***
title: Complete SMS Setup Guide
description: >-
A comprehensive step-by-step guide to setting up, running, and reviewing
outbound SMS campaigns with Gail from start to finish.
------------------------------------------------------
# Complete SMS Setup Guide
This comprehensive guide walks you through every step of setting up SMS capabilities with Gail, from initial approval to analyzing campaign performance. Follow this end-to-end process to launch your first successful SMS outreach campaign.
This guide combines multiple setup processes into one complete workflow. Each section links to detailed documentation if you need more information on specific topics.
## Overview
Setting up SMS with Gail involves four main phases:
1. **Foundation** - Get approved for SMS and configure your Gail
2. **Content & Audience** - Create message templates and build contact lists
3. **Launch** - Run your SMS campaign
4. **Review** - Analyze performance and optimize
Let's walk through each phase step by step.
***
## Part 1: SMS Qualification & Initial Gail Setup
Before you can send any SMS messages, you need to complete two critical prerequisites: SMS approval and Gail configuration.
### Step 1: Apply for SMS Approval
This is the most crucial first step! You must be approved for SMS within the Gail platform to send text messages.
#### Navigate to Settings
1. From the left-hand menu, click **Settings**
2. Scroll down to the **Verify Messaging** section
#### Verify Your Business
Before applying for SMS:
1. Ensure your agency is verified as a business in Gail
2. Complete the **Verify Phone** process if not already done
3. Confirm the verification section displays **VERIFIED**
You must complete business verification before you can apply for SMS approval.
#### Start the Application
1. In the **Verify Messaging** section, click **Apply**
2. Review the TCPA disclaimer that appears
3. Click **Next** to continue
#### Provide Your Use Case
Select the messaging category that best fits your business:
| Use Case | Description |
| ------------------------ | -------------------------------------------- |
| **Customer Care** | Account management, inquiries, support |
| **Account Notification** | Alerts, reminders, appointment confirmations |
Choose your category and click **Next**.
#### Describe How You'll Use SMS
Provide a detailed description of your SMS use case. You can use a provided template or write your own.
**Example:**
```
We use SMS messaging to send appointment reminders, policy updates,
and renewal notices to our insurance clients who have opted in to
receive text communications.
```
Click **Next** when complete.
#### Define Your Opt-In Process
This is critical for TCPA compliance. Thoroughly describe:
1. **How users opt in** - Describe the specific method (web form, checkbox, etc.)
2. **Consent language used** - Provide exact wording customers see
3. **How consent is stored** - Explain your record-keeping process
4. **How users opt out** - Describe the opt-out mechanism (STOP keyword, etc.)
5. **How opt-outs are handled** - Explain how you honor opt-out requests
**Example:**
```
Users opt in by checking a box on our website that states: "I agree to
receive text messages from [Agency Name] regarding appointments, policy
updates, and other account notifications. Message and data rates may apply.
Text STOP to opt out at any time."
Consent is stored in our CRM system with a timestamp and IP address. Users
can opt out by texting STOP to any message, and opt-out requests are
processed immediately and logged in our system.
```
Click **Next** after completing this section.
#### Add Sample Message Templates
Provide at least **two example SMS messages** you plan to send.
**Example 1 - Appointment Reminder:**
```
Hi [Name], this is a reminder about your appointment with [Agency]
tomorrow at [Time]. Reply CONFIRM or call us at [Phone]. Reply STOP to opt out.
```
**Example 2 - Policy Renewal:**
```
Hi [Name], your policy with [Agency] is up for renewal on [Date].
We'll call you soon to discuss. Reply STOP to opt out.
```
Include realistic examples that represent the types of messages you'll actually send. This helps ensure faster approval.
#### Submit and Wait for Approval
1. Review all information for accuracy
2. Click **Save** to submit your application
3. Wait for approval (typically **5-7 business days**)
4. You'll receive a notification once the review is complete
Check your approval status at **Settings** → **Verify Messaging**.
While waiting for SMS approval, you can proceed with Steps 2-4 to prepare your Gail configuration and campaign content.
### Step 2: Create or Configure Your Gail for SMS
Once approved (or while waiting), configure your Gail agent for SMS capabilities.
#### Navigate to Gails
1. In the left-hand menu, click **General**
2. Select **Gails** from the dropdown
#### Create or Edit Your Gail
Choose one of these options:
* Click **Create a Gail** to build a new agent for SMS
* Select an existing Gail you want to enable for SMS
#### Configure Gail Settings
You can use **Basic Mode** or **Advanced Mode**:
**Basic Mode:**
* Gail name (e.g., "SMS Assistant")
* Specialty (e.g., "Customer Communication")
* One-sentence description
**Advanced Mode:**
* More control over persona and tone
* Custom abilities and behaviors
* Specific model selection
#### Enable SMS Channel
This is the critical step for SMS functionality:
1. Scroll to the **Channels** section
2. Ensure **SMS** is toggled **ON**
3. Select your preferred SMS sender name or short code
4. Decide if you want to **Allow MMS/Incoming Media**
Your dedicated SMS number is the Gail line shown in the "Calls" tab of your portal. This is the number clients will text or receive messages from.
#### Add Knowledge Base (Optional but Recommended)
To help Gail answer inbound SMS questions when clients reply:
1. Go to the **Knowledge Base** section
2. Upload relevant documents (FAQs, product info, policies)
3. Add structured data if needed
See [Knowledge Base](/platform/knowledge/overview) for details.
#### Set Rules and Constraints (Optional)
Define specific rules Gail must follow during SMS conversations:
* Compliance requirements
* Brand voice guidelines
* Information Gail should never share
* Escalation triggers
#### Configure Business Hours (Optional)
Set business hours if you want Gail to behave differently for SMS outside of office hours:
1. Enable **Business Hours**
2. Set your operating hours
3. Define after-hours behavior
#### Save Your Gail
Click **Save** at the bottom of the page to activate your SMS-enabled Gail.
Your Gail is now configured for SMS! Next, we'll create the content for your campaign.
***
## Part 2: Building Your SMS Campaign
Now that your Gail is ready for SMS, create your campaign content and prepare your audience.
### Step 3: Create Your SMS Text Template
Templates are the actual message content Gail will send.
#### Navigate to Text Templates
1. In the left-hand menu, click **Outreach**
2. Click **Text Templates** at the top right
#### Create a New Template
Click **Create Text Script**.
#### Configure Template Settings
Fill out the template details:
**Name the Script:**
Give it a clear, descriptive name for your internal use.
**Examples:**
* "Monthly Newsletter SMS"
* "Policy Reminder Text"
* "Appointment Confirmation Message"
**Type Your Message:**
* **Character Limit:** Maximum of 1,599 characters
* **Include Links:** Embed URLs to quote forms, appointment scheduling, or resources
* **Personalization:** Use dynamic fields to customize messages
**Dynamic Fields Examples:**
* `@FirstName` - Contact's first name
* `@LastName` - Contact's last name
* `@PolicyNumber` - Policy number
* `@CompanyName` - Your agency name
**Example Message:**
```
Hi @FirstName, your auto policy is renewing soon! Visit [Link] to review
options or schedule a call. Questions? Reply to this text! Reply STOP to opt out.
- @CompanyName
```
Always include:
* Your business name
* Clear call-to-action
* Opt-out instructions (Reply STOP)
* Value for the recipient
#### Save the Template
Click **Create Script** to save your template.
#### Create Additional Templates (Optional)
Create multiple templates for different campaign purposes:
* Welcome messages
* Appointment reminders
* Payment notifications
* Renewal alerts
* Promotional offers
### Step 4: Prepare Your Contact List
You need contacts to send messages to. Here's how to organize them.
#### Navigate to Contacts
1. In the left-hand menu, click **General**
2. Select **Contacts**
#### Upload or Manage Contacts
You have several options:
**Option 1: Upload New Contacts**
1. Click **Upload Contacts**
2. Select a CSV file with your contact information
3. Ensure phone numbers are correctly formatted (E.164 format recommended)
**CSV Format Example:**
```csv
FirstName,LastName,Phone,Email,CustomField
John,Smith,+15551234567,john@example.com,ValueHere
Jane,Doe,+15559876543,jane@example.com,ValueThere
```
**Option 2: Use Existing Contacts**
If you've already imported contacts, you can organize them into lists.
**Option 3: Manual Entry**
Add contacts individually through the interface.
#### Format Phone Numbers Correctly
Ensure phone numbers are properly formatted:
* **Include country code** (e.g., +1 for USA)
* **No spaces or special characters** (or use standard formatting)
* **Example:** +15551234567
Only include contacts who have explicitly opted in to receive SMS messages. Sending unsolicited texts may violate TCPA regulations and result in penalties.
#### Create a Contact List
Group contacts you want to reach with your SMS campaign:
1. Click **Create Contact List**
2. Give it a descriptive name (e.g., "January Marketing List," "Policy Renewal - Q1")
3. Select the contacts to include
4. Save the list
**List Organization Tips:**
* Segment by customer type
* Group by engagement level
* Organize by campaign purpose
* Tag by geographic location
#### Verify Contact Data
Before launching a campaign, verify:
* ✅ All contacts have valid phone numbers
* ✅ All contacts have opted in to SMS
* ✅ Dynamic fields (like `@FirstName`) have corresponding data
* ✅ No duplicate contacts in the list
***
## Part 3: Running Your SMS Campaign
With your Gail, template, and contacts ready, it's time to launch your campaign.
### Step 5: Create Your SMS Campaign
#### Navigate to Campaigns
1. In the left-hand menu, click **Campaigns**
2. Click the **New Campaign** button
#### Enter Campaign Details
**Campaign Name:**
Give your campaign a descriptive title (minimum 5 characters).
**Best Practices:**
* Be specific about purpose (e.g., "Q1 Payment Reminders")
* Include date or period (e.g., "March Appointment Confirmations")
* Use consistent naming conventions
* Avoid generic names like "SMS Campaign 1"
**Examples:**
* "Insurance Renewal Reminders - February 2026"
* "Appointment Confirmations - Week of Jan 27"
* "Policy Update Notifications - Winter Campaign"
**Campaign Description:**
Add a description explaining:
* Target audience
* Expected outcomes
* Campaign timing or context
* Any special notes
**Example:**
```
Sending payment reminders to customers with policies expiring in March.
Messages include payment links and customer service contact info.
Running during business hours only.
```
#### Select Your Script
1. Click the **Script** dropdown menu
2. Choose the text template you created in Step 3
Templates are distinguished by icons:
* 📞 **Call scripts** have a telephone icon
* 💬 **Text scripts** have an SMS icon
Make sure to select a text script (💬) for your SMS campaign.
If you don't see the template you need:
1. Navigate to **Outreach** → **Text Templates**
2. Create a new template
3. Return to your campaign and select it
#### Choose a Contact List
1. Click **Choose Contact List**
2. A modal will appear with your available lists
3. Select the list containing contacts for this campaign
**Before proceeding, verify:**
* Contacts have opted in to receive SMS
* Phone numbers are properly formatted
* Variables used in your template have corresponding data in contact records
* List size is appropriate for your campaign goals
#### Review Campaign Settings
Before launching, double-check everything:
| Setting | What to Check |
| ----------------- | ----------------------------------------- |
| **Campaign Name** | Clear and descriptive |
| **Template** | Correct message with SMS icon (💬) |
| **Contact List** | Right audience for this campaign |
| **Variables** | All template fields have data in contacts |
### Step 6: Test Your Campaign (Highly Recommended!)
**Never skip testing!** Always test before sending to your full list.
#### Create a Test Contact List
1. Navigate to **Contacts**
2. Create a new contact with your own phone number
3. Create a small test list with just yourself (and maybe a colleague)
#### Run a Test Campaign
1. Create a new campaign (or duplicate your main campaign)
2. Select your test contact list
3. Launch the campaign
4. Wait to receive the test message
#### Verify Everything
When you receive the test message, check:
* ✅ Message appears correctly formatted
* ✅ All links work and go to correct destinations
* ✅ Personalization fields populate accurately
* ✅ Opt-out instructions are clear
* ✅ Message tone and content are appropriate
* ✅ Character count is within limits (not broken across multiple texts)
#### Fix Any Issues
If you find problems:
1. Edit your template
2. Update your contact list data
3. Modify campaign settings
4. Run another test
Only proceed to full launch once your test is perfect!
### Step 7: Launch the Campaign
Once testing is complete and you're satisfied:
#### Save the Campaign
1. Click the orange **Save** button
2. You'll be taken to the "Edit Campaign" page
3. Review all settings one final time
#### Start Sending
1. Click the **Start** button to launch
2. Confirm the action if prompted
3. Your campaign is now live!
Your SMS campaign is running! Gail will send text messages to your selected contacts according to your template.
#### Monitor Initial Sending
During the first few minutes:
1. Stay in the Campaigns dashboard
2. Watch for initial delivery confirmations
3. Check for any immediate errors
4. Verify sending is progressing as expected
If you notice issues immediately, you can pause the campaign to investigate.
***
## Part 4: Reviewing Your SMS Campaign Performance
After launching, monitor and analyze your campaign to understand its effectiveness.
### Step 8: Review SMS Conversations and Replies
Track how recipients are responding to your messages.
#### Navigate to Conversations
1. In the left-hand menu, click **Inbound**
2. Select **Conversations**
#### View Message History
Here you'll see all inbound and outbound SMS messages:
* **Full conversation threads** with each contact
* **Customer replies** including questions or requests
* **Gail's responses** (if configured with Knowledge Base for SMS)
* **Timestamps** for all interactions
#### Respond to Inbound Messages
When contacts reply:
1. Click into individual conversations
2. Review their messages
3. Respond if needed (or let Gail handle it automatically)
4. Flag important conversations for follow-up
#### Monitor Common Themes
Look for patterns in replies:
* Frequent questions (may need FAQ updates)
* Confusion about message content
* Interest in specific offers or services
* Opt-out requests (track why customers are leaving)
Analyze reply content to improve future campaigns. Common questions can inform your next message templates.
### Step 9: Analyze Campaign Performance
Review key metrics to understand campaign effectiveness.
#### Access Campaign Dashboard
1. Navigate to **Campaigns**
2. Click on your campaign name
3. Review the results dashboard
#### Key Metrics to Monitor
Track these important performance indicators:
| Metric | What It Means | What to Target |
| ------------------ | ----------------------------------- | ------------------------------ |
| **Total Messages** | Number of texts queued/sent | Should match contact list size |
| **Delivered** | Messages successfully delivered | Aim for 95%+ delivery rate |
| **Failed** | Messages that couldn't be delivered | Keep below 5% |
| **Response Rate** | Percentage who replied | Industry avg: 10-25% |
| **Click Rate** | Percentage who clicked links | Varies by industry (5-15%) |
| **Opt-Outs** | Contacts who texted STOP | Keep below 1-2% |
#### Track Link Engagement
If you included links in your message:
1. Use your link tracking tools (Google Analytics, CRM analytics)
2. Monitor click-through rates
3. Track conversions from SMS traffic
4. Identify which links perform best
#### Monitor Inbound Activity
Watch for campaign impact:
* Increase in inbound SMS replies
* Uptick in phone call volume
* Appointment bookings
* Website traffic spikes
* CRM updates from campaign activity
#### Review Opt-Out Rates
Pay close attention to opt-outs:
**Healthy Opt-Out Rate:** 0.5-2%
**High Opt-Out Rate (3%+) May Indicate:**
* Message frequency is too high
* Content isn't relevant to audience
* Wrong audience targeting
* Messaging tone is off
* Opt-in consent was weak or questionable
#### Assess Engagement Quality
Beyond numbers, evaluate:
* **Response quality** - Are replies meaningful and engaged?
* **Conversion rate** - Are SMS recipients taking desired actions?
* **ROI** - Does the campaign generate positive return?
* **Customer sentiment** - Are replies positive or negative?
### Step 10: Export and Deeper Analysis
For detailed reporting:
#### Export Campaign Data
1. From the campaign dashboard, look for **Export** options
2. Download CSV files with:
* Contact delivery status
* Response data
* Timing information
* Opt-out records
#### Integrate with CRM
Track SMS campaign impact in your CRM:
1. Match campaign contacts with CRM records
2. Track deal progression for SMS recipients
3. Compare conversion rates: SMS vs. other channels
4. Calculate campaign ROI
#### Create Performance Reports
Build reports that show:
* Campaign delivery success rate
* Engagement by customer segment
* Time-of-day performance
* Day-of-week trends
* Message template effectiveness
* Link performance comparison
***
## Campaign Optimization Tips
Use these insights to improve future campaigns:
### Improve Delivery Rates
If delivery rates are below 95%:
* **Clean your contact lists** - Remove invalid numbers
* **Verify phone format** - Ensure proper E.164 formatting
* **Check carrier blocks** - Some carriers may filter messages
* **Simplify content** - Remove excessive links or spammy language
* **Reduce sending speed** - Avoid triggering rate limits
### Boost Response Rates
To increase engagement:
* **Ask questions** - Encourage replies with clear questions
* **Create urgency** - Time-sensitive offers get more responses
* **Personalize heavily** - Use more than just first names
* **Segment better** - Target more specific audiences
* **Make it relevant** - Ensure content matches recipient needs
* **Optimize timing** - Send when recipients are most likely to engage
### Reduce Opt-Outs
To minimize unsubscribes:
* **Limit frequency** - Don't over-message contacts
* **Increase value** - Every message should benefit the recipient
* **Segment appropriately** - Send only relevant content
* **Honor preferences** - Let contacts choose message types
* **Set expectations** - Be clear about message frequency upfront
### Test and Iterate
Continuously improve through testing:
* **A/B test message templates** - Compare performance
* **Test different CTAs** - Find what drives action
* **Experiment with timing** - Find optimal send times
* **Try different formats** - Short vs. detailed messages
* **Test personalization levels** - Find the right balance
***
## Best Practices Summary
### Before Launching Any Campaign
* ✅ Confirm SMS approval is active
* ✅ Verify all contacts have opted in
* ✅ Test with yourself first
* ✅ Check all links work
* ✅ Verify personalization populates correctly
* ✅ Review message for compliance
* ✅ Schedule for appropriate times (9 AM - 7 PM)
### During Campaign Execution
* ✅ Monitor delivery rates in real-time
* ✅ Watch for error patterns
* ✅ Respond to inbound replies promptly
* ✅ Honor opt-out requests immediately
* ✅ Track link clicks as they happen
### After Campaign Completion
* ✅ Review all metrics thoroughly
* ✅ Export data for detailed analysis
* ✅ Document lessons learned
* ✅ Update contact lists (remove opt-outs)
* ✅ Plan improvements for next campaign
### Compliance Reminders
* ✅ Only text contacts who opted in
* ✅ Include business name in every message
* ✅ Provide clear opt-out instructions
* ✅ Honor opt-outs within 24 hours (immediately is best)
* ✅ Keep records of all consents
* ✅ Send during appropriate hours
* ✅ Follow TCPA and carrier guidelines
Violating SMS compliance regulations can result in fines up to \$1,500 per message. Always follow [TCPA guidelines](https://www.fcc.gov/consumers/guides/telephone-consumer-protection-act) and maintain proper consent records.
***
## Common Campaign Types and Use Cases
### Appointment Reminders
**When to send:** 24-48 hours before appointment
**Template example:**
```
Hi @FirstName, reminder: Your appointment with @AgentName is tomorrow
at @AppointmentTime. Reply CONFIRM or call @CompanyPhone to reschedule.
Reply STOP to opt out. - @CompanyName
```
### Payment Reminders
**When to send:** 7 days before due date, then on due date
**Template example:**
```
Hi @FirstName, your $@Amount policy payment is due @DueDate. Pay now:
@PaymentLink. Questions? Reply to this text or call @CompanyPhone.
Reply STOP to opt out. - @CompanyName
```
### Policy Renewals
**When to send:** 30, 14, and 3 days before renewal
**Template example:**
```
@FirstName, your @PolicyType policy renews in @DaysUntilRenewal days.
Review coverage options: @ReviewLink. We're here to help! Reply STOP
to opt out. - @CompanyName
```
### Follow-Up After Calls
**When to send:** Within 24 hours of interaction
**Template example:**
```
Hi @FirstName, thanks for speaking with us today! Here's the info we
discussed: @ResourceLink. Questions? Reply to this text! Reply STOP
to opt out. - @CompanyName
```
### Event Invitations
**When to send:** 2-3 weeks before event, reminder 1 day before
**Template example:**
```
You're invited! Join our @EventName on @EventDate. RSVP: @RSVPLink.
We'd love to see you there! Reply STOP to opt out. - @CompanyName
```
***
## Troubleshooting Common Issues
### Campaign Won't Start
**Possible causes:**
* SMS approval not complete
* Contact list empty or invalid
* Wrong script type selected (call script instead of text)
* Insufficient account credits
**Solutions:**
1. Check **Settings** → **Verify Messaging** for approval status
2. Verify contact list has valid phone numbers
3. Ensure you selected a text script (💬) not call script (📞)
4. Check account balance and add credits if needed
### Low Delivery Rates (Below 90%)
**Possible causes:**
* Invalid phone numbers
* Disconnected numbers
* Carrier filtering/blocking
* Rate limiting
**Solutions:**
1. Clean your contact list and remove invalid numbers
2. Verify phone number formatting (use E.164 format)
3. Review message content for spam triggers
4. Reduce sending volume or speed
5. Check with Gail support about carrier issues
### High Opt-Out Rates (Above 3%)
**Possible causes:**
* Messaging too frequently
* Content not relevant to audience
* Poor targeting/segmentation
* Weak initial opt-in consent
**Solutions:**
1. Reduce message frequency
2. Improve audience segmentation
3. Increase message value and relevance
4. Review and strengthen opt-in process
5. Survey opt-outs to understand reasons
### Variables Not Populating
**Possible causes:**
* Variable names don't match contact fields
* Contacts missing data for those fields
* Incorrect template syntax
**Solutions:**
1. Verify variable names match contact data exactly
2. Check contacts have data in required fields
3. Ensure variables use correct syntax (`@FieldName`)
4. Test with contacts that have complete data
### No Replies or Engagement
**Possible causes:**
* Message lacks clear call-to-action
* Wrong audience targeting
* Poor timing
* Links not working
**Solutions:**
1. Add clear, compelling call-to-action
2. Refine audience segmentation
3. Test different send times
4. Verify all links work correctly
5. Make content more engaging and valuable
***
## Next Steps
Congratulations! You now know how to set up, run, and analyze SMS campaigns with Gail. Here are some ways to take your SMS strategy further:
### Explore Advanced Features
* [Sequences](/platform/communications/outbound/sequences) - Combine SMS and voice calls in multi-step flows
* [Post-Call SMS](/platform/inbound/automated-sms-setup) - Send automated texts after calls
* [Redialing Rules](/platform/communications/outbound/redialing-rules) - Set up intelligent follow-up strategies
### Deepen Your Knowledge
* [SMS & Text Messaging](/platform/sms/sms-text-messaging) - Master text template creation
* [Managing Contacts](/platform/communications/outbound/managing-contacts) - Advanced contact organization
* [Reviewing SMS Conversations](/platform/sms/reviewing-sms-conversations) - Detailed conversation analysis
### Optimize Your Strategy
* [Call Logs](/platform/data-analytics/call-logs) - Track combined voice and SMS performance
* [Analytics Overview](/platform/data-analytics/overview) - Understand your communication metrics
* [Outbound Campaigns Overview](/platform/communications/outbound/overview) - Learn about all campaign types
### Get Help
If you have questions or need assistance:
* Contact Gail support through your dashboard
* Review the [FAQ](/developers/resources/faq) for common questions
* Check the [Changelog](/developers/resources/changelog) for new SMS features
Happy messaging!