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Limitations of SMS links in email editors and best practices for CTAs

Updated

When adding a button to your email template, you can assign it different actions, such as opening a web page, sending an email, making a phone call, or sending an SMS. While most of these options work reliably, the “send SMS” action doesn't function as expected in many email clients.

Issue

When assigning the SMS action to a call-to-action (CTA) button in an email campaign, the link often fails to open the SMS app or pre-fill a message. Instead, the button may appear as plain text, be removed entirely, or do nothing when clicked.

Cause

This behavior isn't caused by the platform but by industry-wide limitations in how email clients handle the sms: protocol.

  • Email client restrictions: Most email clients, especially desktop and web versions such as Outlook, Gmail Web, and Apple Mail, don't support the sms: protocol.

  • Mobile inconsistencies: Support is unreliable even on mobile devices. Security filters often block or strip SMS links, rendering them unusable.

  • Rendering limitations: Bloomreach’s editor is designed for standard web URLs, so it doesn't natively support sms: links in CTA buttons. Even if you insert custom HTML, most email clients will not render the SMS action appropriately.

Example of a CTA button setup to allow users to start sending SMS: 

Solution

Since the limitation originates from email clients themselves, there is no universal fix that will make SMS CTAs work. Instead, we recommend using alternative approaches to encourage recipients to send an SMS.

Best practices

To maximize reach and clarity across devices:

  1. Provide clear text instructions
    Add a visible message in the email body, such as:

    “Text JOIN to 39898 to subscribe.”

  2. Use a landing page for instructions
    Link your CTA button to a mobile-friendly landing page that explains how to send the SMS. This ensures both desktop and mobile users receive clear next steps.

  3. Keep the CTA button for mobile users
    You can still include a CTA button with the intended SMS action for mobile recipients who may have partial support. However, always include fallback text.

Note

'Send sms' links or buttons inserted into an email template, which trigger the SMS client on the recipient's device, aren't converted to tracking links for click measurement within the platform.

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