This guide explains what to supply for an SMS campaign and how the message length works.
SMS gives students a short, direct prompt to take their next step. We write your message and send it for approval, saving your team time while keeping the copy focused on your campaign goal.
What we need from you
To prepare a standalone SMS send, please provide:
One UTM tracking link per standalone send, pointing to your chosen landing page.
Approval of the SMS copy we prepare for you.
Choose a landing page that matches the message and makes the next action easy to find.
SMS content requirements
Your SMS message can contain up to 100 characters, excluding the tracking link.
Focus on one clear message.
Highlight what makes your university or opportunity appealing.
Include a strong call to action, such as “Book your place” or “Explore courses”.
Do not include competitor references.
We draft the copy within this limit. If you request changes or provide your own wording, the same limit applies.
SMS within a wider campaign
If your SMS is part of an Event Marketing or January UCAS Deadline campaign, you only need to supply one UTM tracking link for the whole campaign. You do not need to create a separate link for each channel.
Frequently asked questions
Does the 100-character limit include the tracking link?
Does the 100-character limit include the tracking link?
No. The limit applies to the message copy; the tracking link is excluded.
Do we need to write the SMS ourselves?
Do we need to write the SMS ourselves?
No. We write it for you and share it for approval.
Can we request changes to the message?
Can we request changes to the message?
Yes. Share your feedback with your Client Success representative. Revised copy must fit within the character limit and cannot include competitor references.
How many tracking links should we supply?
How many tracking links should we supply?
Supply one per standalone SMS send. For SMS included in Event Marketing or January UCAS Deadline activity, one link covers the whole campaign.
Please contact your Client Success representative or email clients@universitycompare.com if you need help with your SMS campaign.