If your texting costs are higher than expected, the reason usually comes down to how SMS is billed. Messages are charged by segment, not by message, so a few small choices in your content can multiply the cost. This guide explains the most common causes and how to keep spending predictable.
SMS is billed by segment, not by the number of messages you send.
One SMS segment is 160 characters.
If your message goes over 160 characters, it is split into multiple segments.
Even 161 characters counts as 2 segments.
A single long message can quickly double or triple your cost depending on length. Segment character limits can also vary by country and region, which may further affect costs for international messaging.
Hidden or non-standard characters are a very common and often invisible cause of extra segment usage. This usually happens when SMS content is copied and pasted from tools like Microsoft Word, Google Docs, websites, or PDFs. These sources can add formatting or empty characters that you cannot see but that still count toward the limit.
For example, a short phrase like "Hey there" should use 1 segment, but when pasted from a webpage it can carry hidden characters that expand the message to 4 segments.
To avoid this, always use "Paste as plain text" when adding SMS content in Aesthetix CRM. You can also verify a message before sending with the segment calculator, which shows the true character count and number of segments your message will use.
Emojis are one of the most common causes of unexpected SMS costs. Many emojis force the message into Unicode encoding, which drops the per-segment limit from 160 characters to 70. A message that would normally fit in 1 segment can jump to 3 or 4 segments just by adding a few emojis.
Emojis are a great way to add personality and engagement, so we recommend using them sparingly and always checking the segment count before activating automations. Being intentional keeps engagement high without runaway costs.
When you attach an image, the message becomes an MMS, which is billed at a higher per-segment rate than SMS. MMS does allow more characters per segment, so it is not always more expensive overall, but the per-segment rate is higher.
For current SMS and MMS rates, always reference the technology and messaging credits page, which is the authoritative source for pricing.
Depending on the recipient's carrier, you may also see phone carrier fees. These vary by message type (SMS or MMS) and phone number type (local or toll-free). They are not controlled by Aesthetix CRM and are required as part of A2P 10DLC carrier compliance.
Keep messages concise.
Paste SMS content as plain text.
Be mindful of emojis.
Understand the tradeoffs with MMS.
Use a segment calculator before launching automations.
To estimate campaign costs before you send, use the Aesthetix CRM SMS calculator. If you have questions about a specific message or want help optimizing your SMS strategy, our support team is happy to help. For deeper phone and messaging setup, see the Phone collection.
Why is my SMS cost higher than expected? SMS is billed by segment, not by message. Long messages, hidden characters from copy-paste, emojis, picture messages, and carrier fees all increase the number of segments or the per-segment rate.
What is an SMS segment? A segment is 160 characters of standard text. If your message exceeds 160 characters it splits into multiple segments, and even 161 characters counts as 2 segments.
Why do emojis cost more? Many emojis switch the message to Unicode encoding, which reduces the per-segment limit from 160 characters to 70. That can turn a 1-segment message into 3 or 4 segments.
Why did pasted text cost more than I expected? Content copied from Word, Google Docs, websites, or PDFs can carry invisible characters that add segments. Always use "Paste as plain text" and verify with a segment calculator.
Is MMS more expensive than SMS? MMS has a higher per-segment rate but allows more characters per segment. Check current rates on the technology and messaging credits page.
What are carrier fees and can I avoid them? Carrier fees are charged by the recipient's carrier as part of A2P 10DLC compliance. They vary by message and number type and are not controlled by Aesthetix CRM, so they cannot be removed.
