Postscript vs Attentive for Shopify: Cost, Setup, Alternatives (2026 Guide)

13 minutes to read
10 Jun, 2026

SMS has three cost layers most merchants miss: platform fee ($0-$5,000+/month), per-message ($0.01-$0.04 US/Canada), and carrier fees. Postscript is the popular dedicated platform; Attentive is enterprise-tier; Klaviyo SMS and Omnisend SMS are bundled with email. SMS produces 25-50x return but has the highest legal exposure in ecommerce — TCPA fines run $500-$1,500 per violation.

AI Summary

The biggest SMS mistake is treating it like email — same audience, same cadence, same approach. SMS is a different channel with different consent rules, fatigue thresholds, and legal exposure. Smart SMS programs use lower frequency but stronger offers per send, and treat compliance as foundational rather than optional.

Why SMS apps matter (and the compliance reality)

Reviewed by the shopexperts editorial team. Last updated June 10, 2026.

SMS has become a major ecommerce marketing channel for Shopify stores, with response rates and revenue per message significantly higher than email. The data is consistent: well-run SMS programs produce 25-50x return on spend, contribute 10-20% of total store revenue at scale, and reach customers in moments email cannot (purchase windows, time-sensitive offers, real-time updates).

SMS also has the highest legal exposure of any ecommerce marketing channel. TCPA (Telephone Consumer Protection Act) in the US imposes strict consent rules with fines of $500-$1,500 per violation — multiplied across thousands of customers, this becomes existential. Other jurisdictions (Canada CASL, UK PECR, EU GDPR-ePrivacy) have similar or stricter rules. Sloppy SMS programs are not just ineffective; they are legal liability.

This guide covers the main SMS platforms for Shopify in 2026 — Postscript (most popular dedicated SMS platform), Attentive (enterprise-tier dedicated SMS platform), Klaviyo SMS and Omnisend SMS (bundled with email platforms), plus alternatives. The platform choice affects cost, compliance tooling, integration depth, and how easily you can run a serious SMS program without legal exposure.

How SMS pricing actually works

SMS pricing is the most complex of any ecommerce marketing channel because it has three distinct cost layers that all add up. Most merchants budget for one and discover the others later.

Layer 1: Platform fee

The monthly subscription to the SMS platform itself. Ranges from $0 (Klaviyo and Omnisend bundle SMS with email) to $5,000+/month (Attentive enterprise) depending on platform and tier. Common ranges:

  • Postscript: $0-$500+/month base fee depending on plan.
  • Attentive: typically $500-$5,000+/month, negotiated; not publicly listed.
  • Klaviyo SMS: no separate base fee — included with Klaviyo email plan; pay-per-message on top.
  • Omnisend SMS: no separate base fee — included with Omnisend plan; pay-per-message on top.
  • Sendlane: bundled with email plans.

Layer 2: Per-message costs

Every SMS sent has a cost. Typical ranges in 2026:

  • US/Canada SMS: $0.01-$0.04 per message sent (varies by platform and volume tier).
  • US/Canada MMS (with image): $0.03-$0.10 per message sent.
  • International SMS: significantly higher, varies widely by country ($0.05-$0.30+ per message common).
  • International MMS: very expensive and not supported in all regions.

At volume, message costs compound. A store sending 50,000 SMS messages per month at $0.02 per send is $1,000/month in message costs alone, on top of the platform fee.

Layer 3: Carrier fees (often forgotten)

US carrier fees are real and add to the per-message cost:

  • 10DLC registration: one-time registration fees ($4-$50 depending on platform) plus per-campaign fees.
  • Per-message carrier fees: $0.002-$0.005 per message passthrough to carriers, on top of the platform's per-message rate.
  • Brand registration: some platforms require ongoing brand registration with The Campaign Registry ($4/quarter).
  • Toll-free numbers: if using a toll-free number, additional verification fees.

Carrier fees do not appear in marketing materials and surprise many merchants when the first invoices arrive.

Layer 4: Operator cost

The cost of someone actually running SMS well. Not platform cost, but the largest cost at most stages.

  • One-time SMS setup: $1,500-$5,000 (compliance, initial flows, segments).
  • Small SMS retainer: $1,500-$3,500/month.
  • Mid-market SMS + email retainer: $3,500-$8,000/month.
  • Full-service program: $8,000-$20,000+/month.
  • In-house SMS manager: $70,000-$140,000+ annual salary.

Total cost example: $1M store sending 100,000 SMS/month

Cost layerApproximate monthly
Postscript Plus plan$100-$500
Messages (100K × $0.02 average)$2,000
Carrier fees (100K × $0.003)$300
10DLC and brand registration~$15-$30
Operator (mid-market retainer)$3,500-$8,000
TOTAL$5,915-$10,830/month

For a store generating meaningful SMS revenue (often $25,000-$100,000+/month in SMS-attributed revenue at this scale), the math works. But the platform fee is a small fraction of total cost.

Postscript

Postscript is the most popular dedicated SMS platform on Shopify, particularly for DTC brands. Built specifically for ecommerce SMS, with strong Shopify integration.

Cost

  • Starter (free): free up to a small message volume; limited features.
  • Growth plan: approximately $100-$200/month plus per-message costs.
  • Professional plan: approximately $500+/month plus per-message costs.
  • Enterprise: custom pricing for high-volume merchants.
  • Per-message costs: approximately $0.015 per SMS, $0.045 per MMS in US/Canada.
  • Carrier fees: 10DLC registration and per-message passthrough fees.

Pricing changes periodically; verify on Postscript's current pricing page.

What it does well

  • Strong Shopify integration. Built specifically for Shopify; deep event data; ecommerce-native segmentation.
  • Powerful segmentation. Customer behavior, purchase history, browse activity, lifecycle stage.
  • Two-way conversations. Customers can text back; powerful for customer service and conversational commerce.
  • SMS-specific features. Keyword campaigns, two-way conversations, conversational commerce flows, sophisticated automation.
  • Strong analytics. Revenue per send, attribution, segment performance, ROI by campaign.
  • Compliance tooling. Built-in TCPA compliance with consent management, opt-out handling, quiet hours by timezone.
  • Growing ecosystem. Integrations with Klaviyo, reviews apps, subscriptions, loyalty.
  • Solid customer support. Particularly at higher tiers; account management.

What it does not do well

  • Cost adds up at scale. Platform plus per-message plus carrier fees plus operator can run $5K-$20K+/month at meaningful volume.
  • Lower-tier plans gate important features. Some compliance and automation features only in higher tiers.
  • Less email integration than Klaviyo SMS. If running email and SMS, separate vendors mean coordination overhead.
  • Learning curve for sophisticated use. The depth that justifies Postscript for $5M brands is overkill for small stores.
  • Migration cost from Postscript is moderate. Subscriber lists move; subscriber consent records, two-way conversation history may not migrate cleanly.

When Postscript is the right choice

  • Stores doing $500K+ revenue serious about SMS as a meaningful channel.
  • Stores wanting best-in-class SMS-specific features (two-way, keyword campaigns, sophisticated automation).
  • Stores already using Klaviyo for email and wanting dedicated SMS platform.
  • Stores with active SMS operator using the platform's depth.
  • Stores in categories where two-way SMS conversations matter (high-ticket, consultative, complex products).

When Postscript is the wrong choice

  • Starting out with SMS or under $250K revenue — Klaviyo SMS bundle is usually more cost-effective at small scale.
  • Stores wanting one unified platform for email and SMS.
  • Cost-constrained stores where bundled email/SMS makes the math work better.
  • Stores not running active SMS programs (just occasional sends).

Attentive

Attentive is the enterprise-tier dedicated SMS platform, with the largest enterprise DTC brands often running on Attentive. Premium pricing reflects premium support, account management, and enterprise feature depth.

Cost

  • Pricing model: not publicly listed; negotiated per merchant.
  • Typical range: $500-$5,000+/month base fee; pricing scales aggressively with volume and bundle.
  • Per-message costs: negotiated, typically in line with Postscript.
  • Total monthly cost at enterprise: $5,000-$50,000+ including platform, messages, carrier fees.

Attentive's opaque pricing is a feature for enterprise sales but a friction for evaluation. Expect significant sales process before pricing emerges.

What it does well

  • Enterprise-grade capabilities. Multi-brand, multi-region, advanced personalization, sophisticated automation.
  • Dedicated account management. Real account managers, strategic support, regular reviews.
  • Compliance depth. Strong tooling for TCPA, international compliance, advanced opt-in/opt-out management.
  • Strong UGC and conversational commerce features. Two-way conversations, content collection via SMS.
  • Mature analytics and attribution. Sophisticated revenue attribution, cohort analysis, advanced reporting.
  • Integration ecosystem. Deep integrations with major email tools, loyalty platforms, ad platforms.
  • Established at scale. Many recognized DTC brands run on Attentive; battle-tested at enterprise volume.

What it does not do well

  • Expensive. Total cost at enterprise tier can run $20,000-$100,000+/year all-in.
  • Opaque pricing. Hard to evaluate without going through sales process.
  • Overkill for under-enterprise scale. The features that justify Attentive at $50M brands are unused at $1M brands.
  • Sales-heavy buying process. Slow to evaluate; long sales cycles.
  • Migration cost from Attentive can be significant. Once embedded with bundled features, switching is expensive.

When Attentive is the right choice

  • Enterprise DTC brands ($10M+ revenue) with significant SMS programs.
  • Multi-brand or multi-region operations needing platform consolidation.
  • Stores needing dedicated account management and white-glove support.
  • Stores with sophisticated SMS programs (conversational commerce, UGC collection, advanced personalization).
  • Stores with budget for premium SMS platform without budget pressure.

When Attentive is the wrong choice

  • Under $5M revenue — cost-to-value ratio rarely works at this stage; Postscript or Klaviyo SMS produce comparable results.
  • Stores wanting transparent, evaluable pricing.
  • Stores not running active SMS programs.
  • Stores valuing speed of evaluation and implementation over premium support.

Klaviyo SMS, Omnisend SMS, and other bundled options

Several platforms bundle SMS with email at no additional base fee beyond the email subscription. This is often the most cost-effective SMS option at small to mid-market scale.

Klaviyo SMS

Bundled with Klaviyo email plans; pay-per-message on top of email subscription.

  • Cost: No separate base fee. Per-message costs approximately $0.01-$0.02 per SMS, $0.03-$0.05 per MMS in US/Canada.
  • Strengths: Unified platform for email and SMS; same customer data; coordinated flows; significantly cheaper than dedicated platforms at small to mid scale.
  • Weaknesses: Less SMS-specific depth than Postscript or Attentive; two-way conversation features less developed; segmentation focused on email patterns rather than SMS-specific.
  • Fits: Stores already on Klaviyo wanting to add SMS; cost-conscious stores; stores under $5M revenue where unified platform matters more than SMS-specific features.

Omnisend SMS

Bundled with Omnisend email plans; pay-per-message on top.

  • Cost: No separate base fee at most tiers. Per-message costs approximately $0.015-$0.025 per SMS in US/Canada.
  • Strengths: Unified email/SMS; simpler interface than Klaviyo; cheaper at small to mid-market scale.
  • Weaknesses: Less SMS depth than dedicated platforms; less feature-rich than Klaviyo; smaller ecosystem.
  • Fits: Smaller stores using Omnisend for email wanting to add SMS without separate platform.

Sendlane SMS

Bundled with Sendlane email plans.

  • Cost: Bundled with email plan; per-message costs in line with industry.
  • Strengths: Unified ecommerce email and SMS; reasonable pricing.
  • Weaknesses: Smaller ecosystem than Klaviyo or Omnisend.

When bundled email/SMS is the right choice

  • Stores under $1M revenue wanting SMS without dedicated platform cost.
  • Stores valuing unified platform for email and SMS over best-in-class SMS-specific features.
  • Stores running coordinated email/SMS programs where data unification matters.
  • Stores not needing two-way SMS conversations or sophisticated SMS-only features.

When dedicated SMS is the right choice

  • Stores doing $500K+ in SMS revenue annually.
  • Stores running sophisticated SMS programs (two-way, keyword campaigns, conversational commerce).
  • Stores where SMS-specific compliance and dedicated tooling matter.
  • Stores already past the bundled platforms' SMS capability ceiling.

Cost comparison across SMS platforms

Direct comparison at common message volumes shows total cost across platforms.

Cost at small scale (5,000 SMS/month)

PlatformPlatform feeMessage costsTotal monthly
Klaviyo SMS (bundled)$0 (included with email plan)$75-$100$75-$100
Omnisend SMS (bundled)$0 (included with email plan)$75-$125$75-$125
Postscript Starter$0-$100$75-$100$75-$200
Postscript Growth$100-$200$75-$100$175-$300

Cost at mid-market scale (50,000 SMS/month)

PlatformPlatform feeMessage costsTotal monthly
Klaviyo SMS (bundled)$0 (Klaviyo plan separate)$750-$1,000$750-$1,000 + Klaviyo email cost
Omnisend SMS (bundled)$0 (Omnisend plan separate)$750-$1,250$750-$1,250 + Omnisend email cost
Postscript Growth/Pro$200-$500$750-$1,000$950-$1,500
Attentive$500-$2,000$750-$1,500$1,250-$3,500

Cost at enterprise scale (250,000 SMS/month)

PlatformPlatform feeMessage costsTotal monthly
Klaviyo SMS (bundled)$0 (Klaviyo plan separate)$3,750-$5,000$3,750-$5,000 + Klaviyo cost
Postscript Pro/Enterprise$500-$2,000$3,750-$5,000$4,250-$7,000
Attentive Enterprise$2,000-$5,000+$3,750-$7,500$5,750-$12,500+

What this comparison hides

  • Operator cost — typically the largest line item, especially at higher volumes ($3,500-$15,000+/month for serious programs).
  • Carrier fees — $0.002-$0.005 per message passthrough adds up; not always visible in marketing materials.
  • MMS premium — image messages cost 2-3x more than text; programs using image-heavy SMS pay significantly more.
  • International — international SMS costs $0.05-$0.30+ per message vs US/Canada $0.01-$0.04.
  • Feature differences — what you get at each platform tier varies dramatically; bundled platforms have less SMS depth than dedicated.
  • Compliance tooling differences — dedicated SMS platforms have more sophisticated compliance features.

The honest framing

For most stores under $1M revenue, bundled SMS through Klaviyo or Omnisend produces 80%+ of dedicated platform value at significantly lower cost. For stores doing $1M-$5M with active SMS programs, Postscript justifies its premium when you actually use SMS-specific features. For enterprise stores ($5M+), the choice between Postscript and Attentive depends on bundle preferences and sophistication needs — both are credible.

Pricing changes periodically; verify with current platform pricing pages.

SMS setup overview

SMS setup involves more than installing the app. Compliance and consent collection are foundational; flow architecture matters; integration with email and other tools determines effectiveness.

1. Configure compliance first

Before sending a single message, get compliance right:

  • Brand registration with The Campaign Registry (10DLC in US). Platform handles the technical work; you provide brand information.
  • Consent collection mechanisms. Affirmative opt-in (not pre-checked) at checkout, dedicated opt-in pop-ups, opt-in pages. Documented consent records.
  • Quiet hours configured by recipient timezone (typically 8am-9pm local).
  • STOP processing tested. Verify opt-outs are processed immediately and confirmed.
  • Consent language reviewed. Clear disclosure of who, what, frequency, rates, opt-out method.
  • Separation of transactional and marketing SMS. Different rules; do not mix.

2. Build consent flows for list growth

Where customers can opt in:

  • Checkout opt-in. Affirmative checkbox (not pre-checked) with clear consent language.
  • Pop-up forms. SMS-only or combined email/SMS opt-in.
  • Dedicated landing pages. Often used for paid traffic to drive SMS subscribers.
  • Keyword campaigns. "Text JOIN to 12345" for double opt-in via SMS itself.
  • Existing customer outreach. Re-permission via email to past customers with SMS consent language.

3. Build core SMS flows

The flows that drive most SMS revenue:

  • Welcome series. 2-3 messages for new SMS subscribers.
  • Abandoned cart. 1-2 SMS in cart abandonment sequence (often higher ROI than email abandoned cart).
  • Abandoned checkout. Time-sensitive recovery for checkout drop-offs.
  • Post-purchase. Order confirmation, delivery updates, follow-up offers.
  • Win-back. For lapsed customers.
  • Browse abandonment. Less common in SMS; selective use.

SMS flows should be coordinated with email flows: avoid duplicate messaging in the same window; use SMS for time-sensitive moments where email may not reach in time.

4. Plan campaign cadence

SMS fatigues faster than email. Typical good cadence:

  • 2-4 marketing SMS per month for most stores. More than 4-6 per month often increases opt-outs.
  • Time-sensitive campaigns. SMS works best for moments with urgency: launches, flash sales, time-limited offers, restock notifications.
  • Coordinated with email. Often SMS supplements email for high-priority moments rather than replacing email cadence.
  • Quiet hours respected. Send time strategy that respects recipient timezone.

5. Set up two-way conversations (if in scope)

SMS's killer feature: customers can reply. Two-way conversational commerce is differentiated from email:

  • Customer service via SMS. Answer questions, troubleshoot orders.
  • Conversational sales. Help customers choose products, recommend based on stated preferences.
  • Feedback collection. Ask for reviews, NPS, qualitative feedback.
  • UGC requests. Ask for photos and videos of customer use.

Requires staffing (or AI for simple use) to respond. Without response capacity, two-way SMS creates customer frustration.

6. Configure integrations

  • Email platform. Coordinate email/SMS to avoid duplicate messaging.
  • Subscription platform. Subscription events should trigger relevant SMS flows.
  • Reviews platform. Review requests via SMS often outperform email.
  • Loyalty platform. Point notifications, tier achievements via SMS.
  • Customer service platform. SMS conversations routed to support tools.

7. Build measurement and reporting

  • Revenue per send. The most important SMS metric.
  • Opt-out rate. Leading indicator of fatigue.
  • List growth rate. Are you adding subscribers faster than losing them?
  • Flow performance. Which flows drive most revenue.
  • Compliance metrics. Consent records, opt-out processing, complaint rates.

Common SMS mistakes

  • Treating SMS like email. Same audience, same cadence, same approach — produces opt-outs and fatigue. SMS needs lower frequency, stronger offers per send, different content strategy.
  • Skipping compliance setup. The most expensive SMS mistake. TCPA penalties are $500-$1,500 per violation; multiply across thousands of customers and you have existential exposure.
  • Pre-checked opt-in. Not valid consent in most jurisdictions. Affirmative opt-in is required.
  • Migrating subscribers without consent records. Old subscribers without documented SMS consent are not safely sendable. Re-permission carefully or do not send.
  • Sending without quiet hours. 2am text messages produce complaints and TCPA risk.
  • Hard or hidden opt-out. STOP must work immediately. Making opt-out difficult is both unethical and legally risky.
  • Over-sending. More than 4-6 SMS per month often increases opt-outs more than revenue. Less frequency, better offers per send.
  • Sending non-promotional content. SMS is best for time-sensitive offers and updates. Newsletter-style content does not work in SMS.
  • Long SMS messages. Over 160 characters splits into multiple messages, each charged separately. Keep concise.
  • MMS overuse. Image messages cost 2-3x text messages. Use selectively, not by default.
  • No two-way capability when expected. Customers reply expecting response. If you cannot staff replies, set expectations.
  • Bad targeting. Sending the same SMS to everyone wastes engaged subscribers and annoys disengaged. SMS segmentation is as important as email segmentation.
  • SMS as standalone channel. Best SMS programs coordinate with email, loyalty, and other channels. Siloed SMS captures less value.
  • Buying or scraping phone lists. Severe legal exposure plus deliverability damage. Never do this.
  • Sending to international numbers without compliance. Each country has rules. UK, Canada, EU all have strict requirements.
  • Ignoring opt-out rate as leading indicator. Opt-out rate above 1-2% signals fatigue; over-sending or poor targeting.
  • No revenue measurement. Some platforms report engagement but not revenue. SMS works only when measured against revenue.

SMS platform migration

SMS platform migration is more complex than other app categories because of consent management and 10DLC complexities.

What migration involves

  • Subscriber list export. Phone numbers, consent timestamps, source data.
  • Consent record migration. The critical part. Subscribers without documented consent on the new platform are not safely sendable.
  • 10DLC re-registration. New platform requires its own brand and campaign registration. Takes 1-4 weeks.
  • Flow rebuild. Welcome series, abandoned cart, post-purchase flows rebuilt on new platform.
  • Integration reconfiguration. Klaviyo (or email platform), reviews, subscriptions, loyalty.
  • Two-way conversation history. Often does not migrate; customer service context lost.
  • Keyword campaign migration. Short codes and keyword setup rebuilt.
  • Reporting baseline reset. Historical performance data stays in old platform.

What it costs

  • Small SMS list migration (under 5,000 subscribers): $2,000-$8,000.
  • Mid-market migration (5,000-50,000): $8,000-$25,000.
  • Large migration (50,000+): $25,000-$75,000+.
  • Timeline: 4-12 weeks including 10DLC re-registration.
  • Subscriber attrition during migration: typical 5-15%.

When migration is worth it

  • Current platform's cost no longer matches value (especially Attentive at smaller scale).
  • New platform's differentiation matters specifically (two-way features, compliance tools, integration depth).
  • You are consolidating vendors (moving from dedicated SMS to bundled platform or vice versa).
  • Current platform has unfixable issues.

When migration is not worth it

  • Current platform is working acceptably.
  • Cost difference does not justify migration cost and risk.
  • You have not yet documented consent records that can be safely migrated.
  • Peak season is approaching.

The pragmatic approach

SMS platform migration is more complex than email migration because of consent and 10DLC. Many stores stay on their initial SMS platform longer than other apps simply because switching is expensive and risky. Choose the initial platform carefully; migration later is real work.

Expert insights

SMS is the highest-ROI marketing channel in ecommerce after email. Well-run programs produce 25-50x return on spend and contribute 10-20% of total store revenue at scale. The math is compelling once compliance and operations are handled. But the math only works when SMS is run well; sloppy SMS produces opt-outs, complaints, and legal exposure rather than revenue.

Compliance is foundational, not optional. TCPA in the US imposes $500-$1,500 fines per violation; class action exposure is real. Pre-checked opt-ins, migrating subscribers without consent records, sending without quiet hours, ignoring opt-outs — each creates existential legal risk at scale. The platform handles some compliance tooling; the operator handles the rest. There is no shortcut.

SMS is a different channel from email; treat it accordingly. Lower frequency (2-4 marketing SMS per month for most stores), stronger offers per send, time-sensitive content, conversational potential. Stores that treat SMS like an email replicator produce opt-outs and fatigue; stores that treat SMS as its own discipline produce revenue.

The platform fee is a fraction of total SMS cost. Per-message costs, carrier fees, and operator costs dwarf the platform subscription. At $1M revenue with 100K monthly messages, total monthly cost runs $5K-$10K with the platform fee being maybe 5-15% of that. Budget all layers, not just the visible one.

Bundled SMS through Klaviyo or Omnisend is the right answer for most stores under $1M. No separate platform fee, unified customer data, simpler operations. The depth that justifies Postscript or Attentive at $5M brands is unused at $500K brands. Match platform to stage.

Dedicated SMS platforms justify their cost when you use SMS-specific features. Two-way conversational commerce, keyword campaigns, sophisticated automation, advanced compliance tooling, dedicated account management — these features exist on Postscript and Attentive for reasons. When your program uses them, the premium pays back.

Two-way SMS is the differentiated capability. Customers can reply — for customer service, product questions, feedback, UGC. This is impossible in email. Stores that use SMS as a one-way blast channel miss the most differentiated use case; stores that staff two-way conversations produce experiences email cannot match.

Opt-out rate is the leading indicator. Above 1-2% per send signals fatigue, over-sending, or poor targeting. Track opt-out rate trend, not just send-by-send. Healthy SMS programs have very low and stable opt-out rates.

SMS coordinates with email; it does not replace it. Best programs use SMS for time-sensitive moments (launches, flash sales, abandoned cart recovery within minutes, post-purchase) and email for content-heavy work. Coordinated email/SMS produces more than either alone; competing email/SMS produces less than either alone.

Migration is expensive and slow. SMS platform migration involves consent records, 10DLC re-registration, flow rebuild, integration reconfiguration. Cost runs $2K-$75K+ over 4-12 weeks. Choose the initial platform carefully; switching is real work.

SMS revenue per subscriber is high but list size is harder to grow. SMS lists grow more slowly than email lists because consent requirements are stricter and customer hesitation is higher. Plan for list growth strategy as carefully as email; the program needs subscribers to send to.

Frequently asked questions

What's the best SMS app for Shopify?

Depends on stage. Bundled SMS through Klaviyo or Omnisend works best for stores under $1M revenue (no separate platform fee, unified data, simpler operations). Postscript is the most popular dedicated SMS platform at $500K-$5M+ revenue, offering SMS-specific features like two-way conversational commerce and sophisticated automation. Attentive is the enterprise option ($10M+ revenue) with dedicated account management. For most stores, bundled SMS through your email platform is the right starting point; move to dedicated SMS when you need features the bundle does not provide.

How much does SMS marketing cost for Shopify?

SMS has three cost layers most merchants miss. Platform fee: $0 (bundled with Klaviyo or Omnisend email) to $500+/month (Postscript) to $500-$5,000+/month (Attentive). Per-message costs: $0.01-$0.04 per SMS in US/Canada, more for MMS, significantly more internationally. Carrier fees: 10DLC registration ($4-$50 one-time + $4/quarter ongoing) plus per-message passthrough ($0.002-$0.005 per message). Plus operator cost ($1,500-$10,000+/month for someone running SMS well). A store sending 50,000 SMS/month with mid-market operator typically spends $5,000-$8,000/month total, with the platform being a small fraction.

Postscript vs Attentive: which is better?

Postscript is the most popular dedicated SMS platform on Shopify, with strong SMS-specific features (two-way conversations, keyword campaigns, sophisticated automation, ecommerce-native segmentation). Attentive is the enterprise alternative, with dedicated account management and white-glove support but higher cost ($500-$5,000+/month base vs Postscript $0-$500+/month). For most growing brands, Postscript is the safer default at $500K-$5M revenue. Attentive justifies its cost at $10M+ revenue with sophisticated SMS programs needing premium support. Choose based on stage, sophistication needs, and willingness to engage in enterprise sales process.

Is Klaviyo SMS good enough for Shopify?

Klaviyo SMS is bundled with Klaviyo email at no separate base fee; pay-per-message costs apply on top. For stores already using Klaviyo for email at $300K-$2M revenue, Klaviyo SMS is often the most cost-effective and operationally simple choice — unified customer data, coordinated flows, single vendor. Dedicated platforms like Postscript add SMS-specific features (advanced two-way, keyword campaigns, more sophisticated automation) that justify their cost at higher revenue or for stores running serious dedicated SMS programs. For most stores, the question is when to graduate from Klaviyo SMS to dedicated SMS, not whether Klaviyo SMS is good enough at small scale.

What's TCPA and how does it affect SMS marketing?

TCPA (Telephone Consumer Protection Act) in the US requires: express written consent before sending marketing SMS (pre-checked boxes do not count); clear disclosure at consent (who, what, frequency, rates, opt-out); easy opt-out (STOP must work and be confirmed); quiet hours (typically 8am-9pm recipient local time); record keeping of consent. Penalties are $500-$1,500 per violation, with class action exposure. International rules (Canada CASL, UK PECR, EU GDPR-ePrivacy, others) have similar or stricter requirements. Compliance is not optional and is foundational, not an afterthought.

What's 10DLC and do I need it?

10DLC (10-digit long code) is the US carrier registration system for business SMS. Since 2021, US carriers require 10DLC registration through The Campaign Registry: brand registration ($4 one-time + $4/quarter) plus campaign registration ($10 one-time + $10/month per campaign). Trust score determines throughput and per-message carrier fees. Without 10DLC registration, throughput is limited and deliverability suffers. All reputable platforms handle 10DLC setup but you must provide accurate brand information. Setup takes 1-4 weeks. International SMS has different (often equivalent or stricter) requirements.

How often should I send marketing SMS?

For most stores, 2-4 marketing SMS per month produces healthy revenue without driving opt-outs. More than 4-6 per month often increases opt-outs faster than revenue. SMS fatigues faster than email; lower frequency with stronger offers per send works better than higher frequency with weaker offers. SMS works best for time-sensitive moments (launches, flash sales, abandoned cart recovery, time-limited offers) — not as a constant communication channel. Coordinate with email so you do not duplicate messaging; use SMS where it has differentiated value (urgency, real-time, conversational).

How do I migrate SMS subscribers between platforms?

Migration involves: subscriber list export with consent records (the critical part — subscribers without documented consent on new platform are not safely sendable); 10DLC re-registration on new platform (1-4 weeks); flow rebuild (welcome, abandoned cart, post-purchase, win-back); integration reconfiguration (Klaviyo, reviews, subscriptions, loyalty); typically losing two-way conversation history. Cost: $2,000-$8,000 for small lists (under 5,000); $8,000-$25,000 for mid-market (5,000-50,000); $25,000-$75,000+ for large lists. Timeline 4-12 weeks. Plus 5-15% subscriber attrition during the migration period. Choose initial platform carefully; switching is expensive.

What are the most common Shopify SMS mistakes?

Common mistakes: treating SMS like email (same cadence, same content); skipping compliance setup (TCPA exposure); pre-checked opt-in (not valid consent); migrating subscribers without consent records; sending without quiet hours; hard or hidden opt-out; over-sending (more than 4-6 per month); long messages that split and bill multiple times; MMS overuse; no two-way capability when expected; bad targeting; SMS as standalone channel uncoordinated with email; buying or scraping phone lists (severe legal exposure); ignoring opt-out rate as leading indicator; no revenue measurement. The biggest is treating SMS as a one-size-fits-all channel rather than its own discipline with specific best practices.

Next step

If you are choosing an SMS platform or want help running your existing SMS program with proper compliance and real revenue results, work with a vetted specialist who understands both the platforms and the operator-side work including TCPA compliance.

Browse Shopify email and SMS marketing experts, or get matched with the right expert for your store. We will help select the right platform for your stage and connect you with a specialist who can handle setup, compliance, optimization, or migration.

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