaigns.

Most SMS clicks do not become orders. Klaviyo's average SMS campaign order rate was 0.27% and its flow order rate 1.9%, so flows converted 7 times as often. Omnisend's conversion rates are lower, at 0.12% for campaigns and 0.78% for automations, but show the same gap of about 6.5 times.

Flows punch above their weight. They were 7.6% of Klaviyo SMS sends but 45.2% of SMS revenue. That means each flow message earned about 10 times as much as a campaign message. Flows also find new customers. New buyers made up 64.4% of SMS flow revenue and 20% of campaign revenue.

Industry changes the size of the gap more than the pattern. Flow revenue per recipient ranged from $1.83 in food and beverage to $6.15 in automotive, where order values are high. Across the 12 industries, flows earned 5.4 to 17.6 times the revenue per recipient of campaigns. Click rates vary less. Campaign click rates ran from 4.84% in hardware and home improvement to 6.49% in toys and hobbies.

- SMS campaigns had an average order rate of 0.27% in 2026, according to Klaviyo. Source: Klaviyo, 2026 SMS marketing benchmarks by industry (2026, accessed 27 October 2026) https://www.klaviyo.com/products/sms-marketing/benchmarks
- Automated SMS flows had an average order rate of 1.9% in 2026, according to Klaviyo. Source: Klaviyo, 2026 SMS marketing benchmarks by industry (2026, accessed 27 October 2026) https://www.klaviyo.com/products/sms-marketing/benchmarks
- Automated SMS flows converted to orders 7 times as often as SMS campaigns in 2026, calculated by StatisticsGlobal from Klaviyo data. Source: Klaviyo, 2026 SMS marketing benchmarks by industry (2026, accessed 27 October 2026) https://www.klaviyo.com/products/sms-marketing/benchmarks
- SMS flows made up 7.6% of SMS sends but drove 45.2% of SMS revenue in 2026, according to Klaviyo. Source: Klaviyo, 2026 SMS marketing benchmarks by industry (2026, accessed 27 October 2026) https://www.klaviyo.com/products/sms-marketing/benchmarks
- Each SMS flow message earned about 10 times the revenue of a campaign message in 2026, calculated by StatisticsGlobal from Klaviyo data. Source: Klaviyo, 2026 SMS marketing benchmarks by industry (2026, accessed 27 October 2026) https://www.klaviyo.com/products/sms-marketing/benchmarks
- New buyers accounted for 64.4% of SMS flow revenue and 20% of SMS campaign revenue in 2026, according to Klaviyo. Source: Klaviyo, 2026 SMS marketing benchmarks by industry (2026, accessed 27 October 2026) https://www.klaviyo.com/products/sms-marketing/benchmarks
- Automotive brands earned $6.15 revenue per recipient from SMS flows in 2026, the highest of 12 industries, according to Klaviyo. Source: Klaviyo, 2026 SMS marketing benchmarks by industry (2026, accessed 27 October 2026) https://www.klaviyo.com/products/sms-marketing/benchmarks
- SMS flows earned 5.4 to 17.6 times the revenue per recipient of SMS campaigns across 12 industries in 2026, calculated by StatisticsGlobal from Klaviyo data. Source: Klaviyo, 2026 SMS marketing benchmarks by industry (2026, accessed 27 October 2026) https://www.klaviyo.com/products/sms-marketing/benchmarks
- Toys and hobbies brands had the highest SMS campaign click rate, 6.49%, of 12 industries in 2026, according to Klaviyo. Source: Klaviyo, 2026 SMS marketing benchmarks by industry (2026, accessed 27 October 2026) https://www.klaviyo.com/products/sms-marketing/benchmarks
- SMS campaigns had an average conversion rate of 0.12% in 2025, according to Omnisend. Source: Omnisend, SMS marketing benchmarks: what good looks like in 2026 (11 June 2026, accessed 27 October 2026) https://www.omnisend.com/blog/sms-marketing-benchmarks/
- Automated SMS messages had an average conversion rate of 0.78% in 2025, according to Omnisend. Source: Omnisend, SMS marketing benchmarks: what good looks like in 2026 (11 June 2026, accessed 27 October 2026) https://www.omnisend.com/blog/sms-marketing-benchmarks/

Table: Klaviyo SMS benchmarks by industry, 2026, campaigns and flows

| Industry | Campaign click rate | Flow click rate | Campaign order rate | Flow order rate | Campaign revenue per recipient | Flow revenue per recipient |
|---|---|---|---|---|---|---|
| Automotive | 5.23% | 9.49% | 0.16% | 1.61% | $0.35 | $6.15 |
| Clothing and accessories | 6.21% | 9.86% | 0.24% | 1.79% | $0.32 | $2.31 |
| Electronics | 5.09% | 9.79% | 0.16% | 1.61% | $0.28 | $3.48 |
| Food and beverage | 5.19% | 9.50% | 0.35% | 2.03% | $0.34 | $1.83 |
| Hardware and home improvement | 4.84% | 9.11% | 0.12% | 1.66% | $0.26 | $4.57 |
| Health and beauty | 4.99% | 9.23% | 0.29% | 2.10% | $0.32 | $2.09 |
| Home and garden | 5.62% | 9.94% | 0.20% | 1.72% | $0.32 | $3.74 |
| Jewelry | 5.82% | 9.93% | 0.20% | 1.68% | $0.31 | $2.85 |
| Specialty | 5.22% | 9.74% | 0.26% | 1.90% | $0.31 | $2.21 |
| Sporting goods | 6.11% | 9.80% | 0.25% | 1.97% | $0.34 | $3.30 |
| Toys and hobbies | 6.49% | 10.46% | 0.25% | 2.12% | $0.28 | $2.82 |
| Other ecommerce | 5.49% | 9.64% | 0.32% | 1.95% | $0.36 | $2.52 |
| All industries | 5.60% | 9.65% | 0.27% | 1.90% | Not given | Not given |

Source: Klaviyo 2026 SMS marketing benchmarks. Click and order rates read from the interactive charts on the page; revenue per recipient from the page text. Dated copy: /data/snapshots/klaviyo/klaviyo-figures-2026-10-27.csv.

## SMS marketing opt-out, unsubscribe and deliverability rates

Every text gives the subscriber an easy way out, usually by replying STOP. Unsubscribe rates show how quickly a list wears out. Deliverability shows how many messages reach a phone at all.

Klaviyo's 2026 charts show an average SMS unsubscribe rate of 1.08% per campaign and 1.74% per flow. The best 10% of brands kept it to 0.38% and 0.58%. Dotdigital reports a much lower global rate of 0.43%. Klaviyo's figure is 2.5 times Dotdigital's, another sign that vendors measure differently.

Flows lose more subscribers per message than campaigns in Klaviyo's data. That sounds odd, since flows perform better on every other measure. One possible reason is that welcome flows reach people right after they sign up, which is when many decide texting is not for them. Klaviyo does not explain the pattern.

Most texts arrive. Omnisend measured 96.6% deliverability for campaigns in 2025 and 92.8% for automations. Automations had an 11.8% bounce rate, with 6.7% hard bounces, which point to invalid numbers. Automated flows can keep sending to invalid numbers for months, so list cleaning matters more there.

- SMS unsubscribe rates averaged 1.08% for campaigns and 1.74% for flows in 2026, according to Klaviyo. Source: Klaviyo, 2026 SMS marketing benchmarks by industry (2026, accessed 27 October 2026) https://www.klaviyo.com/products/sms-marketing/benchmarks
- SMS messages had a 0.43% global unsubscribe rate in Dotdigital's 2026 Global Benchmark Report, according to Dotdigital. Source: Dotdigital, SMS marketing statistics and benchmarks you need to know (2026) (5 June 2026, accessed 27 October 2026) https://dotdigital.com/blog/sms-marketing-statistics-and-benchmarks/
- SMS deliverability was 96.6% for campaigns and 92.8% for automations in 2025, according to Omnisend. Source: Omnisend, SMS marketing benchmarks: what good looks like in 2026 (11 June 2026, accessed 27 October 2026) https://www.omnisend.com/blog/sms-marketing-benchmarks/
- Automated SMS messages had an 11.8% bounce rate in 2025, including 6.7% hard bounces, according to Omnisend. Source: Omnisend, SMS marketing benchmarks: what good looks like in 2026 (11 June 2026, accessed 27 October 2026) https://www.omnisend.com/blog/sms-marketing-benchmarks/

Table: Average SMS unsubscribe rate by industry, Klaviyo 2026 benchmarks

| Industry | Campaigns, average | Flows, average | Campaigns, top 10% of brands | Flows, top 10% of brands |
|---|---|---|---|---|
| Automotive | 1.03% | 1.70% | 0.43% | 0.58% |
| Clothing and accessories | 0.97% | 1.62% | 0.35% | 0.54% |
| Electronics | 1.23% | 2.01% | 0.48% | 0.72% |
| Food and beverage | 1.16% | 1.79% | 0.41% | 0.57% |
| Hardware and home improvement | 1.28% | 1.96% | 0.49% | 0.65% |
| Health and beauty | 1.02% | 1.65% | 0.37% | 0.55% |
| Home and garden | 1.34% | 2.17% | 0.48% | 0.77% |
| Jewelry | 1.02% | 1.77% | 0.37% | 0.59% |
| Specialty | 1.09% | 1.73% | 0.41% | 0.58% |
| Sporting goods | 1.18% | 1.79% | 0.43% | 0.60% |
| Toys and hobbies | 1.07% | 1.75% | 0.37% | 0.53% |
| Other ecommerce | 1.12% | 1.79% | 0.38% | 0.59% |
| All industries | 1.08% | 1.74% | 0.38% | 0.58% |

Source: Klaviyo 2026 SMS marketing benchmarks, read from the "SMS unsubscribe benchmarks" chart. The same industry figures appear on Klaviyo's email benchmark page labelled as email order rates; see the methods section. Dated copy: /data/snapshots/klaviyo/klaviyo-figures-2026-10-27.csv.

## Text message volume and text scam statistics (US)

CTIA, the US wireless trade body, surveys carriers every year. Its count covers SMS and MMS on carrier networks, not app messages such as iMessage or WhatsApp. The Federal Trade Commission counts the fraud reports people file about scam texts.

Americans exchanged nearly 2.2 trillion SMS and MMS messages in 2024, about 6 billion a day. That was 42 billion more than in 2023, growth of about 2%. CTIA says only 2020, the first year of the pandemic, was higher. Spread across 579 million wireless connections, that is about 3,800 texts per connection a year, or 10 a day. Connections include tablets and watches, so texts per phone are higher. CTIA's 2026 survey counted nearly 603 million connections in 2025 but did not report text volumes.

Scammers use the same channel. Americans reported losing $470 million to text scams in 2024, more than five times the 2020 figure, so 2020 losses were below $94 million. The share of text scam reports that involved a loss rose every year from 2021, reaching 11% in 2024. Fake package delivery problems were the most reported text scam.

Texts are now the most common first contact. In 2024 the FTC ranked text messages third, after email and phone calls. In 2025, text was the top reported contact method among fraud reports that named one. Text scams were still only about 3.8% of all reported fraud losses in 2024. The FTC says social media is the top contact method by total reported losses. For wider fraud and cybercrime data, see our [cybersecurity statistics](https://statisticsglobal.org/cybersecurity-statistics/).

- Americans exchanged nearly 2.2 trillion SMS and MMS text messages in 2024, according to CTIA. Source: CTIA, 2025 Annual Survey Highlights (September 2025, accessed 27 October 2026) https://api.ctia.org/wp-content/uploads/2025/09/2025-Annual-Survey-Highlights.pdf
- Americans exchanged nearly 42 billion more SMS and MMS messages in 2024 than in 2023, according to CTIA. Source: CTIA, 2025 Annual Survey Highlights (September 2025, accessed 27 October 2026) https://api.ctia.org/wp-content/uploads/2025/09/2025-Annual-Survey-Highlights.pdf
- US SMS and MMS message volume grew about 2% in 2024, calculated by StatisticsGlobal from CTIA data. Source: CTIA, 2025 Annual Survey Highlights (September 2025, accessed 27 October 2026) https://api.ctia.org/wp-content/uploads/2025/09/2025-Annual-Survey-Highlights.pdf
- Americans exchanged about 6 billion SMS and MMS messages a day in 2024, calculated by StatisticsGlobal from CTIA data. Source: CTIA, 2025 Annual Survey Highlights (September 2025, accessed 27 October 2026) https://api.ctia.org/wp-content/uploads/2025/09/2025-Annual-Survey-Highlights.pdf
- US wireless connections averaged about 3,800 SMS and MMS messages each in 2024, calculated by StatisticsGlobal from CTIA data. Source: CTIA, 2025 Annual Survey Highlights (September 2025, accessed 27 October 2026) https://api.ctia.org/wp-content/uploads/2025/09/2025-Annual-Survey-Highlights.pdf
- Each US wireless connection averaged about 10 SMS and MMS messages a day in 2024, calculated by StatisticsGlobal from CTIA data. Source: CTIA, 2025 Annual Survey Highlights (September 2025, accessed 27 October 2026) https://api.ctia.org/wp-content/uploads/2025/09/2025-Annual-Survey-Highlights.pdf
- Americans spent over 2.4 trillion minutes talking on mobile phones in 2024, according to CTIA. Source: CTIA, 2025 Annual Survey Highlights (September 2025, accessed 27 October 2026) https://api.ctia.org/wp-content/uploads/2025/09/2025-Annual-Survey-Highlights.pdf
- US wireless connections reached 579 million in 2024, or 1.7 connections for every person, according to CTIA. Source: CTIA, 2025 Annual Survey Highlights (September 2025, accessed 27 October 2026) https://api.ctia.org/wp-content/uploads/2025/09/2025-Annual-Survey-Highlights.pdf
- US wireless connections reached nearly 603 million in 2025, roughly 1.8 for every American, according to CTIA. Source: CTIA, 2026 Annual Survey Highlights (September 2026, accessed 27 October 2026) https://api.ctia.org/wp-content/uploads/2026/09/2026-Annual-Survey-Highlights.pdf
- 46% of devices on US wireless networks were something other than a phone in 2025, according to CTIA. Source: CTIA, 2026 Annual Survey Highlights (September 2026, accessed 27 October 2026) https://api.ctia.org/wp-content/uploads/2026/09/2026-Annual-Survey-Highlights.pdf
- Americans reported losing $470 million to text message scams in 2024, more than five times the 2020 figure, according to the Federal Trade Commission. Source: Federal Trade Commission, Data Spotlight: Top text scams of 2024 (14 April 2025, accessed 27 October 2026) https://www.ftc.gov/news-events/data-visualizations/data-spotlight/2025/04/top-text-scams-2024
- Reported losses to US text scams were below $94 million in 2020, calculated by StatisticsGlobal from Federal Trade Commission data. Source: Federal Trade Commission, Data Spotlight: Top text scams of 2024 (14 April 2025, accessed 27 October 2026) https://www.ftc.gov/news-events/data-visualizations/data-spotlight/2025/04/top-text-scams-2024
- 11% of text scam reports to the Federal Trade Commission said money was lost in 2024, up from 5% in 2020. Source: Federal Trade Commission, Data Spotlight: Top text scams of 2024 (14 April 2025, accessed 27 October 2026) https://www.ftc.gov/news-events/data-visualizations/data-spotlight/2025/04/top-text-scams-2024
- Text message scams made up about 3.8% of all US fraud losses reported to the FTC in 2024, calculated by StatisticsGlobal from Federal Trade Commission data. Source: Federal Trade Commission, Data Spotlight: Top text scams of 2024 (14 April 2025, accessed 27 October 2026) https://www.ftc.gov/news-events/data-visualizations/data-spotlight/2025/04/top-text-scams-2024
- Americans reported losing more than $12.5 billion to fraud in 2024, up 25% on 2023, according to the Federal Trade Commission. Source: Federal Trade Commission, New FTC Data Show a Big Jump in Reported Losses to Fraud to $12.5 Billion in 2024 (10 March 2025, accessed 27 October 2026) https://www.ftc.gov/news-events/news/press-releases/2025/03/new-ftc-data-show-big-jump-reported-losses-fraud-125-billion-2024
- Text messages were the third most reported way scammers contacted people in 2024, after email and phone calls, according to the Federal Trade Commission. Source: Federal Trade Commission, New FTC Data Show a Big Jump in Reported Losses to Fraud to $12.5 Billion in 2024 (10 March 2025, accessed 27 October 2026) https://www.ftc.gov/news-events/news/press-releases/2025/03/new-ftc-data-show-big-jump-reported-losses-fraud-125-billion-2024
- Text messages were the most reported contact method in US fraud reports in 2025, according to the Federal Trade Commission. Source: Federal Trade Commission, Prepared Statement of the FTC before the Joint Economic Committee on the rising scam economy (25 March 2026, accessed 27 October 2026) https://www.ftc.gov/system/files/ftc_gov/pdf/ftc-testimony-jec-hearing-on-the-rising-scam-economy.pdf
- Americans filed 3 million fraud reports and reported $15.9 billion in losses in 2025, according to the Federal Trade Commission. Source: Federal Trade Commission, Prepared Statement of the FTC before the Joint Economic Committee on the rising scam economy (25 March 2026, accessed 27 October 2026) https://www.ftc.gov/system/files/ftc_gov/pdf/ftc-testimony-jec-hearing-on-the-rising-scam-economy.pdf

Table: US text messaging and text scam figures, latest years

| Measure | Value | Year | Source |
|---|---|---|---|
| SMS and MMS messages exchanged | Nearly 2.2 trillion | 2024 | CTIA |
| Change vs previous year | +42 billion (about +2%, our calculation) | 2024 | CTIA |
| Messages per wireless connection | About 3,800 (our calculation) | 2024 | CTIA |
| Voice minutes | Over 2.4 trillion | 2024 | CTIA |
| Wireless connections | Nearly 603 million | 2025 | CTIA |
| Reported losses to text scams | $470 million | 2024 | FTC |
| Text scam share of all reported fraud losses | About 3.8% (our calculation) | 2024 | FTC |
| Rank of text among scam contact methods | 1st (3rd in 2024) | 2025 | FTC |

Sources: CTIA 2025 and 2026 Annual Survey Highlights; FTC Data Spotlight (April 2025), FTC press release (March 2025) and FTC statement to the Joint Economic Committee (March 2026). Calculations by StatisticsGlobal.

## How these sources measure SMS marketing

The vendor benchmarks are useful, but they are not neutral surveys. Each describes one platform's customers, and none publishes a full method.

Klaviyo, Omnisend and Dotdigital report averages from their own customers, mostly ecommerce brands. Klaviyo's sample is over 183,000 customers but it does not say which months its 2026 benchmarks cover. Omnisend's figures are for 2025. Dotdigital quotes its 2026 Global Benchmark Report, which is gated; the blog page gives neither the sample size nor the period. None of the three defines a click in detail, and Omnisend and Dotdigital call it click-through rate while Klaviyo calls it click rate. Revenue figures are attributed revenue, which each platform counts in its own way.

We read Klaviyo's industry click, order and unsubscribe rates from the interactive charts on its benchmark page. The same industry numbers that Klaviyo's SMS page shows as unsubscribe rates also appear on its email benchmark page, labelled as email order rates. We treat them as SMS unsubscribe rates because they sit in the chart titled for unsubscribes and the best brands show lower values. Treat them with care until Klaviyo clarifies. The Wayback Machine was not answering lookups when we checked, so we keep a dated copy of every figure we use at /data/snapshots/, alongside the CTIA 2025 archive copy.

CTIA counts SMS and MMS messages carried on US wireless networks. It excludes over-the-top apps, so it understates total messaging. Its figures are rounded ("nearly 2.2 trillion"), so our per-day and per-connection numbers are approximate. FTC figures come from reports people choose to file. The FTC cites research finding that only 4.8% of people who experienced mass-market fraud complained to a Better Business Bureau or a government body, so real losses are higher.


## Frequently asked questions

### What is a good SMS marketing click-through rate?

Klaviyo's 2026 benchmarks put the average at 5.6% for SMS campaigns and 9.65% for automated flows, with the top 10% of brands at 10.44% and 16.6%. Omnisend measured 12.39% for campaigns in 2025. Compare with a benchmark that uses the same definition as your platform.

### Does SMS marketing perform better than email?

On clicks, yes. SMS campaigns had 3.3 times the click rate of email campaigns in Klaviyo's 2026 data. On revenue, not always. Omnisend found email automations earned $3.41 per message in 2025 against $0.75 for SMS automations.

### What is the average SMS marketing conversion rate?

Klaviyo's 2026 order rate averaged 0.27% for SMS campaigns and 1.9% for flows. Omnisend's 2025 conversion rate was 0.12% for campaigns and 0.78% for automations.

### What is a normal SMS unsubscribe rate?

Dotdigital reports a global SMS unsubscribe rate of 0.43%. Klaviyo's 2026 charts show 1.08% per campaign and 1.74% per flow on average, and 0.38% for campaigns from the best 10% of brands.

### How many text messages are sent in the US each year?

Americans exchanged nearly 2.2 trillion SMS and MMS messages in 2024, according to CTIA. That was 42 billion more than in 2023 and about 6 billion a day. App messages such as iMessage are not included.

### How much do Americans lose to text message scams?

People reported losing $470 million to text scams in 2024, according to the FTC. That is more than five times the 2020 figure. In 2025 text messages were the most reported way scammers made first contact.

## Sources

1. Klaviyo, 2026 SMS marketing benchmarks by industry, 2026, accessed 27 October 2026. https://www.klaviyo.com/products/sms-marketing/benchmarks
2. Omnisend, SMS marketing benchmarks: what good looks like in 2026, 11 June 2026, accessed 27 October 2026. https://www.omnisend.com/blog/sms-marketing-benchmarks/
3. CTIA, 2025 Annual Survey Highlights, September 2025, accessed 27 October 2026. https://api.ctia.org/wp-content/uploads/2025/09/2025-Annual-Survey-Highlights.pdf
4. Federal Trade Commission, Data Spotlight: Top text scams of 2024, 14 April 2025, accessed 27 October 2026. https://www.ftc.gov/news-events/data-visualizations/data-spotlight/2025/04/top-text-scams-2024
5. Dotdigital, SMS marketing statistics and benchmarks you need to know (2026), 5 June 2026, accessed 27 October 2026. https://dotdigital.com/blog/sms-marketing-statistics-and-benchmarks/
6. Klaviyo, 2026 Email marketing benchmarks by industry, 2026, accessed 27 October 2026. https://www.klaviyo.com/products/email-marketing/benchmarks
7. CTIA, 2026 Annual Survey Highlights, September 2026, accessed 27 October 2026. https://api.ctia.org/wp-content/uploads/2026/09/2026-Annual-Survey-Highlights.pdf
8. Federal Trade Commission, New FTC Data Show a Big Jump in Reported Losses to Fraud to $12.5 Billion in 2024, 10 March 2025, accessed 27 October 2026. https://www.ftc.gov/news-events/news/press-releases/2025/03/new-ftc-data-show-big-jump-reported-losses-fraud-125-billion-2024
9. Federal Trade Commission, Prepared Statement of the FTC before the Joint Economic Committee on the rising scam economy, 25 March 2026, accessed 27 October 2026. https://www.ftc.gov/system/files/ftc_gov/pdf/ftc-testimony-jec-hearing-on-the-rising-scam-economy.pdf