SMS 마케팅 서비스 : 시장 점유율 분석, 업계 동향 및 통계, 성장 예측(2026-2031년)

According to Mordor Intelligence, the SMS marketing services market size was valued at USD 14.15 billion in 2025, USD 15.62 billion in 2026, and is forecast to reach USD 26.05 billion by 2031, registering a CAGR of 10.77% during 2026-2031.

This report is Segmented by Enterprise Size (Large Enterprises, and Small and Medium-Sized Enterprises), End User Industry (Retail and E-Commerce, Media and Entertainment, Healthcare and Life Sciences, Travel and Hospitality, Consumer Goods, and More (Education, Automotive, and IT and Telecom Amongst More)), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Global SMS Marketing Services Market Trends and Insights

High Open Rates and Immediate Conversion Windows

The SMS Marketing Services Market benefits from a channel that places time-sensitive offers and service messages directly on a consumer device, without requiring a person to open a separate application. Subtext reported a 98% open rate and stated that 95% of messages were opened within 3 minutes in its 2026 benchmark report, based on messages sent during 2025. Omnisend found that automated campaigns converted at 0.77%, compared with 0.12% for scheduled broadcast campaigns, showing the value of messages triggered by customer behavior. Its data covered cart abandonment, post-purchase follow-up, and other actions that can be addressed while purchase intent is still active. Immediate delivery also allows a business to link a message to a specific customer action rather than relying on a general promotional calendar, making campaign results easier to compare. This gives campaign teams a clearer basis for testing timing, audience selection, message content, and the route from a response to a purchase, while respecting the opt-in choices that determine whether the message can be sent.

Small Business Adoption of Self-Serve Text Platforms

Self-serve products are broadening access to the SMS Marketing Services Market for businesses without dedicated development teams or large technology budgets. TXTImpact reported that 66% of U.S. businesses used SMS marketing in 2025, and the same share increased their budgets for the channel. Listrak recorded a 93% increase in retailer SMS volume in 2025, alongside a 16.7% increase in client revenue and a 21% increase in Black Friday and Cyber Monday SMS revenue. HubSpot made native SMS available as a paid Marketing Hub add-on in May 2026, placing message creation within established marketing workflows for its users. These products reduce setup time through templates, guided workflows, direct links to commerce and CRM applications, and settings that allow teams to start with modest campaign volumes. They also allow small teams to manage opt-ins, message cadence, and basic results without shifting work among several disconnected systems or relying on an external development project for routine changes.

Growing Shift to WhatsApp and Rich Communication Services

WhatsApp and RCS create competitive pressure for the SMS Marketing Services Market, particularly where consumers already use app-based messaging extensively and expect rich media functions. Infobip stated that WhatsApp had more than 3 billion active users and carried 140 billion messages each day, making it a major enterprise messaging option outside North America. The company also reported that RCS passed 1.5 billion users globally after broader handset support. This does not mean that SMS will be replaced in every use case, since customer access and channel availability vary by geography, device, carrier, and application use. SMS still reaches customers without a separate application, an active data session, or a compatible RCS connection. Operators are responding with routing systems that select RCS or WhatsApp when available and use SMS when universal delivery is necessary, rather than treating channel choice as a permanent replacement decision.

Other drivers and restraints analyzed in the detailed report include:

1. Commerce and Customer Data Platform Integrations Improve Campaign Precision
2. Rich Messaging Rollouts Increase Demand for Text Fallback at Scale
3. Stricter Consent and Content Compliance Requirements

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Large enterprises held 60.53% of the SMS Marketing Services Market share in 2025. Their programs typically require high message throughput, dedicated API teams, customer segmentation, and integration with internal data systems. Financial services, retail, healthcare, and logistics users also need robust controls for consent and sender registration. Large organizations can spread these compliance and operating costs across higher message volumes. They are more likely to combine text messaging with customer data platform records to create targeted nationwide campaigns.

Small and medium-sized enterprises are projected to grow at a 14.51% CAGR from 2026 to 2031, the highest rate within this segmentation. Subscription pricing, self-serve setup, and prebuilt links to HubSpot, Salesforce, and Shopify reduce the development effort once needed to start a program. Klaviyo reported that nearly two-thirds of SMS flow revenue among its customers came from new buyers, underscoring how smaller e-commerce businesses can use automated flows for acquisition as well as retention. HubSpot's May 2026 SMS add-on similarly placed campaign tools inside Marketing Hub workflows. The SMS Marketing Services industry can gain a broader, more balanced customer base when platforms make registration, consent, and campaign creation easier for smaller businesses.

Complete Report Scope:

• By Enterprise Size
  • Large Enterprises
  • Small and Medium-Sized Enterprises
• By End User Industry
  • Retail and E-commerce
  • Media and Entertainment
  • Healthcare and Life Sciences
  • Travel and Hospitality
  • Consumer Goods
  • Other End User Industries (BFSI, Education, Automotive, and IT and Telecom amongst Others)
• By Geography
  • North America
    • United States
    • Canada
    • Mexico
  • South America
    • Brazil
    • Argentina
    • Chile
    • Rest of South America
  • Europe
    • Germany
    • United Kingdom
    • France
    • Italy
    • Spain
    • Rest of Europe
  • Asia-Pacific
    • China
    • Japan
    • India
    • South Korea
    • Australia
    • Rest of Asia-Pacific
  • Middle East
    • United Arab Emirates
    • Saudi Arabia
    • Qatar
    • Rest of Middle East
  • Africa
    • South Africa
    • Egypt
    • Nigeria
    • Rest of Africa

Geography Analysis

North America held 32.31% of the SMS Marketing Services Market share in 2025. The region has established enterprise messaging infrastructure, high smartphone use, and extensive adoption of communication platforms. A2P 10DLC registration has improved the operating conditions for registered senders and limited grey-route traffic. Twilio reported USD 1.41 billion in first-quarter 2026 revenue, a 20% year-over-year increase, and raised its 2026 reported revenue growth guidance to 14%-15%.

Europe remains a major regional base for the SMS Marketing Services Market, where GDPR compliance affects vendor selection and customer processes. Germany, the United Kingdom, France, Italy, and Spain support demand from retail, financial services, and logistics organizations. LINK Mobility serves more than 66,000 customers across Europe and reported that its 2025 annual results reflected stronger adoption of AI and RCS. Asia-Pacific combines diverse market conditions, from mature RCS and AI use in China, Japan, South Korea, and Australia to compliance-led A2P messaging in India. India's DLT framework requires organizations to register commercial communication templates, making compliance capability an important factor in provider selection.

Africa is projected to grow at a 15.12% CAGR from 2026 to 2031, the highest regional rate. Mobile technologies contributed USD 240 billion to Africa's economy in 2025, equal to 7.8% of regional GDP, and the GSMA expects this contribution to reach USD 290 billion by 2030. In markets with uneven internet access, text messaging remains a practical business channel that does not require continuous data connectivity. LINK Mobility completed its acquisition of South Africa-based SMSPortal in November 2025, gaining a business that served more than 5,400 customers and processed 16 billion messages annually. The Middle East has sophisticated enterprise demand from retail, banking, and hospitality users, while South America benefits from e-commerce growth and providers such as Zenvia that focus on regional customer experience infrastructure.

1. Twilio Inc.
2. Sinch AB
3. Infobip Ltd.
4. Bird B.V.
5. Vonage Holdings Corp.
6. Bandwidth Inc.
7. CM.com N.V.
8. TeleSign Corporation
9. Global Message Services AG
10. BICS SA/NV
11. Orange S.A.
12. Retarus GmbH
13. Mitto AG
14. Zenvia Inc.
15. Tata Communications Limited
16. Plivo Inc.
17. Soprano Design Pty Ltd
18. Clickatell Corporation
19. LINK Mobility Group Holding ASA
20. Monty Mobile S.A.L.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 High Open Rates and Immediate Conversion Windows
  • 4.2.2 Small Business Adoption of Self-Serve Text Platforms
  • 4.2.3 Commerce and Customer Data Platform Integrations Improve Campaign Precision
  • 4.2.4 Rich Messaging Rollouts Increase Demand for Text Fallback at Scale
  • 4.2.5 Registered Sender Frameworks Improve Deliverability for Compliant Brands
  • 4.2.6 Network Api Number Intelligence Improves Targeting and Fraud Control
• 4.3 Market Restraints
  • 4.3.1 Growing Shift to WhatsApp and Rich Communication Services
  • 4.3.2 Stricter Consent and Content Compliance Requirements
  • 4.3.3 Passkey Adoption Weakens Authentication-Led Messaging Volumes
  • 4.3.4 Termination Fee Inflation and Grey-Route Normalization Pressure Margins
• 4.4 Impact of Macroeconomic Factors on the Market
• 4.5 Industry Value-Chain Analysis
• 4.6 Technology Outlook
• 4.7 Regulatory Landscape
• 4.8 Porter's Five Forces Analysis
  • 4.8.1 Threat of New Entrants
  • 4.8.2 Bargaining Power of Suppliers
  • 4.8.3 Bargaining Power of Buyers
  • 4.8.4 Threat of Substitutes
  • 4.8.5 Intensity of Competitive Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Enterprise Size
  • 5.1.1 Large Enterprises
  • 5.1.2 Small and Medium-Sized Enterprises
• 5.2 By End User Industry
  • 5.2.1 Retail and E-commerce
  • 5.2.2 Media and Entertainment
  • 5.2.3 Healthcare and Life Sciences
  • 5.2.4 Travel and Hospitality
  • 5.2.5 Consumer Goods
  • 5.2.6 Other End User Industries (BFSI, Education, Automotive, and IT and Telecom amongst Others)
• 5.3 By Geography
  • 5.3.1 North America
    • 5.3.1.1 United States
    • 5.3.1.2 Canada
    • 5.3.1.3 Mexico
  • 5.3.2 South America
    • 5.3.2.1 Brazil
    • 5.3.2.2 Argentina
    • 5.3.2.3 Chile
    • 5.3.2.4 Rest of South America
  • 5.3.3 Europe
    • 5.3.3.1 Germany
    • 5.3.3.2 United Kingdom
    • 5.3.3.3 France
    • 5.3.3.4 Italy
    • 5.3.3.5 Spain
    • 5.3.3.6 Rest of Europe
  • 5.3.4 Asia-Pacific
    • 5.3.4.1 China
    • 5.3.4.2 Japan
    • 5.3.4.3 India
    • 5.3.4.4 South Korea
    • 5.3.4.5 Australia
    • 5.3.4.6 Rest of Asia-Pacific
  • 5.3.5 Middle East
    • 5.3.5.1 United Arab Emirates
    • 5.3.5.2 Saudi Arabia
    • 5.3.5.3 Qatar
    • 5.3.5.4 Rest of Middle East
  • 5.3.6 Africa
    • 5.3.6.1 South Africa
    • 5.3.6.2 Egypt
    • 5.3.6.3 Nigeria
    • 5.3.6.4 Rest of Africa

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Market Share Analysis
• 6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
  • 6.4.1 Twilio Inc.
  • 6.4.2 Sinch AB
  • 6.4.3 Infobip Ltd.
  • 6.4.4 Bird B.V.
  • 6.4.5 Vonage Holdings Corp.
  • 6.4.6 Bandwidth Inc.
  • 6.4.7 CM.com N.V.
  • 6.4.8 TeleSign Corporation
  • 6.4.9 Global Message Services AG
  • 6.4.10 BICS SA/NV
  • 6.4.11 Orange S.A.
  • 6.4.12 Retarus GmbH
  • 6.4.13 Mitto AG
  • 6.4.14 Zenvia Inc.
  • 6.4.15 Tata Communications Limited
  • 6.4.16 Plivo Inc.
  • 6.4.17 Soprano Design Pty Ltd
  • 6.4.18 Clickatell Corporation
  • 6.4.19 LINK Mobility Group Holding ASA
  • 6.4.20 Monty Mobile S.A.L.

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-Space and Unmet-Need Assessment