> ## Documentation Index
> Fetch the complete documentation index at: https://captivatedllc.mintlify.site/llms.txt
> Use this file to discover all available pages before exploring further.

# SMS Encoding and Special Characters

> Understand GSM-7 and Unicode SMS encoding and how special characters affect your message cost and length.

## What You Need to Know

In the fast-paced world of digital marketing, **SMS campaigns** remain one of the most direct and effective channels to reach customers. But as you craft your next SMS announcement, there's a technical detail that can seriously impact both your **campaign cost** and **user experience**: **SMS encoding**.

Let's break down what SMS encoding is, how special characters affect it, and what that means for marketers looking to maximize ROI while keeping messages engaging.

## What Is SMS Encoding?

When you send an SMS, the message isn't just passed along in plain text. It's **encoded**, or translated into a format that mobile networks can deliver. The type of encoding determines:

* **Which characters you can use**
* **How many characters fit in a single SMS**
* **Whether your message is sent as one or multiple SMS segments**

The two most common encoding types are **GSM-7** and **Unicode (UCS-2)**.

## GSM-7: The Default and Most Efficient

**GSM-7** is the standard character set for most SMS messages. It includes:

* Basic Latin letters (A–Z, a–z)
* Numbers (0–9)
* Common punctuation and symbols (e.g., !, @, #)

### Character Limit:

* **160 characters per message**
* If the message is split (concatenated), each segment holds **153 characters** (to allow for headers).

### Why Marketers Like GSM-7:

* Efficient — allows longer messages.
* Lower cost — fewer message segments needed.
* Universally supported — works on almost all mobile phones.

## Unicode (UCS-2): For Non-Standard or Special Characters

Unicode is required when your message includes:

* Emojis
* Accented characters (é, ñ, ü)
* Non-Latin alphabets (e.g., Chinese, Arabic, Cyrillic)

### Character Limit:

* **70 characters per message**
* Concatenated messages are **67 characters** per segment.

### Why Marketers Should Be Cautious:

* Messages are shorter.
* Costs can increase if the message gets split into multiple segments.
* Can be essential for localization or personalization.

## Common Characters That Trigger Unicode Encoding

You might think you're sticking to standard text, but a single special character can convert your entire message into Unicode. Here are a few common culprits:

* Emojis
* Curly quotes (" ")
* Accented characters (e.g., naïve, fiancé)
* Symbols not in GSM-7 (€, ©, ™)

**Tip**: Use online [SMS encoding checkers](https://twiliodeved.github.io/message-segment-calculator/) to test your messages before sending.

## Why This Matters for Your SMS Marketing Strategy

1. **Campaign Cost Management**\
   Using special characters may double or triple your costs if your message breaks into multiple segments. Always calculate how many segments your message will use.

2. **Message Delivery and Timing**\
   Multipart messages can lead to delays or out-of-order delivery, which could hurt time-sensitive campaigns like flash sales or limited-time offers.

3. **Brand Tone and Engagement**\
   Emojis and accents can boost engagement and make messages feel personal and on-brand. Just make sure the trade-off in message length and cost is worth it.

## Best Practices for SMS Encoding in Marketing

* **Stick to GSM-7** whenever possible for efficiency.
* **Test messages** with different encodings before launching a campaign.
* **Use emojis sparingly** — prioritize clarity over cleverness.
* **Avoid special punctuation** (like curly quotes copied from Word or Google Docs).
* **Segment by region or language** if you're localizing and need Unicode for non-Latin alphabets.
* **Preview message length and segment count** using your SMS platform or a character counter tool.

## Conclusion: Smart Messaging Starts with Smart Encoding

Understanding the difference between **GSM-7 and Unicode** can help you create SMS campaigns that are both cost-effective and impactful. As you build your next campaign, take a moment to consider how every character affects your bottom line.

Keep your messages **clear, concise, and encoding-aware**, and you'll be well on your way to higher engagement and a better ROI.