SMS Marketing Automation in HighLevel

SMS gets opened. Most text messages are read within minutes of arrival, which is why it is one of the highest-engagement channels in any marketing stack.

HighLevel builds the sending infrastructure, the compliance controls, and the automation logic into the same platform you are already using for everything else.

Reading time: approximately 10 minutes.

What Is SMS Marketing Automation in HighLevel?

HighLevel’s SMS system lets you send text messages to contacts directly from the platform without needing a separate SMS tool like EZTexting, SimpleTexting, or a standalone Twilio account. The entire stack – phone numbers, sending infrastructure, opt-out handling, compliance settings, and automation logic – lives inside the same platform you use for your CRM, pipelines, and email campaigns.

SMS in HighLevel handles two use cases. The first is broadcast messaging: sending a single text to a large filtered list of contacts at once.

The second is automated messaging: sending a series of personalized texts triggered by contact behavior, events, or workflow conditions.

Both run on LC Phone, HighLevel’s built-in telephony system. Twilio remains available as an alternative, but LC Phone is the default and requires no external account setup.

How the Two SMS Systems Work

Bulk SMS from the Contacts Tab

Bulk SMS starts in the Contacts tab. You filter your contacts by any combination of tag, pipeline stage, custom field, or list, then select the contacts you want to reach and click the Send SMS icon.

You choose the from number, write the message body using plain text, custom values, or a saved snippet, and select your send mode. Standard mode sends immediately to all selected contacts.

Drip Mode spreads the delivery over time in configurable batches – useful for large lists where a sudden spike in sends could trigger carrier filtering.

After sending, delivery status is visible under Contacts, then Bulk Actions, then Show Stats. DND-marked contacts are automatically excluded from all bulk sends before they go out.

Automated SMS in the Workflow Builder

Automated SMS sequences are built in the Workflow Builder using the Send SMS action. Any workflow trigger can start a text message sequence: a form submission, a tag addition, an appointment booking, a payment event, a pipeline stage change, or a calendar trigger timed relative to an appointment.

The Send SMS action supports custom values for personalization – inserting the contact’s first name, business name, appointment time, or any other CRM field directly into the message body. Wait actions between SMS steps control the timing of the sequence.

If/Else branches route contacts into different message paths based on whether they replied, clicked a link, or reached a particular stage.

The Manual SMS action is a variation that queues the message in the Conversations tab under Manual Actions instead of sending automatically. A team member reviews and sends it personally.

This is useful for high-value contacts where a canned message is not the right approach.

A2P 10DLC: What Registration Requires

A2P 10DLC is the carrier registration standard for application-to-person SMS in the United States. All businesses using local 10-digit numbers to send SMS to US recipients must register their brand and campaigns through The Campaign Registry (TCR).

HighLevel handles this through the Trust Center at Settings, then Phone System, then Trust Center.

Registration has two steps. Brand registration identifies your business to carrier networks and requires your legal business name, EIN or Tax ID, business type, and physical address.

Campaign registration specifies the types of messages you plan to send. You select a use case, write a description of who will receive messages and why, and provide sample messages.

Every sample must include opt-out instructions such as “Reply STOP to unsubscribe.”

Approved campaigns are assigned a trust score by carriers. Higher trust scores allow higher daily message throughput.

Sole Proprietors without an EIN can register under the Sole Proprietor track, which supports lower-volume messaging. Toll-free number registration is free and less complex than 10DLC registration if you want to avoid the 10DLC process entirely.

Key compliance rules that apply at all times:

• Consent to receive SMS must be obtained separately from other form consents – consent checkboxes cannot be pre-selected
• Opt-out language must be present in all marketing messages and automatically included in the first text to any new contact when the setting is enabled
• Opt-out rate must stay below 3% – exceeding this triggers a 24-hour sending suspension
• Cold texting contacts who never opted in violates policy regardless of business intent
• SMS consent obtained by one business entity cannot be transferred to another

What You Can Build

• One-time bulk broadcasts sent to a filtered contact segment with standard send for immediate delivery or Drip Mode for batched delivery over time, with automatic exclusion of DND contacts before the send goes out
• Lead response sequences triggered by form submissions or web chat interactions, sending an immediate personalized reply within seconds of a contact expressing interest to maximize the chance of engagement while the lead is still active
• Appointment reminder sequences timed relative to an appointment event – for example, a confirmation text at booking, a reminder 24 hours before, and a follow-up after the appointment asking for a review or next steps
• Post-purchase follow-ups triggered by payment events, sending order confirmations, delivery updates, and review requests automatically without any manual coordination after the purchase
• Re-engagement campaigns targeting contacts tagged as inactive or cold with a time-limited offer or check-in message, routing replies into an active conversation or a new pipeline stage
• Behavior-based branching sequences that send different follow-up messages depending on whether a contact replied, clicked a link, booked an appointment, or took no action within the wait window
• Manual SMS queues for high-value leads that need a human review before a message goes out, combining the efficiency of automation to surface the right contacts at the right time with a personal touch on the actual send
• MMS messages with images, PDFs, or other media attachments included directly in the automated send for situations where a visual adds significant value to the message

Key Definitions

Use Cases by Industry

Home Services and Contractors

A plumbing company captures leads through a website form. Every submission triggers an immediate SMS from the assigned technician’s number: “Hi [First Name], this is Jake at ABC Plumbing.

I saw your request – when works for a quick call?” The message arrives within seconds of the form submission.

If the contact replies, the workflow routes them into a conversation and creates a pipeline opportunity. If there is no reply after two hours, a follow-up text with a booking link goes out automatically.

If still no response after 24 hours, a task action queues for a team member to call manually.

Outcome: Every inbound lead receives an immediate personalized response without anyone manually monitoring the form, and the follow-up sequence runs without any team involvement until a reply comes in.

Real Estate Agents and Teams

A real estate team runs open house events and collects sign-in information on a tablet form. Every sign-in triggers an SMS sequence: a same-day follow-up thanking the contact for attending, a next-day message with the property listing link, and a three-day follow-up asking if they have questions.

Contacts who click the listing link receive a tag that fires a showing request sequence. Contacts who reply with buying intent words are routed to an agent notification task.

The team handles dozens of open houses without manually following up on every sign-in sheet.

Outcome: Every open house lead receives a consistent follow-up sequence regardless of how busy the team is during and after the event, and the most interested contacts are surfaced automatically.

Medical Practices and Wellness Businesses

A chiropractic office uses HighLevel to send appointment reminder SMS sequences: a confirmation text at booking, a 48-hour reminder, and a same-day reminder two hours before the appointment. Each message uses custom values to include the appointment time and the provider’s name.

No-show contacts receive an automated re-booking text within an hour of the missed appointment. Patients who complete three visits receive a review request SMS timed 24 hours after the third visit.

All opt-out responses are handled automatically without any staff involvement.

Outcome: No-show rates drop because patients receive timely reminders, and review volume increases because the request goes out at the right moment without anyone manually tracking visit counts.

Gyms, Studios, and Membership Businesses

A fitness studio uses a lead magnet offering a free trial class. Every opt-in triggers a 5-message SMS sequence over seven days introducing the studio, sharing class schedules, and ending with a limited-time offer to join as a paid member.

The sequence branches after the third message based on whether the contact has visited the studio’s booking page.

Contacts who booked a class are removed from the sequence and moved into a member onboarding workflow. Contacts who never engaged after seven messages receive a final win-back message before the sequence ends and a DND-safe tag is applied to avoid re-sending.

Outcome: Trial leads are nurtured automatically through a consistent sequence that adapts based on booking behavior, without any manual follow-up required from the studio team.

Marketing Agencies Managing Client Accounts

A digital marketing agency manages SMS campaigns for ten local business clients. Each client has a separate sub-account with its own A2P registered phone number, its own contact list, and its own set of workflows.

The agency builds and activates the sequences once, then the automation runs independently for each client.

Rebilling for LC Phone usage is configured at the agency level on the $497 plan, so each client is charged for their own SMS usage automatically. The agency reports on performance using Messaging Analytics per sub-account without needing a separate analytics tool for each client.

Outcome: The agency delivers fully managed SMS marketing for ten clients simultaneously from a single platform login, with each client’s automation, compliance settings, and billing running independently in their own sub-account.

Who Is This For?

How to Set Up SMS Marketing Automation

This walkthrough covers LC Phone setup, A2P registration, compliance configuration, bulk SMS, and building a workflow drip sequence.

Step 1: Enable LC Phone and Purchase a Number

Go to Settings, then Phone Numbers. Click Add Number, then Add Phone Number.

Filter by country or area code. Select a local 10-digit number and click Proceed to Buy.

The number appears under Manage Numbers immediately. LC Phone is active with no external setup required.

If you plan to send SMS to US recipients, do not send any messages yet. Complete A2P registration first.

Step 2: Register Your Brand and Campaign in the Trust Center

Go to Settings, then Phone System, then Trust Center. Click Start Registration under A2P Messaging.

Select your country. Confirm whether your business has a Tax ID.

For standard brands with an EIN: provide the exact legal business name as it appears in IRS records, your EIN, business type, and physical address. Submit brand registration.

Once approved, click through to campaign registration. Select a use case.

Write a clear, specific description of who receives messages and why. Provide at least two sample messages, each containing opt-out instructions.

Pay the vetting fee. Wait for carrier approval before sending to US recipients on that number.

Step 3: Configure Opt-Out Language and Sender ID

Go to Settings, then Phone Numbers. Click the three-dot menu next to your number and open Edit Configuration.

Enable the Opt Out Message setting. This automatically appends your sender ID and opt-out language to the first SMS sent to any new contact who has never messaged your number.

This setting applies to manual messages from the Conversations tab, workflow SMS actions, and bulk sends. It should be enabled on every number you use for outbound SMS.

Step 4: Send a Bulk SMS

Go to Contacts. Use filters to build your target segment.

Select the contacts by checkbox or select all. Click the Send SMS icon (the speech bubble icon).

Select the from number. Write your message using custom values for personalization.

Choose standard send or enable Drip Mode and set your batch size and interval. Click Send SMS.

Monitor results under Contacts, then Bulk Actions, then Show Stats. Review delivery rates and any carrier-reported errors.

Step 5: Build a Workflow SMS Drip Sequence

Go to Automation, then Workflows. Click Create Workflow.

Add your trigger – for example, Form Submitted filtered to a specific form. Add a Send SMS action.

Write the message body with custom values for personalization. Click Save Action.

Add a Wait action with your timing. Add the next Send SMS.

Repeat for all sequence steps.

Step 6: Add Behavior-Based Branches

After each SMS action, add an If/Else branch. Set the condition: did the contact reply?

Did they click a link? Did they book an appointment?

Route the “yes” path to a follow-up appropriate for an engaged contact. Route the “no” path to a different message or a manual task for team follow-up.

This turns a linear sequence into a responsive system that treats engaged and unengaged contacts differently from the moment they diverge.

Step 7: Add Manual SMS for High-Value Contacts

For contacts who reach a critical decision point in the sequence, swap the Send SMS action for a Manual SMS action. The workflow pauses at that step and queues a notification in the Conversations tab under Manual Actions.

A team member reviews the contact’s context, edits the suggested message if needed, and sends it manually. The workflow continues after the manual action is completed.

Step 8: Test, Publish, and Monitor

Use Test Workflow with a test contact. Verify messages arrive, custom values populate correctly, and DND contacts are excluded.

Publish the workflow when ready.

Monitor ongoing performance in Settings, then Phone System, then Messaging Analytics. Watch opt-out rates closely.

Keep them below 3% to avoid triggering a temporary sending suspension.

Step 9: Maintain Compliance Ongoing

Review delivery error rates after every bulk send. A high error rate indicates you are sending to invalid numbers or non-SMS-capable devices – clean those contacts from your list.

If opt-out rates rise, review your message frequency, content relevance, and the quality of consent collected at opt-in. Compliance is not a one-time setup – it requires ongoing attention to these metrics after every send.

How It Connects to the Rest of HighLevel

• Workflow Builder – all automated SMS sequences are built in the Workflow Builder using Send SMS actions. The same workflow can combine SMS with email, voicemail drops, pipeline updates, and tag actions in a single coordinated sequence across multiple channels.
• Tag-Based Automation – tags are the most common trigger for SMS sequences. Adding a tag to a contact when they opt in, download a lead magnet, or reach a pipeline stage can immediately fire an SMS workflow without any manual action.
• Email Campaign Automation – SMS and email run on the same Workflow Builder infrastructure and are routinely combined in the same sequences. A workflow can send an email, wait one day, then send an SMS follow-up if the email was not opened – using both channels without building two separate automations.
• Appointment Reminders – SMS is one of the primary channels for appointment reminder workflows. Confirmation texts, 24-hour reminders, same-day reminders, and post-appointment follow-ups all fire through the same workflow infrastructure as any other SMS sequence.
• Conversation AI – Conversation AI can handle inbound SMS replies automatically in Auto-Pilot mode, responding to contacts, answering questions, and booking appointments without a human in the loop. This extends the value of SMS sequences beyond one-way broadcasts into two-way automated conversations.
• Pipeline and Opportunities – SMS sequences can be triggered by pipeline stage changes and can move contacts into new pipeline stages based on their replies or actions, connecting text message engagement directly to the sales process in the CRM.

Common Questions

To Wrap It Up

SMS works because it gets read. HighLevel’s SMS system is built for businesses that want to use that attention responsibly – with proper consent, compliant opt-out handling, and automation that responds to what contacts actually do rather than blasting the same messages to everyone.

The compliance side requires real attention upfront. A2P registration, opt-out configuration, and consent collection are not optional steps you can come back to later.

Get them right before your first send and the actual automation becomes straightforward to build and maintain.

The combination of bulk SMS for broadcast reach and workflow SMS for behavior-based follow-up covers most business communication use cases without needing a separate tool.

1. Complete A2P 10DLC brand and campaign registration in the Trust Center before sending a single message to US recipients on a local number
2. Enable the opt-out language setting on every phone number you use for outbound SMS so the first message to any new contact automatically includes it
3. Use Drip Mode for any bulk send over a few hundred contacts to avoid delivery spikes that could trigger carrier filtering
4. Add If/Else branches to every SMS workflow sequence so engaged contacts and unengaged contacts receive different follow-up rather than identical messages on the same schedule
5. Monitor opt-out rates in Messaging Analytics after every bulk send and investigate any rate above 1% before sending the next campaign

A well-built SMS system in HighLevel handles most of the follow-up, timing, and routing automatically – the main job after setup is keeping the list clean and the compliance settings current.