SMS messages are billed based on segments, not just individual messages.
One SMS segment = 160 characters
If your message exceeds 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 impact costs for international messaging.
Hidden or non-standard characters are a very common (and often invisible) cause of increased segment usage.
This typically happens when SMS content is copied and pasted from tools like:
Microsoft Word
Google Docs
Websites or PDFs
These sources may add formatting or empty characters that are not visible but still count toward the character limit.
A short phrase like:
Hey there
Should normally use 1 segment, but when pasted from a webpage, it may contain hidden characters that expand the message to 4 segments.
Always use “Paste as plain text” when adding SMS content in Aesthetix CRM
Use this tool to verify your message before sending:
This tool 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 to use Unicode encoding, which reduces the character limit per segment from 160 to 70 characters.
A message that would normally fit into 1 segment may jump to 3–4 segments simply by adding a few emojis.
Emojis are a great way to add personality and engagement, but we recommend:
Using them sparingly
Always checking segment count before activating automations
Being intentional with emoji usage helps balance engagement with cost control.
When you send a message with an image attachment, it becomes an MMS. MMS messages have higher Per MMS Segment rates.
Aesthetix CRM SMS & MMS Rates (Always Reference for Current Rates):
SMS Messages: $0.008 Per SMS Segment (160 Characters)
MMS Messages: $0.0256 Per MMS Segment (1,600 Characters)
However, MMS messages do allow for a greater amount of characters per segment.
Depending on the recipient carrier, you will also see phone carrier fees. These fees may vary by message type (MMS or SMS) and phone number type (local or toll-free).
These fees are not controlled by Aesthetix CRM and are required as part of A2P 10DLC carrier compliance.
To keep SMS costs predictable and manageable:
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
If you have questions about a specific message or need help optimizing your SMS strategy, our support team is happy to help.
Use this calculator to estimate campaign costs: https://aesthetixcrm.com/sms-calculator/
