SMS marketing in Australia: what it costs and the rules
Texts get read; they also cost money every time and carry the same legal rules as email. What Australian providers charge, and how to use them well.
By the Desk editorLast checked 3 October 20262 min read
The short answer
Published prices for a standard text to an Australian mobile ran from about 3.5 to 7.2 cents a message at 1,000 messages, excluding GST, among the providers we checked in October 2026. Marketing texts need consent, your business name and a working opt-out, exactly like email.
What bulk SMS costs
| Provider | Per SMS, 1,000 | Per SMS, 10,000 | Monthly fee | Note |
|---|---|---|---|---|
| Cellcast | 3.7c | 2.9c | None | Prepaid bundles, credits do not expire |
| Mobile Message | 3.5c | 3.0c | None | 1.6c on the first purchase |
| ClickSend | 7.2c | 6.4c | None | Pay as you go; bigger top-ups cost less per message |
| Sinch MessageMedia | plan | plan | From $45 | Monthly plans with included messages |
Australian cents per standard 160-character SMS to an Australian mobile, excluding GST, from each provider's published prices (ClickSend's from a March 2026 comparison of published rates). Checked 3 October 2026.
At 2,000 messages a month, a common size for appointment reminders, those rates come to roughly $70 to $145 a month before GST. Long messages cost more: a text over 160 characters is billed as two or more, and an emoji or a curly apostrophe can switch the message to a format that holds only 70 characters per part.
SMS or email?
| SMS | ||
|---|---|---|
| Cost | Every message costs 3 to 7 cents or more | Monthly plan; sends often included |
| Length | 160 characters a part | As long as you like |
| Best for | Reminders, last-minute offers, "your order is ready" | Newsletters, launches, anything with pictures |
| The rules | Spam Act: consent, identify, opt-out | The same |
How to send marketing texts that comply
- Consent first. Collect mobile numbers with a clear opt-in ("Text me offers"), and keep a record of when.
- Name the sender. Use your business name as the sender ID where the provider allows it, or name the business in the text.
- Include an opt-out. "Reply STOP to opt out" is the usual form; honour it within 5 working days.
- Keep it short and timed. Send in business hours; a text at 10 pm is a fast route to unsubscribes.
The full rules are in the Spam Act, explained.
Common questions
How much does bulk SMS cost in Australia?
Among the providers we checked, about 3.5 to 7.2 cents a message at 1,000 messages, and about 2.9 to 6.4 cents at 10,000, excluding GST. Some charge a monthly plan instead.
Do I need consent to text customers?
Yes. The Spam Act covers commercial texts the same way as emails.
What counts as one SMS?
Up to 160 standard characters. Longer messages are billed as two or more parts, and special characters can reduce a part to 70 characters.