MMS messaging is an extension of SMS that supports visual and media content, including videos, pictures, audio, GIFs, and animations. It also differs from SMS in both message length and cost.

What is bulk MMS messaging?

A key vocabulary word you may have heard around the term MMS is “bulk MMS.” Bulk MMS messaging refers to the marketing channel by which you send mass multimedia texts to groups of subscribers. When you send bulk MMS messages, you are subject to the same rules and best practices as when you send bulk SMS, namely the Telephone Consumer Protection Act (TCPA). Bulk MMS messaging offers clear advantages for businesses, particularly its higher engagement rates compared to standard SMS. Adding visual elements to the intimacy and immediacy of regular SMS marketing is highly effective in engaging your subscribers.

Check out the best SMS strategies for eCommerce for more actionable SMS and MMS tips!

What’s the Difference Between MMS and SMS?

MMS (Multimedia Messaging Service) supports images, audio, and video, while SMS (Short Message Service) is limited to plain text up to 160 characters. Understanding the distinction of MMS vs. SMS vs. RCS matters when choosing the right business texting solutions for your audience.

1. Space

The first is space. While an SMS is limited to 160 characters, MMS gives you more room to work with. On average, MMS supports a maximum size of around 300KB-500KB and over a thousand words. Character count is an important consideration when you’re thinking about which to send and when.

If you’re sending a short appointment reminder, for example, SMS would be your ideal option. If you’re delivering a long promo with flashy visuals, you may opt for an MMS.

2. Supported media

As the acronym suggests, with MMS messages, you can embed media. This is the biggest practical difference between the two message types. “Media” in this context includes images, GIFs, video, and audio. With MMS, you can showcase logos, colors, animations, graphics, and attachments, whereas with SMS you are limited to only text and links.

Think about which of your messages can benefit the most from visual enhancements. Where are you seeing the greatest ROI from using visuals? Messages that drive these favorable outcomes might deserve a little extra bling, so dress them up.

3. Pricing

MMS costs more to send than SMS, which matters for businesses evaluating SMS marketing software or broader business texting solutions where message volume and budget are key factors. Why is this?

SMS is sent over cell networks using standard data packets. A text travels from a sender’s phone to a cell tower and then to the SMS message center, after which it then passes through a cell tower near the recipient and then is finally delivered to the recipient.

MMS uses a similar infrastructure, but the process is slightly more complex. MMS is submitted to a Multimedia Message Service Center (MMSC), which then alerts the recipient's device that an MMS is waiting. Finally, the MMS is delivered to its recipient from the MMSC. Because an MMS passes through two service centers compared to an SMS passing through one, businesses typically pay more per message sent.

What is MMS messaging in the context of marketing?

MMS marketing is the process of sending multimedia messages to your audience as part of a broader multichannel communications strategy, and it's one of the most visually engaging forms of business texting solutions available to marketers today.

As we’ve discussed, MMS is a format well-suited to marketing messages and is ideal for promotional campaigns, contests, surveys, and tickets. Promotional messages you can send via MMS include mobile coupons, event invites, vouchers, QR codes, birthday cards, and more. Beyond these use cases, there are a variety of benefits associated with adding text messaging to your marketing strategy.

For businesses exploring SMS marketing software, learning the fundamentals of SMS alongside MMS is a natural next step toward building a full-featured messaging strategy.

Learn more about MMS & SMS marketing strategy

Want to start using MMS and SMS as part of your SMS marketing software stack but not sure where to begin? The eBook below covers fundamental text messaging strategies, use cases, best practices, and tips for using this channel across different industries.

Download: The Comprehensive Guide to Text Message Marketing
Get Started for Free