Corey Haines
d36433703b
New skill: skills/sms/ - SKILL.md (336 lines, under 500 limit): strategy, when SMS beats email, compliance overview, sequence types, copy guidelines, platform selection, measurement, common mistakes - references/compliance.md: TCPA, A2P 10DLC, EU GDPR, CASL, Australia, opt-in disclosure templates, STOP/HELP response templates, audit checklist - references/sequence-templates.md: full copy templates with character counts for welcome, abandoned cart, browse abandonment, post-purchase, win-back, promotional, transactional, re-engagement, replenishment, VIP - references/platforms.md: platform deep-dives across Klaviyo SMS, Postscript, Attentive, Twilio, Plivo, AudienceTap, Brevo, SimpleTexting, Customer.io - evals/evals.json: 6 evals covering getting started, abandoned cart, TCPA compliance, opt-out diagnosis, A2P throughput, emoji segment cost New integration docs: - tools/integrations/twilio.md - tools/integrations/postscript.md - tools/integrations/attentive.md - tools/integrations/plivo.md - tools/integrations/audiencetap.md Registry + marketplace wiring: - tools/REGISTRY.md: 5 new entries + new SMS / Messaging category section - .claude-plugin/marketplace.json: bumped to 2.1.0, SMS added to plugin description - VERSIONS.md: sms 1.0.0 + 2.1.0 changelog entry - README.md: skill table re-sorted via sync-skills.js, sms added to ASCII flow All 41 skills pass validation. sync-skills.js is idempotent on current state. Co-authored-by: Claude Opus 4.7 <noreply@anthropic.com>
319 lines
9.6 KiB
Markdown
319 lines
9.6 KiB
Markdown
# SMS Platform Reference
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Deep-dive on the major SMS marketing platforms — features, pricing, A2P 10DLC support, and integration paths.
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> Pricing is approximate and changes regularly. Always confirm at the vendor's site before committing.
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---
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## Klaviyo SMS
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**Best for**: DTC ecom brands already using Klaviyo for email.
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### Key features
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- Native integration with Klaviyo email and segmentation
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- Shared subscriber profile across email + SMS
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- Built-in A2P 10DLC registration
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- Flow builder shared with email flows
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- Conversational SMS (two-way) supported
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### Pricing
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- Bundled with Klaviyo plans, billed per SMS credit
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- US: ~$0.0075–$0.015 per SMS; MMS ~$0.04
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- Free tier: 150 SMS credits/month on lower email tiers
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### Integration paths
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- Direct Shopify, WooCommerce, BigCommerce, Magento integration
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- API for custom platforms
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- MCP server available
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### Compliance
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- A2P 10DLC registration handled in-platform
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- Toll-free and short code provisioning available (short code adds $1,000+/mo)
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- Quiet hours enforced per recipient time zone (configurable)
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### Watch out for
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- Email + SMS combined billing can spike fast on large lists
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- Short code costs are real overhead; only worthwhile for 100K+ active SMS subscribers
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---
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## Postscript
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**Best for**: Shopify-native DTC brands wanting SMS-specific tooling and onboarding support.
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### Key features
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- Deep Shopify integration (the deepest of any SMS platform)
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- Strong abandoned cart and browse abandonment automations
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- AI Reply (auto-reply trained on brand voice)
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- Conversational SMS / live agent
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- Audiences pulled from Shopify customer data
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### Pricing
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- Tiered plans: Starter (free, 1K msgs/mo), Growth ($100+/mo), Professional, Enterprise
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- Pay-per-send adds on top: ~$0.015 per SMS, ~$0.04 per MMS
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### Integration paths
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- Shopify-first; limited support for non-Shopify
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- API + webhooks available
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### Compliance
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- A2P 10DLC handled in-platform
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- Strong opt-in compliance tools (popup builder, keyword opt-in)
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- Quiet hours enforced
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### Watch out for
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- Steep cost increase past Starter tier
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- Less useful if you're not on Shopify
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---
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## Attentive
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**Best for**: Mid-market and enterprise DTC brands wanting full-service SMS.
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### Key features
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- Full-service: dedicated CSM, copy support, strategy
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- Conversational SMS at scale
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- Concierge sales-via-SMS
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- Strong analytics and attribution
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- Identity resolution (matching anon site visitors to phone numbers)
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### Pricing
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- Custom contracts; typically $1K–$10K+/mo + per-send fees
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- Annual contracts standard
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- Pricing rarely makes sense for <50K SMS subscribers
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### Integration paths
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- Shopify, BigCommerce, Salesforce Commerce Cloud, custom
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- Robust API
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### Compliance
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- Full A2P 10DLC managed
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- Best-in-class compliance tooling and audit support
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- Short code provisioning included on most plans
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### Watch out for
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- Contract terms can lock you in for 12+ months
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- Overkill for early-stage brands
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---
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## Twilio
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**Best for**: Custom builds, transactional SMS, B2B SaaS embedding SMS into products, developers.
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### Key features
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- Raw SMS API
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- Pay-per-send pricing, no platform fees
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- Massive global coverage (200+ countries)
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- Programmable Voice, WhatsApp Business, RCS available alongside
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- Studio (visual flow builder) for non-code automation
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### Pricing
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- US 10DLC SMS: $0.0079 per message
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- US toll-free SMS: $0.0079 per message
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- US short code SMS: $0.0079 per message + $1,000/mo lease
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- MMS: ~$0.02
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- Carrier surcharges layered on top (~$0.005 per US 10DLC)
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- A2P 10DLC registration: ~$15 brand + $10/mo per campaign
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### Integration paths
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- API-first (REST + SDKs in Node, Python, Ruby, Go, etc.)
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- No native ecom integrations — you build them
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### Compliance
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- A2P 10DLC registration in-platform but you do the work
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- TwilioSendGrid (separate product) handles email-side compliance
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- Quiet hours and STOP/HELP handling must be implemented by you
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### Watch out for
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- You're responsible for compliance — no hand-holding
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- No native segmentation, deliverability dashboards, or marketing UI
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- Best paired with Customer.io, Segment, or a custom orchestration layer
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---
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## Brevo (formerly Sendinblue)
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**Best for**: EU-based brands, email + SMS combo, SMB-friendly.
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### Key features
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- Combined email + SMS + WhatsApp on one platform
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- EU-headquartered, GDPR-native
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- Generous free tier for email; SMS pay-per-send
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- Marketing automation flows
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- CRM included
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### Pricing
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- Free tier: 300 emails/day; SMS pay-per-send
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- US SMS: ~$0.015 per message
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- EU SMS: varies by country, ~€0.04–€0.07
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### Integration paths
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- Direct integrations: Shopify, WooCommerce, WordPress, Magento
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- API + Zapier
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- MCP server available
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### Compliance
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- GDPR + ePrivacy built-in
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- A2P 10DLC for US (less polished than dedicated US platforms)
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### Watch out for
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- US SMS features lag behind Klaviyo/Postscript
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- Best if you're EU-first or already on Brevo for email
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---
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## SimpleTexting
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**Best for**: SMB, services businesses, simple campaign blasts, low-volume.
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### Key features
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- Easy-to-use UI
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- Keyword opt-in for grassroots list building
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- Built-in landing pages for opt-in
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- Simple automation
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### Pricing
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- Plans start ~$30/mo for 500 credits, scaling up
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- US SMS only
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### Integration paths
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- Zapier, Make, native to a few apps
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- API available but basic
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### Compliance
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- A2P 10DLC handled
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- TCPA tooling
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### Watch out for
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- Limited automation depth vs Klaviyo/Postscript
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- Best for low-complexity, low-volume use cases (gyms, salons, real estate)
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---
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## Plivo
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**Best for**: Custom SMS builds where per-send cost matters; Twilio-style API at a lower price point.
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### Key features
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- Direct Twilio competitor with similar surface area
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- Powerpack for bulk sending with sticky sender across number pools
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- A2P 10DLC handled in-platform
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- WhatsApp, voice available alongside SMS
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- SDKs for major languages
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### Pricing
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- US 10DLC SMS: ~$0.0055/msg (typically 20–30% under Twilio)
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- US short code SMS: similar + monthly lease
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- MMS: ~$0.02
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- Phone number rental: ~$0.80/mo local, ~$1/mo toll-free
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### Integration paths
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- API-first (REST + SDKs)
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- No native ecom integrations — you build them
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### Compliance
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- A2P 10DLC managed in-platform
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- Compliance plumbing (STOP/HELP, quiet hours) is your responsibility — same model as Twilio
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### Watch out for
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- Smaller ecosystem than Twilio (fewer ancillary products, integrations, community resources)
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- WhatsApp tooling less mature
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---
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## AudienceTap
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**Best for**: DTC brands wanting AI-forward creative tooling or on-pack QR opt-in as a primary acquisition channel.
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> Newer platform — verify current capabilities, pricing, and API surface before committing.
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### Key features
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- SMS + email on one platform (similar combined model to Klaviyo)
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- AI creative generation (SMS copy, subject lines, image variants)
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- On-pack QR code opt-in: insert cards in shipped orders that drive SMS list growth
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- Shopify, BigCommerce, headless commerce integrations
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- A2P 10DLC managed in-platform
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- Identity resolution and segmentation
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### Pricing
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- Tiered by subscriber count + send volume
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- Per-send pricing comparable to other DTC SMS platforms
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### Integration paths
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- API access on Growth+ tiers
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- Direct ecom integrations
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- Webhooks for events
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### Compliance
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- A2P 10DLC handled in-platform
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- TCPA tooling — verify enterprise-scale depth before committing for large lists
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### Watch out for
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- Newer entrant — fewer reference customers, less battle-tested at high volume than incumbents
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- Some features rolled out recently — confirm what's GA vs beta before relying on them
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---
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## Customer.io
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**Best for**: B2B SaaS, behavior-based automation, multi-channel orchestration (email + SMS + push).
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### Key features
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- Trigger SMS off product events (signup, milestone, churn risk)
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- Powerful audience segmentation
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- Workflow builder
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- Real-time data sync via API/webhooks
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### Pricing
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- Plans start ~$150/mo, scaling with profile count
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- SMS via Twilio integration or native (varies)
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### Integration paths
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- API-first
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- Direct integrations with Segment, Heap, Mixpanel, etc.
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### Compliance
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- A2P 10DLC via Twilio if using native integration
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- Granular subscription/consent management
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### Watch out for
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- Less ecom-tailored than Klaviyo/Postscript
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- Best for product-led SaaS or apps with deep event tracking
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---
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## Quick selection table
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| Stack / Goal | Recommended | Why |
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| Shopify ecom, already on Klaviyo | **Klaviyo SMS** | One platform, one subscriber profile |
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| Shopify ecom, SMS-first focus | **Postscript** | Deepest Shopify + SMS-specific features |
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| Mid-market ecom, want concierge support | **Attentive** | Full-service team + tooling |
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| Custom platform, B2B SaaS, transactional | **Twilio** | API-first, full control |
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| Custom build, cost-sensitive | **Plivo** | ~20–30% cheaper than Twilio per send |
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| DTC wanting AI creative or on-pack QR opt-in | **AudienceTap** | AI-forward; insert-card opt-in is unique |
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| EU-based SMB | **Brevo** | GDPR-native, EU-friendly pricing |
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| Local services SMB, simple campaigns | **SimpleTexting** | Easy UI, low overhead |
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| Product-led SaaS with event tracking | **Customer.io** | Behavior-based triggers |
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---
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## A2P 10DLC: what your platform should handle
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Whatever you pick, confirm your platform handles:
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- [ ] Brand and campaign registration with TCR
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- [ ] Sample message text aligned with what you actually send
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- [ ] Opt-in flow documentation submitted to carriers
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- [ ] Trust score visibility (and a path to improve it)
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- [ ] Throughput appropriate to your list size and send frequency
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- [ ] STOP/HELP keyword handling
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- [ ] Quiet hours by recipient time zone
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- [ ] Suppression list management
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- [ ] Consent record retention with timestamps
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All major platforms above handle these. Twilio does the lowest-level work and pushes more responsibility onto you.
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