# Sms > Generate SMS advertising concepts with ultra-concise mobile messaging optimized for 160-character constraints. Includes personalization, CTA optimization, and timing recommendations. - Skill: `treasure-data/sms` (Agent Skill) - Install (CLI): `npx skillmds add treasure-data/sms` - Raw SKILL.md: https://api.skillmd.com/api/skills/treasure-data/sms/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Coding & Dev Tools - Author: treasure-data (https://skillmd.com/u/treasure-data) - Updated: 2026-09-10 - Page: https://skillmd.com/skills/treasure-data/sms --- # SMS Ad Ideation Generate ultra-concise SMS advertising concepts optimized for mobile delivery. SMS is direct, immediate, and highly personal - every character counts. ## Integration with Multi-Channel Skill This skill can be used **standalone** or **delegated from multi-channel-ad-ideation**. **Standalone usage**: User directly invokes "Generate SMS ad concepts for..." **Delegated usage**: Multi-channel skill invokes this skill after creative direction is selected: - Multi-channel passes: Creative direction, brief, segment - This skill executes: Phase 1 (text concepts) and/or Phase 2 (ASCII previews) - User can iterate within this skill or return to multi-channel orchestrator **When delegated**, expect this context: - **Creative Direction**: Selected direction name and description (e.g., "Urgency-Driven") - **Creative Brief**: Core offer, CTA, tone - **Target Segment**: Audience description - **Character Limit**: 160 (single) or 300 (multi-part) - **Number of Concepts**: Usually 3-5 Use this context to craft ultra-concise SMS messages that align with the creative direction while respecting character limits. ## SMS Ad Best Practices ### The SMS Channel Advantage - **100% mobile** - Everyone reads on their phone - **Highest open rates** - 98% open rate vs. 20% for email - **Immediate delivery** - Read within 3 minutes on average - **Direct & personal** - Feels like a message from a friend - **Action-oriented** - Short tap to link, call, or reply ### Critical Constraints - **160 characters** for single SMS (spaces count!) - **300 characters** max for multi-part SMS (splits into 2-3 messages) - **Plain text only** - No HTML, images, or formatting - **Mobile-first CTA** - Link must work on small screens - **Compliance required** - Must include opt-out mechanism ## Output Format ### Phase 1: Text Concept Format (Initial Generation) Generate **3-5 SMS concepts** using **collapsed card format** from `../references/card-templates.md`: - All concepts start **collapsed** (user clicks to expand for details) - Summary shows concept name (24px/800 font) + message preview as tagline - **Do NOT include character counts** in output - Use green accent color (#10b981) for SMS visual distinction - Include: Message text, opt-out, best send time See Example SMS Concepts section below for complete card templates. ### Phase 2: ASCII Preview Format (After Confirmation) **ONLY generate ASCII previews AFTER user confirms text concepts**: ``` ┌──────────────────────────┐ │ Message text formatted │ │ as it appears on mobile │ │ [CTA link] │ │ [Opt-out text] │ └──────────────────────────┘ ``` Generate when user says "show me the previews" or "generate ASCII boxes" - NOT during first concept generation. ## Character Limit Handling **Single SMS (160 chars)**: Best for simple, urgent messages. Formula: [Hook] + [Offer] + [CTA] + [Link] + [Opt-out] ``` FLASH SALE: 40% off everything ends in 6 hours! Shop now: bit.ly/flash40 Reply STOP to unsubscribe ``` **Multi-Part SMS (300 chars)**: Use for complex offers, B2B products, or when personalization adds value. Formula: [Personalized Hook] + [Problem/Benefit] + [Offer] + [CTA] + [Link] + [Urgency] + [Opt-out] ``` Hi {{first_name}}, struggling to hit Q1 targets? Pipeline Pro gives real-time visibility + AI alerts. Close 23% more deals. Try free 14 days: bit.ly/pipelinepro Founder pricing ends Friday - save $3,600/year. Text STOP to opt out ``` ## Conciseness Techniques **Abbreviate smart**: Use %, &, $, numbers instead of words. Avoid "ur", "w/" (unprofessional). **Lead with action**: "SALE NOW: 40% off" beats "We wanted to let you know our sale is starting" **Remove filler**: "SAVE 50% - live now" beats "We are excited to announce you can save up to 50%" **Drop pleasantries**: Skip "Dear customer, we hope you're doing well..." - get straight to the offer. ## CTA Optimization for Mobile **Short URLs**: Use bit.ly or branded shorteners (e.g., `bit.ly/flash40`, not long URLs with UTM parameters) **Action-oriented CTAs**: "Shop now: [link]", "Claim offer: [link]", "Get started: [link]" **Avoid**: "Click here" (you tap on mobile), "Learn more" (too vague) **Tap-to-call**: Include phone numbers for service businesses - mobile auto-formats them as tappable links. ## Personalization Strategies **Effective tags**: `{{first_name}}`, `{{offer_code}}`, `{{product_name}}`, `{{cart_total}}` **Use for**: Welcome messages, abandoned carts, VIP offers, account notifications **Skip for**: Urgent flash sales (brevity matters more), generic broadcasts, unreliable data ## Timing & Delivery Recommendations **B2C**: 12-1pm (lunch) or 5-8pm (evening). Avoid before 10am or after 9pm. **B2B**: 10-11am or 2-3pm weekdays. Avoid Monday mornings, Friday afternoons, weekends. **Flash sales**: Launch at 9am or 7pm. Reminders at 6hrs, 1hr, 30min before deadline. **Frequency**: Max 4 promotional messages/month. Transactional messages (order updates) have no limit. ## Compliance Essentials **Required in every promotional SMS**: 1. Opt-out mechanism: "Reply STOP to unsubscribe" or "Text STOP to opt out" 2. Brand identification: Include your brand name, use consistent sender 3. Only message users who explicitly opted in **Honor opt-outs immediately**. Never send promotional SMS without opt-in or omit opt-out instructions. ## Example SMS Concepts Below are collapsed card examples showing Phase 1 text concepts. ASCII previews are generated after you confirm the text.
▸
Urgency-Driven Flash Sale
"🔥 FLASH SALE: 40% off EVERYTHING ends at midnight! Use code FLASH40..."
31/35
Message Text
🔥 FLASH SALE: 40% off EVERYTHING ends at midnight! Use code FLASH40

Shop now: bit.ly/flash40
Reply STOP to unsubscribe
Best Sent
7:00 PM (evening browsing peak), with follow-up "last call" at 11:00 PM
▸
B2B SaaS Free Trial
"Hi {{first_name}}, get real-time pipeline visibility + AI risk alerts..."
28/35
Message Text (Multi-Part)
Hi {{first_name}}, get real-time pipeline visibility + AI risk alerts. Close 23% more deals.

Try Pipeline Pro free for 14 days (no card needed): bit.ly/pipelinepro
Text STOP to opt out
Best Sent
Tuesday or Wednesday, 10:30 AM (mid-morning B2B engagement window)
## Common Pitfalls to Avoid **Exceeding 160 chars** - Splits into multi-part, costs more, harder to read **Unclear sender** - "Who is this?" → instant delete **No opt-out** - Violates TCPA, major fines possible **Vague CTA** - "Check this out" doesn't drive action **Broken links** - Always test on mobile device first **Too frequent** - More than 4/month = high opt-out rate **Wrong timing** - 2am texts = angry customers **Do this instead**: Stay under 160 chars, clear sender ID, always include STOP, specific CTAs, test links, max 4/month, send 10am-8pm --- **Tip**: SMS works best in combination with email. Use SMS for urgency (flash sales, event reminders), email for storytelling (product launches, thought leadership).