Transactional vs marketing SMS: the differences you must know
This distinction looks like a formality, but in practice it decides whether you need consent, how you build the copy and what effectiveness to expect. Confusing the two means, on one hand, the risk of a fine, and on the other, needless friction that lowers conversion. Worth understanding before you start any send.
Transactional SMS — follows from a user action
A transactional SMS is sent in response to a specific action or relationship with the user: order confirmation, a 2FA code, a security alert, parcel status, an appointment reminder. Its purpose is to deliver a service, not to promote. So as a rule it does not require separate marketing consent — the basis is contract performance or legitimate interest. This is the domain of notifications and 2FA.
Marketing SMS — promotes and requires consent
A marketing SMS promotes a product, service or brand: an offer, a discount, a launch, a sale invitation, a win-back campaign. The rules differ — it requires prior, freely given, documented consent and an opt-out mechanism (STOP). It is handled by the SMS marketing module with automatic opt-out and consent management. The legal details are in our SMS marketing and GDPR piece.
The line is thin — beware "add-ons"
The most common trap is gluing promotional content onto a transactional SMS. "Your parcel shipped. PS. -20% on your next order with code COMEBACK" — that is no longer a pure transactional SMS, because it contains marketing, so it requires marketing consent. If you want to combine information with promotion, treat the whole thing as marketing and make sure you have consent. Keep a purely transactional SMS free of offers.
Why separating them pays off
Correctly separating the two is not only compliance, but effectiveness. A transactional SMS without a consent prompt introduces no friction where the user expects information (nobody wants to "consent" to a login code). A marketing SMS with clean, voluntary consent reaches people who actually want your offers — so it converts better and generates fewer opt-outs. Trying to "save on consent" by disguising marketing as transaction ends in a fine and lost sender reputation.
One account, both types
The good news: you do not need two providers. The same account and the same API handles transactional notifications, 2FA codes and marketing campaigns — you separate them by your own logic and consent management. Create an account with 100 free SMS on the sign-up page, and check rates in the pricing.
FAQ
Does a transactional SMS require marketing consent?+
As a rule no — if it is strictly transactional (order status, code, alert). A promotional add-on turns it into marketing and requires consent.
What is the penalty for sending marketing without consent?+
A breach of GDPR and telecom law, risking fines and the loss of sender reputation with carriers.
Can I add a discount to an order-status SMS?+
Only if you have marketing consent — such an add-on makes the message marketing. Without consent, keep the transactional SMS free of promotion.
Do I need two accounts for both types?+
No. The same account and API handle notifications, 2FA and marketing — you separate them by logic and consent management.