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What’s with all the jargon? Two-way, one-way, conversational, bulk, broadcast.
In this blog, we decode the differences between one-way and two-way SMS. And show you how and when to use each method.
In this blog you’ll find:
Two-way vs. one-way SMS: what’s the difference?
When to use one-way SMS
When to use two-way SMS
Why you should use two-way and one-way SMS in business
Read on.
Two-way vs. one-way SMS: what’s the difference?
It’s easy to understand the difference between two way SMS and one way SMS. With one-way SMS, you can’t receive replies from customers. With two-way sms, you can receive replies.
Simple right? However, if you’re using sms for business — there are a few extra things to consider.
Unpacking one-way SMS
You can think of one-way sms as a monologue. You communicate your message, without expecting a reply or starting a conversation. You can use all number types for one-way sms.
One-way sms is sometimes called bulk sms or sms broadcast. It’s a great choice for when you want to share information quickly, without the back and forth.
Start a conversation with two-way SMS
On the other hand, two-way SMS is all about conversations. With two-way sms, customers can reply if they want. It’s great for gathering feedback, supporting customers or building relationships.
You might see two-way SMS called conversational marketing. And you have to be careful about what type of number you send from — some numbers, like alpha tags, don’t accept replies.
💡If you’re shopping for a two-way SMS provider, it’s a good idea to look for one with an inbox feature. Our SMS Messenger is a good example.
One-way vs two-way at a glance
Number types | Replies | When to use it | Popular uses | |
One way sms | ✅ Alpha tags | No | When you want to share important information that doesn’t need replies. | Offers + promotions |
Two way sms | ✅ Own number | Yes | When you want to engage with customers, have conversations or improve the experience. | Reminders + rescheduling |
Hot tip: Confused by number types? Check out How to choose the right type of number.
When to use one-way SMS
You already know that by sending one-way sms, it means customers can’t reply. But there’s more to this type of text messaging than meets the eye. It’s a powerful tool when used correctly — one you’ll want to keep in your back pocket.
Why businesses use one-way SMS
One-way sms or bulk texting is an easy way to reach thousands of customers at once. And, with 98% of messages being read in minutes — it’s a communication superpower.
Often businesses use the power of one-way texting when they don’t want replies from customers. They might be too busy to handle the influx of messages. Or, they might want customers to follow a CTA link rather than getting distracted by starting a conversation.
How businesses use one-way SMS
There are so many ways that businesses can use one-way text messaging. Some of the most popular uses are below:
Promotional offers
Many people use one-way SMS to broadcast promotional offers, discounts and deals to a wide audience. Often a CTA link is included in these messages, which encourages the customer to book, buy or browse.
Marketing messages
One of the fastest ways to deliver marketing messages and share product launches or company updates — without any hassle.
Alerts and updates
Most urgent updates and alerts don’t need replies. Most companies or organisations send out important alerts, emergency notifications, or real-time updates with one-way messaging.
Delivery updates
Keeping customers in the loop about their parcel delivery is important. Order updates, delivery confirmation messages and even receipts shared by SMS are usually one-way communications.
When to use two-way SMS
Let’s dive into two-way SMS. Considering that 60% of consumers would rather text a business back regarding support issues, you might want to consider firing up the text messaging chat.
Why businesses use two-way SMS
If you want to create and nurture personal relationships with your customers — two-way sms is the way to go.. You can have consistent conversations through text, to build rapport and trust.
Many businesses also use two-way sms to automate conversations, feedback and get confirmations.
How businesses use two-way SMS
One-way communication is useful. Everyone loves receiving an SMS telling them their package has been delivered.
However, 89% of consumers say they want two-way conversations via messaging channels. We’ve listed some of the ways that businesses are transforming SMS into customer service moments. And saving their staff time too.
Appointment management
When you need to manage appointments, two-way SMS is an easy way to get real-time confirmation. Often used for such as creating, confirming, or cancelling appointments. The two-way communication can be as simple as, ‘reply Yes if you're attending the appointment.
Surveys and polls
You can use two-way SMS for surveys, polls and feedback collection. It’s also a great way to gather customer reviews quickly. There are plenty of creative ways that businesses are using automated polls for market research or gathering feedback.
Customer Support
Provide exceptional customer support through personalised, text-based conversations.
By using a texting platform to handle customer support text messaging you can reply from your computer, keep all messages in one place and share the load across your team. It’s much easier than using your handset.
Why you should use two-way and one-way SMS in business
You might think you have to choose between email vs sms or messenger. Or, you might think that you need to only send one-way messages. But, in our multi-channel world, there is no one size fits all solution to customer communication.
Most businesses add text messaging to their communications plan because it’s flexible. Combining one-way and two-way texting can solve a bunch of communication problems.
We recommend using both styles, as long as you have the right strategy for each.
For example, if you wanted to share straightforward information to a broad audience such as marketing messages or alerts. One-way SMS would be the perfect choice. You don’t want to annoy customers with SMS marketing that’s over the top.
On the flipside, if you want to communicate more complex information or need to gather customer feedback, two-way SMS is a powerful tool. You can have ongoing conversations, address customer needs, offer tailored support, and collect feedback. A big win.
There are many creative ways that businesses are using two-way texting. For example, hyper-personalisation or text to pay — check these out in our text message trends report. Two-way texting is only going to grow from here.
Harness the power of SMS
The power of SMS messaging lies in understanding when to use one-way or two-way SMS to reach your goals. If you can use a mix of both methods effectively, you’ll be able to reach customers quickly and build lasting relationships.
Ready to get sending? Sign up for a free trial and try SMS for yourself.