In the world of digital marketing, SMS is the undisputed king of engagement. With open rates soaring above 98% and most messages read within three minutes, it's a direct line to your audience's pocket. But there's a catch: you have very little space to make a big impact.
When you're limited to 160 characters, every single one counts. And if you're pasting a long, clunky URL into your text messages, you're not just wasting space—you're actively hurting your campaign's performance.
Here is why switching to branded short links is the most high-leverage move you can make for your SMS strategy in 2025.
1. Deliverability: Don't Get Caught in the Spam Folder
This is the most critical factor that nobody talks about. Mobile carriers (like AT&T, Verizon, T-Mobile) have become increasingly aggressive about filtering out spam.
The Problem: Generic link shorteners (like the public bit.ly or tinyurl.com domains) are frequently used by spammers. Because of this, carriers often flag messages containing these domains as "high risk" and block them from ever reaching your subscribers' phones.
The Solution: Using a branded short link (like octi.link/deal or your own custom domain) signals to carriers that you are a legitimate sender. It separates your reputation from the millions of spam links generated on public platforms, significantly improving your delivery rates.
2. Trust: The Psychology of the Click
Imagine receiving a text message from a number you don't recognize:
"Your order is ready! Click here: http://gen.ric/xy7z9"
Now compare that to:
"Your order is ready! Track it here: octi.link/track-order"
The difference is subtle but powerful. The branded link tells the user exactly who the message is from and what to expect. In an era of increasing phishing scams (smishing), users are trained to be skeptical of weird-looking links.
Key Stat: Branded links in SMS can increase click-through rates (CTR) by up to 39% compared to generic short links. Trust drives action.
3. Character Real Estate: Say More with Less
SMS marketing is expensive (often priced per segment) and constrained by strict character limits. A standard URL can easily eat up 50-100 characters, leaving you almost no room for your actual message, call-to-action, or opt-out instructions (which are legally required).
By using a short link, you reclaim valuable real estate. You can use those extra characters to:
- Add a personalized greeting ("Hi Sarah!")
- Create a stronger sense of urgency ("Ends tonight!")
- Include a clear, compelling Call to Action ("Shop the drop now")
4. Tracking and Attribution: Know What Works
Sending an SMS is just the first step. You need to know who clicked, when they clicked, and if they converted.
A robust link management platform like Octilink gives you granular data on your SMS campaigns. You can track:
- Click-through rates: Which messages drove the most traffic?
- Time of engagement: Do your customers click more at 10 AM or 6 PM?
- Geographic data: Where are your most engaged users located?
This data allows you to refine your strategy, sending texts at the perfect time with the most effective messaging.
Best Practices for Links in SMS
To get the most out of your campaigns, follow these golden rules:
- Keep it clean: Avoid weird strings of random characters if you can customize the slug (e.g.,
octi.link/summer-saleis better thanocti.link/a7b9c). - Place it at the end: Put your link at the end of the message (but before the opt-out text) to ensure it previews correctly on smartphones.
- Test your preview: Send a test message to yourself to ensure the link unfurls (shows a preview image) if that's your goal, or stays compact if you want a cleaner look.
- Use HTTPS: Always ensure your destination and short links use SSL. It's a trust signal and a security necessity.
Conclusion
Your SMS list is one of your most valuable assets. Treat it with respect by sending clean, trustworthy, and optimized links. By switching to branded short links, you'll improve deliverability, build trust with your audience, and ultimately drive more revenue from every text you send.
Ready to upgrade your SMS strategy? Start creating branded short links for free with Octilink.